Traditional media (not so dead yet my pretties)
In the world of advertising, you may hear mention of traditional VS digital media. While traditional media, encompassing outlets like television, radio, print, and outdoor advertising, once held the undisputed reign, digital media platforms, such as social media, email marketing, and search engine advertising, have rapidly gained traction. The debate is ongoing, with both sides offering unique advantages. Some tech-savvy millennials may be reading this and thinking traditional media is dead! There is no place for it anymore! Well, I am a millennial, and, in my opinion, that is not true.
Here's a closer look at traditional and digital media in the current advertising landscape.
Due to the digital revolution, traditional media such as radio, television, and newspapers have declined.
Radio has lost market share to Spotify, television to Netflix, and Newspapers to online sites. However, in 2023, there is still a place for traditional media, which returns results.
Consumers are not fully trusting the internet yet, and if you combine online marketing with traditional media, the traditional media builds trust around a brand.
In 2017, Colmar Brunton and News Works researched consumer trust in New Zealand Media. They found that traditional media was still much more trusted than digital advertising.
When asked, ‘Where are New Zealanders most likely to trust advertising?’ Newspapers were ranked the highest, followed by radio, and then television.
Traditional media is way more expensive than digital, so if you are only a small business, it may not be the right platform.
You need a minimum of 5,000 NZD budget to dabble effectively in the traditional media field. If you are a budding influencer looking at an all-digital marketing strategy for your business, feel free to skip this blog!
Even if you have a big budget, in some instances, traditional media may still be wrong as it is seen as ‘uncool.’ For example, despite being able to afford traditional media for my poetry books and wine, I wouldn’t use it because it is not right for the brand. The only form of traditional media I would consider is Billstickers. If you don’t know what these are, they are the signs pasted on street walls, often for concerts or music releases. The reason why concerts and musicians often use Billstickers as a means of promotion is that these are considered more ‘edgy’ than traditional media and do not damage a brand that is ‘cool.’
Despite this being a digital-focused blog, I think understanding traditional media is important for all budding marketers. That is where it all started. Back in the day, when there was only television, radio, and print and you worked in advertising, the money just rolled in, and you could spend all day golfing with your clients and having martinis like Don Draper from Mad Men.
These days, there are no private offices or well-dressed men. It’s all open plan and Hallenstiens suits. You cannot have alcohol on your desk; lighting a cigarette would get you escorted from the premises. These days, you are lucky if your office even has a private room to take a call in. Since the digital revolution, there has not been as much money spent on traditional advertising as there used to be.
Despite the differences between now and fifty years ago, the fundamentals haven’t changed, and all marketers should have a basic understanding of what traditional media offers.
So…Let’s weigh up the pros and cons.
Traditional media — a time-tested reliability
Traditional media is the stalwart of advertising. Its methods are tried and true, having solidified their efficacy over decades.
Reach and credibility: Television and radio commercials often reach broad audiences thanks to their vast user base. Similarly, given their established reputation in many communities, newspapers and magazines offer advertisers a sense of authority.
Tangible Impact: Physical advertisements, such as magazines, newspapers, or billboards, can be held, seen, and revisited at leisure, making them difficult to ignore or dismiss with a simple click.
Simplified Targeting: Traditional media tends to cater to specific demographics, making it easier for advertisers to target audiences based on known media consumption habits.
However, these benefits come with limitations, such as high costs, difficulties tracking ROI, and the risk of becoming obsolete as digital consumption patterns rise. Over the last ten years, I have worked in television, radio, and newsprint. Here are my pros and cons for each medium.
Radio - killed by the podcast star?
Radio can be a great medium for branding if you have the budget to use it consistently. You must ensure your ad is played frequently across all stations to get cut through on the radio. This can be expensive, so in my opinion, it is a better medium for bigger businesses. You cannot access visual stimulators when using the radio, so you must rely on words only. This makes it harder to persuade those who embody a visual communication style and makes it harder to sell visual products.
Remember! Most people only listen to the radio in the car or in the office. Therefore, it is better for brand building because people may not have the time to act then and there. Repetition is the best way to make the radio work for your brand. Depending on what image you want to convey, stay away from jingles. Instead, try to use words that capture the listener's attention in a witty way.
Jingles can make a brand seem tacky and, in my opinion, are out of fashion.
I want to include a real example here, but try as I might, I cannot remember one radio ad I have heard that has been effective or persuaded me. However, I remember the jingle of an ad for the local strip club. It’s now ringing over and over in my head. So there you go, maybe Jingles do work! ( for strip clubs)
If you have the budget, partnering with a local station for a promotion is a great way to build your brand. Radio promotions allow you to give back and create innovative or memorable campaigns. This also grants you access to the stations' abundant social media following.
Tip! If you don’t have a big budget but have lots of products, try contacting a station that aligns with your brand and offering products for promotion. If they like your promotion idea and think your product will excite their listeners. They may work with you at little or no cost.
Will sponsoring a podcast return better ROI?
Choosing between radio space and podcast sponsorship depends on your target audience and objectives. Traditional radio has a broad reach and can be ideal for local businesses targeting a general demographic. On the other hand, podcasts cater to niche audiences, offering deeper engagement and trust. Sponsorship can foster association with specific content and influencers, often resulting in highly targeted brand promotion. Sponsoring a podcast might be preferable if you aim for focused engagement and measurable metrics. However, radio could be more effective if broad reach and local presence are priorities. Consider whether both options' ROI potential is aligned with your brand's goals.
Television - Still a great storytelling medium (but is it right for you?)
Television used to be the ‘magic bullet’ of advertising. Companies would buy television ads, which were almost guaranteed to increase sales and make them a profit.
This is not the case anymore because the audience has declined, and when consumers are watching, they have ceased to pay attention. That being said, you can still get cut-through with the right product and creativity.
The two biggest cons of television are:
1. It’s expensive
2. The audience has declined to make way for streaming services.
However, aside from these two things, I think television is a pretty effective channel for inciting advertising persuasion.
If you have a product that benefits everyone and the budget to make quality television content, you should consider television advertising.
No other form of media is as effective at evoking emotions and making memorable brands. But there is no point in spending all that money on television ads if you are not making great creative.
Government advertising is a great example of television done well. I can still see the expression on the face of the kind police officer, as he removes his cap in the speeding ad, I'm sure if you’ve seen this ad, you can too. This shows how phenomenally effective and memorable television can be.
If you do have the budget to produce quality TV advertising, I suggest using the pointers in this blog's content section to create something memorable.
Remember! Do not waste your budget on television if it doesn’t suit your brand or align with your target market. If your audience is online, you can make great video content for free and share it on your social media.
Tip! Make sure you get a package that allows you to buy space on the online platforms of the television station you are working with, and be sure to repurpose your television ad for social media use as well.
Newspaper - It’s great (for over sixties)
Like television, the cons of the newspaper are that it is expensive and the audience is declining. Unlike radio and television, newspapers have a low avoidance rate; you cannot change the channel or station. If you are reading a newspaper, you will likely see the advertising.
The newspaper allows visual stimulation, but I recommend larger ads where possible. It is also only effective if you want to talk to an older audience of 50+. If your brand is right for this audience, then the newspaper can be a very effective medium and provide a great return on investment.
Not only are the readers mature, but they are largely mortgage-free with money to spend, and they have paid for their paper, so we can assume they are interested in reading it.
A 2019 study by Richard Silberstein and News Works into newspapers and neuroscience contended that reading a newspaper requires more visual attention, which leads to higher emotional engagement. Reading a newspaper is more likely to create long-term memory encoding, as far as advertising is concerned.
Tip! Only use the newspaper if your product is right for the audience. For example, If you are a travel agent with a special offer on over-sixties cruises, take out a big ad in the newspaper NOW!
Tip! Community newspapers present a targeted and affordable option. Despite many large metropolitans losing market share to digital platforms, some community papers remain stronger than ever. If you have a hyper-local business, I recommend checking out your local paper's rates, demographics and reach. This could be a great option for you!
Will the paper be around forever? Probably not, but it is not dead yet, and as a marketer (even a do-it-yourself marketer like us), it is still important to understand.
Outdoor - the magic lives on (If you’ve got a broad market & a big budget)
I love outdoor advertising. Television and outdoor media are my favourites, along with all the traditional media. When I am driving, I look at every billboard I pass. I analyse every ad on those billboards and think about whether It's convincing, but that is because I’m a media-obsessed freak.
This billboard fascination probably developed when my mother took me and my sister to Brisbane to visit our grandparents. Suddenly, we weren’t alone in the forest anymore, and there were highways lined with billboards and buses driving past plastered with ads. These things seemed exotic and exciting to me as they represented money and consumerism, something my life in the commune was devoid of!
Billboards will always have an audience as long as people are out and about, but if you’re going to do one, do it right and make it memorable.
Outdoor advertising, often called out-of-home (OOH) advertising, is uniquely positioned in the marketing landscape. Its primary strength lies in its unavoidable presence. Unlike digital ads that can be skipped or print ads that might go unnoticed, a strategically placed billboard or transit ad captures attention in daily commuter routes.
Firstly, outdoor advertising offers large-scale visibility. Massive billboards or vibrant bus ads naturally draw the eye, ensuring the message reaches a wide audience. This is particularly effective in high-traffic urban areas, where thousands pass by every day.
Secondly, OOH advertising provides consistent brand exposure. While a digital ad might flash by in seconds, billboards remain in place, reinforcing the brand message with every repeated viewing.
Tip! To execute outdoor advertising effectively:
Simplicity is key: With limited time to capture attention, messages should be clear and concise. A compelling image paired with a short, impactful message often works best.
Strategic placement: Understand your target audience's habits. Place your ad where it's most likely to be seen by your desired demographic.
Consistent branding: Ensure your outdoor ads align with your overall brand aesthetic and message for cohesive brand recognition.
Remember! Very little targeting is available regarding outdoor media, hence how it has earned the nickname “spray and pay.” If you are looking to target a niche market, outdoor media will not be right for you, but if your brand has a wide appeal and you have the budget, it can be very effective.
When done correctly, outdoor advertising offers unparalleled visibility, making it a formidable tool in a brand's marketing arsenal.
But what about digital?
In this blog, we cover digital a lot, but in the essence of comparison, let’s re-explore some of its strengths.
The digital age ushered in a new era of advertising capabilities, appealing to an increasingly online world.
Cost-effectiveness: Digital advertising, especially pay-per-click (PPC) methods, often costs a fraction of the price of a television ad spot or a full-page magazine feature.
Precision targeting: With advanced algorithms and a wealth of user data, digital platforms can precisely target ads, ensuring they reach the most relevant audiences.
Real-time feedback: Digital platforms provide immediate analytics, allowing advertisers to measure their campaigns' effectiveness and adjust strategies in real-time.
Engagement: Unlike traditional media's one-way communication, digital media allows for interaction, fostering direct engagement between brands and their consumers.
Global Reach: While traditional media is often limited by geographical boundaries, digital campaigns can reach global audiences, bridging continents and cultures.
Yet, digital media isn't without its pitfalls. Privacy concerns, ad fatigue, and the evolving algorithms that dictate content visibility can pose challenges for advertisers.
So, which is superior?
The truth is, neither medium is categorically better than the other. Instead, the ideal advertising strategy often lies in a blend of both.
Traditional media can be invaluable for businesses targeting local audiences or aiming for a sense of established trust. For instance, a local restaurant might benefit more from a radio spot or local newspaper ad than a targeted Facebook campaign.
Conversely, startups targeting a younger demographic or operating on a tighter budget might find more value in digital advertising, capitalising on its cost-effectiveness and expansive reach.
While the media landscape continues to evolve, the choice between traditional and digital advertising isn't binary. Instead, brands should evaluate their goals, target audience, and budget, weaving together strategies that harness the strengths of both worlds. Balance and adaptability are key, as are many things in the business realm.
