Media strategies and articles, powered by ESA.
Ready to sell against paid search? All precincts are almost done counting. And the results don’t look good at all. No, I’m not talking about red states, blue states, or any political election. I’m talking about October’s retail and media numbers. Many indicators point to last month being the worst…
We now know with a very high degree of confidence that frequency works wonders for local advertisers. So do most of the advertisers. But the phrase “frequency works” needs some clarification, because advertisers could reach a frequency threshold in a timely window … and still be wasting money. They look…
(Adam Armbruster for TVWeek) I’ve been watching with great interest the technology development of the “smart TV.” By “smart TV,” I mean a television set that allows us to apply Web marketing within a live TV commercial—a very exciting concept. We’ve already reviewed some early equipment development, but the most…
Okay. Get a cup of coffee. Prepare to get really upset. An article from a well-read media publication recently espoused the “cost efficiencies” of cable zones over local broadcast television. Pardon the look on my face … but … “Excuse me?” Not only does cable do a great job selling…
When we hear from dealers who say that they tried television advertising in the past and it “didn’t work,” we ask what type of TV they used. Was it local cable insertion like (ESPN, CNN, CNBC) or a local broadcast affiliate (ABC, NBC, or CBS)? It’s critical that we understand…
Cable sales teams have lead auto dealers to believe that broadcast TV is wasted coverage and reaches outside their primary trading area. “Why would a customer drive past other same make dealers to my store?” Here’s why: You ask them to. A dealer can deliver a believable message that gives…
(Adam Armbruster for TVWeek) Are you a media multitasker? You are if you need to watch the TV news at the same time you read a newspaper. Or if you can’t drive your car without checking e-mails on your BlackBerry. Or if you’re compelled to surf the Net on your…
Are we in a Recession? Who knows? Even the experts don’t agree. In fact, I seem to recall that during the last two recessions the experts did not agree even then. It was only when we emerged from these down cycles that the economists finally identified each recession as it…
Local TV stations are one of the finest sources of marketing concepts and execution among media choices. When the overall market is slower, the opportunities they offer only multiply. Broadcast television stations can help media planners and clients generate measurable results in short order—just the thing needed in this difficult…
Every year our firm holds advertising profit seminars with large groups of clients. What have we learned? For starters, we’ve learned the old adage about “50 percent of all advertising is wasted” is wrong. Actually, the percentage is higher. We have determined that at least 60 percent of a typical…
