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Campaign Koi Ad Call Letters KAAR-FM Station 92.9 FM Genre Country Market SF Play Time Sep 23, 2008 3:43 P.M. PDT Sep 23, 2008 4:16 P.M. PDT Sep 23, 2008 6:37 P.M. PDT Sep 23, 2008 8:46 P.M. PDT Air Check www.dmarc.net/ db/15047658.wma www.dmarc.net/ db/15048936.wma www.dmarc.net/ db/15047450.wma www.dmarc.net/ db/15046108.wma Totals Listeners 5900
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Rock
Koi Ad
KJJY-FM
101.7 FM
Rock
11,000
In the preceding report, an ad played in September. It played on KAAR, KSAC, and so on. The dial number (92.9 FM and so on) is given, along with the genre (Country, News, Rock) and the time. The URL (which has been shortened for this example) is clickable and lets you listen to your ad. Finally, you see the estimated number of listeners. Each radio station sets their fee per CPM. (CPM is Cost-per-Thousand, which means an audience of 1000 people.) For example, if the station has 5000 listeners in the time slot you selected, then that s 5 CPMs $1.32, or $6.60 for the ad play. In your ad, you use unique URLs that are easy to say, spell, and remember, such as MacysEaster.com or NikeShoes.com. It s a good idea to work with a Google media planner. They use media planning tools to recommend the optimal stations to reach your audience. Start with two or three cities, test the campaigns, and then increase the campaign. You can also use Google Analytics map to see where your customers are. You should plan for at least four weeks of ads. Two weeks is too short. Eight weeks is better. Expect about $1000 per week for a small market, $2000 $3000 per week for a mid-size market, and $4000 per week for a large market. In general, plan your ads four to six months ahead. Google Analytics lets you track your radio campaigns. You can see the number of impressions (potential listening audience), the number of ad plays, the cost, and the CPM. With unique URLs and tracking URLs, you can compare the radio campaign against other campaigns. If you find that Sports produces few results, you can drop that category. If you find Oldies does well, you can increase the ad plays in that category.
CHAPTER 6:
You can stop a radio ad. However, the ads may still run for up to 36 hours after cancellation. You'll still be responsible for any charges accrued.
Use Google to Advertise on TV
Just as with radio, you can use Google to place TV ads on cable and satellite TV. Similar to Google s radio service, Google offers a list of people who will write, direct, shoot, and produce the TV ad for you. Prices for video production are as low as $200. Also, pre-made TV ads (like stock photos) are available where you simply paste your logo at the end. You upload the TV ad into Google AdWords, pick TV channels, shows, time of day (day parting), day of week, and demographics. Bids start at $1 per CPM for 30 seconds. Your TV ads show on CNN, MTV, ESPN, MSNBC, Cartoon Network, Animal Planet, CNBC, Comedy Central, Discovery Channel, and over a hundred other TV cable networks. Google s TV advertising reaches over 13 million U.S. households. When consumers saw a TV commercial, 44% followed up with an online search (iProspect study, 2007), which makes TV as effective as word-of-mouth referrals. TV ads increase brand awareness by 63% (ThinkBox report, 2007). Nationwide TV advertising takes about four weeks of ads at about $10,000 per week to be effective. There has to be repetition of the ads to get results. TV ads tend to lose effectiveness after a few weeks. Track the results and see when your ads begin to fade. Launch new ads to refresh your campaigns. We expect TV advertising may become the largest service at Google. Google has maxed out its market share and revenues in web advertising (they ve reached Stephanie s Limit). AdWords brings in $20 billion per year. TV advertising is nearly $200 billion worldwide, of which $70 billion is in the U.S., where 98% of the population watches TV. Google may soon allow you to place TV ads worldwide through a simple tool. Google s tools undercut the costs of traditional TV advertising production and placement. This will also lower the revenues for TV broadcasters. Ironically, when Google takes over the $70 billion TV market, it will deflate.
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