Monday, March 02, 2015
Media Spike #39 – It Costs HOW MUCH? – Part 2
Hi- I nearly forgot...
Recently one reader reminded me I hadn’t spoken about the costs of media as much as I promised to a few e-mails ago.
Thanks to B.K. for that memory jog. It Costs HOW MUCH?!?
Well if it costs that much we don’t want it.
Regrettably a refrain I heard from one client on several occasions earlier in my career. Amazing how funds go from: The Sky’s the Limit, to, We Have to Save the Budget.
The arrival of more electronic media platforms does not diminish that there will still be some costs to your ad campaign. Else why are you advertising?
But as clients we are all guilty of wanting to spend only $12 and get $100,000 worth of exposure. As though it is somehow the media’s fault prices are so high and why can’t we knock 90% of those costs off in negotiations.
Despite sometimes wonderfully positive media negotiations, and great savings, there remains the reality of the media costs. Perhaps you’re among many clients who are startled to learn your ad budget doesn’t buy as much as you hoped or expected.
You may recollect in several earlier Media Spikes, we made several golf analogies. Each club performs based on the skill level of the user, but also understanding there are some clubs better suited to a specific shot than others. So too with media.
So which media is suited to which situation? What you want to do and how much you can afford are key drivers to your media choices.
Wanting to dominate the outdoor skyline with powerful backlit posters for three months is wonderful. But if you’re spending is more modest at several thousand dollars, you’re better off looking at media which won’t exhaust your budget so quickly.
We wanted to demonstrate just what a consistent ad budget would do across all media. Please bear in mind this is prior to any formal negotiations and we recognize additional factors come into play. But to get an idea what one budget could do across different media, we present the following.
Using a budget of $100,000, devoted to each media, in the market of Toronto, Ontario, Canada, you could expect to buy:
Outdoor Media:
Newspaper Media:
Magazines Media:
Television Media:
Radio Media:
On-Line Media:
Please understand I know this is a simplification as many additional variables go into the final media selection. But I believe it’s important that when making a huge decision of where to invest your media funds, you have every right to have an appreciation of what you are buying, and what you are getting.
Stay Tuned.
"Like to learn more? Nine Secrets of How To Improve Your Advertising and How To Actually Make Your Ads Outperform Your Competition is not for everyone. It’s for smart marketers who want proven tips to make their ads work harder and smarter.
Is that YOU?
If it is, click here for your copy of, "9 Secrets To Improve Your Advertising"
Do It Now. As a Masthead Online Reader, you can order your own copy for just $30, but only until you reach Media Spike #57. After that, the price returns to $197.
Recently one reader reminded me I hadn’t spoken about the costs of media as much as I promised to a few e-mails ago.
Thanks to B.K. for that memory jog. It Costs HOW MUCH?!?
Well if it costs that much we don’t want it.
Regrettably a refrain I heard from one client on several occasions earlier in my career. Amazing how funds go from: The Sky’s the Limit, to, We Have to Save the Budget.
The arrival of more electronic media platforms does not diminish that there will still be some costs to your ad campaign. Else why are you advertising?
But as clients we are all guilty of wanting to spend only $12 and get $100,000 worth of exposure. As though it is somehow the media’s fault prices are so high and why can’t we knock 90% of those costs off in negotiations.
Despite sometimes wonderfully positive media negotiations, and great savings, there remains the reality of the media costs. Perhaps you’re among many clients who are startled to learn your ad budget doesn’t buy as much as you hoped or expected.
You may recollect in several earlier Media Spikes, we made several golf analogies. Each club performs based on the skill level of the user, but also understanding there are some clubs better suited to a specific shot than others. So too with media.
So which media is suited to which situation? What you want to do and how much you can afford are key drivers to your media choices.
Wanting to dominate the outdoor skyline with powerful backlit posters for three months is wonderful. But if you’re spending is more modest at several thousand dollars, you’re better off looking at media which won’t exhaust your budget so quickly.
We wanted to demonstrate just what a consistent ad budget would do across all media. Please bear in mind this is prior to any formal negotiations and we recognize additional factors come into play. But to get an idea what one budget could do across different media, we present the following.
Using a budget of $100,000, devoted to each media, in the market of Toronto, Ontario, Canada, you could expect to buy:
Outdoor Media:
40 Paper Posters,
Measuring 10’ X 20’, appearing for eight weeks,
At a cost of $100,000
100 Transit Shelter faces
Measuring 4’ Wide X 6’ High, appearing for eight weeks,
At a cost of $100,000
20 Horizontal Backlights
Measuring 10’ X 20’, appearing for eight weeks,
Translucent Vinyl+
At a cost of $100,000
Measuring 10’ X 20’, appearing for eight weeks,
At a cost of $100,000
100 Transit Shelter faces
Measuring 4’ Wide X 6’ High, appearing for eight weeks,
At a cost of $100,000
20 Horizontal Backlights
Measuring 10’ X 20’, appearing for eight weeks,
Translucent Vinyl+
At a cost of $100,000
Newspaper Media:
Five (5), ½ page, 4 colour ads in Toronto Broadsheet format
newspaper
One ad per week for 5 weeks in Front News section
Delivering estimated 2.4 Million Impressions to Adults 18+
At a cost of $99,750
Two (2) full page, 4 colour ads in Metro Edition of National
newspaper
One ad per week for two weeks in Metro Edition at a cost of
$102,200
newspaper
One ad per week for 5 weeks in Front News section
Delivering estimated 2.4 Million Impressions to Adults 18+
At a cost of $99,750
Two (2) full page, 4 colour ads in Metro Edition of National
newspaper
One ad per week for two weeks in Metro Edition at a cost of
$102,200
Magazines Media:
Five (5), Full Page, 4 colour ads in Toronto specific and Toronto
splits of National magazines (General Interest category)
Estimated 650,000 circulation @ 3 Readers Per Copy
Delivering 1.95 Million Impressions to Toronto audience
At a cost of $95,650
splits of National magazines (General Interest category)
Estimated 650,000 circulation @ 3 Readers Per Copy
Delivering 1.95 Million Impressions to Toronto audience
At a cost of $95,650
Television Media:
Two hundred & twenty three, Thirty second spots on one citywide
station
20+ spots per week for 10 weeks
To appear on a mixture of Prime (62%) and Off Prime
programming
Delivering 11.1 Million Impressions to Adults 25-54
At a cost of $100,000
station
20+ spots per week for 10 weeks
To appear on a mixture of Prime (62%) and Off Prime
programming
Delivering 11.1 Million Impressions to Adults 25-54
At a cost of $100,000
Radio Media:
480, 30-second spots on prominent news station
Airing as 32 spots per week Reach Plans
Flight can run for 15 weeks.
Delivering 12.9 Million Impressions to Adults 18+
At a cost of $95,520
Airing as 32 spots per week Reach Plans
Flight can run for 15 weeks.
Delivering 12.9 Million Impressions to Adults 18+
At a cost of $95,520
On-Line Media:
Leaderboards (728 X 90) and Big Boxes (300 X 250)
Using ten (10) geo targeted websites
At an average $30 CPM (depending on unit and site)
30,000 Impressions per week, for 10 weeks, on 10 websites
Delivering 3 Million Impressions to Adults 18+
At a cost of $100,000
Using ten (10) geo targeted websites
At an average $30 CPM (depending on unit and site)
30,000 Impressions per week, for 10 weeks, on 10 websites
Delivering 3 Million Impressions to Adults 18+
At a cost of $100,000
Please understand I know this is a simplification as many additional variables go into the final media selection. But I believe it’s important that when making a huge decision of where to invest your media funds, you have every right to have an appreciation of what you are buying, and what you are getting.
Stay Tuned.
"Like to learn more? Nine Secrets of How To Improve Your Advertising and How To Actually Make Your Ads Outperform Your Competition is not for everyone. It’s for smart marketers who want proven tips to make their ads work harder and smarter.
Is that YOU?
If it is, click here for your copy of, "9 Secrets To Improve Your Advertising"
Do It Now. As a Masthead Online Reader, you can order your own copy for just $30, but only until you reach Media Spike #57. After that, the price returns to $197.
- Dennis Kelly
About Me
Dennis Kelly
 |
|
|
Dennis is the author of “ 9 Secrets of How To Improve Your Advertising” and is available to Masthead Reader for $197 through a special offer at this link
Most Recent Blog Comment
 |
|
| Dennis Kelly says: | |
Thank you Gloria. What a perfectly apropos link. Thank you for sharing that. You are quite correct. ... |
|
