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
  • Pharma-Biotech
  • Retail Wholesale
  • Education
  • Tech Software Platform
  • Mining-Construction
  • Transportation
  • Communications Media
  • Banking-Finance-Insurance
  • Service Consulting
  • Consumer Packaged Goods
  • Energy
  • Manufacturing

See: https://cmosurvey.org/wp-content/uploads/2022/02/The_CMO_Survey-Firm_and_Industry_Breakout_Report-February_2022.pdf.

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.


Traditional forms of advertising, (which includes TV, radio, outdoor advertising, printed media, direct mail, telemarketing, window display, and signs) are more likely to make consumers want to buy what they see advertised on TV or in print newspapers or magazines—and purchase that product immediately after seeing the ad.

Among traditional marketing channels, the most powerful and the most accessible is TV. You might be thinking, “Wait a minute! TV ads are so expensive.” But there are a few reasons why they're worth it.

  • They’re more trustworthy than digital ads: TV spendings require some advanced trust-building buying processes.
  • TV ads are effective at driving brand awareness, customer loyalty, and building brand equity.
  • The bigger screen size results in better visual impact. On the other hand, because of banner blindness people may ignore ads on websites.
  • There's no need for "clicking" on something before engaging with the message (as you would have to do on a computer);
  • Unlike online video ads where you can easily skip over them by hitting a button on your remote control device (or closing your browser window), watching live TV requires no interaction from the consumer whatsoever—which means he/she won't be distracted by other activities while watching an ad!

Even though digital marketing has had an enormous impact in ad budgets for over a decade, traditional advertising still plays a critical role. Traditional media is important for both consumers and businesses because it helps keep people informed about products that might otherwise have slipped under their radar — without knowing about them, consumers would not have been able to make informed purchasing decisions for themselves or their families. When used together, digital and traditional marketing can build customer trust and reach more audiences, which in turn will create brand affinity and long-term growth.

Medialyzer plays a vital role in compensating the possible shortcomings of traditional advertising. The measurement problem comes first. Medialyzer solves both the measurement problem and big data problem via establishing a link between television screens and our second screens. As a SaaS platform where advertisers can access hot data at any time and analyze the impact of their TV campaign quickly, Medialyzer offers the opportunity to optimize the media investments.