Digital Strategies Open Local SMB TV Options
In the old days of TV advertising, businesses bought a simple 30 seconds of air time. In the digital age, though, that ad money can go farther while supplementing or even sidestepping air time. Collective’s TV Accelerator platform enables smart TV digital advertising buys, allowing local SMBs to strategically optimize their budgets – all without even making that expensive ad slot.
How does it work? Things actually go far beyond the 30 second purchase. With demographic data constantly collected via smart set top boxes connected with social media accounts, there are new ways to deliver a message. For example, popular commercial-free shows like Game Of Thrones offer no traditional ad means. However, the show’s demographic data can be used to bring your advertising to the same audience online.
This method can also be used to circumvent your competitors. For example, every week the local San Rafael tire shop advertises on the TV broadcast of Mad Men. Using this strategy, other local SMBs can deliver their message to the same audience by advertising across digital devices and social media.
Of course, traditional TV advertising is still powerful that’s why it still commands top dollar. However, local SMBs can take advantage by utilizing demographic data. Large national companies may still spend their TV advertising dollar on a 9 PM viewing of The Good Wife, however using a smart digital strategy, local SMBs can generate exposure to a cumulative amount of similar numbers.
TV isn’t simply about TV anymore. Viewing occurs on many devices, DVRs can render commercials irrelevant, and the discussion takes place in the advertising-friendly realm of social media. For a local SMB owner, that means that digital advertising has the same reach and power as a TV commercial — it’s just achieved in a much more efficient way.
How can local SMBs optimize their TV advertising budget? Find out how you can target your specific demographic with a free Marketing Push Start Session.
By Marc Apple
