Are The Days of Traditional Media Numbered?
Amazon is predicted to be the No. 3 player in the digital advertising world and is expected to generate $11.3 billion in digital ad revenues this year, which is 8.8% of the market. Considering these facts makes one wonder — is TV advertising becoming obsolete?
It may seem like the days of TV advertising are narrowing when considering the limited post-campaign marketing metrics it provides compared to the increasing performance-driven measurement options offered by digital. However, marketers often make the mistake of crediting success to the last digital touchpoint, forgetting traditional is what helps fill the top of the funnel and drives digital to work.
According to the Seattle Times, “Consumers trust traditional media, and they trust brands that are associated with traditional media. Whether it’s print, television, radio or outdoor, when consumers are familiar with your brand, they are more likely to convert when they see your digital ads. Don’t make the mistake of pulling back from traditional media completely to power your digital marketing.”
Our True Expertise:
Amazon may not shake things up as much as people are predicting. When you use digital alone it can cause drag, but when you pair traditional and digital — that’s when you start to see the most success.
“When cable came out everyone said the same thing about broadcast TV advertising — that it wouldn’t last long. Well, that was 20 years ago and we’re still here. Amazon is big and it can definitely make a huge impact, but the reality is that there is still an audience that doesn’t use Amazon and prefers to actually go shopping. And we want those people, too,” says True Media Buying Supervisor, Shannon Myers.
If we’ve learned anything over time, it’s that things don’t happen overnight and they never happen the way people expect them to. This is one of the reasons True Media has implemented 360 Planners — we think it is important that the people planning your campaign not only know everything they need to know concerning traditional and digital media but ultimately understand how to maximize effectiveness by incorporating the two in a multi-channel campaign created to produce results.