As highlighted in a recent article by Harvard Business Review, the digital age has forever changed the world of marketing. From Yahoo and ICQ to Google and Instagram, clickable ads have become increasingly popular. Traditional advertising still exists but is also growing due to its unique advantages over digital advertising methods. According to the 28th Edition of The CMO Survey, marketers predicted that traditional advertising spending would increase by 1.4% to 2.9%.
Increment in case of business models:
- B2C Services
- B2C Product
- B2B Services
- B2B Product
Increment for sectors & industries:
- Consumer Services
- Retail Wholesale
- Tech Software Platform
- Communications Media
- Service Consulting
- Consumer Packaged Goods
So, why is traditional advertising on the rise, and will the trend continue?
1. The chaos of digital ads is taking over.
Digital ads generate negative brand associations for consumers who experience frustration when they are unable to read an article or watch a video because of digital clutter. Traditional ads on the other hand, are more engaging than digital ads, and less expensive.
2. Consumers’ trust in traditional advertising.
A MarketingSherpa survey found that the top five most trusted advertising formats are all traditional (print [82%], television [80%], direct mail [76%], and radio [71%]).
3. Decline of third-party cookies.
As the advertising landscape continues to change, marketers will be forced to rely on segmentation methods that hew closer to traditional advertising models. Without advanced data-driven targeting, marketers will need to focus on extending reach again.
4. Exploiting the digital lift of traditional media.
Digital technology can leverage traditional tools in powerful and extraordinary ways. For example, pairing mailers with QR codes. Similarly, Medialyzer’s TV Attribution solution enables marketers to measure and analyze the impact of TV ads through online data obtained from 2nd screens. TV Attribution also provides actionable insights for a more robust and reliable TV plan.
5. Fine-tuning brand and market fit.
Traditional advertising is a perfect fit for some markets, brands, and messages sometimes. For instance, broadcast TV continues to be an ideal platform for emotional storytelling ads.