Paid TV – Buying Media Online – The Good Virus That Can Help Spread A Marketing Campaign
“Some media industry experts have suggested that TV should no longer be shorthand for television, but instead should be rebranded ‘Total Video.’
The idea has been suggested because people now watch television and video content on multiple devices, wherever and whenever they want.
The shift in people’s behavior, particularly the increase in people watching on mobile, can make it difficult for marketers and media planners to understand how each channel performs, and which combination of channels is optimal.”
When you bring up the word “television advertising” or “television commercials” what pops into your mind?
Multi-million (or billion) dollar budgets?
Massive companies with lame commercials that don’t really sell anything but instead try to win awards for the advertising company who created them? Bud-Weis-Errrrrrrr?
Horrible local commercials which look like they were shot on the first camera ever created in the history of mankind?
That question above was recently asked of a big CEO/entrepreneur and he said “Soap.” That is all he said when asked what he thought of when the word “commercial.” is said. Just soap.
The internet is providing paid TV-like advertising opportunities. Most of the companies that are buying paid TV-like advertising online are buying in blocks of a three month period.
But what if I told you that if done creatively and correctly, TV advertising can be a MASSIVE asset to gain new clients and increase your sales in a very provable and profitable way…
AND you can have an HD studio-quality advertisement/creative promotional segment that you can reuse online and in other places.
Many companies are analyzing how the benefits of this type of advertising have an added advantage in reaching, as well as tracking, a wider audience. There is no doubt that most are more than satisfied with the results.
Your paid TV-like internet advertising includes banner advertising, e-mail newsletters, ads that are targeted by the web page content, text ads, and regional ads.
This blitz of advertising effect, when done at the same time, creates a buzz effect that exponentially increases the marketing effect.
If your company is buying paid TV-like online advertising, it means you don’t have the hassle of negotiating with search engine companies because you opt to use an agency that will provide that service for you.
Everyone wants to get attention for their brand. Marketers divide their focus across the different forms of media to get attention.
Successful, ROI-positive marketing campaigns don’t just have strong, relatable messages — they also need to be seen by the right people, at the right time, all at an affordable price. That’s where media buying comes into play.
Media buying is the practice of negotiating and purchasing ideal ad spaces, programs, or times for your marketing message.
Media buying falls into the paid media category and generally means the procurement of media space and time for displaying ad creatives.
As you can probably guess, this can be a complicated process, which is why so many businesses trust media buying agencies to find the best possible placements and ad rates for them.
When buying media, the goal is to find the right place, time and context to deliver relevant ads to the target audience and increase conversion rates, sales or brand awareness.
Media buying is time-based, meaning you are paying for “renting” all possible placements on all possible platforms. So they must be available for the timeslot when it is convenient for the advertiser to place the ad.
It becomes the advertisers’ job to negotiate the best placement of the client’s ads. It is also the responsibility of the advertiser to provide their client with projected visitor counts.
There are so many nuts and bolts that comprise the area of paid TV-like online advertising that it is best to contract with an advertising agency service because of their expertise.
There are advantages to buying online media advertising rather than traditional television ads.
Because of the popularity of chat rooms, e-mail, and every day web searching, the internet has the capability of reaching a very wide audience that is performing more than one function at a time, unlike traditional TV viewing.
The ability for an advertisement to appear while the user is performing other internet functions is a vastly different marketing technique in comparison to interruptive television commercials.
Online media advertising has increased sales as well as branding awareness.
Some paid TV online marketing companies have options whereby their client can place ads in exchange for a percentage of any sales resulting from the advertising.
This feature is a selling point that traditional paid TV ads do not offer. With this offer, clients can save money and yet be effectively reaching out to the masses.
Companies offering search engine marketing as part of online media buying also handle the aspect of creating and optimizing their clients meta tags and manage their clients “cost per click” marketing campaigns. In addition, some companies are offering blogging as part of an online media campaign.
Key Advantages of Paid TV Online Media Buying
- The companies that sell the marketing of online advertising have the advantage of tracking the information gathered as a result of internet user behavior.
- Ad agencies deliver a marketing analysis as well as any recommendations with regard to any changes needed in an online marketing strategy.
- It is also easy to swap out ads, unlike TV advertising takes considerable production time.
Successful advertising doesn’t only depend on what is shown and how, but also on where it is displayed and to the audience you address it to.
For this reason, media buying is incredibly important. The place where the ad appears determines the outcome of the entire advertising campaign and either brings the advertiser-desirable revenues or leave him penniless.
At the same time, the media buying process is rather time-consuming. No one wants to blow their entire marketing budget on something that doesn’t bring results.
Therefore, the success of the campaign depends vastly on the place of ad exposure. When buying media, be clear about your objectives, and choose the right channel for your marketing.
Today, more and more advertisers buy digital media because they know that their consumers spend most of their time online.
The internet is the place where your target audiences hang out. Programmatic advertising allows you to run highly targeted campaigns and reach audiences across platforms and channels.
Remember the key to great marketing is great exposure, and an unseen advertisement is an investment with no chance for return.
