Does TV advertising work for small businesses? How can small businesses get the most out of TV advertising?
I am considering advertising on TV channels. Does anyone know how much it costs to advertise on TV in Australia these days? For example, how much would a 15-second commercial cost?
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Is TV still relevant? Does TV or YouTube have greater reach, more targeted audiences and better ROI?
Really depends on your target market. Youtube is the new age version version of "free to air TV". Apps like Stan, Netflix, Disney Plus and Prime really push a lot of people away from free to air.
Consumer demographics is a lot more than just age. A lot of people will tell you that Youtube and streaming apps are for the younger generation. However, you will find this is not the case. You will find people in their 70's are ditching free to air for Netflix and Stan etc. We don't watch free to air in our house, we have all the streaming apps and Youtube. We are in our 40's. Most of my friends are the same. I have friends and family members in their 70's that have done the same. A few recently built a house and didn't bother installing a TV antena, they simply didn't see the point.
And when it comes to Youtube. Youtube is the second largest search engine in the world! Most people want to see a video and not read results, this includes all ages. So when someone for example wants to repair a wall, Youtube tends to be the place people go or end up with search results.
So don't think of Youtube as cat videos and silly stunt videos. Youtube has their own paid service, music streaming and lots of tutorials and good content. So Youtube has a very large reach.
And based on the response from the Australian authorities, I dare say Free to air has lost the race or very close to it. ACCC is wanting to create laws so they can get their claws on the streaming companies. Based on this article, it appears free to air isn't hitting the 55% transmitting rules.
What is the price range to create a 30-second TV ad? Is it better to do it yourself or hire an advertising agency or marketing company?
The cost to create a 30-second tv ad can be as low as a few thousand dollars or as high as in the millions.
It depends on what you’re creating.
A simple product shot with a voice over should be affordable for small businesses, provided you don’t use a superstar’s voice. But a TV ad with famous figures such as musicians and actors would obviously cost a hefty amount, not including paying for the shooting location, production crews, production sets, post-production, creatives, etc.
If you don’t have the experience and creativity, you can outsource the TV ad to an advertising or marketing agency. This is not only for the creative aspect, but technical and legal aspect. Your ad must be compliant with regulations and standards governing TV advertising (hyperlink: https://www.acma.gov.au/theACMA/About/Corporate/Responsibilities/advertising-on-radio-and-tv).
The TV ad should adhere to specific technical standards, which may differ across various TV channels. It shouldn’t mislead the viewers, which means you can get in trouble if people complain about it. You’ll also need to be aware of rules on sex, violence, health and advertising to children.
Here’s a rough cost estimate of TV advertising (hyperlink: https://www.savvysme.com.au/question/9-how-much-does-tv-advertising-cost) slots for your reference too.
TV advertising has always been a great advertising channel for a lot of businesses. But it's known for being a little pricey. So, can small businesses afford TV advertising?
It all really depends on the ROI - Return on Investment. If for say, you were to make $10,000 by speding $1000, how much would you throw at it So, do your research, look for honest answers on ROI and choose accordingly.