DRTV Media Buying Blog

As movies, TV shows, the news, and homemade videos continue to stream free and often commercial-free online, the idea that television is on the way out has occurred to more than a few marketers.

This attitude is reinforced by the recent innovations in social media, which have often been far more effective in conversion dollar for dollar than TV ads.

Yes, there is hope for TV
However, there’s still hope for television, and there’s reason to believe it’ll hold out for quite awhile longer. For one thing, there’s the community factor. There are certain TV shows that people watch as events, such as sporting events or American Idol.

People enjoy being a part of the group, and they don’t want to miss it and watch later. They want to see it now, along with all the other fans.

The problem television is facing is the ability to adapt to the needs of people who do want to watch later. Instead of having those people look up those videos on DVD, some companies are looking to options online for capturing those audiences and keeping TV relevant, like the streaming-video site Hulu, which features full-length shows, movies and – most significantly for television producers – ads.

Television will stick around as long as we feel the need for community, which is probably forever. The question is how it will shape and change around the other new innovations that crop up.

The iPhone is undeniably a status symbol, but it may also be a marketer’s dream. Several major companies including Burger King Holdings Inc. and Lions Gate Entertainment Corp. are using the iPhone to promote their products.

One of the most innovative ways these companies are using the iPhone is through the purchasable and optional applications available for the device. Instead of standard mobile advertising, which can involve a banner ad on the regular screen or a tagline following a text message, companies are now crafting ads that can be disguised as applications.

Users can play games or manipulate images on the iPhone, and the applications can be very popular. If the application is also completely saturated with a company’s advertising, they reach their consumer.

The big challenge? Creating an application that’s compelling enough to stand out among thousands of others. If consumers can get the same game without advertising, they will. It means that companies may be investing some of their marketing budget into figuring out ways to entertain their customers as well as entice them

If you have a product or service that you want others to know about, consider using infomercials as a way to educate consumers and convince them to purchase from you.

An experienced infomercial consultant can make sure your campaign is profitable… Someone who is experienced in the world of infomercials can guide you throughout the process of launching a successful infomercial campaign. This infomercial expert will advise you about which local and national networks and time slots will reach more of your target audience to ensure that your infomercial campaign is profitable.

For instance, your consultant might suggest a mix of local broadcast stations with national cable and satellite networks to ensure that your audience has an opportunity to learn all about your product or service.

An experienced infomercial consultant should understand your product or service and have some prior experience consulting others with similar products or services. For example, if you are selling a cleaning product, your consultant should have a successful track record with similar products in that “space.”

Keep your eyes on the competition… A seasoned infomercial consultant should research your competition and their infomercials to find out what channels and time slots they use. This knowledge can help you develop a strategy that works best for your campaign.

Of course, an infomercial consultant with strong negotiating skills is essential. Your consultant should be able to secure the best time slots to help you reach the most consumers for the best rates possible.

Advertisers looking to reach their target consumers are finding it necessary to diversify their marketing strategy beyond television advertising.

Getting to the right audience in a timely and valuable (in the audience’s eyes) way is more important than ever. Consumer expectations as far as the information they want and need are higher than ever—thanks to the Internet.

Advertisers can no longer rely on one means of advertising, such as television advertising, to effectively reach their target audience. They are also using and reaping the benefits of blogs, link exchanges and search engine advertising methods (among others). These promotional techniques work well when mixed with television advertising and other direct campaigns.

More than one at once. Most people are accustomed to receiving their information simultaneously from at least two different sources, including the Internet, and mobile technology makes this even easier.

Go mobile. Consumers are relying more and more on mobile networks and mobile technology to connect to the Internet while on the go.

Google, for one, is positioning itself as a leader in mobile advertising. “Over time, we will make more money from mobile advertising,” said Eric Schmidt, the CEO of the search giant, who added that that mobile advertising could soon overshadow the PC market in terms of reach and prevalence.