When considering which local medium provides the most efficient and effective advertising platform for political campaigns; let us first imagine a media world without local, over-the-air television. What local media would be left for the political pro’s to evaluate, cable … digital? Each get a lot of ink, but media professionals understand the risks of putting their media-dollar-eggs into those baskets.
Savvy stations will target banking institutions for sales calls. Competition in the industry is fierce — there are more than 6,400 commercial banks, 1,100 savings banks and 7,200 credit unions competing to get the customers. Remember to focus on these five areas — key product, customer, partners, timing and budget. And make sure you’re putting together a fully integrated program including broadcast, digital, mobile and social where appropriate.
Randa Minkarah, Fisher Communications’ SVP of revenue and business development, explains how her company’s TV stations are working to sell multiple platforms to local advertisers. Fisher has created programs that deliver valuable content to an increasingly on-the-go consumer and provide new, cost-effective ad solutions that enable local businesses to better reach their target audiences. “We strongly believe in the future of hyperlocal and are confident that our approach can serve as a model for broadcasters looking to deepen their community ties, as well as better reach the online audiences and advertisers who are following them.”
Broadcasters should seize the opportunity, bring mobile DTV to market as quickly as possible and monetize this valuable asset from Day One. As mobile DTV rolls out, marketers will have the opportunity to establish the deepest connection with consumers through the reach of television, their relationship with local news and entertainment, the interactivity of the Web and the intimacy of personal mobile devices. Mobile DTV will offer true value, not added value.
A local Spanish-language television buy is an economically sound purchase in that not only are you accruing more eyeballs per dollar, but in most cases you’re probably not paying a premium for the opportunity. With 76% of today’s Hispanics choosing to speak Spanish at home, it’s imperative for marketers to understand that this language connects these valuable consumers to content, culture, country (of origin) and community.
TVB took a hard look at the the commonly accepted notion that network ad buys are always cheaper than spot buys on a per-point basis and found that it is not always so. In fact, in early morning and latenight, spot is actually more efficient. What’s more, it’s a tossup in primetime in the first and second quarters.