TV Media Buying: Dispelling Cost Myths and Strategies for Success
In the ever-evolving landscape of marketing, television remains a formidable avenue for reaching consumers, despite common misconceptions about its costs. The Super Bowl, often cited for its extravagant advertising expenses, has perpetuated the belief that TV media buying is exclusively a playground for big brands with massive budgets. However, the truth is that there are […]
That’s What That Is?
In recent years, the lines between traditional and digital video consumption have blurred to the point of vanishing completely. This has left advertisers seeking the best ways to reach an increasingly fragmented audience. Some see this as an either-or choice between employing the huge audiences of traditional TV or harnessing the targeting precision and tracking capabilities […]
Well, That Was Interesting. Now What?
As stay-at-home orders began rolling in, and businesses started shutting down, people had way more time on their hands and nowhere to go. Consequently, it should be no surprise that video consumption dramatically increased. Correspondingly, with people spending less time in their cars, radio initially saw a substantial loss of listeners and a shifting from […]
Change Is Inevitable Growth Is Optional
To paraphrase the Greek philosopher Heraclitus, “The only constant in life is change”. However, the rate of change is not constant. Think about how any number of events have shaped and changed your life. The minute before you received that phone call, or said yes to that offer, your life was the same as it […]
Bias In Advertising
Only a fool learns from his own mistakes. The wise man learns from the mistakes of others. Otto von Bismarck I came across this quote the other day, and it reminded me of an old Sunday school parable: There once was a man who lived in a two story house. The house was near a […]
Don’t Wait For Frozen Pipe To Fix Your Media Strategy
“You don’t pay the plumber for banging on the pipe. You pay him for knowing where to bang.” It’s a great quote that while erroneously attributed (in one form or another) to many authors; is a large part of the agency pitch. This came to mind not long ago after I worked on a traditional […]
It’s Not Me, It’s You: A Guide To Cord Cutting, Cable TV And Streaming
Sometimes you just have to break up. You’ve had a good run. Had some laughs. Enjoyed some good times. But you have this feeling there is someone better out there. Someone that doesn’t take advantage of you. Gives you what you want when you want it. And doesn’t cause a scene when you decide to […]
The Future Of Broadcast TV, Maybe
Stop me if you’ve heard this before: TV is changing. Of course it is. As they say, “The only constant is change.” This change, though, goes beyond the usual headlines of how many subscribers cable and satellite companies are losing every quarter, to the very nature of how broadcast TV is delivered. Say hello to […]
How A Birdie Can Save You From A Bogey
Meeting a potential new client for the first time is a bit like going on a first date. You put on your most flattering clothes, take extra care with your hair and/or makeup. Your heart pounds nervously and your palms sweat as you turn over the meeting in your head. What are you going to […]
Attribution (Or Why Clients Think Certain Media Doesn’t Work)
When discussing media options with clients, we sometimes find a pre-disposed prejudice to specific mediums for what, nearly 100% of the time, are anecdotal reasons. For example, it could be they listen to Pandora, but not terrestrial radio, so they think nobody listens to radio. Or, it could be they don’t listen to Pandora, so […]
A Lot Of A Little, Or A Little Of A Lot?
Should you attempt to reach as many people as the budget allows, knowing those people may only be exposed to the message once, or reach a smaller number of people many times? The answer, as with most things in life, is “it depends”. Marketing efforts are ultimately intended to build relationships with potential customers. The […]
