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Make your mark in television—without the super-sized pricetag

Posted by Angela Voss on 1/30/18 8:02 AM

With accountable brand TV advertising, even modest budgets can score big results.

Super Bowl 1 Blog (LI)

This Sunday, more than 100 million people will tune in for the Big Game, hosted from Marketing Architects’ hometown of Minneapolis. Many will watch for the New England Patriots-Philadelphia Eagles football rivalry. Even more will enjoy the commercials.

The average 30-second spot during this matchup now costs $5 million or more, according to the New York Times. And that’s just to purchase the air time. Fortune magazine reports advertisers typically spend $1 million or more for ad creative, and another $1 million to build “pre-airing” buzz via social media.

It’s a hefty pricetag that few brands can afford.

Plan for your big game

For the rest of us, whose budgets are far more modest, television can still score a touchdown. Try these proven plays as you prepare your 2018 strategy.

  • Focus on your fans. Sunday’s ads reach a lot of eyeballs, but only a limited number of these viewers will actually be potential buyers. That makes cost-per-impression low—and cost-per-buyer much higher. It amounts to a sizeable expense to reach the audience members who truly matter.

    A programmatic approach to TV advertising looks beyond the high profile slots available on the major national networks. After all, there are more than 5,000 stations in today’s broadcast universe. Using sophisticated data and analytics, you can hone in on exactly the right networks and opportunities that will reach your target demographic. That means you pay far less to secure air time, and invest your budget with confidence, knowing your ads focus on your ideal buyers.

  • Call the right plays. Most game-day ads will feature clever storylines and image-driven creative. While these spots may generate water cooler buzz on Monday, they leave it up to viewers to decide exactly what was advertised, and what—if any—action to take next. That’s like stepping up to the line of scrimmage without calling a play.

    Accountable brand building moves the ball downfield for your brand by deploying a defined response strategy, while reducing your risk and improving results. Spots frequently feature a variety of offers and call-to-action techniques making your brand impossible to resist.

  • .Involve special teams. Advertising costs can add up quickly, especially when you need multiple vendors to tackle media buying, creative development and response management. A winning play taps the expertise of multiple specialists, from creative gurus to analytic experts, all housed within a single, turnkey agency.

    This approach eliminates friction and gives you a quarterback across all stages of your campaign. You benefit from creative that’s intrinsically linked to ad placement, and integrated with your response platforms. Some forward-thinking agencies even incorporate creative testing as part of the overall package.

Whether your Big Game takes place on a single Sunday in February, or every day when your target consumers watch their favorite shows, this approach to advertising can help your brand score with measurable sales and revenue.

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