Posts Tagged ‘media buying’
What ever happened to category exclusivity in TV spot breaks?
An explanation for any non-media readers out there – typically when you place a buy at both the local and national level, you will be granted category exclusivity for the spot breaks you purchase and any good media buyer will demand it. Meaning that within the a two minute and thirty second commercial break those other four :30 spots you’re running with will not be one of your competitors.
Your competitors could be in the next spot break, they could be in every one after yours, but they should not run in your break and certainly not after your spot in the same breaj. Sometimes it happens, rotators get stuffed in any aavails and when inventory is tight mix ups are bound to happen. But these days it seems as though category exclusivity is totally done with.
MTV seems to do this the most – a two minute break just aired three direct skin care competitors, one after the other.
Local news ran a competitor car spot in the same break they announced a program feature was sponsored by another local dealership of the same make. (Car dealerships are a bit more flexible in that two makes can run in the same break as long as they don’t directly compete – BMW and Chevy can share a spot break because people shopping for a Chevy would not then turn around and buy a BMW).
I’m surprised with the amount of inventory that this is even happening, but media companies and reps are too focused on making money to stay afloat. Unfortunately, its hard for a media buyer to track what other spots are running in the spot break as invoices only contain the date, time and rate of your own spots. Unless you (or god forbid) the client happens to catch it, you’ll never know.
Do you think exclusivity is a thing of the past or will it come back when stations don’t have to whore themselves out to stay afloat?
So raise your hand if in the last few weeks you’ve noticed these ads EVERYWHERE online.
While these ads annoy me to no end, I would kill to work on this account. This is one of the few accounts that has increased their spend recently and they are just blanketing the web.
Not sure if their on a behavioral buy (although I don’t look up diet information), could be demographic (because all 25 year old women are obsessed with their weight) or maybe they’re just buying remanent ad space by zip or DMA.
The website (yes I clicked, I was curious) is positioned as a San Diego woman’s blog. Anyone else click through on these and have a website targeting their DMA?
Common misconception about media planners/buyers is that were are the dull uncreative type who love crunching numbers more than anything else. While it is true that most of us love numbers, statistics and research, creativity in media planning is an absolute must to successful and effective media buys. We do more than just pick and choose items off a rate card and collect swag from our media reps.
As a media buyer I get inspired for new ideas from a variety of sources. Here are some of my most recent inspirations.
Super cool, simple and unique music video. Reminds me that simple is really all it takes to be effective.
A website full of a ton of unique visuals, ads, art and whatnot. Innovative takes on common ideas and objects on Inspire Me Now.
And this blog by John the architect, Everything you ever needed to know (shoutout to @allisonyochim). His post on how building materials are meant for certain tasks through his in depth look at a brick is beautiful.
“…Because we know brick has feelings and needs, we should feel bad for brick, not too bad however, because in time, the faux wall will fail and brick will show it was meant for something else.”
While cleaning out my Bloglines, I stumbled on this iMedia Connection article from July. I really wish I had read it when it was published as it has some great tips for search marketing.
Read the entire article here.
The biggest lesson is that it’s important to support your search campaign like any other media buy. Complementing search with traditional media and leveraging your placement in one to increase the success of the other. Too often search is thrown on when there is a little extra budget and very little investigation goes into building and maintaining it. Traditional media buys are broken down by demographic, geographic, and industry trends, search should be treated the same way.
I totally and completely agree with this article from imedia connection. Sums up exactly what I hate the most about ad networks and general website vendors.
Read the 10 Complaints About Ad Networks (from the media buyer perspective) here.
#4 and #5 are expecially annoying to me.