In the advertising industry, many still wonder: What is the difference between traditional and modern TVCs? However, from a practical marketing perspective, TVCs are not simply classified as traditional or modern. Instead, they are born and shaped by the commercial context and technology available at the time of production.
As TVC (Television Commercial) was the first video advertising format to emerge, the term is often misunderstood as a generic name for the vast world of Video Commercials. In reality, commercials are constantly evolving to meet market demands. Questioning “traditional vs. modern” can sometimes unintentionally overlook the unique creative value of each era—where every film served as an optimal solution for the audience’s behavior at that specific moment.
So, from its “roots” on the small screen, how has Video Commercial transformed to lead consumer trends over the decades?
1. The TV Era: The Reign of Television
In 1941, the first television commercial changed the global marketing landscape forever. TV became the centerpiece of every living room, and the TVC became the “gold standard” of advertising.
Context: Audiences consumed content passively according to broadcast schedules. Brands acted as “exclusive storytellers.”
Format Specs: Standard 4:3 aspect ratio (later 16:9). Fixed durations of 15s, 30s, or 60s to fit TV station ad slots.
Consumer Psychology: Viewers were willing to give full attention to a story with a beginning, middle, and end, as there were few other entertainment options.
Beyond formats, financial and prestige factors also shaped this era. With high-stakes prime-time slots costing a fortune, brands heavily invested in production budgets to match the campaign’s scale. Today, while no longer the sole power, television remains a formal channel with rigorous broadcasting standards. An appearance on TV still serves as a powerful testament to a brand’s transparency and high credibility.
2. The PC & Web Era: Early Internet Days
In the 2000s, the arrival of personal computers and broadband internet in Vietnam marked the first major turning point. Audiences began shifting to the internet via popular websites, blogs, and music platforms like Nhaccuatui…
Innovation: Video was no longer exclusive to television. TVCs started appearing on websites as video banners or downloadable clips.
Behavioral Shift: Users gained the power to actively choose what they wanted to watch. At this stage, brands primarily repurposed cuts from traditional TVCs for the internet environment.
3. The Social Media Era: The Explosion of Virality
With the explosion of YouTube, Facebook, and Twitter (X), media power was handed back to users, allowing them to freely create and share content.
The Shift: The traditional 30-second format was no longer the only benchmark. To leverage viral algorithms, brands began building strategies around Viral Videos or Brand Short Films.
Characteristics: Emphasis on storytelling and emotion. Highly engaging videos flourished as audiences voluntarily connected and shared within their communities.
The rise of multi-channel advertising has created a more level playing field. Advanced production technology now allows small and medium-sized brands to access video commercials, while larger brands can further optimize their budgets. Digital platforms offer more flexible standards, yet they still adhere to the general media and advertising laws.
Compliance with the latest legal frameworks, such as the Law on Advertising (Amended 2025), is a mandatory requirement for video commercial campaigns to proceed smoothly and transparently.
4. The Mobile-First Era: Digital Dominance
This is the era where smartphones became inseparable from daily life. Frequent social media access via mobile devices has completely redefined video commercial production.
Diversification: The emergence of vertical formats (9:16) tailored for mobile. Video Ads (with formats similar to TVCs) now appear densely across digital platforms and Digital Out-Of-Home (DOOH) screens.
Adaptability: Videos are flexibly designed for every device—from smartphones and tablets to laptops—optimizing the user experience anytime, anywhere.
To better understand the specific types leading current trends, refer to our article: What Is a Video Commercial? Popular Formats Today. Choosing the right format in this era is mandatory to optimize distribution efficiency.
Integrated Strategy: The Compass for Every Budget
Although Video Commercials today vary in investment levels, budget is not the only determinant of success. A comprehensive integrated strategy is the key. Rather than a standalone product, a Video Commercial is a long-term brand investment that requires meticulous planning—from positioning to distribution—to deliver sustainable value.
5. Conclusion
Why does "Timeliness" determine the success or failure of a Video Commercial?
Looking back at this journey, it is clear that Video Commercials are always a product of their time. Because they are produced for specific campaigns with set timelines, “timeliness” becomes the most important compass. A successful commercial is defined not just by beautiful imagery, but by how accurately it reflects the pulse, standards, and behaviors of the public at that moment.
Due to this time-sensitive nature, the creative and production process must adhere to strict standards and characteristics unique to each media era. Understanding the technological context and visual language is a prerequisite for content to stay relevant and achieve optimal marketing results.
Understanding market shifts, Helius Media provides Professional Commercial Video Production Services to partner with brands. We focus on creating and executing impactful Video Commercial campaigns.
Reach out some our commercial video projects
Video Commercial Production: Sunhome Rooftop Solar Solutions
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Product launching: Mobile speaker Nanomax S5000
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