Move over Volkswagen… Squeaky’s Hot Tubs wants your audience!
This is a great basic descriptor of how video spots can use targeted online placement instead of (or as well as…) tv advertising, to shrink budgets and make exposure more accessible for smaller companies.
The big advertisers don’t wait to “splash” their new spots during the Super Bowl anymore. They use online video to “tease” interest up long before the big game. These same techniques are used by lesser advertisers to steal audience away in extremely targeted ad placements that cost much less than broadcast buys.
As a small advertiser, this type of very granular placement online can buy hi-value exposure on a much smaller budget. Or you can combine the two: tv and online. We’re not saying you should try to advertise on the Super Bowl… but general tv advertising costs have gone down as the number of players have gone up, and the impact of online has gained share.
Scott Ferber at Tech Crunch explains it in simple terms. Read the article here: