There an exception to every rule.
In '92, I had my dish mounted on a pole that was concreted in the ground & attached to the house near the top so the wires ran directly down the pole & into the crawl space.
In '96, I temporarily mounted the pole in the dirt & ran the ribbon cable overhead while I built my house. (what a disaster that was)
In '98, I planted the pole in concrete about 75 feet from the house & buried the ribbon cable about a foot down. I had screened topsoil so I laid a layer of top soil in the ditch, laid the the ribbon cable, then filled the rest of the ditch with top soil. This is the original ribbon cable from the original purchase & it's been buried directly for 13 of those 19 years with no problem so far.
Other wraps I've used on various projects is to wrap the wire in fiberglass insulation, fine cedar sawdust & even pipe wrap that protects pipes from freezing.
I'm not necessarily recommending these alternatives as better than conduit, just cheaper if you're on a budget. There's always a chance a rock will eventually make it's way to the cable & cut it as to where with plastic water pipe or conduit, you should never have to worry.