There Is No Prime Time Any More

With Mobile, Prime Time Simply Doesn't Exist

Prime Time 1980's Style

In the 1980's, television advertising was a juggernaut. 

There were only three major networks, a handful of independents that didn't have many viewers, some cable networks like MTV that just took ads from taxidermists, and then there was this start-up called Fox that had the absolute worst programming you could ever imagine.

But, even if you were a big local advertiser, there was one thing that eluded you -- prime time!  Sure, you could advertise on the Today Show, Donahue, and even the local news, but shows like 60 Minutes were reserved for just the big dogs.  You couldn't afford it.  For prime time, no local advertisers need apply.

Mobile is Prime Time All Day

Until recently, there was still a misconception among small business that mobile was like television prime time.  Mobile advertising, like prime time television in the 1980's, was reserved just for the big dogs.

Facebook changed all that with its BOOST POST.  Since most small businesses used Facebook for its FREE ADVERTISING, entrepreneurs began seeing that they could BOOST a post for as little as $5, thus putting them in the same marketing playing field as Lexus or even Dollar Shave Club.

Moreover, local businesses could use geo-targeted mobile marketing to pay for advertisements that only show up in its local trading area--an area that may be as small as three zip codes.  No waste as you might have with traditional media.  Add to that the unsurpassed demographic and psychographic enhancements that mobile adds for laser-focused targeted advertising and you have quite a successful medium for local business promotions. 

Want to know how much Facebook knows about you?  Too scared to look?  Check out my previous article to learn EXACTLY WHAT FACEBOOK KNOWS ABOUT YOU!

Most important, with mobile, local advertisers are not at any disadvantage compared to larger nationally known brands.  That's because there is no prime time when it comes to mobile.  With the exception of sleeping time, the audience for mobile marketing, and mobile engagement, is essentially the same 24 hours a day.  Think about it.  You check your phones when you wake up in the morning, though the work day, in the evenings, and even late at night. 

A mobile advertisement at 9 AM is worth the same as a mobile advertisement at 9 PM.  You've reached essentially the same number of people and you've received similar engagement and acquisition.

For local advertisers wise enough to be using mobile advertising, you can now play in prime time.

My apologies to all of you looking for an article about Deion Sanders so here's my gratuitous tribute to the real  Prime Time!

In 1989, Deion Sanders hit a home run in the World Series and also scored a touchdown in the NFL.  The author did the same a decade earlier...in a backyard wiffle ball and touch football game.

Bob Bentz is president of PURPLEgator -- a mobile first marketing agency based in suburban Philadelphia.  He's been accused of needing an hour and a half to watch 60 Minutes.