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A guy I know in the radio business said that, in the dotcom boom years, start-ups were paying 3x what they should have for airtime simply because they didn't kn
by ShabbyDoo 17y ago
A guy I know in the radio business said that, in the dotcom boom years, start-ups were paying 3x what they should have for airtime simply because they didn't know better. Google's platforms at least take away the fear that an ad salesman is quoting you 5x and telling you what a good deal you're getting.
- PostOnce 17y agoRule #1 of stretching a budget: Shop Around. Rule #2: Negotiate.
- andrewvc 17y agoReally now? I've always found negotiation works better, as long as you're willing to take some time to do it right. As an example, AWS's one simple price structure for bandwidth is way above what you'll get from most other providers given some negotiation. Of course, your negotiations with other providers will start higher, but you can get em down substantially.
- ShabbyDoo 17y agoI don't claim that Google's TV ad buying system is optimal, but it's likely a better deal than the one offered-up to an ignorant buyer. I see a parallel to the fixed-price used car lots. While a good negotiator can get a better deal elsewhere, an uninformed buyer can be somewhat assured that he's not getting ripped off.
- alex1 17y agoStartups paid that much because they didn't buy lots of air time and they went directly to networks (paid "retail") instead of going through a media planning and buying agency. Most startups couldn't afford to go to major media planning and buying agencies because they mostly had very high monthly commitments and were owned by the major ad agency holding companies. Nowadays with Google, it's much easier and much cheaper to get your ads on TV, but it's still much more expensive than going through media buying agencies.