Google's Steib Touts 'Long Tail TV'
Says ads on nets with less than 1% share are underpriced
By Andrea Morabito -- Broadcasting & Cable, 2/10/2011 3:30:23 PM
His first tip was to "spend 50 cent dollars," as in buy space on undervalued mediums. The first of these, he says, is long tail TV, networks that have less than a 1% share. Steib says these are underpriced, pointing to a statistic that the average person views 65 hours of TV per month on these long tail networks.
The second medium he sees as underpriced (unsurprisingly for a Google exec) is Internet ads, noting the $50 billion gap between time spent on the Internet and the ad spend online.
But Steib reinforced that the recall on advertising is greatest when the two mediums work in tandem. "If anyone tells you to do one or the other, you're being misled."
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