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Reach the Streaming Generation With Ads on Connected TV

Reach the Streaming Generation With Ads on Connected TV

The shift toward streaming has been profound, with 90% of Americans aged 13-54 now streaming their favorite shows. In recent years, Connected TV and streaming were growing. However, the pandemic pushed this trend into overdrive. In the past year, there has been a multi-generational movement. This movement is reinventing how, what, where, and when we watch. Content is now on-demand and limitless to the streaming generation, creating an immense opportunity for businesses — especially those who want to optimize their advertising and marketing strategies.

The Streaming Generation and Connected TV

Connected TV has left analog television in the dark ages, as it allows viewers to watch what they want, whenever they want. Connected TV (CTV) is television that connects to the internet, allowing viewers to stream digital content at their convenience, through apps on Apple TV or a smart TV, as well as through gaming consoles and devices such as Roku.

CTV was gaining popularity for years. However, the recent pandemic caused unprecedented growth. The number of CTV households achieved its 5-year growth projection in just three weeks during the “shelter-in-place” order. Online content streaming increased by 70%, with 60% of viewers adding a streaming service since the beginning of 2020. Also, 91% of the streaming generation would rather give up their social media, music streaming service, favorite food, and favorite brand before they gave up their video streaming service.

Connected TV Has Revolutionized Advertising

Connected TV advertising has been building over the past few years. However, there was a clear tipping point in 2020 — and this trend is unlikely to reverse. Research shows that 15% of consumers canceled their cable subscriptions. During this time, advertisers could reach over 84 million households via connected TV. In 2021, an additional 27% of consumers plan to ditch cable services in favor of connected TV services.

Business owners, advertisers, and marketing teams have recognized these trends, shifting their budgets. Those who are not risk being left behind. After all, 43% of marketers identified CTV as the number one channel for brand storytelling and overall brand awareness, followed by social media (29%) and traditional, linear TV (26%).

Those who see the potential and have already experienced a significant ROI are adapting, becoming more and more creative. Since the viewing experience on CTV differs from traditional TV, ads are now shorter and more flexible. This is creating a trickle-down effect, as companies bring on new talent and training programs to become more fluent in CTV.

These are the facts:

  • Consumers are moving away from cable services because 50% think it’s too expensive, with 48% not getting enough value for their money. Nearly 38% say they are attracted to streaming services because they offer a better viewing experience.
  • Currently, less than half (49%) of TV viewers still subscribe to cable services— and 27% of these viewers plan to cancel their cable subscription this year.
  • It is not just millennials who are canceling cable services The data shows that 20% of those 55 and older plan to cancel their cable services in 2021, up from 8% at the end of 2020.
  • Perhaps one of the most significant findings is that 79% of people who have now stopped paying for cable are unlikely to subscribe again. This is incredibly telling, as this shift means that marketers will need to rethink how they engage with both their current and prospective customers.
Advertising on Connected TV and OTT

CTV/OTT advertising uses targeting capabilities that allow advertisers, like yourself, to show different ads to viewers who are watching the same show. This helps you save money and maximize your budget because your ads are shown to an intended audience. This is just one reason why CTV offers a potentially superior investment compared to traditional TV ads.

Some benefits of incorporating Connected TV/OTT advertising into your business plan include:

  • More effective targeting— Combining the experience of TV with digital advertising technology, you can build custom audiences based on demographics and behavioral attributes. This allows you to customize your message, created targeted ad campaigns that increase conversion rates.
  • Greater flexibility — See what works and what doesn’t, without committing to a “block of time” like you would with traditional TV advertising.
  • More accurate analytics— With CTV, you can measure ad performance, tracking a wide range of metrics, including website visits.
  • No need to worry about third-party cookies— The death of third-party cookies has many marketers concerned, but luckily, CTV is a channel that will remain unaffected.

Recommended readingHow to Develop Creative Advertising That Motivates Customers to Try and Buy

Top Criteria for TV Ad Buyers in 2021

Considering 95% of marketers reported CTV achieved their desired key performance indicators, it’s time to consider the value of Connected TV advertising.

If you’re wondering where others stand on this movement, here are the areas that matter most to TV ad buyers in 2021:

  • 30% want the flexibility to cancel without penalty
  • 30% want the ability to connect their investments to measurable business outcomes
  • 22% want to change campaigns quickly in-flight
  • 18% want the ability to stop/start quickly

Dive deeper into the type of CTV advertising support that converts!

How DX Media Direct Can Help

Not sure how to implement new OTT and CTV strategies into your current marketing strategy, but want to act fast?

Looking for cost-effective ways to put your brand on sites like Hulu, Apple TV, Discovery +, and YouTube TV?

DX Media Direct is a full-service direct response advertising agency that can help you achieve a measurable return on your advertising investment. We have over 25 years of experience helping brands of all sizes succeed.

Four key components will help drive the success of your CTV campaign:

  • Technology
  • Data science
  • An experienced CTV/OTT media buying team
  • Volume discounts

At DX Media, we can help with all the above. We are experts in this space, offering support for radio and TV advertising, streaming services, as well as social media. We are big enough to offer discounted media, yet still small enough to give you the one-on-one attention you deserve. That is why we hold several awards, including Ad World Masters Agency of the Year and Clutch’s Top Advertising and Marketing Agencies in Texas award. We have buying power, allowing us to get lower platform fees, which we then pass onto you! Our experience will also ensure that you pinpoint the most valuable audience, resulting in the lowest cost per lead!

Although we will help you optimize your CTV and OTT strategy, the customer journey is not linear. That is why we offer support every step of the way, allowing you to maximize results and improve your bottom line. Check out our full range of services. When you partner with us, we’ll help you develop the best plan of action for your business.

Ready to get started? Contact us for a free digital consultation today!

 

 

 

Will You Survive the Cookie Apocalypse?

Will You Survive the Cookie Apocalypse?

You Can. Here’s How:

Once again, Google is throwing a curveball to the ad/MarTech world. If the ever-changing search algorithms weren’t difficult enough to deal with, businesses and marketers now face life without cookies. The search engine giant announced earlier this year that beginning in May 2021, the use of third-party cookies on websites will no longer be allowed. What does this mean for businesses?

Official Release: Death of Third-Party Cookies Coming Soon

Google’s plan to gradually eliminate the use of third-party cookies and reduce the possibilities of primary cookies has earned the nickname “Cookie Apocalypse.”

The announcement that Chrome browsers will render all third-party cookies obsolete by 2022 has shaken the marketing world. Digital marketers saw it coming but hoped it wouldn’t become a reality for at least another five years. Much to their dismay, the countdown to the Cookie Apocalypse has begun, leaving them less than a year to adapt and rethink marketing strategies or risk vanishing into oblivion.

Safari and Firefox have already effectively done away with cookies, and for marketers and data analysts, this means over one-third of that data has already disappeared. This has made it more challenging to run ad campaigns and measure their effectiveness.

An apocalypse might sound melodramatic as a name for this event, but we’re talking about more than the “look-outside-and-see-an-orange-sky” type. Apocalypse comes from the Greek words apo (un-) and kaluptien (to cover). To put this into context: the loss of third-party cookies is a form of revelation. In this new era, we’ll “uncover” or find out what was wrong with marketing and see who will come out on top.

What We’ve Learned So Far

The evolution of online advertising in the mid-1990s and early 2000s was like the wild west days of marketing. The internet was vast and mostly untamed. For publishers and advertisers to get the right ads in front of the right people and in the right context, they needed more and more data. This need became increasingly overwhelming for advertisers and consumers alike as the right to privacy became muddled.

To overcome this problem, governing bodies enacted stricter privacy regulations to protect consumers. The two most notable examples are the EU General Data Protection Regulation and the California Consumer Privacy Act.

At their end, browsers like Chrome and Firefox and operating system producers like Apple’s iOS have used privacy policies to attract consumers fed up with the way their data was appropriated without their consent.

Tighter privacy laws combined with consumer preferences took us to the point where browsers started limiting advertisers’ access to third-party cookies. Mozilla Firefox and Apple Safari started the move, and Google Chrome is now set to join them. For those in the advertising and ad tech business, this change threatens their very livelihood. But problems were already brewing.

The number of data points and sources grew exponentially over the years. This growth has made marketing more and more complex and has created many problems for marketers. Not only is it overwhelming to process that amount of data, but it is also an expensive strain on resources. The inability to properly manage all this information led to privacy issues. It even resulted in fines for some offenders.

Big data and the introduction of machine learning are a tremendous help to marketers, but the impending loss of third-party cookies reveals one major flaw in the recipe. The heavy reliance on third-party marketing strategies over the past few decades has resulted in companies losing touch with their customers and losing control over customer data.

Once Chrome puts an end to third-party cookies, online advertising will more resemble a blunt instrument than the finely honed scalpel it is now because companies won’t own the data. Yes, new third-party cookie alternatives will fill the gap as time goes on. However, marketers will need to try harder and work smarter to find target customers.

The ride will be challenging for a while. Still, the death of cookies allows marketing organizations to re-establish relationships with customers and create new strategies for handling consumer data.

Surviving the Cookie Apocalypse

Three entities emerge as the big winners after the crush of third-party cookies: large first-party data environments, the public, and companies with first-party data collection strategies.

1. Large First-Party Data Environments

The third-party cookie apocalypse puts those companies with the most first-party data in an enviable position. The largest environments—such as Apple, Google, and Facebook—already have so much information on their customers and consumers that they don’t need to rely on third-party data. People come to them.

Undoubtedly, these companies struggle continually to gain and keep consumers’ trust, but that doesn’t stop millions and millions of users from flocking to these products and services. Consumers have come to depend so heavily on these establishments that they consider the companies indispensable to their daily lives.

Without third-party cookies, the privileged position of these companies is even more valuable than before. Now is the time for smaller players to dig in their heels, maybe join forces and devise a more viable, sustainable future for themselves and their businesses.

In the meantime, advertisers will likely have to work closely with these Big Boys.

2. The Public

This one may be considered a double-edged sword. On the one hand, many consumers will like the idea of not being tracked anonymously across the internet—not having their browsing habits followed and stored in a database somewhere. On the other hand, disallowing cookies does not mean the end of data collection. Some form of tracking will happen, probably with consent.

And in the immediate aftermath of third-party cookie loss, online ads may be laughably inappropriate instead of uncannily specific, like they are now.

It will take a while to see how privacy issues shake out, especially considering the effects of stringent privacy regulations. Privacy is an area where consumers most certainly come out on top regarding their relationships with brands. The more companies struggle to gain control over their data, the more they will need to entice consumers to voluntarily provide the sensitive information brands desperately need to understand consumer buying trends.

Enticements could range from sign-up and sign-in (identifiers and authentications giving permissions) to incentives to opt-in to different forms of data sharing. No matter what method they choose, companies will need to try harder to get close to consumers.

3. Companies with First-Party Data Collection Strategies

The third winner in this new post-cookie world will be the companies that have invested in first-party data collection and activation. Too many companies have relied solely on third-party data collection to gain new customers. This strategy has put them right on the chopping block now that they have to pivot their advertising campaigns toward first-party data collection methods when hoping to create mirror audiences.

Time is running out, and 2022 is just months away. That doesn’t leave much wiggle room for creating an entirely new data infrastructure. Marketers with well-managed first-party data collection and activation strategies will have an immense advantage over others for adapting to a third-party cookie-free world. They will be in the perfect position to respond quickly to ever-changing privacy regulations and learning the secrets to making Google work.

The companies that aren’t there yet better get a move on or face the consequences of entering the new era unprepared.

What can you do now to prepare for the loss of Third Party Cookies?

One excellent strategy is to begin collecting first-party data through your advertising campaigns on Google, Facebook, and Connected TV. The more data you are able to collect on who responds and buys your product or service the better. Don’t focus on just one advertising type or outlet. Each one has its strengths and weakness. Use an experienced advertising agency or media buyer to help you navigate each outlet and put strategies in place to make sure you are getting a good return on your investment while you are collecting first-party data.

Why is first-party data so important for your future advertising campaigns?

When you collect First-party data you then have the power to build a look-alike audience. So that data helps you market exponentially to customers who have the same wants, needs, buying habits, and media habits. Your first-party data becomes a secret weapon for reaching people just like your current customers. You don’t have to waste dollars and time hoping your advertising is hitting your target market. The data does that for you.

The death of cookies allows marketing organizations to re-establish relationships with customers and create new strategies for handling consumer data.

Now is the time to act for the future of your business

Surviving the cookie apocalypse means learning the secrets to making Google work for you, not against you. With the pandemic dominating the way people work, think and act, it’s understandable that advertisers haven’t given the demise of the cookie their full attention. However, more activities are happening online than ever before. It gives advertisers access to more people, but when the cookie crumbles, this extra internet activity won’t help.

With the shutdown of third-party cookies by the start of 2022, advertisers need to take action now. They need to take a proactive role in considering alternatives and deciding how to move forward. They need a solid plan on how to fill the massive gap that the death of the cookie will leave.

By collaborating with analytics, agencies, and ad tech providers, companies have the unique opportunity to control the planning and operating of digital advertising. They must take over the investment and measurement end of the business once and for all. In the end, this means better performance metrics, more transparency, and enhanced customer experience. It is a true win for all concerned.

Next year may mark the end of an era, but it’s the beginning of an even better way to market to consumers.

Updated: How Much Does Advertising Cost and Other FAQs

Updated: How Much Does Advertising Cost and Other FAQs

Note: This post has been updated to include 2020 pricing and podcast FAQs.

20 Answers to the Most-Asked Questions in Advertising

As a full-service advertising agency, one of the first questions we get is how much does (fill in the blank) advertising cost? Whether it’s getting an ad on the radio, advertising on television, or promoting through podcasts, cost and anticipated ROI is a must before starting any type of advertising campaign.

With over 30 years of advertising experience, we’ve learned a few things the hard way. And we believe in making it easy for our clients to get the answers they need quickly and directly. We’ve included some background information to consider when planning your advertising campaign, but we encourage you to reach out for specifics.

Also recently published:
> Local Radio Advertising Costs (170+ Top Stations)
> Cable TV Advertising Rates

Advertising in Podcasts


How much does it cost to advertise on podcasts?

Podcast Programs and Costs

DX Media Direct can help connect you to the right podcast audience. Here are some examples of rates and download statistics. There are literally hundreds of programs available.

Program Topic# Of DownloadsMid-Roll Rate
60 Seconds
Host Endorsed
NBA Basketball79,000$1,100
National News78,000$1,100
Business News8,000$100
Conservative Talk250,000$2,205
Rock & Roll Music7,000$90
WWE Wrestling120,000$1,500
Celebrity Talk400,000$4,500
Crime & Mystery65,000$825
Financial Talk8,000$250
Comedy100,000$2,200
Conservative Host650000$10,500
Political Talk150000$2400
Wrestling Talk17500$350
Celebrity Interviews75000$1,050
Economic & Current Events20000$275
Comedy & Shock Jock30000$385
Serial Killer Crime65000$750
Web Technology show20000$700
Photography7000$250
Psychology & Philosophy200000$6,500
Work Life15000$550
Car Talk13000$450
News Anchor Podcast140000$1,400
Hot Button Issues550000$7,350
Unsolved Mysteries15000$250
College Basketball6200$95
Football Sports Talk8200$125
Why should I consider podcast advertising?
One of the most important aspects of podcast advertising is how convenient it is for listeners to consume the media. Once they subscribe, the fresh podcast is available automatically on their smartphone and they notified that new content is available. Since the talent of the program is reading your ads, there are no upfront production costs.

Here are some interesting podcasts facts to consider:

  • Podcast audience has grown to 73 million listeners a month. (Edison Research)
  • 81% of podcast listeners say they pay attention to podcast ads.
  • 60% of listeners have purchased something promoted in a podcast.
  • 93% of podcast listeners are active on Social Media.
  • Podcast host endorsements bring instant credibility to your brand.
  • Podcast audiences are extremely loyal. They handpick the podcasts they want to consume.

Advertising on Billboards


How much does it cost to advertise on billboards?
Billboards or outdoor advertising are priced based on location, size and amount of traffic the ads will receive.It costs between $650 to $950 to print and install a billboard. Digital Billboards don’t cost anything to produce since there is nothing to print. You simply pay for the monthly advertising costs.

Billboard sizes and costs will range as follows: (based on a four-week period)

Junior Posters: Size 6' x 12 "
Cost: $250 to $1,000Benefit: Impact Urban Areas
Posters: Size 10'5 x 22'8"
Cost: $300 to $1,500Benefit: Local Market Road Saturation
Bulletins: Size 14" x 48'Cost: $400 to $25,000Benefit: Size Commands Attention
Digital Bulletin: 1400 x 400 pixelsCost: $150 to $5,000Benefit: Change Message Often

As you can see, depending on the market size you want to advertise in it will cost $650 per month for a main street in a small town and $20,000 or more per month to be on the Interstate.
It’s important to note that billboard ads get sold out for longer terms than other advertising outlets. Many advertisers lock up prime locations for a year or more. You need to be prepared to take advantage of an opening quickly. There are limited locations and usually high demand.

What’s the minimum length of time to advertise on billboards?
Usually 30 days. However, some locations have a 90-day minimum.
How often should we change creative or art for our billboards?
We suggest every 60 days. Well-crafted creative can help increase results substantially. You will also want to drive your locations to make sure the colors you are using grab attention.

For example, we had a client who wanted to use white as the background color for their billboard. However, the locations we were buying had high desert as a backdrop. The white boards completely blended in with the scenery around the outdoor ads. It washed the creative out and you hardly noticed it was there. We changed the background to black to make the creative stand out.

How do I design outdoor ads to get the best results?
Keep it simple. Limit copy to nine words or less. Use colors that have strong contrast like black and yellow, red and yellow, orange and white, and black and white. Use fonts and images that are easy to read and see. Use an image that grabs the viewers’ attention. Write copy that makes them want the product or service, and make the advertiser name and logo easy to read.
Effective Outdoor Ads


Ineffective Outdoor Ads

What types of advertisers do outdoor ads work best for?
Exit here strategy. If you have a retail location that you want people to exit for, outdoor advertising is very effective.

Advertising on Radio


How much does it cost to advertise on the radio?
Small cities and towns can be as low as $5 to $10 per 60-second spot. Mid-size cities and markets will range from $50 to $100 per spot, and large markets will go for $150 to $750 per 60-second spot. Rates vary based on demand, time of year, time of day, audience size, ranking and ratings of the station. You will get the best value on radio if you negotiate based on the audience size per average quarter hour (AQH). And remember: Don’t pay rate card.

It’s also smart to let a professional media buyer do all the negotiation for you. They do all the hard work–negotiating back and forth. You get the benefit of someone who has the latest audience ratings and insider knowledge of what the market is going for in regard to pricing and demand.

In the following table, we’ve provided sample cities, stations and planning rates. Full disclosure: Rates will vary by time of year, demand on inventory, audience fluctuations and ratings. This information is for planning purposes only, so you can get an idea of how much various markets and market sizes cost.

Market FormatDaypart60 sec. rate each(25 Spots per week)
Weekly Investment
Abilene TXCountryM-F 6am to 7pm$12$300
Akron OHAdult HitsM-F 6am to7pm$25$625
Albany NYSportsM-F 6am to7pm$10$250
Albany NYUrbanM-F 6am to7pm$10$250
Allentown PACountryM-F 6am to 7pm$40$1000
Anchorage AKClassic RockM-F 6am to 7pm$15$375
Asheville NCTalkM-F 6am to 7pm$15$375
Amarillo TXCountryM-F 6am to 7pm$7$175
Ann Arbor MICountryM-F 6am to 7pm$30$750
Atlanta GAMusicM-F 6am to 7pm$75$1875
Atlanta GANews/TalkM-F 6am to 7pm$50$1250
Atlanta GAMexicanM-F 6am to 7pm$25$625
Auburn ALUrban MusicM-F 6am to 7pm$5$125
Baton RougeMusicM-F 6am to 7pm$35$875
Beaumont TXHit MusicM-F 6am to 7pm$25$625
BirminghamSportsM-F 6am to 7pm$50$1250
BirminghamUrban MusicM-F 6am to 7pm$20$500
Bismarck NDNews/TalkM-F 6am to 7pm$13$325
Boise IDSportsM-F 6am to 7pm$12$300
Bridgeport CTMix MusicM-F 6am to 7pm$125$3125
Bryan TXClassic RockM-F 6am to 7pm$10$250
Buffalo NYClassic RockM-F 6am to 7pm$45$1125
Cape Cod MASportsM-F 6am to 7pm$11$275
Cedar RapidsAdult Stand.M-F 6am to 7pm$2$50
Charleston SCUrban MusicM-F 6am to 7pm$20$500
Chicago ILMusicM-F 6am to 7pm$150$3750
Chicago ILNews/TalkM-F 6am to 7pm$200$5000
Chicago ILUrban MusicM-F 6am to 7pm$75$1875
Cincinnati OHRockM-F 6am to 7pm$20$500
Cincinnati OHA/CM-F 6am to7pm$62$1550
Col. SpringsMusicM-F 6am to 7pm$20$500
Columbia MOMusicM-F 6am to7pm$13$325
Dallas TXSportsM-F 6am to 7pm$60$1500
Dallas TXNews/TalkM-F 6am to 7pm$25$625
Dallas TXSportsM-F 6am to 7pm$50$1250
Davenport IANews/TalkM-F 6am to7pm$16$400
Dayton OHCountryM-F 6am to7pm$5$125
Des MoinesCountryM-F 6am to 7pm$20$500
Detroit MITalkM-F 6am to 7pm$150$3750
Detroit MIUrban MusicM-F 6am to 7pm$45$1125
Erie, PARockM-F 6am to 7pm$12$300
Eugene ORAlternativeM-F 6am to7pm$7$175
Fayetteville ARMusicM-F 6am to 7pm$15$375
Fayettville NCMusicM-F 6am to 7pm$25$625
El Paso TXTalkM-F 6am to 7pm$22$550
El Paso TXCountryM-F 6am to7pm$5$125
Flint, MIA/CM-F 6am to 7pm$18$450
Flint, MITop 40M-F 6am to 7pm$10$250
Ft. Smith ARCountryM-F 6am to7pm$7$175
Ft. Walton FLActive RockM-F 6am to 7pm$13$325
Fresno CATalkM-F 6am to 7pm$42$1050
Fresno CACountryM-F 6am to7pm$25$625
Fresno CATop 40M-F 6am to7pm$26$650
Gallup NMHit MusicM-F 6am to 7pm$10$250
Grand RapidsClassic RockM-F 6am to 7pm$24$600
Green BaySportsM-F 6am to 7pm$19$475
Green BayMusicM-F 6am to 7pm$21$525
Huntsville ALTop 40M-F 6am to7pm$22$550
Huntsville ALUrbanM-F 6am to 7pm$11$275
Kansas CityMusicM-F 6am to 7pm$60$1500
Knoxville TNCountryM-F 6am to 7pm$49$1225
Knoxville TNTalkM-F 6am to7pm$23$575
Lafayette LAMusicM-F 6am to 7pm$15$375
Little RockMusicM-F 6am to 7pm$14$308
Los AngelesNews/TalkM-F 6am to7pm$50$1250
Los AngelesRockM-F 6am to7pm$150$3750
Memphis TNUrbanM-F 6am to 7pm$29$725
Mobile ALUrbanM-F 6am to 7pm$29$725
Modesto CAMusicM-F 6am to7pm$49$1225
Nashville TNUrbanM-F 6am to 7pm$25$625
Nashville TNMusicM-F 6am to 7pm$95$2375
New YorkNewsM-F 6am to 7pm$250$6250
New YorkUrbanM-F 6am to 7pm$45$1125
New YorkCountryM-F 6am to 7pm$95$2375
Okla. City OKHip HopM-F 6am to 7pm$12$300
Peoria ILRockM-F 6am to 7pm$8$200
Peoria ILClassic RockM-F 6am to 7pm$10$250
San FranciscoNews/TalkM-F 6am to 7pm$65$1625
San FranciscoAlternativeM-F 6am to 7pm$32$800
San DiegoSportsM-F 6am to 7pm$14$350
Sirius XMComedyM-F 6am to7pm$50$1250
Sirius XMNewsM-F 6am to 7pm$150$3750
Sirius XMSportsM-F 6am to 7pm$22$550

There are about 6,000 radio stations in the United States. This table provides general prices based on market size and format.

How much does it cost to produce a radio spot?
$0 to $500 depending on talent and script elements. Some radio stations will produce at no charge.
How much do host endorsement radio ads cost?
The talent gets a weekly fee on top of the cost of your schedule. Typically, that’s $250 to $5,000 per week, depending on talent and market size.
How many words are in a 60-second radio spot script?
165 to 170 words. 30-second spots should be 80 words max.
How many local radio spots should I run each week to be effective?
25 to 45 spots per week, Monday through Friday, 6am to 7pm.
How few is “too few” spots to be effective on radio?
Nine to 12 local radio spots per week. Save your money if you can’t afford at least 15 spots per week.
What if I have limited radio budget?
Buy fewer days of the week and fewer weeks of the month, but don’t scrimp on frequency. Focus your spots on Wednesday through Friday or Saturday and Sunday. But make sure you have at least four to eight spots per day.

Advertising Online


How much does it cost to build a good website?
$2,500 to $3,500 for 10 to 15 pages. This pricing does not include a shopping cart function.
What’s the average cost per click on Facebook?
In the US, the average cost per click on Facebook is $1.17. CPC will vary by target audience and quarter.
How much does it cost to produce a video for social media?
$500 to $3,000 depending on elements, animation, voice work, and talent.

Advertising on Television


With cord-cutting does television advertising ever work anymore?
Yes. It’s harder than it used to be. But you only pay based on the audience that’s left. It still works. Especially for audiences that are aged 45-plus.
How much does it cost to produce a television spot?
Depending on the elements of the spot, it will cost $1,500 to $50,000 or more. Some cable outlets will produce at no charge.
How much does it cost to produce a television spot?
Depending on the elements of the spot, it will cost $1,500 to $50,000 or more. Some cable outlets will produce at no charge.
How much do television spots cost?
Local cable spots can be as cheap as 75 cents to $5 per 30 seconds, per network, per zone. National networks will run $500 to $12,500 per 30-second spot depending on daypart, audience size, audience ratings, time of year and demand on inventory.
When is the least expensive time of year to advertise?
January. Most companies spent their budget on Christmas advertising. The networks don’t have as much demand on inventory and are more willing to negotiate.
What are the most expensive months to advertise?
May, October, November and December.

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Media Mix by Generation Article on Clutch

Media Mix by Generation Article on Clutch

Buddy Vaughn, Managing Partner at DX Media Direct, contributed an article to Clutch, exploring which advertising mediums to choose for a given target audience.

The article highlights differences in media consumption among baby boomers, Generation X, and millennials. After examining the media habits of each of these generations, Buddy Vaughn makes recommendations about which media mix to use when reaching these audiences.

Visit Clutch to read the full article.

Top Advertising Agency 2019

Top Advertising Agency 2019

Here at DX Media Direct, we specialize in direct response advertising to help companies achieve a measurable return on their investment. Our result-oriented approach has garnered significant client satisfaction. As a result, we have been recognized in Clutch’s 2019 report as a Top B2B Advertising & Marketing Company among the top ad agencies in Texas.

Clutch is a B2B ratings and reviews platform. Based out of Washington, D.C., Clutch helps businesses make decisions when hiring a company to solve their firm’s challenges. The platform ranks companies according to verified information including client reviews, past work, market presence, and specialization in a given service. Our profile has a score of 5/5 on their platform.

Having a direct response marketing strategy is vital to the success of a growing firm. It is necessary to assess the results of your marketing strategies in order to effectively direct resources. Clients who have trusted us with the task of guiding their initiatives have expressed their satisfaction:

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Increase Sales By 35% in 6 Weeks or Less: 5 Direct Response Advertising Tips

Increase Sales By 35% in 6 Weeks or Less: 5 Direct Response Advertising Tips

As a Direct Response advertising agency, we have executed hundreds of campaigns over the last 25-plus years. We have seen that creating a solid Direct Response campaign can increase sales immediately. Usually clients see an increase in response by 30% to 40% in just a few short weeks, transitioning from branding to direct response. Here are some tips to help you do the same.

1.) Walk a mile in your customer’s shoes. See how they feel. Then take them off, look at them, smell them and ask yourself what’s really important to the person wearing them. The heart of Direct Response is communicating “what’s in it for the customer” in tangible ways that garner attention and action. Where branding campaigns are usually trying to build positive recall and feelings toward a brand, direct response campaigns get to the heart of why a potential customer should act now and explain how the product or service provides the solution they need. When you are creating your ads, it’s crucial to put yourself in the mind and heart of your target customer. Your creative should answer the following questions.

  • How is this product or service going to benefit me or make my life better?
  • Why should I trust what this advertiser is saying?
  • How can I find out more if I am interested?
  • Why should I act now and not put off my decision any longer?
  • Will this product or service benefit me more than others I have heard about or seen?
  • What am I risking? (time, money or both) Why is this worth the risk?

2.) Make it easy for your customer to respond. So many advertising campaigns today are very creative but are confusing. How many ads have you seen that left you asking, “How does that relate to me?” or “What was that even about?” With Direct Response advertising, you should tell your customers how to respond along and why they should respond. Here are some tips to do that:

  • TV Ads: Put the call to action on the screen within the first two seconds of the ad.
  • Radio Ads: Repeat the call to action at least three times.
  • Digital Ads: Use an action button that leads to user-friendly landing page.
  • Digital Ads: Shorten the response form to the minimum number of fields possible.

3.) Negotiate or hire a media buyer to get 35% or more ad time for the same investment. With broadcast media like national and local cable, national and local radio, streaming services and podcasts, there are typically two different rate structures depending on the type of advertiser you are. There are branding rates and direct response rates. A straightforward tactic is to create a Direct Response ad and then request the Direct Response rates for placing your media. Typically, you can save 35% to 50% off the standard brand rate card and sometime much more.

You need to know this about the Direct Response world: Your ads can be bumped if someone outbids you. However, a good media buyer knows the rates you need to be at to make the buys profitable for you. Sometimes it’s ok to sit on the sidelines if another advertiser is willing to pay a premium for a short amount of time. The Direct Response strategy is to deliver a positive ROI on your media day in and day out… week in and week out.

4.) Build trust. Building trust is one of the cornerstones of Direct Response advertising. Depending on the type of product or service you offer, trust may appear in the form of independent reviews, real customer testimonials and rating services like BBB and Trustpilot. No amount of good creative can overcome distrust on the customer’s part. Trust must be an integral part of everything you do. New customers are going to be looking for reasons to trust you. Give it to them. Let them know it’s safe and wise to do business with you.

5.) Limit risk. The ability to build trust gives the customer comfort in doing business with you, while limiting their risk helps motivate them to act. There are several ways to limit the risk for potential customers. Take 14-day, risk-free trials, for example. Many subscription-based companies give potential customers the ability to try a product or service for two weeks to see if it’s a good fit. From weight loss to meal prep to supplements, you will see this strategy implemented because it’s very effective. Offering a money-back guarantee is another risk-lowering strategy. Some companies even offer to cover shipping. Make it clear and make it easy. Free information is used often for higher ticket items that take more time to explain than a typical 30-second spot can convey. It can be a white paper, brochure or educational video. Free is one of the most powerful words in Direct Response advertising. Use it to your advantage.

These five tips can help you realize an immediate increase in response and sales. Use them and reap profitable rewards.