Media buying has seen a transformation over the years. Gone are the days of regional TV broadcasters and limited radio channels and newspapers in major cities. With the advent of the satellite TV boom and media proliferation, the media marketplace encountered many changes in recent years.

Here are some of the major reasons it’s best to be strategic when it comes to media buying.

Media buying is brand-specific

What does this mean? Rather than bid for a large amount of the available inventory of space and time, and merely distribute this among brands an agency partners with, it’s important to focus on the space and time that a brand requires.

The way we consume media has changed, so must the buying

With the advent of mobile devices, consumers are inundated with digital content, social media, web radio, digital music, and more. This creates an environment where media buying must be multi-media, adding considerable complexity.

There is no one-size-fits-all approach. Media buying is shifting to being strictly consumer-centric where it addresses the specific brand.

Access to consumer data enhances our ability to target

Using technology and algorithms to our advantage, we now are able to access and leverage granular consumer data to target consumers with laser precision. We can target by demographic, purchasing patterns, attitude, behavior, motivation, life stage and more—all in real time. That’s impressive.

Knowing the Brand is King

The better able we understand a brand, its consumer, its partners, and its position, the better we can take and use the information we have access to and strategize.

Bigger isn’t necessarily better

Today, the best value comes about through in a variety of tangible and intangible ways, through various strategic initiatives:

• Relationships between media buyers and sellers
• Benchmarking
• Competition
• Media research data
• Brand investment
• Cross-media investment

Interested in learning more?

While there is no magic bullet when it comes to media buying, one thing is certain. Partnering with an experienced, motivated, and dedicated team such as the media buying experts at Nartak Media is the key to success. Call us today to inquire how we can help you and your business.

Scatter advertising is a media buying strategy that television networks use to sell airtime at higher rates. It is an attractive option for businesses looking to position their products at the last minute. However, scatter airtime can sell for up to 30% more than advertising rates earlier on, so businesses need to approach it strategically to make it worth their while. In this article, we will explore scatter advertising in more detail and provide some useful tips for businesses looking to use it effectively.

Understanding Scatter Advertising

Scatter advertising involves buying ad space on TV networks closer to the airdate, usually around two weeks before the program is set to air. Unlike upfront deals, which can be negotiated in terms of premium slots and frequency, scatter advertising rarely allows for that kind of strategy. You cannot supplement another ad to make up for an audience shortfall. However, there is an upside. Since scatter advertising is purchased closer to the airdate, you know which programs are popular and can plan accordingly instead of guessing too far in advance and getting it wrong.

Benefits of scatter advertising

Scatter advertising offers a number of benefits that make it an appealing media buying strategy for advertisers. One major advantage is the flexibility it provides. With scatter advertising, advertisers have the ability to adjust their strategies and reach their target audience with more precision. They can choose to buy airtime closer to the airdate, which means they have more up-to-date information on program popularity and can tailor their ad placement accordingly. This can lead to more effective ad campaigns and higher returns on investment. Another benefit is the ability to reach a more targeted audience. By using scatter advertising, advertisers can buy airtime in specific geographic regions or during specific times of the day when their target audience is most likely to be watching TV. This allows for more effective messaging and a greater chance of success. Finally, scatter advertising provides a solution for last-minute campaigns or urgent messages that need to reach a broad audience quickly. In situations where timing is critical, scatter advertising can be a valuable tool for getting a message out to the masses in a timely and cost-effective way.

Here are 3 scatter advertising buying tips:

1. Know what kind of advertising you’re getting into

It’s a balancing act: you want the best time slot for the best value, right? Unlike upfront deals, which can be negotiated in terms of premium slots and frequency, scatter advertising rarely allows for that kind of strategy. So, you can’t supplement another ad to make up for an audience shortfall.

However, there is an upside. Since scatter advertising is purchased closer to the airdate, you know which programs are popular and can plan accordingly instead of guessing too far in advance and getting it wrong.

2. Local spots may be better than national

Do you need a national TV campaign? Sometimes staying close to home with local markets is more effective. It might also make more economic sense to buy targeted local spots rather than national scatter.

Take the recent political election, for example. Less money was spent on local advertising in states that tended to lean toward one party or the other. However, the swing states were the ones political advertising campaigns focused on.

3. Consider what’s happening in the country

Is the market up or down? Are we in the middle of an election? By knowing the current economic and political climates, you’ll be better able to gauge the effects of your advertising on your demographic. This presents a wonderful opportunity. Last minute media buys aren’t necessarily a bad thing.

How to measure scatter advertising success

Ascertaining the efficacy and worthiness of a scatter advertising campaign necessitates measuring its success. Various metrics can be employed to achieve this goal, and one such metric is the response rate, which measures the number of individuals who acted upon seeing the advertisement. This response could take the form of visiting a website, calling a phone number, or purchasing a product, among others. Another way to measure success is by scrutinizing the campaign’s return on investment (ROI), which involves evaluating the revenue generated from the campaign relative to the amount invested in it. Positive ROI is a clear indicator that the campaign was successful in generating revenue. Furthermore, tracking brand awareness and customer engagement can provide valuable insights into the campaign’s overall impact on the target audience. The analysis of these metrics helps advertisers to make informed decisions about future scatter advertising campaigns and improve their strategies for better results.

Scatter advertising can be a valuable tool for businesses looking to position their products at the last minute. However, businesses need to approach scatter advertising strategically to make it worth their while. By following the tips outlined in this article, businesses can maximize the effectiveness of their advertising campaigns and reach their target audience.

Ready to talk?

Are you interested in the help of an experienced media strategist—someone to negotiate on your behalf and leverage the scatter market? Reach out to Nartak Media Services to learn how we can secure advertising media buys for your business.

The advent of the DVR, a digital video recorder, had advertising professionals concerned over the future of TV advertising. Would viewers speed through the commercials, missing the brand awareness and messaging?

Studies reveal interesting results:

DVR adoption is on the decline

Surprisingly, DVR penetration of households has fallen shorter than originally anticipated. A recent consumer-technology study of U.S. households by Forrester Research showed DVR usage is on the decline. Much of this is in response to TiVo and the like.

Do DVR users prefer recorded programming?

The answer may surprise you. Sports, Olympics, news, special events, and annual broadcasts such as award shows and political debates are always better viewed live.

Almost half of the adults surveyed prefer live TV or at least default to that first before going to recorded content. That’s how they watch TV. A smaller percentage do watch recorded programs. Whether this is by habit or for some other reason, such as the ongoing popularity of reality television that enables viewers to interact by casting votes, is undetermined.

Who are the DVR users?

DVR users tend to be younger and more affluent—often the exact demographic an advertiser is targeting. More than half of DVR users are under 45 years of age. However, because only one show can be recorded at a time, plenty of viewers are still viewing TV live.

Are DVRs helpful when it comes to commercial viewing?

On the flipside, some studies reveal that because of DVRs, the commercials are being viewed by the target market more often. Without the ability to prerecord certain shows that aired while viewers were away from the home, viewers may not have seen the commercials anyway. Now, more viewers are able to see the programs they want to see.

Could it be that a primetime commercial can rise in the days following the broadcast—thanks to DVR usage? Perhaps this lift, which has been shown to hold steady over the recent years, can actually help advertisers.

Clever Advertisers are continually seeking ways to leverage DVR usage

More targeted advertisements are the way to go. For example:

• Contextual advertising: which discourage viewers from fast forwarding through a commercial break. For instance, if an ad piggy-backs on the nature of the show, it can actually increase viewer interest. A drama series that features related advertisements could work very effectively.
• Addressable advertising: create highly targeted ads and send them to certain demographically chosen viewers based on their interests. For instance, a media outlet could partner with DIRECTTV to tailor the message and recipient. Certain advertising would be run in homes based on the viewers interest, keeping it relevant. The ads would be streamed and stored on DVRs.

Want to learn more about how Nartak Media Services can leverage television advertising for you today? Call us for more information.

Are your radio ads reaching the right people? How do you know? You may want to consider your plan and find the station that speaks to your target.

What radio station do you listen to?

There’s a reason why listeners pre-program certain stations into their smartphone or car radio. While some may prefer the latest hits or newscasts, others are tapping their fingers along to holiday music, “the oldies,” or belting out Country tunes.

Marketers and media planners know this. We count on this.

Every demographic has preferences, and it’s our job to know how those preferences affect media planning. In fact, we compile research from companies who are in the business of conducting surveys and employing wearable meters to collect listener data for local and network radio and TV audiences. We use that information to base our decisions on where to buy ads.

It’s a careful science. Some might call it an art.

Radio station ratings and annual reports are useful in that they provide insight to what listeners respond to and when—such as talk radio during weekday mornings, which has the largest audience.

We also learn about genres of music and who prefers them:

• Spotify and Pandora draws the greatest numbers of teens and millennials (18-34) via smartphones and tablets
• Country music has the most followers during the day
• Adult contemporary has the most female listeners
• Pop is fiercely popular among teens and young adults
• Classic rock is the choice among middle aged men
• Rhythmic contemporary hit is popular in urban, diverse areas
• Mexican is the choice among Hispanic listeners and adults 25-34
• Contemporary Christian has the broadest appeal, across ages 12-64

Reach out to Nartak Media for help planning your radio advertising

You know your audience better than anyone. We’re in the business of knowing how to reach your audience. All of this knowledge is useful when planning where to allocate spending. Call Nartak today to see how you can reach your audience best.

We’re in the business of helping you get noticed by the right people at the right time. Sounds easy, right? There’s a little more to it, and here we’ll offer a few tips on getting the most out of your television advertising budget.

A few things to keep in mind:

TV media buying does not have to break the bank. Sure, advertising during a highly televised event such as the Super Bowl will cost you a pretty penny. But there are more efficient and savvy ways to reach your target consumer.

TV is still a great avenue to pursue. Television watching is on the rise, especially because of an aging population.

What is the goal of your campaign? The better able you are to quantify the results, the better you’ll be able to gauge its success.

Who is your ideal customer? Researching who this demographic is, where they live, and what they watch and when are all important aspects of your TV media strategy.

What is your budget? How much are you willing to invest on TV advertising? This will dictate where you go from here.

How do you save on the cost? Buy early—such as during the first and second quarters. Buy local. Buy in bulk for the volume discounts. Choose cable over broadcast which tends to offer a variety of programming so marketers can target the ads to certain audiences.

Use a professional media buying agency—such as Nartak Media. Media buys require negotiation and experience. You gain all kinds of resources when you turn to a professional agency, and better yet, you’ll be free to focus on your core business.

Call Nartak Media today.

Leave the advertising strategy to us. You will benefit from a variety of relationships with vendors and television stations that Nartak Media has worked hard to develop over time. Best of all, you can offload the work to us!

Television Advertising

If you are considering using television for the first time, you may have questions. We have taken a few minutes to put together some of the most frequently asked questions first time advertisers have and added them here.

How much will I need to spend?

You can often create a strong television campaign that meets your goals and objectives for less money than you might think. An experienced advertising agency can help you find the right combination that will work for your particular situation and budget.

Which stations and programs should I buy? Broadcast TV Stations or Cable Networks?

Each media can work if you use it properly and use the right media for the right reason. One common mistake new advertisers make is equating the number of commercials with the effectiveness of a campaign. More commercials do not ALWAYS mean that your message will be see by MORE people…or even by the RIGHT people.

We have expertise in virtually every business categories. The more we can learn about your business, the better we advise you on media choices.

How much will it cost to make a good TV commercial? Who should I have produce my TV commercial?

Your commercial message is equally important as which media you choose. In fact, if you have a lower media budget…having an effective commercial message becomes EVEN MORE important. Your television message needs to engage people, give them a reason to want to watch it. Your message needs to speak directly to the end user of your product, the person that makes a decision on using your business or product over your competitor. Your message needs to be memorable, something that will “stick in viewers minds” after the commercial is over.

Nartak Media Group can guide you through the television advertising process from preliminary concept to the finished commercial, at a price you can afford.

Examples of Television Commercials by Nartak Media Group

• Fireplace & Patioplace: https://youtu.be/N2f5TIGG2xc
• Rome Monument: https://youtu.be/zOpw-U0dXls
• The Flag Factory: https://youtu.be/z3EAAc8suhk

Should I buy my ads by the show, by the network, or by the time of day?

When it comes to advertising, knowing where to put your dollars and how can make all the difference between an effective campaign and one that falls flat. Often companies will try various tactics, but because they’re not in the business of advertising, and may be throwing darts at what they hope will work, it’s hard for them to know what’s effective and what’s not.

This is where an agency comes into play. An advertising agency such as Nartak Media can help you form a strategy that meets your goals. Our expertise spans the spectrum, from identifying your media buying goals, creating a plan to achieve those goals, and following up with measurement techniques to show you how well that plan was executed.

When it comes to deciding factors that play into media buying, it’s useful to consider your audience.

Who is your audience? What are their TV watching habits?

• Demographics. Does your audience fall into the category of adults aged 25-54? These are consumers who have money to spend
• What TV shows does your audience watch?
• Who are the local affiliates?
• What are the local broadcast options and how much do they cost? If you’re chasing a wealthier group, maybe paid-for television such as cable is the way to go.
• Does your demographic watch live television such as football games or America’s Got Talent, where voting is important to them? Or are they more likely to pre-record and curl up on the couch to The Big Bang Theory, fast-forwarding through the commercials?
• Does your audience tend toward watching day time TV or evening? Evening spots are when the most popular shows air, but they also cost the most money
• What is the geographic location? Larger cities will cost more to air your ads than small towns.
• Holiday craze—be prepared to pay bigger bucks during the fourth quarter of the year

Other facts to consider:

• Supply of advertising spots, depending on length of TV show
• Ability to negotiate price, depending on time of year
• Time of day you want to advertise, depending on your demographic
• Choosing a station that attracts your target demographic
• Requesting your commercial air during a certain show. For example, if you are advertising cooking classes or a new bakery in town, you might want these to air during TLC’s Kitchen Boss.
• Frequency of run times, mix of length of commercials
• What is the visual appeal of your product or service?

Not sure where to begin?

An advertising campaign that includes TV advertising can be tricky, but with the right partner advising you on how to match your strategy with your business goals, and work within your budget, you are on your way.

Reach out to Nartak Media today to inquire how we can help you plan your media buying.