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All brands should strive to stand apart from their competition, which is becoming more and more challenging in some of the newly traditional, oversaturated ad marketplaces like Facebook. Though Facebook Business has its perks—data, retargeting, etc.—it’s ill-advised to build an entire marketing strategy around Facebook alone. This is a mistake too many SMBs are making. Companies should look outside of the commonly used advertising and marketing mediums and look to alternatives like over-the-top (OTT) media, new social media platforms, and maybe even radio and print.
OTT (Over-The-Top) Media
The way we consume television shows and movies has drastically changed over the past two decades. Streaming has effectively replaced movie theatres, DVDs and cable TV, which used to rule the way we consume content. Consequently, this means a huge shift in how television ads are purchased and consumed.
Large television networks, like NBC, have been forced to cut commercial time due to viewers’ patterns of behavior—recording or watching the network’s shows on a streaming service instead of watching in real time. At the end of the day, viewers have found ways to watch their favorite content without being interrupted by commercial breaks.
With this shift in consumer behavior comes a renewed opportunity in the form of a tried-and-true marketing method: product placement. Product placement puts a brand in the spotlight, either in the background or in the hands of a character, so that the brand can gain exposure and awareness. There are many ways to integrate a brand on TV and film—some paid and some free. One thing’s for sure: Brands that aren’t making product placements and integrations a major part of their overall brand awareness strategy are missing out.
Alternative Social Media
Another place where consumers are paying attention that seems to be flying under the radar is TikTok. Although this short-form video app is in its infancy, it’s only gaining momentum.
TikTok is beginning to roll out its ad marketplace, but businesses can still take advantage of its organic algorithm. Unlike Instagram, TikTok has a unique algorithm that allows subscribers to see content in a very authentic, refreshing way. For instance, while scrolling through the feed on the platform, you can see your friends, neighbors or a celebrity. You’ll also see content based on videos you’ve already liked, which, unlike the Instagram algorithm, can include users with only one or two followers. This platform allows you to see a wide variety of content that isn’t managed by a (blue checkmark) verified user or a popular brand channel, making it perfect for small to medium-sized brands looking to gain national exposure, without the hefty price tag of a paid ad campaign.
The few brands that are already taking advantage of TikTok have done their homework. They understand the largely younger demographic that uses the platform and the less competitive, less saturated ad market. As a result, they create content (or team up with a TikTok user) that makes sense for the brand—without interrupting the creative space.
While Facebook has become diluted with ads (89% of marketers use the platform), TikTok is an open playing field, with only 4% of American marketers in the space. Brands looking to target younger demographics can leverage the marketing power of this app to stay ahead of their competitors.
OOH (Out-Of-Home) Media
Though it may seem like the days of radio and print are over, the old school duo is making a comeback. High supply and low demand have forced prices in this space down, making ad buys more appealing than ever before. Magazine strategies have even shifted to offset digital growth.
With a smaller but more focused audience, this can be advantageous for brands in specific industries. Another thing that makes print ads stand out is the sensory experience. Magazines are one of the few remaining forms of media you can smell and touch, which makes them all the more memorable.
Billboards are another form of OOH media that can make sense for certain types of brands and products. With few regulations, billboard advertising is, in many ways, still the Wild West. For instance, companies that sell products containing CBD, like popular beverage brands, aren’t allowed to advertise on Facebook. Even more controversial are brands in the recreational cannabis space. Print and radio ads could be one of only a few effective options for these and other brands in controversial spaces.
In 2018, over 91% of Americans listened to AM/FM or satellite radio. In March of 2018, iHeartRadio announced a $20 billion debt. This means that brands can buy ads for a fraction of the cost that they once were while still reaching a large audience. Consumers also listen to about four hours of audio per day, so podcasts and other digital audio mediums are another effective way to acquire consumer attention. With lower prices, short air time and room for various time slots, this is a great way to stretch out a marketing budget while reaching a large, targeted audience.
So, forget going all-in on saturated platforms like Facebook and take a closer look at OTT, OOH and alternative social, which give brands an advantage when it comes to garnering attention and making the most of their marketing dollars.
