TV is becoming more and more fragmented. With the rise of TV-on-demand, people are building an expectation of watching programmes without the interuption of adverts.

Ad's, in and of themselves (both radio & TV) can be irritating at best. Most people fast forward through them or change channel. Companies are now having to resort to getting the European Government to change their legislation on Product Placement within TV programmes.

But, what if you don't have the kind of money to do Product Placement, what do you do to reach the 'masses' and build mass awareness of your brand?

1. social media with things like Facebook and Twitter - build a following and invite people to join what you're doing. Give people the chance to engage with you, rather than forcing yourself on them.

2. outdoor - either static or electronic (i.e. bus sides, bus stops, posters, billboards).This is the one form of advertising still left where consumers are 'forced' to see/watch the ad's. 

As a note, people are a lot more receptive to advertising that invites them to engage - rather than forcing them to watch and listen. Outdoor does just that. The only thing you need to work out (as an advertiser) is:

• in which areas do your target market live (so you don't waste money in the wrong location) and
• what it is you're going to say.

(with thanks to Nicole Perez for the conversation that brought this concept to life)