Sky’s The Limit With TV Ad Spend!
The claim is that anyone can use TV to advertise because the rates have come down to a reasonable level now that broadcasters face competition from social media networks and online channels.
Rewind; ‘anyone’ is a term that doesn’t quite add up. Buying TV advertising airtime is still very expensive compared to online video distribution.
I’ve just been putting together a media buying package for Bridgwater Carnival, a charitable organisation that doesn’t have the budget for a big advertising campaign. The prices for 10’ and 30’ TV slots in some regions are way outside most small business’ budgets.
More interesting and more reasonable are the prices for VOD, but still the thousands spent on pre and mid-roll ads that you have to watch to access ITV content are contestable.
So how long can it last? For as long as the big brands keep paying media buyers to build them TV video campaigns in the belief they work better than other forms of content distribution.
A recent article by Marketing Charts confirms that as the online video advertising industry matures, agencies are re-evaluating TV advertising.
As online video metrics improve and as old models of video marketing are replaced by more sophisticated interaction with potential customers online, there will inevitably be a shift away from the high distribution costs to creating more interesting content over more platforms to really engage with consumers.