Cable TV Media Buying
At first glance, you may be wondering what the difference between cable and broadcast TV is, as most people have been used to always having both for so long. Many who don’t understand the different services offered can run into this confusion. The first thing you must understand is that broadcast is available to virtually anyone with a TV set where cable charges their viewers in order to receive the transmission. This tradeoff though, allows for cable to be locally targeted and appeal to specific interests.
Cable is a great opportunity to advertise on if you cater to a specific, local area like Metro Detroit. If you run a business in the Metro Detroit area and only cater to that area, your ad will only be shown to that specific target audience.
With further microtargeting on cable TV, you can even target specific interests and behaviors of your target audience. This gives you the ultimate return on investment if your business serves only to your local area.
What is Cable TV?
Cable TV, to put simply, is exactly how it sounds. Cable TV is considered anything that transmits TV signals through coaxial or fibre-optic cables. This can also include any providers that transmit via satellite.
Cable Television unlike broadcast, does not air on public airwaves. Cable charges subscription fees in order to receive their transmissions. Channels on this can include things like HGTV, Animal Planet and Comedy Central.
The channel lineup on cable is made to appeal to certain interests like HGTV for home and gardening or Cartoon Network which is directed at children.
The Importance of Cable TV Advertising
The most valuable benefit to advertising on cable is the ability to geotarget your audience. This means that you could target your advertising to only be in a specific area. If you run a local Detroit business that serves only the Metro Detroit area, this would be more beneficial than choosing to advertise through broadcast channels.
Ad spaces for cable are sold in sectioned-out areas called “zones”. These zones are what allow you to be able to target a specific area and only have that area see your ad.
Another huge benefit to cable advertising is the ability to advertise on channels that cater to certain interests. Cable TV has channels like HGTV where, if your target audience is someone who is interested in interior design or gardening, you can put your ad on that channel and reach your exact target market. This allows you to target your audience based on behaviors and interests.
This also means that you have the ability to advertise on local news channels which is a great option for ad placement as it is a program that is typically not recorded meaning that someone watching would not be able to skip through ads.
If you are considering whether you should advertise on cable or broadcast, another thing to consider is cost. Advertising on cable TV is typically much less expensive than advertising on broadcast. This is because you’re reaching a smaller audience. The cost per thousand (CPM) could potentially be higher as sometimes you pay a bit of a premium to reach a more targeted audience, but this is overall worth it if you only need to advertise to a certain local area.
Our Cable TV Media Buying Services
Our goal here at Ottaway Communications is to place your ads in the best ad spots to ensure that you are reaching the highest potential of your target audience. We use all of the latest metrics and data for TV advertising to get the best understanding of your target audience.
We have over 30 years of experience, and we know the best data-driven methods to find out what your target audience is watching and when they are watching it. With the abilities of geotargeting and microtargeting with advertising on cable TV, we can localize your ad reach for your specific target audience.
It can be hard to understand the media buying process, as experienced media buyers who understand programmatic media buying, we can help place your advertising campaign in the best ad spaces to reach your audience and get you the best return on investment.
We understand the media buying strategy for programmatic advertising and will work with you in placing your ads. From research, planning and buying to post-buy analysis and reporting, we have your TV advertising campaign covered from start to finish.
Go with the media planners and buyers who understand the ever-changing habits of your target audience and use the latest data-driven strategies to ensure the best placement of your ads. If you are interested in working with Ottaway Communications or have any questions, you can give us a call today at (248) 637-4600.
