There is No Prime Time Anymore
Written by: Bob Bentz
In the 1980’s television advertising was a juggernaut. There were only three major networks, a handful of independents that didn’t have many viewers, some cable networks – like MTV – that took ads from taxidermists, and then there was this start-up called Fox that had the absolute worst programming you could ever imagine.
But even if you were a big local advertiser, there was one thing that eluded you – prime time! That advertising sweet spot between 8 P.M. and 11 P.M.
Sure, you could advertise on Good Morning America, The Sally Jessy Raphael Show, and even the local news, but shows like 60 Minutes were reserved for just the big dogs. You couldn’t afford it.
Until recently, there was still a misconception among small businesses that mobile was like television prime time. Facebook changed all that with its easy-to-use Boost Post advertising feature.
Since many small businesses already use Facebook for the essentially free advertising that comes from organic business page posts, entrepreneurs have been boosting posts for as little as $5. This puts small players on the same marketing playing field as Lexus or even Dollar Shave Club.
Local businesses can now use geotargeted mobile advertising to pay for advertisements that will only show up in their local trading area – an area that may be as small as single zip code.
With geoconquesting, that trading area may even be just a single address. There is no waste as one might have with traditional media.
Add to that the unsurpassed demographic, psychographic, and interest enhancements that mobile provides for laser-focused targeted advertising and you have quite a successful medium for local business promotions.
More importantly, local advertisers are not at any disadvantage compared to larger, nationally known brands, because there is no prime time when it comes to mobile advertising. With the exception of sleeping time, the audience for mobile marketing and mobile engagement is essentially the same 24 hours a day.
Think about it. You check your phone when you wake up in the morning, through the workday, in the evenings, and even late at night.
A mobile advertisement at 9 A.M. is worth the same as a mobile advertisement or TV ad at 9 P.M. in prime time. You reach essentially the same number of people and receive similar engagement and acquisition. It’s like a mini-Super Bowl every day. For local small business advertisers wise enough to be using mobile marketing, you can now play in the prime time with the big dogs.
Bob Bentz is the author of RELEVANCE RAISES RESPONSE: HOW TO ENGAGE AND ACQUIRE WITH MOBILE MARKETING. He is also an adjunct at the University of Denver where he teaches the graduate level course in mobile marketing in the Communication Department. Bob is president of mobile-first digital agency Purplegator.
Bob recently gave a presentation with the same title as his book: RELEVANCE RAISES RESPONSE. Bob covered many aspects of mobile marketing including:
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