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Marketing Director’s Guide to Traditional Advertising in 2020

Old School Media items

Many people are quick to assume that digital marketing is the ideal method to deliver their content and reach their customers, and they have a point—to a degree. 

Statistics show that 70% of consumers prefer to learn about products through content as opposed to conventional ads. Preferring content may be due to conventional-ad overload, or a simple desire to combine advertising with actionable information that you can find in marketing videos, blog posts, or other media.

However, this doesn’t mean that traditional advertising doesn’t have its perks. 79% of customers say that they read direct mail ads, which means the market penetration is still there. Also, a sizable chunk of customers still consider print advertising the most trustworthy type of advertising, and many will head to your company website after looking at traditional advertising. 

So, perhaps the best way to look at traditional advertising is by thinking about it not as something to be replaced, but rather, as something that can upgrade and integrate into other things while taking advantage of its pros and mitigating its cons.

How Is Traditional Advertising Purchased Today?
The greater traditional marketing umbrella includes the most common advertising methods that we’ve seen all our lives, including:

  • Print (newspaper, magazines)
  • Broadcast (TV, radio)
  • Direct Mail
  • Telemarketing
  • Billboards/Outdoor

How you go about purchasing advertising space is likely to vary depending on the medium. For example, if you were to look into advertising in a print magazine, you would generally reach out to the sales team there and discuss a package. In this case, a package may include the size of the ad you want, the frequency for running the ad, and the ideal placement for your ad. 

If you were looking to advertise your dietary supplement in a health magazine, you would likely place your ad in or near an article about supplements. Many magazines will give you a frequency benefit, where you buy ads over a given period for a discount or feature you in a special section.

However, this isn’t the same for every type of traditional media. If you were running a direct mail advertising campaign, for example, your price would be determined by how many mailers you wanted to send. The type of paper you wanted them printed on and the radius you were looking to see covered also play significant factors in total cost. 

For broadcast advertising on cable, you would make your ad buy based on the channels you want to appear on and your timing. Every traditional advertising method has a different purchasing style, which can be a shock to digital-only marketers who are typically using pay-per-click, impression, and programmatic buying techniques.

For those interested in using multiple methods or transitioning from digital-only to a digital/traditional hybrid, working with an agency is best. Agencies generally already have media partnerships with magazines, radio, and television, among others, and receive discounted rates. So, rather than doing the research and dealing with multiple media reps and processes, the agency does the work for you. If you want to handle it internally, be wary about bundled options that benefit the media companies more than you. Even with tracking, if you don’t have a strategic plan for capturing and converting leads, it can be difficult to determine success or failure.

Better Ways To Track Campaigns
Choosing the preferred marketing vehicle or vehicles is only the beginning of putting together a successful campaign. Strong marketing often ebbs and flows: you make shifts as your audience changes or responds to what you are putting out. The only way to do this effectively is by getting plenty of marketing data, understanding it, and capitalizing on it. Data is one area where traditional marketing has historically fallen short of digital. However, that’s changed. Integrated marketing strategies have made it a lot easier to track data through traditional marketing. Here are a few examples.

Vanity URLs
vanity URL is a branded web address for your pages, generally designed for easy memorability. However, these are also useful when it comes to traditional marketing integration. It’s a lot easier to put a vanity URL on a mailer or other physical piece of advertising than a traditional address. If you use a tracking cookie with the vanity URL, you can quickly determine how many customers are accessing your site, engaging, and converting.

Call Tracking Numbers
Call tracking entails putting a unique phone number on a piece of marketing. Adaptive for any form of messaging, call tracking can be used with traditional and digital. When a customer or client calls that number, you immediately see the engagement, and they can be put into the next stage of the sales funnel and credited to that particular piece of advertising. You can also record the phone conversation to determine if messaging is on point and help train your sales team. Split testing with two different numbers is a great way to see if one piece of advertising is helping more with conversions than others. For example, if you have two billboards on different sides of town, call tracking can help you determine which one is more effective.

Neighborhood-Specific Content
Customizing your content based on different neighborhoods can be useful for those looking into direct mail, but generally only for hyper-local businesses. However, it does enable you to test your messaging in real-time. If one style of content gets better traction in one neighborhood, you may want to make that the message you use for other neighborhoods also.

New Technology Across The Industry
There are also other pieces of new technology that are modernizing traditional marketing across the board. Many of these are focused on either better integration with digital marketing channels or trying to close the gap in areas where digital has an advantage. Customization is a good example of this. Here are some of the innovations we’ve noted in this area.

Informed Delivery
This unique service, currently being tested by the USPS, allows people to digitally preview the mail they are going to get before it’s delivered. Previewing means that customers will see your content far earlier in the process than usual and can allow them to build curiosity. It also means that your physical mail will be in the digital realm from the start and have the ability to be viewed on people’s computers or smartphones.

Digital Codes on Print Ads/Sales Flyers
Integrating both digital and traditional is a major goal for modern marketers. Utilizing Augmented Reality and Virtual Reality is a great way to integrate this approach along with QR coding. Adding one of these digital stamps allows users to activate a story or offer with smartphones that can instantly take them to a website or landing page to get them started in your sales funnel. 

Video Ads For Apps/Streaming Services
Cable advertising is more affordable than broadcast advertising, but it’s still has a high barrier to entry for many companies. Glintegration ReportingHowever, the advent of channels coming up with custom content on their streaming apps to try and retain audiences creates an opportunity for advertisers. By and large, apps and YouTube channels still put you in front of similar audiences as cable television, but for a lower cost per view. Thinking of video in this way will provide higher value by allowing you to take a traditional 30-second spot and chop and edit it into smaller segments for custom integration into any digital format. 

Even as digital marketing becomes the flagship of many company campaigns, the fact is that a multifaceted plan of attack is always going to be the ideal one. Traditional marketing is always going to have its uses, even if the way it’s purchased and utilized isn’t the same as it was in the past. 

If you need help integrating these new methods and technologies into classic strategies, a veteran marketing agency like Glint Advertising can help you figure out what options are best for you.

Marketing Director’s Guide to social video in 2020

Man taking promo videoIn statistical terms, many marketing experts see video marketing as their “holy grail.” Here are a few notable numbers about the medium:

  • 85% of all online users watch video content monthly on any of their given devices.
  • 54% of all consumers want to see more content out of the different brands/companies that they support.
  • Videos are the favorite type of content people want to see on social media.
  • 88% of all video marketers find themselves satisfied with the ROI their video marketing efforts provide.

If video seems so overly loved and preferred among audiences, why haven’t we reached a point of oversaturation? There are a few reasons for this; for one, a lot of the statistics we talk about refer to quality video content. Half-hearted forays into the format aren’t going to give you the results you want. Secondly, it’s important to realize that not all video content goes to the same place. There are a variety of different video social platforms out there, all of which have different pros, cons, and uses from a marketing perspective. Here’s a look at the major video social platforms out there and some of the existing video marketing strategies for each.

Snapchat

While Snapchat is one of the hottest video social platforms, it’s also one of the most unique, as the advent of similar functionalities for Instagram and now Twitter show. In essence, Snapchat is used for posting small images/videos known as “stories” that are deleted after 24 hours. In and of itself, this feature instantly separates Snapchat from the other options on the market. However, what should you know about finding success on this platform?

For one thing, as you probably already assumed, having your content get deleted after a day means that you need to be smart with how you prepare video content. Creating a longer video then cutting it into snap-friendly snippets will be a lot better use of your time than creating a bunch of smaller ones. You also want to be creative with your image editing to add your own brand flair to more generic images/videos. Demographics also matter. There’s no denying that Snapchat is the domain of millennials and younger generations. Trying to target Snapchat toward, say, a senior living facility is pretty much a waste of time and assets.

How Are Companies Using Snapchat? A great example of using Snapchat’s features and demographics to a marketing advantage is the Sour Patch Kids campaign in 2014. The brand, targeting teen fans of the candy, used the Sour Patch Kids characters in a series of Snapchat content targeting different events and holidays. The fun, simple approach was a perfect match for the fast pace of Snapchat, and it was reflected in the high amounts of impressions and engagements the campaign achieved.

Facebook Live

Over 2 billion people have watched Facebook Live, so needless to say, the audience is there. Facebook Live videos also get more engagement than conventional Facebook videos; however, as a lot of television personalities can tell you, managing a live production isn’t easy. 

One of the main things that you need to understand is that you want to strike a balance between coming off as relatable while maintaining a sense of polish. Plenty of planning should go into production before any live videos start, but you should still strive to capture that unedited, raw feeling that draws interest over other types of video content. People like the idea of getting a behind-the-scenes “real” look at your business. Equally important is rigorous testing of your video equipment and internet connection to make sure that all things work well when it’s time to go live.

As an added point, promotion matters. Unlike a typical video, you’re going to get most of your engagement in a small period, so you want to have a steady stream of reminders in your other marketing to get your audience prepped for the event.

How Are Companies Using Facebook Live? Sephora utilized the classic AMA (ask me anything) format with special guests to allow participants to ask questions about makeup and beauty. This is a perfect example of giving viewers value (the chance to interact with an industry figure) that they wouldn’t see in any other format. 

YouTube

For most companies, YouTube is the starting point with video marketing. This is a reasonable point, as between the popularity of the platform and the Google connection (for SEO purposes), there’s probably the most chance to strike marketing paydirt with a YouTube channel. The major drawback, though, is that the lane is a lot more crowded. Because of this, you need to take extra care when setting up a YouTube channel for marketing success. 

Perhaps the most important thing, which may sound funny enough, is making sure you have enough of a marketing base to really leverage a quality YouTube production. A lot of companies see the return video marketing provides and put the cart before the horse. This means a heavy investment in video content without a sales funnel or landing pages to really take advantage of the attention. Optimization also matters. Your tags, description, even thumbnail choice can impact your content showing up in searches. 

How Are Companies Using YouTube? Intel’s Meet The Makers campaign is a classic example of using video marketing to craft a narrative. Each video revolves around a person using Intel products to create new experiences and technology. This example shows how you can show micro (individual) effects of your product among greater macro trends, creating a brand story versus a conventional advertisement.

Vimeo

The difference between YouTube and Vimeo is largely a matter of audience. YouTube has a larger audience and more of a generalist focus. However, Vimeo has a far smaller but devoted audience, mainly coming from the creative realm. So, if your marketing audience generally has something to do with art, video editing, or similar niches, you may do better here. Just understand that the smaller audience means that you need to focus a lot more on engagement and interactions with the userbase to get traction.

How Are Companies Using Vimeo? For the most part, many marketing efforts on Vimeo are the same as on YouTube. It’s mainly the audience targeting that is the difference here.

TikTok

If you were to make a comparison to newcomer TikTok and other platforms, the since-retired Vine is probably the best Selfie Videoexample, largely based around short videos up to 15 seconds in length. Like Snapchat, the audience is entirely youth-based, so you want to be mindful of that. As of today, TikTok is in its infancy as a marketing channel, but it may be a good idea to see what some of the top influencers on the platform are doing. This may help with driving engagement to your own channel. 

How Are Companies Using TikTok? Chipotle’s clever use of dubbing songs with video of their product ended up launching a #Guac Challenge, which became the highest-performing branded challenge on the platform to date at the time. Less is more when you don’t have a lot of time to work with.

 

Video marketing is generally considered to be the crown jewel of a lot of different marketing strategies, but whatever platform you choose to use, the most important thing to remember is that quality matters. Putting together a half-hearted effort isn’t going to garner the results that you need, and considering the investment involved, that’s a major issue. 

The best way to see a return on your investment is by partnering with a veteran marketing agency like Glint Advertising. We supply consultation and resources to help your video content make a meaningful impression on your audience.

The Director’s Guide To Marketing Automation

Marketing Automation Inbound Leads

If you’re not taking marketing automation seriously and incorporating it into your overall strategy, the chances are that you’re selling your company short. Last year:

  • 51% of companies used some form of marketing automation, with 58% of B2B companies having implementation plans in place.
  • 63% of professionals planned to raise their marketing budgets for automation.
  • 4 out of 5 marketers saw automation as a critical part of their overall success.

With this said, the term automation invokes a lot of fear and anxiety in the uninitiated, from people not looking forward to learning new platforms to worrying about their job security. 

In reality, though, marketing automation is less about supplanting professionals, and more about removing tedium and busywork from their daily operations. Here’s a top-down look on how to understand and utilize marketing automation in your business.

What Is Marketing Automation?
In essence, marketing automation is an umbrella term for using different software platforms to automate aspects of marketing activities. The marketing team puts together an overall strategy, or workflow, for the software, which it then executes to provide automated communications across a variety of different channels.

On paper, it seems easy, but don’t make the mistake of thinking that marketing automation is a replacement for a well-planned strategy. Marketing automation lives or dies off of the nature of the workflows that you create. As a result, you need to know your audience, and what they respond to or your investment in the process won’t pay off. 

Along with this, you need a solid CRM with prospects in your database to increase ROI with marketing automation. If you have a small existing list of leads, you’re going to see diminishing returns. At the same time, if you buy a cheap list of potential leads and use marketing automation to spam them, you’re just going to hurt your brand’s reputation. So, before implementing marketing automation, have a plan in place to handle database/lead decay.

Replacing Common Platforms
One of the major benefits of using marketing automation is that it allows you to replace a multitude of software platforms. A change like this also means more capacity for your marketing team to dedicate on additional tactics. Here are a few examples worth looking at:

Lead Forms: These used to be the gold standard when it came to lead collection. They consisted of attaching a lead form to something like an e-book or another type of enticing content. The lead’s information would then go into an accompanying database, which compiled warm leads to mine. In the past, this process would be quite time-consuming, from setting up the form to filtering for people who may have filled things out incorrectly. Skipping these steps with automation means you spend less time combing through the database and more time figuring out how to grow it.

Landing Pages: Marketing automation generally serves as the middle of a marketing funnel, helping convert prospects from the lead lists you create to the moment of conversion. For many businesses, landing pages are that point of conversion. Where marketing automation helps is cutting out a lot of the work of data collection (using heatmaps, checking KPIs) to see how your landing pages are performing. Automatically forward people to your landing pages, and see if your marketing is creating an effective bridge from lead generation to conversion.

Email: Replacing email outright isn’t necessarily what marketing automation is about, but more about ending the back and forth process that comes with an email campaign. For example, if someone doesn’t respond to your marketing email at first, it’s generally good practice to send a followup. However, drafting the email and remembering to send it can be a vexing task. Marketing automation allows you to set this all up in advance. Not only does it mean less tasking work, but it also ensures you’re not sending extra emails to prospects that don’t need them.

As a final note, statistically speaking, custom/dynamic automated marketing performs the best out of all automated marketing. And it’s pretty easy to understand why: it helps differentiate you from conventional sales/marketing copy, while also allowing you to target individual customer needs. Marketing automation is also a major timesaver when it comes to dynamic content. For example, you can:

  • Set when your marketing emails/communications will be sent based on past prospect actions.
  • Set different fields in your communications to account for names, companies, and other information. 
  • Add unique imagery/product suggestions based on past behavior.

Marketing Automation And Your Sales Funnel
So let’s say that you’re confident about using marMarketing Funnel Growthketing automation, and are ready to start implementing it. How exactly do you integrate this workflow into your existing sales funnel? Remember, as we mentioned earlier, marketing automation does a lot of work in the middle of the sales funnel. But, you also need to integrate multiple touch points at the top and bottom of the funnel to see the full impact.

How many touch points do you need? It will vary based on the clients, but here are some of the most common examples.

Phone calls: Whether this is a cold call or a followup to an in-person meeting, these are generally the starting point for a lot of sales funnels, especially for big-ticket purchases or services.

Emails: Often, these are the most effective ways to regularly contact a prospect with followup for answering questions and reinforcing services to help convert a sale. You can also use this as a reminder or to let them know about other opportunities.

Social media: Social media as a touch point may seem a bit odd but think of it as the touch point before the touch point. If you reach out to a prospect cold, they may not be interested in your service at that moment and turn you away. Doing things like providing them content on social media and engaging with them in a personal manner will warm them up to your offerings.

So, how does marketing automation come into play here? You can create a workflow based on a prospect liking a series of posts. Then, automatically, send a followup email right after the database triggers the actions of liking the posts. This approach hits multiple touch points for a fraction of the work, meaning it’s easier to personalize the marketing and connect with more prospects.

Marketing automation has gone from a novelty for many businesses to an essential tool. The ability to simplify a multitude of tasks not only helps streamline the workflow of your marketing team but also saves time. However, there are still two main touch points that you’ll need to overcome to transition into automation:

  • Finding a seamless way to transfer from legacy systems.
  • Implementing if you don’t have a marketing team or agency partner.

In both cases, working with a veteran marketing agency like Glint Advertising is your ideal solution. We can help provide consultation and resources for you to move your marketing strategy toward automation.

Highest ROI Marketing Platforms for Q1 2020

Many people assume that you need to have an annual marketing plan ready before the year even starts to see any success. This philosophy is great in theory (being prepared), but it is often rare that a marketing plan doesn’t alter based on business conditions and opportunities. However, for those who are still trying to put something together, keep in mind ROI (return on investment) should be the overarching focus with the plan. Here are some of the top platforms to consider in 2020.

How Does ROI In Marketing Work?
Before getting into the platforms themselves, let’s briefly talk about the importance of marketing ROI. Many marketers get lost in all the KPIs out there and lose sight of what’s most important. As an example, say that you put together a social media campaign utilizing a popular influencer, who isn’t necessarily related to your niche. The influencer does their job, leveraging their fanbase to try and visit your sites, but you don’t necessarily get many conversions. Conversion drop is probably happening because the fanbase the influencer reaches is less likely to buy your product or service. 

If the marketing team was focusing the tactic on web traffic, they might see this as a success. However, in terms of ROI, this is probably not an ideal tactic. With low conversions vs. paying for the influencer, you may even end up losing money when all is said and done. However, if this is a branding play and you’re looking to create the first touchpoint with this audience, then this could be very powerful, long-term.

So, how can you tell if a given platform has a successful ROI? The best way to measure this is by taking your sales growth from the venture, removing the marketing costs, then dividing by the marketing costs. If you saw a sales growth of $2,000 from a campaign that cost $200, you received a 900% ROI from it. There are other measurements worth looking out for, like branded queries or referrals, but that’s the base calculation you want to have in mind. Now, we can start getting into specific platforms.

Video Marketing
For many marketers, a successful video campaign is the crown jewel of their overall strategy. From increasing your traffic to growing revenue, a single successful set of videos can deliver a variety of different benefits. On top of this, when looking at ROI, this is one of the strongest options possible. Some marketers may be wary of video due to cost perception, but new technology has made it easier than ever to break in. In fact, some professional-grade videos can be created utilizing newer smartphones, smart lighting, and a little planning. Along with this, video tends to draw people in for longer periods than many other digital and traditional tactics. Thus it can allow you to tell a better story.

So, with that said, how do you guarantee video marketing success? As video marketing continues to grow, bad editing or poor audio isn’t going to cut it, so first, video quality matters. Another thing you want to make sure you’re doing is taking full advantage of the platform hosting your video. A video series about your services provides the opportunity to define facts while crafting a narrative. It may be worth working with outside help to create a true video script if you’re struggling in this area. 

CRM/Marketing Automation
Depending on whom you ask, these are two separate categories of software, and both play a vital role in marketing ROI. For example, a CRM (Customer Relationship Management) tool is generally associated more with the sales world, helping to chart all interactions with clients and prospects. Marketing automation is more about helping companies streamline some of their existing marketing tasks utilizing automated responses and drip campaigns. Since sales are uniquely tied to marketing and marketing typically needs a sales converter to close, Glint believes these categories should be combined and provides this type of blended platform for their clients. Learn more about the Glint platform here.

Most people assume ROI is mainly financial, and while that is true, it can also be evaluated through time involvement cost. Using the previous influencer example, it takes time to find the right influencer, negotiating, rolling out the campaign, and running the calculations to determine if the campaign was successful. Marketing Automation platforms help cut down on your time costs by automating and personalizing basic, but necessary tasks.

Social Advertising
Successful advertising is all about being where your audience is, and that means having a social media plan in place. These are great platforms to build marketing ROI because the cost of entry is relatively affordable, and there is an extensive audience available that can be segmented. With this in mind, let’s do a quick run-through of some actionable advice for marketing success on three of 2020’s most popular platforms.

Facebook

  • Have concrete goals in mind (driving traffic, conversions, adding value)
  • Use all of Facebook’s features to help determine who your ads/marketing target
  • Be proactive when it comes to creating engagement opportunities
  • Schedule content ahead for optimized timing

 

Instagram

  • Optimize your biography for a strong first impression
  • Ensure your visual content stays at a high quality
  • Optimize through smart use of hashtags
  • Maintain a regular pace of content

 

Linkedin

  • Remember you are targeting a business audience
  • Analyze competitor pages for advice
  • Use commenting and engagement to drive your content
  • Be sure to understand why people use Linkedin (connections, business development) when drafting content

 

Creating An Overarching Campaign Strategy
It’s also important to remember that you need an overall marketing strategy in place, not just a concept. Using only video marketing, or Marketing Automation, or social advertising isn’t likely to yield success. One major trend that we’re seeing is finding ways to link traditional and digital marketing together and ensuring you have at least three points of integration. An approach like this also allows companies using legacy approaches to leverage their expertise while competing in the digital age. 

An example of this in practice is vanity URLs. These are essentially URLs that make it easier for people to remember a web address, while also redirecting to a longer URL with tracking info. On one end, you’re increasing your brand presence by making it easier for people to remember your site/pages. On the other hand, you’re able to grab some vital tracking info to power your decision making. This is a great type of measurement to start tracking marketing ROI.

Call tracking operates on a similar principle. Many companies underestimate precisely how much of a role calls can play in lead generation, whether it’s cold calling or following up on other marketing efforts via a phone call. Call tracking allows you to tie campaigns to a single business number helping you determine which marketing tactics are delivering. It’s also important to note that the calls are recorded to help you better train your sales team on the way’s to handle and close inbound calls. Like other marketing tracking, this makes it easier to determine which methods are successful, and which need to be improved. 

2020 may be rolling along, but that doesn’t mean you have missed the boat in terms of your marketing strategy. Making some key adjustments throughout the year can contribute to better ROI and the impact of marketing. However, when you’re making shifts, a good starting point is to consider working with a veteran marketing agency, like Glint Advertising. By taking a look at your current goals and marketing plans, we can help you find the ideal platforms to grow your business.

Broadcast vs. Cable TV Advertising

TVs Fightig

One marketing platform that often comes up in discussions is the idea of advertising on television. Rewind a few decades, and running a TV commercial was seen as the holy grail of advertising. If you look at events like the Super Bowl today (and the ad spend it commands), it’s easy to see that TV is still a powerful platform. However, the landscape has changed a lot, with both broadcast and cable TV as options, which is best? Let’s take a closer look.

Why Advertise On Television?
At first glance, many people are quick to say that television advertising is either dying or completely dead. What’s more accurate to say, though, is that it’s in a time of transition. With the advent of the DVR, many people choose to skip ads they may have otherwise watched. Also, the growing popularity of streaming platforms like Netflix, Hulu, and newer options like Disney+ means that more people, particularly younger demographics, are more likely to avoid watching cable or broadcast TV altogether, meaning they’ll miss out on those ads. So, while TV may not be the dominant ad platform it was in the past, it still has its uses.

Specific Demographics:
We mentioned how younger audiences are favoring streaming platforms. However, that doesn’t apply to everyone. Older demographics may still prefer TV, which means products and services marketed to them will do well on the platform. 

Message Penetration: 
Many unfavorable takes on TV advertising compare it to digital advertising. While some comparison points are valid, a lot of digital ads are essentially disrupting people from enjoying the content they’re reading or viewing. Digital ads are delivered so quickly they often don’t resonate with consmers. With TV, people are generally watching it at a state of rest; this makes it easier for your message to sink in.

Legitimacy: 
The fact is that advertising on TV, even if it’s a bit less lucrative now, is still seen as a key way to show that your company has “arrived.” Couple your commercial spot with the right messaging and this space can significantly enhance your brand perception and drive engagement.

Creative Freedom: 
For the most part, with a digital ad, you can only do so much in terms of presentation before your audience choices to lose interest or click to discover more. Commercials allow for more time to present your offering, which can help tip a consumer towards your brand.


The Benefits of Choosing Broadcast TV
To understand the benefits of broadcast TV, it’s important first to discuss the nature of TV distribution and where a given ad will show. 

Broadcast TV generally entails major channels, like ABC, NBC, CBS, and FOX. Each of these channels, on top of its broadcast programming, will also generally have local affiliates for a given designated market area. 

Cable television distribution is quite different. Generally, ads are sold in smaller geographic areas known as “zones.” Whether or not you see that as a positive or negative is something we’ll discuss with cable, but for now, let’s focus on broadcast TV advertising benefits.

Larger Geographical Reach: 
Ultimately, in terms of faces put in front of your ads, broadcast TV will give you greater bang for your buck. Also, buying broadcast ad space means that you’ll be able to have customers see your ad no matter what distribution path they choose, such as satellite, broadcast, or cable.

Audience Viewing: 
Broadcast TV daytime programming, which is significantly less expensive for advertising than primetime, generally puts together content that skews towards older, female audiences. If this is your target demographic, it’s a great way to reach a wide span of potential clients. Also, advertising during local news is a great way to appeal to a broader demographic at a fraction of primetime costs.

Better Insulated Against Digital: 
The idea of people “cutting the cord” has grown more popular as digital streaming platforms and cable packages begin to compete. However, broadcast TV generally performs a lot better. Even people who opt to stream broadcast programming on their computer can still see your ads.

The Benefits of Choosing Cable
As mentioned before, when buying cable advertising, you’re investing in zones rather than broad areas of a region. An approach like this leads to perhaps the most important aspect of buying cable, audience narrowing. 

Microtargeting: 
As an example of cable ads for a specific audience, small businesses like dentists’ offices or automotive repair services generally don’t draw in an audience from more than 20 minutes away. As a result, broadcast TV ads would put you in front of many customers that would never end up converting. Narrowing your geographic area, which cable can do for you, puts your ads in front of an audience that is close and saves you money, which provides a better ROI.

Interest Targeting: 
Most cable channels provide content around a specific interest, like Food Network for cooking or HGTV for home improvement. If your business markets to that niche, you have a built-in ready audience for your product or service.

OTT Advertising: 
You may be concerned about reaching younger demographics that favor streaming over conventional cable. You can get around this with OTT (over the top) advertising. These ads generally cost less than conventional ads and can be viewed through tablets, phones, computers, and connected TVs (CTVs).

You may be a bit surprised that we haven’t talked about cost yet. The main reason for this is that out of cable and broadcast TV, there isn’t a single one that is always going to be more or less expensive than the other. The real cost drivers in terms of TV advertising take into account universal factors like:

  • The channel the ad will run in
  • The program the ad will be run alongside
  • The duration of the ad
  • The amount of area coverage for the ad
  • Production costs for the ad

The less particular you are with placement also means that you can find cheap and expensive options both on cable and broadcast television. For example, programs like the Super Bowl, NBA Finals, World Series, and Olympics, which have massive appeal and reach, are some of the most expensive ad spaces available, and they are on broadcast TV. However, shows like The Walking Dead that are massive cable draws also are costly. So, the easiest way to think of it is like this:

  • Broadcast: Higher ceiling, more expensive on average
  • Cable: Lower floor, but could still be costly for prime ad space

Watching TV

Along with this, if you have a high production budget or want a nationwide reach for your ad, it will likely cost more to produce the spot no matter what platform it’s on. Some ways to save when buying advertising space is committing to a longer advertising run. Of course, you need to have enough material to keep your commercials fresh and feel confident that that decision will put you in front of the right audience. 

Ultimately, the decision to advertise on cable tv or broadcast tv comes down to where your audience is and your budget. However, whichever ad platform fits you best, you want to make sure you have strong advertising content to get the most potential for a return on your investment. If you are looking for more options in this area, be sure to partner with a skilled banding, advertising, and marketing agency, like Glint Advertising. By taking a look at your current goals and marketing plans, we can help you find the best vehicle for your advertising content.