Thanks to the economy, nearly every type of media can be had for a relative bargain. Media outlets, under more pressure than ever to fill ad inventory, will turn somersaults to keep advertiser money
flowing through the door.
To find the best deals, marketers should "follow the footprints of the sectors that are most affected," says Steve Calder, chief media officer at Mullen. He
recommended tracking ad vacancies left by autos, financial services, retail and travel clients. "These are the places with the biggest gaping holes in coming ad inventory, where you're going to
find your best opportunities."
In recent weeks, the TV marketplace has frozen as buyers try to determine if they can afford to use canceled second-quarter options to purchase scatter ad
time in the weeks ahead. Calder suggests that, based on buying patterns of financial services and other weakened categories, buyers might seek bargains in sports events and similar big-ticket items
on the national-TV docket.
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