On the comparison of TV and online prices: Transactional advertising (direct response) generally costs more than the brand-awareness equivalent, not less, so I

On the comparison of TV and online prices: Transactional advertising (direct response) generally costs more than the brand-awareness equivalent, not less, so I definitely wouldn't call the fact that TV is brand awareness the reason it is so expensive. Part of it is supply and demand - people are willing to pay more for TV spots and compete for them, so prices go up, and the fact that there are far less commercials shown on TV than adverts shown online is the supply part. There's also the fact that they are completely different mediums. A more accurate comparison would be TV vs. online pre-roll advertising, although even then it's not completely like-for-like, and the online pre-roll market is young enough that it's too early to see where we will end up price wise. Regarding brand awareness vs. transactional: worth noting that an awful lot of online banner adverts are paid for from brand awareness budgets rather then transactional. It's not as clear cut as saying that the fact they can be clicked means their purpose is direct response.