Controlling costs is on everyone’s minds including advertisers big and small. In an American Association of Advertising Agencies (AAAA) study on production costs Andy Perry heads of broadcast production at Saatchi & Saatchi said:
“Everybody involved in television is aware that runaway costs would be just another reason to walk away from TV as an advertising medium,” he related. “So as a result, I think all of us who believe in television are trying hard to keep it viable on a cost basis. For some clients, cost determines which medium to go into and our industry has a stake in keeping television alive since it is a foundational medium for so many of the other ones.”
Note is last point: one way to ‘control’ costs is to get more out of what you created. Extending TV ads online makes perfect sense rather than creating a wholly separate campaign online.
Filed under: Agencies, Research and industry data, TV and Xspots
