Advertising ideas come in many forms, see how you can adapt your small business or agency in the modern digital age.
Yesterday Netflix debuted it’s long awaited original series ‘House of Cards’ staring Kevin Spacey, with the first to episodes directed by David Fincher. I won’t go into too much detail about the shows story or plot. I want to focus on the implications the shows debut has on advertising, and what you as an advertiser or marketer can do in the age of no commercials.
As the NY Times pointed out in it’s recent article about the shows debut, TV watchers are beginning to consume shows in marathon sessions that can consume weekends. The added benefit for consumers is the ability to forego commercial breaks and get right into the next episode.
How Can a Small Advertiser Benefit?
This may be overstated but if you are buying ads on local TV you may want to review your current schedule. Don’t get me wrong plenty of people will still be watching TV, but maybe not dramas. Instead opt for live events that have little DVR value. Here are a list of advertising schedules to focus on.
10 pm spots or other local news slots are a significant source of valuable local viewers. These viewers are often engaged and community minded individuals that will not be hitting record on the local news.
The 2012 Summer Olympics had one of the highest ratings in history, in the age of digital. That is simply because most people prefer to watch sporting events as they happen because of the community feeling driven. The irony was that many of the events were pre-recorded for primetime viewers just coming home from work.
That’s right despite how electronic we are these days, many people still have FM radios in their cars. Despite the takeoff of the iPhone many people still love hearing NPR, and their local morning shows. It’s not really surprising when you consider Siruis XM radio quality vs the newer FM transmitted HD radio, or original programming gaps.
If you plan on ordering spots make sure to focus on morning drives. A good tool for measuring a station’s value is the Arbitron Rating System which ranks the stations people are least likely to change their dials on.
But Don’t Stop There
Advertising can not just be about being the center stage, don’t depend on the spot placement and service alone to sell the company.
Chances are your patients, clients, or customers, all have mobile access, laptops, and are on them at least 20% of the time. Use your spots to create a brand that is actually like-able and something people will enjoy watching. Each commercial run is an opportunity not only to get more phone calls but also develop a relationship with consumers. Chances are if your have a unique company name you will be easier to search online and will not have to compete with Google Ads dominating your name.
Make sure not to get wrapped up in placement alone. Developing a strong reliable name in the long run will continue to build loyal clients that will advocate for your brand. So while developing advertising ideas remember to develop something people will actually enjoy because while the paid options on TV may be changing that doesn’t mean there isn’t a monetization strategy behind building a brand and community.