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NEED TO KNOW DIFFERENCES BETWEEN UK & INTERNATIONAL
MEDIA BUYING
ABOUTPACE MEDIA
Pace Media is a Next Generation TV and Video advertising agency.Our services include International TV media buying covering all corners of the globe, TV advert and online content production, development of YouTube channels, plus exciting new tech tools to track, analyse and plan media buying in these channels. Our clients are Games, Gambling and Tech-centred high growth brands. We work with many of the world’s brightest stars in these sectors, but they are not always the leaders. They are the Challengers, the Disrupters, and we love working with them. These are the exciting brands of the future, pushing their way to the front, and we are helping them do it.
WE USE TV TO DRIVE YOUR SALES
IN THE DIGITAL AGE, BRANDS HAVE TRULY GLOBAL AUDIENCES; AND A PROPERLY EVALUATED MEDIA PLAN SHOULD LOOK AT THE WHOLE PICTURE.
NOT TO MENTION THE HEADACHES AND HAIR-PULLING THAT RESULT FROM
ARDUOUS COMPLIANCE PROCEDURES WITH DISPARATE CLEARANCE
REQUIREMENTS.
IT CAN SEEM DIFFICULT TO EVEN KNOW WHERE TO START.
FORTUNATELY FOR US, WE’VE BEEN BUYING MEDIA, IN THE UK AND ACROSS THE WORLD, SINCE OUR INCEPTION.
SO WE DO KNOW EXACTLY WHERE TO START: WITH A LIST OF ALL THE THINGS TO BE MINDFUL OF IF IMPLEMENTING A GLOBAL PLAN…
DIFFERENCES BETWEEN UK & INTERNATIONAL MEDIA
BUYING
EACH COUNTRY HAS A DIFFERENT METHOD OF
SELLING AND BUYING TV ADVERTISING:
THEY CAN BEWILDER; ESPECIALLY COMPARED TO THE BROADLY SIMILAR
TERMS AND PROCESSES INVOLVED WITH ONLINE BUYING. AS IMPORTANTLY, THESE
DIFFERENCES CAN ALSO MAKE DIRECT COMPARISON BETWEEN PLACEMENTS
HARDER TO ASSESS.
AGAIN, THIS CAN BE TIME-CONSUMING TO DECIPHER, AND MAKES COMPARISONS (OR‘INTRA-ANALOGICAL-RELATIONSHIP-SUPPOSITIONS’) LESS CLEAR.
DIFFERENT COUNTRIES USE
DIFFERENT TERMINOLOGIES:
YOU KNEW THIS ALREADY, BUT IF YOU WANT TO MAKE ADJUSTMENTS TO A LIVE CAMPAIGN ON THE OTHER SIDE OF THE WORLD AND NEED TO BREAK INTO PORTUGESE AT 2 IN THE MORNING, BEST HAVE YOUR WITS ABOUT YOU.
TIME ZONES/LANGUA
GE BARRIERS:
YOU SAY POTATO, I SAY POTAHTO. YOU SAY TOMATO, I SAY TOMAHTO. LET’S NOT CALL THE WHOLE THING OFF, LET’S JUST MAKE SURE WE HAVE THE CORRECT REGIONAL VARIATIONS IN PLACE.
CULTURAL DIFFERENCES
ACROSS BORDERS AND
WITHIN REGIONS:
YOU SAY POTATO, I SAY PATATA, SHE SAYS POMME DE TERRE, HE SAYS AALOO…. AND SO ON AND SO FORTH. ADVERT PRODUCTION NEEDS TO FIT THE REGIONAL PLAN.
LOCALISATION REQUIREMENTS CAN ESCALATE
QUICKLY:
THERE CAN BE MANY HOOPS TO JUMP THROUGH TO MAKE SURE YOUR ADVERT ADHERES TO ALL LOCAL TV ADVERTISING REGULATIONS, SOME OF WHICH CAN PROVE QUITE COMPLEX – ESPECIALLY IN HEAVILY REGULATED INDUSTRIES SUCH AS GAMBLING. A TV ADVERTISING SPECIALIST WILL ALREADY UNDERSTAND THESE, THUS ACCELERATING THE PROCESS.
DIFFERENT CLEARANCE
REQUIREMENTS BETWEEN
COUNTRIES:
£50,000 SPENT HERE ALMOST CERTAINLY WON’T EQUATE TO £50,000 THERE. IT’S WORTH SHOPPING AROUND IF YOU WANT THE HIGHEST POSSIBLE ROI.
VALUE CAN VARY WILDLY
BETWEEN COUNTRIES:
THERE ARE COUNTLESS ADVANTAGES TO LOOKING AT YOUR MARKETING PLANS ON AN INTERNATIONAL BASIS – NOT LEAST ECONOMIES OF SCALE.
THE REWARDS ARE LIKELY TO BE GREATER IF YOU VIEW YOUR CAMPAIGN THROUGH A GLOBAL LENS; THE COMPLICATIONS CITED ABOVE NEEDN’T BE A DETERRENT… AFTER ALL, YOU CAN JUST GET YOUR FAVOURITE MEDIA BUYING AGENCY TO SORT IT ALL OUT FOR YOU.
RELATEDREADING:
WHY ONLINE BRANDS ARE TURNING ON TO TV
CLICK TOREAD
