As any media buyer worth her salt can tell you, political windows are the flu virus of our profession. We’re a healthy, consistent, loyal source of income for the stations all year round…then, two weeks of this sickness hits and BAM! The newest Janie-Come-Lately decides she wants that spot you bought. Sorry, health and wellness, you’re out! The flu is in!
My friends at our local stations have successfully kept our spots safe…it’s my reps in other “more politically attractive” markets that haven’t been so loyal. I won’t name any names, but those markets are in a bordering 4-letter state that starts and ends with O.
Guess what, stations?!? We have a shiny red kickball in our arsenal and it’s called the Internet! Google won’t pre-empt my ads! Facebook won’t try to make my spots good in Cheaters at 2 am! My blog entry won’t be bumped by Mr. Baby-Kisser’s blog entry!
So, I’m going to show those stations who’s boss! I’m going with the Internet!
Cutting out the media middleman.
Our media department just got even more effective by cutting out third-party programmatic vendors and managing their buys in the marketplace. Traditionally, agencies would have