The second post in a set.
In the first post of this set I discuss the power of local TV and how broadcasters with advanced TV data can offer more targeted station advertising options than broadcasters with traditional data. The takeaway being, broadcast TV is still cool, especially if stations have the latest in analytics technology.
This post explores other elements of the broadcast world, like stations’ expanded offering of advertising solutions and the consultative role of a station salesperson.
Station advertising now includes cross-platform campaigns
For nearly three-quarters of a century, stations published content on a single medium. Today, they publish their news on multiple platforms: apps, websites, social accounts, and, of course, their TV channel. TV still accounts for more than 90 percent of station advertising. However, advertisers should not ignore the fact that a station’s big TV audiences likely turn to the station website, app, or social outlets for news as well.
Advertising on these non-TV platforms has grown steadily over the last five years. Digital alone now accounts for more than five percent of station advertising. Social has also become an effective way to reach station audiences. Broadcasters can now offer ad inventory in the form of sponsored content on their social media accounts. This method could potentially account for nearly seven percent of station advertising in 2018. In other words, about 12 percent of a station’s ad inventory could be from digital and social platforms in the near future. I should clarify that some stations may already have this percentage split. Others might have a very different split altogether.
The beauty of this shift is that advertisers now have the opportunity to campaign to large audiences across several media. Essentially, local stations have become one-stop shops for broad or targeted, cross-platform advertising.
Broadcast sales people are actually consultants
Stations have a couple things advertisers want. For starters, they have advertising inventory. That’s the most obvious one, and we’ve just established that stations have more ad options than just what’s on their linear channel.
Stations also have data–historical viewer data, data on how many viewers watched a program (in other words, data on campaign performance), and if a station has advanced analytics like Spark, they have all that data in real-time and at the device level. And don’t forget all the data from digital and social content.
The challenge for media buyers is getting the right inventory for the right ad and then proving a campaign’s effectiveness with the right data. Wouldn’t it be nice to have someone at the station who could help an advertiser navigate all that?
Enter the station salesperson. Well-dressed, charismatic, and capable of so much more than just selling inventory. In reality, they’re more like consultants.
Say a media buyer approaches a station with a target audience, campaign objectives, and a budget. A salesperson can then refer to the station’s data from all its platforms, review available inventory, and suggest the most effective campaign strategy to the media buyer.
The takeaway here is that advertisers should think of their salesperson as a consultant. A media buyer should approach stations with the expectation that the station will have the know-how and the analytics to help facilitate the best campaign options available. Remember though, the most consultative salespeople will be those with the most accurate, timely data.
They want you to succeed
I conclude this set as I did the inverse set (What Broadcasters Should Know About Advertisers). Broadcasters want advertisers to succeed. The two are codependent partners. It’s a chicken-egg relationship, really. Without advertisers, broadcasters don’t have the funds they need to produce content that attracts an audience. Without the content to attract an audience, advertisers have no one to promote their products to.
So advertisers, broadcasters are on your side. They want to get your ads in front of the right audience on the right platform. They want you to have successful campaigns. As the advertising landscape continues to morph and grow, don’t forget that one of your strongest options for reaching audiences will be local broadcast TV.