TV or not TV: affordability is the question.

PositionNew Products - AdvantEdge TV offers video advertising services

Advertising on cable TV is affordable for community banks, but many institutions are reluctant to use the medium. One reason for this situation is that video development and production remains expensive. With so many slick cable TV ads produced by national advertisers, local advertisers cannot risk skimping on costs--and ending up with ads that took amateurish or unprofessional in comparison.

A company called AdvantEdge TV of White Plains, N.Y., is trying to meet the needs of community banks in the area of affordable video advertising. AdvantEdge recently released its collection of existing bank TV advertising that can be licensed for use in other areas of the country. Each of the existing ads can be customized to fit the particular bank and market.

The company currently has about 200 ads, which can be previewed by a potential client in VHS or compact disk format. Ads are organized by product type: loans, online banking, credit line, business banking, home equity, trust; and also by category of campaign. There is, for example, a collection of "funny animals," "kids," and "Americana" ads.

Most of the client banks or credit unions are in the $100 million to $500 million asset range, according to Randy Hecht, president. "We only use ads that have...

To continue reading

Request your trial

VLEX uses login cookies to provide you with a better browsing experience. If you click on 'Accept' or continue browsing this site we consider that you accept our cookie policy. ACCEPT