tv advertising is broken


What do you

suppose

these people

have in

common?


Other than

the fact that

they are

men, age 25-

35, probably

not much.


And what do

you suppose

these people

have in

common?


Age 30-35,

married, two

children

between 5 and

8 years old,

travel for

family

vacations, earn

at least

$100k/year,

college

educated,

white collar

professionals,

use at least 2

credit cards,

rent cars, travel

by air, pets in

household,

shop for

clothes online,

music

enthusiasts,

drive imported

cars……


The point is:

Why does your

agency make you

pay for this….

…when what you

want is this?

© 2011 Proceed Media Group. All rights reserved. 9


When they go looking for your ideal customer amongst the

2,100 stations, seven days, eight day parts and thousands of

programs it’s like they’re trying to find Waldo.


Using the same technology

these guys used…


when this was the most

popular show on TV.


and they’re doing it with

your money.


Why agencies keep talking about

the great rates they get for you...


is because they can’t talk to you

about a better way to find Waldo.


The fact is: targeting works


It works for direct mail


It works for online


And it works for TV (if you can do it).


“Reports of the death of TV have

been greatly exaggerated”

– Mark Twain (not really)


But I digress…


Try asking your agency how many new customers you

got for every dollar you spent through them….


They will say things like “TV’s true ROI

cannot be measured” or…


TV is all about “mindshare” and “awareness”

and other “unmeasureables”…


*Gross Rating Points and Target Rating Points – the number of people that might look

something like your ideal customer that were possibly watching the show your

advertisement ran on. Seriously, that is what passes for measurement.

Try using that to make payroll….

Or better yet, they measure GRPs and TRPs*


Besides the government.


In reality, intelligent companies do this all the

time because…


These guys tell them

it’s “branding”.


…and say it can’t be

done any other way.


And these guys

would never lie.


Of course it is.


But why does “branding” mean “don’t measure”?


Absolutely.


TV’s impact is reliable, durable and predictable.


So what are you going to do now?


Keep trusting what the experts tell you?


Because they are the experts, after all.


And the experts are never wrong…


"The concept is interesting and well-formed, but

in order to earn better than a 'C,' the idea must

be feasible."

- A Yale University management professor in response to Fred

Smith's paper proposing reliable overnight delivery service.

(Smith went on to found Federal Express Corp.)


"$100 million dollars is way too much to pay for

Microsoft."

- IBM, 1982


“We don't need you. You haven't got through

college yet.”

- Hewlett-Packard's rejection of Steve Jobs


Or you can go where nobody has gone before.


Well, that’s not true…


We’re there today.


Call us if you want to talk about it.

tv advertising is broken

Documents

tv media

media group

online database marketing

death of tv

direct mail database

ideal customer

better way

gross rating points