Low-cost TV advertising is evening out the field says John Alligan of Media Buying Agency, The Media Shop.

There's a myth going round that TV ads are really expensive, but they don't have to be. In fact, many an advertising agency would be pleasantly surprised by what can be achieved on a smaller budget.

Ask any digital marketer or marketing agency bod which discipline is first on the budget sheet, they're bound to answer 'search'. It stands to reason - although companies spend time, effort and money trying to tightly define their target audiences and deliver relevant messages at relevant times, a search audience is self-selecting.

Your ad is only served to those interested in your product or service as identified by the search phrase they enter into Google or Bing. By definition you've served the ad to the right audience at the right time.