According to the text book, there are three primary job functions when buying and selling media. Each are equally important and both the buyer and seller are in search of success.
- Media Planning (How to translate the plan into a success)
- Media Buying (Buying specific media that will effectively deliver to the audience)
- Media Sales (Represent the media to the media buyers)
In class, we have focused much of our attention on the media buying aspect of advertising. Specifically, OOH advertising (AKA Out-Of-Home). This includes billboards, street furniture, transit, and alternatives. Out-Of-Home advertising is a fast growing industry. According to Brad Tully, President of Choice Media, OOH advertising is growing at an astonishing 8.2% increase per year. OOH advertising comes in second to Internet which is growing at a rate of 11% per year.
OOH advertising intrigues me due to the abundant amount of creativity that can be done within this form of advertising. Large audiences can be reached and frequency is at an all time high. Also, the flexibility of creating an advertisement is endless. Lamar Advertising Company is the nation’s leading outdoor advertising firm. Lamar offers a variety of OOH advertising which includes bulletins, posters, digital billboards, buses, and many more. As I surfed their homepage, I’m not surprised they are the leading advertising firm. Their billboards are each unique and creative.
I believe that OOH advertising is endless. Recently, TV and radio are having a difficult time knowing how to target an audience. With DVR and other programs, it is difficult for advertiser’s to find a way to reach their audience. With OOH advertising, driver’s do not have the option of fast forwarding a billboard. It will be very interest to see how this type of advertising will change in the upcoming years. I believe it will only become more successful and potentially by-pass Internet advertising.
Did I just read math?
Media math? Yes, these two terms do correlate with each other. According to the text book, most companies hire media agencies, manufacturers, researchers, and advertising agencies. Within these roles, one must know how to deal with numbers and know how to look at data and know what you are seeing. Believe it or not we are surrounded around math. Knowing how and what to calculate within the company is imperative. Also, knowing how to analyze the target analyses, geographic, analyses, and scheduling analyses is a must.
Is media all measured the same?
No, each medium is different in how it delivers an audience and so each medium is measured in a different way. According to Nielsen’s homepage, they are defined as a tracking company that views behavior down to the second, revealing detailed programming and commercial engagement which aides in helping clients create precise cross-platform plans. American Idol is the prime broadcast for the week of January 21, 2013. Here is a continued list of other popular TV shows. I was very surprised to see that American Idol had topped the two spots with a 9.3 rating and a 8.8 rating. My main question is where is the Bachelor on this list? No acceptable. Anyways, it’s interesting to see the changes in the ratings. Each week, the ratings fluctuate. That is why it is very important to research the audience, geographic, and scheduling analyses. A company will be unsuccessful if they choose not to do their math.
How Nielsen works?
This is an interesting video how Nielsen works as a company and their way of sampling each household. It’s amazing to see how precise they can be while targeting each individual family. Who knows what they will be able to do in 10, 15, or even 5 years.
Food, Beer, and fun times
The Super Bowl involves food, beer, and fun times. It has evolved into an event rather than just a game. This year, the Raven’s and 49er’s will face each other in Superbowl 2013. Consequently, the head coaches of the two teams are brothers. Anyways, there are many factors that advertiser’s face while deciding whether or not to pay the enormous amount of money that comes along with having an advertisement played during the game.
Why do advertiser’s decide to pay millions for 30 seconds?
According to an article from ABC news, the Super Bowl is the largest TV audience of any year. Last year more than 111 million watched the game. Clearly, advertisers not only get a large audience, but many people tune in primarily to watch the advertisements played during the game. Also, experts believe if a company is able to break through the noise of other advertisements, they will be able to create awareness and differentiate their brand from the others.
Just how much is an advertisement for the 2013 Super Bowl ?
According to a Yahoo article, it will cost up to $3.8 million dollars per 30 second slot for 2013. Yes, I said it. Not to mention the cost of creating the advertisement (which clearly isn’t cheap). Advertisers know this is the perfect opportunity to set themselves apart from other companies. According to an article from USA today, Volkswagen could spend close to $10 million in hopes of creating brand awareness and increase sales. This would be far more than any other single marketing expense on tap for this carmaker in 2013.
The textbook explains that television channels has grown tremendously and has created fragmentation within the media. In this case however I don’t think fragmentation will play a role in the Super Bowl. I believe on February 3, 2013, millions will be tuning into the Super Bowl.
Favorite Super Bowl commercial you ask?
Well media as we know it involves countless hours spent watching television, facebooking, texting, and browsing. You name the type of media and I’m POSITIVE there is someone around the world spending the majority of their time using it. Which makes me wonder, what did students like me do with their extra time before TV, cellphones, and computers? When did advertising begin? We are engulfed with different forms of media each day, so much that 230,060 years were spent on social media in just one month. (a little insane if you ask me.) We live in an age where media is impossible to live without, and who knows what the future holds for the world of media.
Before our time, media began through the use of advertising. Believe it or not, advertising began over three thousand years ago by ancient Babylonians and Egyptians. According to the textbook, ancient Babylonians put up posters to make announcements to their local community. Also, graffiti was splashed across the walls of Pompeii and the stone of obelisks of ancient Egypt, delivering the earliest sales promotion messages. Media quickly became successful and slowly evolved into something bigger.
According to an article from Ad Age, the first newspaper advertisement was published in 1704. Media began to grow significantly. Radio, motion picture, computers, and internet all emerged and became a thriving industry for advertisers as well as consumers who use these forms of media. Without these forms of media, advertising simply would not survive. Although the evolution of media has many positive aspects, there are many downfalls as well. According to the textbook, audience fragmentation and media clutter have become two of the biggest challenges. Advertisers are having to come up with more creative ways to set their brand apart from others while continuing to use these forms of media.
Media has changed so much over the years that it is near impossible to predict what the future will hold. I believe it will continue to shape the way we spend our lives. This has many positive and negative aspects however. It worries me at times that younger children will forget what it’s like to be a kid. I remember my fondest memories are playing outside and not relying on the next Facebook comment, text, or Twitter post that comes through my phone. I was innocent and did not worry about media and that’s how it should be, as a kid that is.
Regardless as to how I feel, media will continue to change rapidly and as individuals we must keep up with how media is changing or we will become unconnected with the world we once knew.