One of Yangaroo’s superpowers (besides managing last-minute advertising crises like ninjas) is trafficking. Whether it’s handling a campaign from the initial media buy to the eleventh-hour addition of an ad that “needs to air in two hours,” we’ve got our clients covered at every step.
But there’s one question we hear more often than you’d think: “How do I write traffic instructions?”
It sounds daunting, doesn’t it? Kind of like someone handed you a blank sheet of paper and said, “Just solve world peace, no biggie.”
How do you make sure your ad airs correctly, on time, and without sparking a chain of urgent questions from every station? Now, imagine getting questions from one station—multiply that by 30. Suddenly, you’re managing a circus of “Did you mean this?” emails.
But don’t panic. We at Yangaroo are here to break it down for you, so your commercial airs flawlessly every time (without triggering a station-wide scavenger hunt). Here’s a foolproof guide to writing a traffic letter that even the busiest broadcaster will appreciate.
Wait…What Are Traffic Instructions?
Glad you asked! Traffic instructions are basically a cheat sheet for broadcast stations. It’s the essential document that ensures your ad gets to the right place, airs at the correct time, and doesn’t leave broadcasters scratching their heads. Here’s what should be in it:
1. Client and Campaign Details
This is like the “name tag” for your ad. Include the advertiser’s name, the product or service being advertised, and the campaign name. Trust me, the station needs to know who’s paying for all this airtime.
2. ISCI/Ad-ID Codes
Think of these as the DNA of your ad—unique alphanumeric codes assigned to each version of the spot (usually 30-second ones). It’s how stations tell ads apart. ISCI is like the industry standard name tag, while Ad-ID is a paid service that keeps your code unique forever, like buying a vanity plate that nobody else can steal.
3. Air Dates and Flighting Instructions
Here’s where you say exactly when you want your ad to air. Be as specific as you need: start and end dates, days of the week, prime time, weekends, full moons—whatever works for your campaign.
4. Spot Lengths
If your ad is 30 seconds long, let them know. If it’s 15 seconds, tell them. If it’s 7.5 seconds… maybe rethink that, but definitely let them know. This ensures the station doesn’t cut off your spot in the middle of the punchline.
5. Rotation Instructions
Got multiple creatives in your campaign? Make sure the station knows how to split them up. Maybe one airs 60% of the time, while the other plays the remaining 40%. Or, throw a curveball and have them alternate every Tuesday. Be clear about how to shuffle the deck.
6. Target Audience and Dayparts
If you want your ad shown during particular times (like morning news or prime time drama), or aimed at specificaudiences (say, insomniacs watching late-night infomercials), note that. Stations aren’t mind readers—they’re good, but not psychic.
7. Delivery Method and Tech Requirements
In what magical digital format is your ad arriving? HD or SD? MP4 or QuickTime? Let the station know if they should expect it from Yangaroo or another third-party delivery platform. If you don’t, you risk them treating your ad like an unmarked package from “that one relative” you never quite trusted.
8. Contact Information
Leave your name and contact info. It’s like the “In Case of Emergency” line on your ad’s personal profile. When a station has a question at 5:00 AM, they’ll need someone to call—and hopefully, that someone isn’t you! (Kidding. Sort of.)
Feeling Dizzy Yet?
Take a breath. Traffic instructions may seem like a lot to juggle, but once you’ve outlined all the key details, you’ll have smooth sailing. A good traffic instruction document is your ad’s trusty road map to success—it keeps everything on track and ensures your commercial reaches its audience, on time, and error-free. And isn’t that the goal?
