STRATEGIC USE OF :10 TV IDS
EFFICIENCY
- :10s are typically 15-25% the cost of :30s
- Stretch TV budgets as advertising dollars are moved to digital
- Replace TRPS when budgets are cut
- To compete with larger budgets
- Affordable way to maintain advertising presence throughout the year
STRATEGIC MARKETING GOALS
- Promote brands without TV creative
- Increase FSI redemption
- Support promotional events
- Build/maintain top of mind awareness & sales
- Introduce new products
- Push distribution
- Reinforce copy line
- Merchandise to the trade
CROSS PLATFORM SUPPORT
- Support FSI redemption
- Drive traffic to website
- Online coupons
- Retailer locations
- Recipes & ingredients
MEDIA EXPANSION
- Expand programming
- Overlay cable, print, digital and/or radio effort
- TV Exposure For Brands Without A Commercial
- Broaden programming spectrum
- Product integration in program content
COMBAT COMMERCIAL FATIGUE
- Take advantage of smaller commercial pods, premium positioning
- Advertiser showcased as closed caption sponsor on some programs