Got some extra beef lying around that your company can’t use because it didn’t sell well to consumers? Well send it on over to the barter shop, who will turn this unused beef into media dollars for you to spend, and then sell the beef off to a state prison at a discount. Yes, the media landscape is changing, but this trend has been around for a while. Many advertisers, especially in retail, are looking toward barter shops, to take unused inventory and turn it into a tangible good or service they can use to promote their products. The barter agency then looks to trade the goods to others who can use them in exchange for something else. This trading circle goes around and around, and it is reflective our current economy.
Being able to find a way to advertise, no matter if it is through bartering or direct purchase, presents a golden opportunity, as many of the mainstay advertisers of before, have pulled of the air due to budget constraints. Direct Response advertisers have been jumping on this band wagon and continue to see results from their media spend. Read more at AdAge.com.
Following the coat tails of its sister broadcast upfront, the Syndicated Upfront is closing in around $2 billion in sales, which is down 20 percent from last year. Media buyers are trying to lock in rates and packages for more value added shows that may have product placement opportunities. Additionally, those shows skewing to an older demographic are seeing a bit of a downturn in interest for their programming, as pharmaceutical advertisers are cutting back on some advertising spend. Locking down rates, and negotiating optimal media packages is at the helm of media buying for these shows. Syndicated shows often garner a large audience with very good results, especially in direct response advertising. As an advertiser or media buyer in DR, looking to these shows should be a budget and buying priority. Read more at AdWeek.com.
Recently during the broadcast network upfront, availability of media time was down over a half-billion for the 2009-2010 season. Networks are trying to capitalize on a stronger Q3 and Q4 and expect revenue to be higher for those time periods they are holding onto. Brand advertisers are picking up the pace advertising on major networks, and are responsible for the lack of pre-sale time periods available at the upfront. Broadcasters are holding onto inventory hoping for better rates in a scattered market. This may translate into more inventory for direct response advertisers to grab onto. Read more at AdWeek.com.