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Remnant TV Ads, Maximizing The Benefits

Once upon a time, the only ads you’d see on television were those from major, well-established companies. These days, however, any small business or startup can advertise on TV as well. If you know anything about TV advertising, you’re probably puzzled: TV airtime is an expensive commodity, so how can small businesses hope to afford it? The answer is simple: remnant TV ads.

Remnant TV ads are ads placed during unsold airtime. Some airtime slots are harder for stations to sell than others, usually due to some combination of time slot and lack of advertiser interest: Since airtime is a perishable commodity – it expires and becomes worthless after a set period – stations would rather sell it off at a steep discount than let it go to waste. In short, remnant TV ads are win-win for both stations and advertisers: stations get to sell off their unsold inventory, and advertisers get TV airtime at a fraction of the usual cost.

This said, TV advertising isn't for everyone. If you’re a small business owner, the first thing you should ask yourself is whether remnant TV ads are right for your business. Think of the products or services you offer and how much you need advertising to sell them. If your business is a franchise, many people are likely aware of your products and services already, making TV advertising redundant. But if your business would benefit if more people knew about what you have to offer, TV advertising can help you spread the word.

Start with your local channels. Advertising on a nationwide basis is a waste of money if your business only serves a small area: focus on advertising only to the people your business can actually serve. Local channels also offer remnant advertising, so cost shouldn’t be a concern. Also consider whether your business is ready to handle an influx of new customers if your advertising is effective: not only will you be wasting money if you try to bring in customers that you can’t serve due to lack of capacity, but frustrated customers will walk away with a bad impression of your service.

The best thing that small business owners interested in remnant TV ads can do is hire an advertising company. TV stations usually give the best deals on remnant airtime to media buying and advertising companies rather than direct buyers. These companies not only help you save money, but some will even produce your commercial for you – and for free, if you buy TV spots through them. If you choose an advertising company that will give you the best deals on airtime and commercial production, customers will start calling in no time.
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