It’s no secret, I love mobile, smart, cell technology. It’s intriguing and it’s been so for years, even though the year of mobile has never truly arrived. What does that mean, anyway? What will the year of mobile look like? Has anyone ever defined it and if they have why haven’t they shared it with the rest of us? I say the smartphone has hit the grown up mark, since (as the Boy Genius Report tells us) smartphone penetration has grown from 18% in 2009 to 44% at the end of 2011. Now that’s a big deal. Why? Because media is powered by advertising. Media loves advertising dollars to flow through for their ability to give content to the consumer, cheaply or for free. This is what keeps the masses coming back. Given that and the fact that the power and usability of mobile technology has advanced to the point where they can handle all media consumption and technical uses, mobile has become the bacon of tech.
Many customers have been asking me about TV lately. What’s interesting, is that there still seems to be a major disconnect between the actual barriers to entry and the perceived difficulty and cost of advertising on television. The buying advances in local, online video and cable television have changed tv from the old difficult and expensive to purchase platform, to one that is more akin to a new media ad buy.
Television is the ultimate platform to integrate media so it should never be viewed as a standalone purchase. Of course, integrating ideas and marketing concepts holds true in media advertising buys as well. So, there are many options to help you accomplish various things when it comes to television buying. The way I see it there are a number of different ways a small business can take advantage of television viewing time, with their advertisements. Let’s explore some that may not be as difficult or expensive as you think, to help you reinforce your message on the main screen. First, there is traditional local tv buying direct from the cable provider; second is using online tv buying networks, like Google Display Network, Microsoft Exchange, Simulmedia to name a few; and lastly there’s Video On Demand/DVR ad buying. [Read more…]