It’s frustrating – and we’re not just talking the rhetoric of the Presidential campaign. It makes your heart beat faster – and we’re not just talking about the excitement of the final race. We’re talking about the advertising rates on television which are getting higher and higher. Here are 3 reasons why and 3 reasons why you may want to move your advertising to the Internet.
WHY RATES GO UP
- More ads. You’ve seen them. Political ads are already proliferating on every TV channel. It’s going to get worse before it’s over. Right now you’re only hearing from candidates seeking the nomination; once they’re chosen, their advertising campaigns will grow and, then, add in the candidates for your local and state elections. The stations are getting very busy!
- The rule. Political ads must be given the lowest rate offered by a station in the “class” of time they buy. If they give an advertiser a price break, the politicos must be given that same low rate. In general, this means that TV stations are very careful about what their bottom rate may be. For example, if your business has a deal on a fixed time spot in the news, every political advertiser would be eligible for that rate. That means you probably cannot expect a great deal.
- The sports. Summer is traditionally a less expensive time to buy TV, but the Olympics throw a kink (a discus?) into that theory. With NBC saying they already sold $1,000,000,000 in ads, you can see how pricey that time is if you’re buying nationally. Regionally and locally, you’re going to run into fewer breaks and higher prices during the Olympics. Want to take your money to another network? You’ll find an attractive rate, but the audience may all be tuned into the latest gymnastics darling.
WHY TRY DIGITAL ADVERTISING
- Pay-per-click advertising is available for the keywords that define your business. You can bid on the rate and set how many clicks you will pay to receive. In short, you get what you pay for. You’re not paying for an ad in daytime TV when your most-likely prospect is a man who only watched the late night news. You’re paying for people who are interested enough in your product or business to click through.
- Social media.Social media influences buying. A huge 71% of consumers in a study say they are more likely to buy a product based on social media. Think of it as peer-to-peer advertising much like word-of-mouth referrals — and you know how strong those are. If that’s not enough when you join this active and proactive form of advertising you will increase brand awareness and brand loyalty.
- It’s both the present and the future. If you think about how many people use the Internet, think of this. Computers in homes were expected to hit the 2 billion mark in 2015 – mobile phones were expected to be near the human populations. Amazing. More, display and video are dominating and growing – display is predicted to grow by 96% and video by 73% in the five years between 2013 and 2018. Video especially gives you the opportunity to create both motion and emotion and do it on a device that is in the hand of the buyer!
There’s never been a better time to go digital. You’re not going to have to fight the rising costs TV will have over the Olympic and election periods. Digital advertising is targeted advertising. You are paying to reach your most-likely customer and that’s a huge advantage over the shotgun approach of mass media. Bottom line: Try Digital advertising. It’s relatively cheap. It’s not fluctuating because of the Olympics or the election and if you find a good digital marketing agency they can create a very successful formula for you. Try it – you’ll like it.