Jesse London has 25 years experience in media sales including 20 years selling out of home. Last week he talked about selling out of home versus radio. Today he gives 6 tips for selling out of home versus TV.
How would you sell out of home versus TV?
(1) I think that TV and billboards can work very effectively together on the same plan. In my mind they together form a perfect 360 marketing experience. While TV viewership is 100% in the home, billboards are 100% out of home, that’s a good synergy.
(2) When you consider the fractured audience from great streaming service like Netflix, Amazon and Hulu, and combine that with the growth of cord cutting, OTT, VOD, or other robust viewer options, commercial TV audiences are shrinking at an alarming rate. As an example, the networks lost one fifth of their audience over the past four years, and a significant portion of their prime audience in just this past year. Now TV viewers are being introduced to countless new streaming and exciting services Disney+, Apple TV+, HBO Max, Peacock, and CBS All Access. It just seems to me that each year it gets tougher for brands to saturate a market with TV alone.
(3) From a CPM perspective, bulletins are far more efficient than TV. Bulletins cost a median $2.84 while broadcast prime is $27, broadcast non-prime is $14.50, cable prime is $15, and cable non-prime is $9.50. That means that billboards are ten times more cost efficient than broadcast prime.
(4) As your readers well know, our industry needs to conform to separation rules, billboards must be spaced apart along major roads, but radio and television spots are clustered together – one right after the other. Sort of tough to stand out that way.
(5) Outdoor cannot be turned off, it’s there whether you like it or not. If you tire of a radio or TV commercial you can zap it by changing the station.
(6) A good TV commercial can get pricey, depending on the size of the buy a TV spot could cost more than print and post (and far more when compared to a digital only buy).
One more point; While measurement is never perfect, Nielsen had historically been a gold standard in standardized audience measurement, it is the broadcast currency, advertisers trust Nielsen. I just think that it is worth mentioning that the new audience measurement technology from GeoPath will provide smarter and more precise insights for our industry. I think the progress there is exciting and that our currency should continue to be more widely accepted and can be as accepted as Nielsen is for TV.
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