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.
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.
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.
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.
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.
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.
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.