According to this story by KTVB.com, CableOne cable rates are set to increase to $50/month for their BASIC package which has approximately 70 channels. At this new price cable is now $10/month or $120/year MORE expensive than DishNetwork's 100 channel plan with local programming ($39.99) or $20/month more expensive than DirectTV's 50+ package ($29.99).
Does this pricing cut into the young audience (18-25 year olds) media buyers always have difficult reaching. Some programming this demo watches is only located on cable or satellite systems and without the ability to place locally on satellite systems this leaves media buyers with a dilemma. If this does start cutting into that college age demographic do we move money away from TV and towards online.
I definitely don't have all the answers but as we continue to see crazy rating numbers published by Nielsen for TV programs for the 18-25 demographic and lead us to not trust the numbers, for better or worse. Media buyers are asked by their clients to closely scrutinize their advertising spending and report back what their dollar is getting them.
Some more stats for ya:
According to Television Bureau of Advertising Cable Penetration in the Boise DMA has continued to sink from 47% penetration in Feb. 2000 to 30.5% in Feb. 2009. Meanwhile Satellite or ADS(Alternate Delivery Systems) have increase from 17% in Feb. 2000 to 43% in Feb. 2009. Combining together these two TV delivery methods leaves about 27% of people still using rabbit ears or no subscription based TV.
Now for my questions:
The main question I have regarding these stats is are the correlated simply to cost? Or is there a quality of programming/channels available in each of these television delivery methods? Feel free to leave some comments if I am completely off base on this.
Showing posts with label Media Buying. Show all posts
Showing posts with label Media Buying. Show all posts
Wednesday, May 13, 2009
Friday, February 6, 2009
Video of my interview with Fox12
Someone over at Fox12 deleted the video from their servers. Sorry for the inconvenience!
Thursday, January 15, 2009
Blending of Media Buying and Search Engine Marketing
I don't know how many people, at least in Boise, are both a Media Buyer (TV, Radio, Print, Outdoor, Banner ads, etc...) and a search engine marketer but I am one of the few, at least according to some sources.
When I started working with both of these at the same time I noticed that it is possible to take what I know from both worlds and combine them to make both of them better.
This blog post is strictly off the cuff, as most of mine are, but it lays out some of the basic thoughts I have on this topic. They are much more in depth than what is written here (think of an onion) but it is a start.
Search Marketing Tactics used in Media Buying:
If we start to think of TV watchers as Search Engine users there are characteristics that I think both use when deciding what "information" they wish to receive. For instance, on TV if a watcher notices that both his/her favorite shows are on at the same time, will they switch back and forth, probably...unless they have a DVR. Now if there is only one source of "information" they will not switch back and forth they will more than likely stay on that source for the entire duration. So as we are buying media we need to look at what other "information" sources are conflicting with other sources. There are also other factors that obviously play into these as well, social life of the target audience as well as other media sources.
Media Buying strategies used in Search Marketing:
The Search Engine marketplace is becoming a hotbed of activity especially in a down economy. Companies are searching for ways to attract top level leads that can quickly and easily convert into sales for very little cost. Now apply that same need to what a good media buyer does. They look for the best way to reach the most people who fit the target audience for the least amount of money. So when looking at Search Engine Optimization and Pay-per-click we need to follow the demographic trail and target the words (keywords and keyword phrases) that the demographic uses to find the client's product. Just as a certain demographic is more likely to watch a certain show; I think there are some cases where a certain demographic uses a keyword or phrase to find a product or goes through a search process to find that product.
Now getting to the money part of the Media Buying process as Search Marketers we should also analyze the cost to benefit ratio. Does it really make sense to optimize the site or does it make more sense to advertise on social media where people are making their final buying decision based off of user input. Or is doing both the best thing? They are questions that need to be answered and can be answered by looking at the possible ROI of each. In Media Buying one way that is referred to is cost-per-point (CPP), in internet advertising cost-per-thousand (CPM).
I think these media are inter-related and, at least from my perspective, can work together to come up with a great strategy looking both at online and traditional media.
Give me your feedback, tell me I am full of it. I would love to start some critical thinking on this.
When I started working with both of these at the same time I noticed that it is possible to take what I know from both worlds and combine them to make both of them better.
This blog post is strictly off the cuff, as most of mine are, but it lays out some of the basic thoughts I have on this topic. They are much more in depth than what is written here (think of an onion) but it is a start.
Search Marketing Tactics used in Media Buying:
If we start to think of TV watchers as Search Engine users there are characteristics that I think both use when deciding what "information" they wish to receive. For instance, on TV if a watcher notices that both his/her favorite shows are on at the same time, will they switch back and forth, probably...unless they have a DVR. Now if there is only one source of "information" they will not switch back and forth they will more than likely stay on that source for the entire duration. So as we are buying media we need to look at what other "information" sources are conflicting with other sources. There are also other factors that obviously play into these as well, social life of the target audience as well as other media sources.
Media Buying strategies used in Search Marketing:
The Search Engine marketplace is becoming a hotbed of activity especially in a down economy. Companies are searching for ways to attract top level leads that can quickly and easily convert into sales for very little cost. Now apply that same need to what a good media buyer does. They look for the best way to reach the most people who fit the target audience for the least amount of money. So when looking at Search Engine Optimization and Pay-per-click we need to follow the demographic trail and target the words (keywords and keyword phrases) that the demographic uses to find the client's product. Just as a certain demographic is more likely to watch a certain show; I think there are some cases where a certain demographic uses a keyword or phrase to find a product or goes through a search process to find that product.
Now getting to the money part of the Media Buying process as Search Marketers we should also analyze the cost to benefit ratio. Does it really make sense to optimize the site or does it make more sense to advertise on social media where people are making their final buying decision based off of user input. Or is doing both the best thing? They are questions that need to be answered and can be answered by looking at the possible ROI of each. In Media Buying one way that is referred to is cost-per-point (CPP), in internet advertising cost-per-thousand (CPM).
I think these media are inter-related and, at least from my perspective, can work together to come up with a great strategy looking both at online and traditional media.
Give me your feedback, tell me I am full of it. I would love to start some critical thinking on this.
Monday, December 29, 2008
Media Buying Experience
In part 3 of my "Marketing Myself" series, I will talk about my Media Buying experience. In 2006 I started out at Closed Loop Marketing & Advertising (now CLM). The two years I spent at Closed Loop/CLM gave me a great environment for learning and growing.
I was trained on using Strata/SBMS buying software to project ratings and make competent media buying decisions.
For those of you not familiar with this software let me describe some of its benefits. Strata allows you to project ratings based off of a Nielsen ratings book for multiple years and multiple books. This allows the buyer to get a clear view of how a TV station/program or radio station/program has been performing.
During my tenure at CLM I was able to learn how to not only place media strategically but also understand how to do a post analysis of our buys in order to provide the best return on investment for our clients.
I am proficient with planning and buying a large range of demographics and DMAs for TV, Radio, and Newspaper.
I would be happy to sit down with you and discuss my strategies for media buying and my processes for accountability. Leave me a comment below and I will get back with you.
I was trained on using Strata/SBMS buying software to project ratings and make competent media buying decisions.
For those of you not familiar with this software let me describe some of its benefits. Strata allows you to project ratings based off of a Nielsen ratings book for multiple years and multiple books. This allows the buyer to get a clear view of how a TV station/program or radio station/program has been performing.
During my tenure at CLM I was able to learn how to not only place media strategically but also understand how to do a post analysis of our buys in order to provide the best return on investment for our clients.
I am proficient with planning and buying a large range of demographics and DMAs for TV, Radio, and Newspaper.
I would be happy to sit down with you and discuss my strategies for media buying and my processes for accountability. Leave me a comment below and I will get back with you.
Saturday, December 27, 2008
Lost my job to economic downturn, but that means more blogging
Well, I took an unexpected hit to my financial stability on Friday Dec. 19th. I was laid off from my media buying and internet marketing position at CLM, LLC.
This came out of nowhere.
So now I am on the digital campaign trail to find a new job.
Since this is my Blog I can detail out what I am looking for and the skills I have that will fit many different companies. I am going to separate these into several blog posts so they can stand alone or, for those of you that follow regularly, as a nice easy set to follow. So stay tuned for more details.
This came out of nowhere.
So now I am on the digital campaign trail to find a new job.
Since this is my Blog I can detail out what I am looking for and the skills I have that will fit many different companies. I am going to separate these into several blog posts so they can stand alone or, for those of you that follow regularly, as a nice easy set to follow. So stay tuned for more details.
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