Marketers are putting a new spin on an old strategy for buying time on TV, bringing back the “guerrilla campaign,” according to a report by Claire Atkinson in the New York Post.
“The guerrilla campaign, using the long-existing but recently souped-up strategy of stitching together regional buys to deliver the same buzz and power of a national ad buy, likely saves advertisers 30 to 50 percent — while getting them just about the same result,” Atkinson writes.
The strategy gives buyers a back-door entree into televised sports such as the current blockbuster “March Madness” NCAA hoops tournament.
“New York-based Cadent Network is behind the strategy, successfully pitching advertisers and agencies on a fast- growing ad platform that gives them access to national events like March Madness by cobbling together regional buys,” Atkinson writes. “While CBS and Turner Broadcasting — which own the rights to the highly rated tourney — are close to selling out their ad inventory for $700,000 to $1.5 million for a 30-second spot, Cadent said it can deliver similar national reach for as much as 50 percent less.”
Cadent has updated its pitch with the promise of year-round placement and the use of data to verify commercial reach, Atkinson notes.
“The company can’t guarantee an appearance in any one show, but by acquiring ad inventory at the right time of day, there’s a high chance of getting into many of the tournament’s sports packages — as Cadent client Barbasol has done,” the report notes.
The article quotes Cadent Network chief revenue officer Jim Tricarico, a former ad sales exec at Nickelodeon, saying: “When ratings are down and procurement officers are all over the agencies to deliver audiences more efficiently, we deliver first-run shows and sporting events.”
Atkinson adds: “Tricarico, who is working with a raft of advertisers, from Boston Beer to Allstate to Applebee’s, says first-quarter business rose 25 percent and the second quarter is ‘off the charts.’”
Please click on the link in the first paragraph, above, to read Atkinson’s full report.