Fight With The Scattering


Scatter refers to a specific
tactic used by television broadcasters to sell commercial airtime to
advertisers and advertising agencies, in which time slots are sold
piecemeal at random times. Small business owners looking to purchase
commercial airtime from television networks should be aware of
several types of sales contracts, including Scattering. Airtime sold
in advance or by Scattering offers various advantages and
disadvantages to small business advertisers, and combining the two
can maximize advertising effectiveness.

Loss Scattering

One of the areas of
marketing we want to avoid the most is wastage. Specifically, wasted
contacts within an advertising campaign that do not belong to the
desired target group and therefore generate no sales and allow no
return on investment (ROI). With a thorough analysis of the target
audience and many other factors, waste can be greatly limited, but
ultimately not completely avoided. Furthermore, the waste fluctuates
a lot when comparing different online advertising platforms. It also
plays an important role if you want to generate leads or if you want
to generate live or in medium term.

Scattering of losses
with print advertising

Experience shows that
wastage in print advertising is particularly high and therefore
particularly annoying. In the case of printed advertising brochures,
however, a distinction must be made because the advertisement may be
distributed to visitors in the store or the advertisement may be sent
by post. The first is much more efficient and causes less loss of
coverage than mailed advertising, but it also causes higher shipping
costs. It is also more difficult to define a target group for
advertising material to reach the recipient by post, as residential
areas are often inhabited by people of all age groups and of
different origins.

Loss Scattering in the
social media industry


Advertising on social
media channels can be limited and localized fairly well to
demographically defined target groups. In addition, specific
interest groups and people with current levels of education may be
included in the definition of a target group. This avoids waste and
severely limits the recipients of the advertisement. Long-term
planning should be considered, especially when it comes to
advertising in social media like Facebook, as the main thing in the
beginning is to generate leads and establish your own brand.

Scattering of Losses
with Google Ads

Google Ads offers
several ways to reduce waste. Especially with new clients, we use
all these options to build a long term strategy with the client
without wasting budget unnecessarily. In addition to the broad
definition of the target group, customer experience plays an
important role. In our daily work we try to combine the experience
of our customers with our experience. It gives our customers a fresh
and clear view of their business or business model. Also, like many
other advertising platforms, Google Ads can use landing pages and
improve them over time. In this context, AB Test can also help in
improving the related sales page. Options for optimizing regional ad
placements should also be explored, as these can also affect KPIs and
potentially reduce click costs. This applies to both lead generation
and acquisition of qualified leads.

Loss Scattering in
email campaigns

The pitfalls of email
campaigns when obtaining addresses are easily avoided, as demographic
characteristics such as age, gender and place of residence can be
included in the campaign. Through a newsletter you generate yourself
or your own customer base, you have a strong connection to your own
brand or product portfolio from the very beginning.

To manage Scattering

commercial advertising

Scaled advertising is a
media buying strategy used by television broadcasters to sell airtime
at high advertising rates and by an advertising agency to position
the product at the last minute.

The scatter market, on
the other hand, is the airtime sold closest to the actual broadcast
date that is not predetermined and does not target any particular

Network strategy

Networks typically keep
10 to 15% of their airtime to sell later; It’s high time the already
committed sponsors don’t speak up. In a strong economy, scattered
airtime can sell for up to 30% more than the promotional prices set
in the early stages. The stations play by withholding airtime in
hopes of selling them off much later in the season. However, in a
weak economy, this strategy could result in billions of dollars in
advertising revenue for the network. Television shows with high
ratings for the first time can cost a lot of money for both the
advertising and the distributed market. When ratings drop, networks
may be forced to reduce advertising prices.

Advertiser Strategy

Advertisers usually buy
from the scatter market on demand; This airtime may not be part of a
larger advertising campaign strategy. Since making purchases in a
specific time frame that is not necessarily specific to a particular
demographic, a market diversification strategy can be a gamble for
advertisers hoping to reach the right person at the right time.
Advertisers have the option of terminating their original contracts
with networks to take advantage of the cheapest tariffs in the
Scattering market, which is especially useful when marketing budgets
are tight in a tough economic environment.

When an advertiser buys
time spent, they do so by knowing whether or not the ad can achieve
the desired goal, or that it will be viewed by as-yet-unknown and
largely untapped space. An advertiser can see a huge increase in
sales that they never expected to reach an audience that was never on
their radar. In addition, the advertiser can make constructive
decisions about their campaigns closer to the actual broadcast date.
Because broadcast advertising uses airtime that is difficult to sell,
broadcast advertising can be a much cheaper advertising strategy.

Mixed advertising

Consider combining
Scattering with upfront purchases to maximize your advertising
potential. Invest primarily in an initial targeted advertising
campaign that will ideally reach a certain number of consumers in
your target market in time, but balance this strategy with scattered
windows of time to increase your customer base and become known.
Chances can increase. The value of your product or service for
different niche segments. Choose a percentage of your advertising
budget to allocate lump-sum and scattered purchases during a
campaign, and monitor your sales closely for any positive impact or
interesting demographic trends after each ad runs.

How is Scattering


Scattering provides the
advantage of a random target audience for your marketing messages.
In a way, buying a sparse window of time can be compared to casting a
random net while fishing, rather than using a line with a specific
bait at a specific location. Scattering allows advertisers to roll
the dice for the people who see their ads, allowing them to enter new
market segments and get their message across to people outside of
their target market who, for unforeseen reasons, use their products.
I find it attractive. By lowering the overall cost of purchasing
individual ads, Scattering can give small businesses the opportunity
to display ads in the same outlets as their larger competitors,
although at a less convenient time. Despite the high cost per unit
and low-cost presence, the ability to run ads on a popular network
can dramatically increase brand awareness and revenue for a small

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4 thoughts on “Fight With The Scattering-A Fresh Perspective

  1. I was a bit confused as to what scattering is until I read this. I feel like I came across some commercials that were using this tactic but I was not aware of it until I read your article. Well, you learn something new every day. Thank you for such an informative article. I appreciate it. 

    1. In fact, I wanted to focus more on the spreader in general in our lives.

      It is a rule: “30-60 minutes infinite concentration”, to have efficiency and overcome distraction.



  2. Up until now, I have been very focused on attracting a specific group of people. But I have realized that my niche is small. So, moving into scattering can help me open up to new markets. I still feel a bit tense about the idea because it seems a bit like gambling. But I will give it a try. Would scattering work in the sleeping niche?

    1. There is a lot of work in this field. I am a beginner.

      But with courage we can approach new things!



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