Archive for May, 2012

After years of success with paid search advertising, Google is now moving into the TV advertising game to help small businesses limit the costs and risks associated with traditional media buying.

With its new TV Ads product, Google is reaching out to customers who may not be able to weather the traditional cost of TV advertising. Smaller businesses can get access to advertising on national stations like ESPN, TNT, CNN and 100 other networks for a fraction of the normal cost.

Although it’s true that local television advertising has been losing more consumers to online content in the past few years, national advertising campaigns bring far better results than banner ads on search engine results pages. Up until now, the costs for national advertising campaigns had been far too great for smaller businesses.

According to Inc. Magazine, typical ads will run between $2,500 and $3,500 per week. Businesses can bid on airtime, similar to how Google AdWords customers bid on search engine advertising. This opens up the television advertising market to companies that didn’t have a multi-million dollar budget to use traditional media buying outlets.

Google TV Ads has already had a few successes with small and mid-sized business advertisers: ShoppersChoice.com, an ecommerce site operator, › Continue reading…

If you’re a business owner, CEO or otherwise involved in the decision-making for an organization, it’s important to understand the cost of TV advertising.

Going into the media buying process without a clear understanding of the costs will limit your ability to use the format effectively. The cost of TV advertising has two major components – the production and the media buying.

The production costs of television commercials can depend on a number of different factors:

  • You can get a television commercial produced for as little as $1500, but it’s likely to look bad and be a waste of money.
  • You get what you pay for when it comes to television advertising, just like with other business assets. TV advertising companies may vary depending on their method of production, their experience and their track record.
  • If you want a quality commercial that will produce the results you’re looking for, you will probably need to budget in the neighborhood of $20,000 to $25,000.

In addition to the production costs, you’ll also need to pay for media planning and buying. What is media planning and buying? It’s the process of finding the best period of time, station and target market for your commercial and finding the best price to buy that television spot. › Continue reading…

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