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Posts Tagged ‘Media Buying’


Post Super Bowl Ad Post

Tuesday, February 8th, 2011

Why did FiG wait so long to discuss the Super Bowl commercials?

Well, we were trying to be considerate and wait until you were sober.  Now quit asking so many questions!

It’s no wonder that you’re able to find Super Bowl marketing/ad/commercial posts everywhere online. If you want to watch all of them, go here. But right now FiG offers you another angle to assess the ads, from a social effect point of view.

I guess we don’t need to re-iterate the advantages of putting a commercial up there during the Super Bowl, so long as you can afford it of course. This year’s was only the largest television audience in history with 111 million viewers.  But still, I would share a quote from John Rash, Senior Vice President and Director of Media Negotiations with Campbell Mithun, a media buying firm based in Minneapolis: “The Super Bowl is one of the few, if only, times of the year that viewers anticipate, look forward to and pay complete attention to commercials. It’s a one day reprieve from the challenges faced by broadcasters and advertisers.”

FiG’s thoughts on this year’s Super Bowl commercials:

  • Major Competition: This year there were over 30 brands (from Teleflora to PepsiMax to Kia to Groupon) the full list was longer than any single company would normally identify as its “major competitors.”
  • Super Bowl of Money: According to CNNMoney, the 2010 super bowl ads cost “a record $2.6 million for a 30-second spot”. Add that to the approximately 1 million dollars it takes to produce the ad. That is a tremendous amount of money to have to recoup with sales.
  • Real-Time Assessment: The reality of Marketing is that even though there is a high sense of immediacy and “real-timeness”, successful campaigns actually play out over time.
  • “Social Bowl” Effect: According to Advertising Age, two-thirds of viewers ages 18-34 would be using a smartphone during the game, putting overall buzz and social sharing at an all-time high. Although there were many voices saying “How the commercials aren’t good anymore”, they talked about it on twitter, they re-watched it on Youtube, and shared on Facebook. This was exactly what these companies were expecting!  They’ve counted views on YouTube. They asked their interns about what Twitter had to say. Their PR firms have been watching the Google Alerts roll in.

-But how long will all these last?

You may already think FiG’s late talking about it, and it’s only two days after the game!

-How many commercials do you still remember?

Maybe you already stopped talking about it, maybe you stopped talking about it yesterday. Maybe…

-Do you remember the Groupon’s Tibet commercial because you feel it was intentionally offensive?

FiG’s word of warning:  Marketers should never forget that what seems funny to them may not seem funny to other people.

-Were you disappointed about the VW Darth Vader ad, as it was “leaked” before the Super Bowl?

The truth is the idea of leaking VW’s ad a week before on its website, actually paid off and the ad went viral, gaining about 12 million views by Sunday.  By allowing momentum to build, the Volkswagen commercial became the most talked about ad on Twitter, beloved by fans and followers well before kick-off.

The Super Bowl brings in the broadest possible audience of any TV event, but the broadcast isn’t the end of a commercial. A smart social media message keeps some ads alive longer than others. Creating a strong feeling or emotion will stay with people far longer than the end of the game. And… if you really don’t like the commercials, then take your bathroom breaks more strategically.

Selecting Advertising Media

Wednesday, December 29th, 2010

There are many ways to promote your business. Advertising is one of the most efficient ways, but only if you choose the right avenue; otherwise you will find yourself burning money fast. Which media should you choose for Advertising? That’s the million dollar question! Here’s how to choose where to advertise:

Know the media channels and their audiences: No matter what your objective is, you have to reach the right audience. So when it comes to developing a media strategy, the most important factor is understanding who is viewing your ad. As you are both a business person and a consumer of advertising media, you can be a test market yourself.

Ideally you have some budget set aside for market research but we’re not always in an ideal world.  If budgets are tight see below:

Ask Yourself These Questions:

  • What is your favorite media?

Be careful with this one.  If you are a VP at WalMart you probably follow different media than your clients.  If you are one of the skateboarding founders of Airwalk you probably have a similar set of interests to your customers.

  • What media do you spend the most time with?
  • Where are you exposed most to Internet / TV / radio / newspapers / billboards?
  • Where do you see your competitors advertising, especially repetitive advertising?
    If they keep promoting at one media, it’s likely that the media channel is working for them, or they have lots of money to burn.  Ever notice how a McDonalds will open on a corner and within 6 months one of their competitors is across the street?  Not every company is able/willing to spend the money McDonalds does on market research so they watch for where the big guy is putting the new store and they follow them in.  You can do that with your advertising dollars too, the catch is you have to be capable of going head to head with your competition.

Get The Rates

Contact the local sales director to check on information and rates of TV stations or radio media groups. If you are advertising in newspapers or magazines, check their websites or call the sales department to get a media kit or a rate card, which details advertising information with rates, deadlines and guidance. If it is a website, usually there is a tab where users can obtain basic advertising information and contacts for further information.  This process sounds simple enough but to get the best deal you’re better off hiring a professional ad firm to do your media buying for you.  Remember the station rep’s job is to get you to spend money on their station whereas your agency’s job is to get you on the right station to reach your audience.  The best part is that the media company, not you, pays your ad guys to get you the best deal.  Like when buying a home and the seller pays all closing costs.

Work On Your Content

The content of the proposed media should be of great consideration. As you may or may not notice, a lot of ad placement doesn’t make much sense. Depending on the business type, you may select the local weekly newspaper, rather than a Rock&Roll afternoon radio program. A billboard ad for a personal investment business may reach its clients more effectively in a downtown area; while a billboard ad for a fashionable saddle company would be more reasonable to place in a beach town, popular with teenagers.

Who is going to put together the content?

The content needs to be consistent with the information on your website and other media ads. It should be able to attract and hold people’s attention by communicating directly, clearly and creatively. Don’t forget to add your contact information such as an email address, website links, or phone numbers. You may be tempted to do the work by yourself. However, is it worth hiring an agency to do it for you if your response rate goes up?  Your ad will be more relevant and targeted at the market by hiring a professional. Always look for the agencies that put client’s business goals first. The better they serve their clients, the more effective the campaign will be.

FiG Advertising and Marketing (Focus Identity Group, LLC) is a client-orientated marketing and advertising company that is dedicated to providing results-driven brand marketing communications and campaigns to businesses just like yours.