Which form of advertising media is the most expensive?
What makes advertising expensive or cheap? The results it brings to the advertiser. The ad was cheap if he gets a $10 return on a dollar invested. If you invested $1,000 and got nothing, the advertising was costly and ineffective.
With the help of advertising, we get information about products and services and make buying decisions. That is why the developers of banners, flyers, and promotional videos try to comprehensively affect the person: visually, audibly, and tactile. Consider the most popular variants of advertising.
Demanded types of advertising
There are different ways of perceiving advertising products. Let’s name five of the most popular:
- Television.
- Radio.
- Outdoor (screens, LED lights, original constructions, billboards).
- Printed (flyers, advertisements, magazines, newspapers).
- Internet advertising (targeted, contextual, SEO, etc.).
Each of these advertisements is effective in its way and is designed for a different range of consumers.
Two types of the most expensive advertising
Let’s consider two in-demand and effective types of promotion of goods and services: television and outdoor. It would be best to have teams of specialists and considerable investment to develop and implement them. All this is justified if we are talking about a large business that expects high future revenues.
Outdoor advertising
Its size, interactive elements, luminous screens, LED lights, and original designs attract people. Large banners, billboards, and mechanisms with rotating elements attract people with spectacularity and the ability to immediately go to the company’s page to learn more about its services or go to the institution, if it is a store, restaurant, beauty salon, etc. Such advertising has a long-lasting effect and influences a large audience simultaneously.
Digital outdoor dooh advertising (Digital Out of Home) is available everywhere. These are digital billboards on the streets, screens in the subway, and interactive designs in public places. Such advertising allows targeting ads by geolocation, time of day, gender, age, and audience interests. It is suitable for any business
DOOH has two directions: outdoor (placement on the streets) and indoor (placement in transport, retail outlets, business centers, and other public places). As for the types of such advertising, here we can name:
- digital billboards and supersites;
- wall screens and media stands;
- interactive constructions;
- 3D content.
Today, many brands use artificial intelligence to promote their goods and services. For example, the Addreality company has developed an advertising platform that analyzes the store’s audience and displays personalized offers on the screen. Addreality Box can identify a person’s gender, age, and emotions, which helps to stimulate impulse purchases and analyze customer behavior.
Television advertising
Television advertising is effective in those countries where most of the population spends a lot of time watching television. The average person spends about 4 hours daily on this activity. It gives advertisers a high chance of getting their message across to potential customers. The main types of TV commercials are:
- commercial (from 15 seconds to 2-3 minutes);
- TV announcement;
- broadcast (TV store);
- video film (differs from a commercial in duration and more detailed information about the product (service) offered).
No matter what form such advertising takes, it aims to persuade viewers to buy what the producers are selling. Nowadays, it is an integral part of the marketing complex for many large and small companies.
The advantages of TV advertising include the simultaneous visual and auditory impact on the audience and the ability to select a specific target audience, depending on the subject of the television program.
The most expensive commercial in advertising history is the video dedicated to the fragrance of Chanel No. 5 perfume. Its budget was comparable to a good action movie of those times. The total cost of the video was $44 million.
Televisions, and advertising with them, are getting smarter. Advertisers are now trying to personalize information for each viewer so that we can expect more relevant, targeted, and interactive commercials in the future. However, we shouldn’t discount the rise of mobile advertising. The rise of digital video platforms (YouTube, Netflix) allows consumers to watch what they want. At the same time, it is possible to turn off advertising. So, TV advertising is no longer the only way to reach people through video. On the other hand, TV advertising is still an important part of marketing for any modern brand and will definitely stay with its viewers in the near future.
