TV Advertising Is Broken
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TV Advertising Is Broken

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A quick story about the current state of affairs in TV advertising.

A quick story about the current state of affairs in TV advertising.

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  • 1. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 1
  • 2. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 2
  • 3. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 3
  • 4. What do you supposethese people have in common? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 4
  • 5. Other than the fact that they are men, age 25- 35, probably not much.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 5
  • 6. And what doyou supposethese people have in common? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 6
  • 7. 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……| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 7
  • 8. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 8
  • 9. The point is: Why does your …when what youagency make you want is this? pay for this…. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 9
  • 10. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 10
  • 11. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 11
  • 12. When they go looking for your ideal customer amongst the2,100 stations, seven days, eight day parts and thousands of programs it’s like they’re trying to find Waldo. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 12
  • 13. Using the same technology these guys used… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 13
  • 14. when this was the most popular show on TV.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 14
  • 15. and they’re doing it with your money.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 15
  • 16. Why agencies keep talking about the great rates they get for you...| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 16
  • 17. is because they can’t talk to you about a better way to find Waldo.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 17
  • 18. The fact is: targeting works| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 18
  • 19. It works for direct mail | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 19
  • 20. It works for online| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 20
  • 21. And it works for TV (if you can do it).| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 21
  • 22. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 22
  • 23. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 23
  • 24. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 24
  • 25. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 25
  • 26. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 26
  • 27. “Reports of the death of TV have been greatly exaggerated” – Mark Twain (not really)| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 27
  • 28. But I digress…| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 28
  • 29. Try asking your agency how many new customers you got for every dollar you spent through them…. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 29
  • 30. They will say things like “TV’s true ROI cannot be measured” or…| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 30
  • 31. TV is all about “mindshare” and “awareness” and other “unmeasureables”… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 31
  • 32. Or better yet, they measure GRPs and TRPs**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…. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 32
  • 33. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 33
  • 34. Besides the government.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 34
  • 35. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 35
  • 36. In reality, intelligent companies do this all the time because… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 36
  • 37. These guys tell them it’s “branding”.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 37
  • 38. …and say it can’t be done any other way.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 38
  • 39. And these guys would never lie.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 39
  • 40. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 40
  • 41. Of course it is.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 41
  • 42. But why does “branding” mean “don’t measure”? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 42
  • 43. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 43
  • 44. Absolutely.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 44
  • 45. TV’s impact is reliable, durable and predictable. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 45
  • 46. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 46
  • 47. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 47
  • 48. So what are you going to do now?| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 48
  • 49. Keep trusting what the experts tell you? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 49
  • 50. Because they are the experts, after all.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 50
  • 51. And the experts are never wrong…| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 51
  • 52. "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 Smiths paper proposing reliable overnight delivery service. (Smith went on to found Federal Express Corp.) | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 52
  • 53. "$100 million dollars is way too much to pay for Microsoft." - IBM, 1982 | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 53
  • 54. “We dont need you. You havent got through college yet.” - Hewlett-Packards rejection of Steve Jobs | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 54
  • 55. Or you can go where nobody has gone before. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 55
  • 56. Well, that’s not true…| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 56
  • 57. We’re there today.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 57
  • 58. Call us if you want to talk about it.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 58