Brief Summary
This video is all about how to effectively buy TV advertising. Andrea and Melanie discuss the importance of looking beyond just ratings and focusing on cost efficiencies like reach and frequency. They also talk about the need for research, being cautious of pre-packaged deals from media outlets, and leveraging added value opportunities to maximise your ad spend.
- Focus on cost efficiencies (reach and frequency)
- Research is critical to target the right audience
- Be cautious of pre-packaged deals
- Leverage added value opportunities
Intro: Buying TV Advertising
Andrea introduces Melanie as the media buying guru who will be sharing her experience and insights on purchasing TV advertising. They highlight that buying TV or radio advertising goes beyond just looking at ratings. It's important to consider cost efficiencies, reach, and frequency to ensure your message is reaching enough people, enough times.
Reach and Frequency: Key to Effective Advertising
Melanie explains that reach refers to the number of people exposed to your ad, while frequency is the number of times they see it. A Super Bowl ad, for example, might have great reach but lacks frequency. Repeated exposure across different platforms (Facebook, Instagram, TV, radio, billboards) is crucial for driving action and making an impact on potential customers.
Importance of Research in Media Buying
Research is critical because every media outlet claims to be number one. It's important to have a third-party view to ensure your overall media buy is effective and efficient. Each TV or radio station has a niche audience, and research helps you target the right audience while they're watching or listening. For instance, radio talk shows do well in the morning, while easy listening is popular during office hours, and upbeat music is preferred in the evening.
Navigating Media Packages
Melanie shares her experience of working in both broadcast and cable TV to understand the intricacies of media buying. She advises caution when considering pre-determined packages offered by media outlets, as these are often created to sell unused inventory. These packages might not align with your specific needs, goals, and budget. It's often possible to negotiate these packages to better fit your requirements.
Added Value: Maximising Your Ad Spend
Added value refers to bonus exposure you get without additional cost. This could include extra commercials, web elements, or sponsorships. Stations might also offer production services at no charge. The availability of these added value opportunities varies depending on the station and its ownership.
Final Advice: Do Your Research
Melanie's parting advice is to not simply buy what's presented to you. Always do your own research and compare options before making a decision. If you're not using a professional service, dig as much as you can to make an informed choice.
