Traditional media, including television, radio, print and outdoor communications, is sometimes referred to as “old media,” but that’s a misnomer. At this stage, with the dawn of online advertising more than 25 years past, all media is “old.” Traditional media is just as relevant to today’s marketing world as it was to our grandparents, and it can effectively reach audiences. People still listen to their radio on the way to work in the morning and watch television in the evening — what has changed is how we use it.
Integrating offline media into a campaign strategy can greatly increase touch points — occurrences when an audience interacts with a brand. Today’s audiences are constantly bombarded with ads through email, social feeds, banner ads and more. For many people, the ubiquitous saturation of advertisements can be overwhelming, prompting them to tune out. When used strategically, traditional media provides a tool that can be wielded to reach audiences when they are cognizant of the medium and receptive to the message.
A perfect example of using traditional media in an innovative way is radio. They’re valuable tools for extending campaign reach, but far less traction can be gained through ad placements with a local radio station. People no longer switch among the same three radio stations — they have a variety of platforms to choose from and, within those platforms, a multitude of options for media consumption. A person may access Pandora, Audible and Amazon Music in a single trip, listening to a mixture of music, books on tape and podcasts, making it essential to place ads with audio streaming platforms.
Ad placement has become more complex, but the specificity with which audiences access media through television and audio platforms can be an asset to designing an effective campaign strategy because it allows for customized messaging and tactics. Ad placements can be targeted to a number of demographic, geographic, psychographic and cultural factors to effectively focus efforts on key audiences.
Below are additional strategic uses for traditional media:
Gas Station TV reaches motorists while they are in the moment — engaged in driving and in a position to notice traffic rules and be vigilant in following them on the road.
Print can be an impactful marketing tool because it appeals to audiences’ tactile nature. During the COVID-19 pandemic, magazine subscriptions skyrocketed because having a physical copy imbued subscribers with a sense of connection to the outside world. Community newspapers can foster the same sentiment, inspiring in audiences a sense of personal connection to the happenings in their locale — especially for rural and niche audiences.
Transit is an extremely viable option for addressing hard-to-reach urban and commuter audiences who are less likely to have reliable internet access. Transit media is an apt vehicle for reaching socially vulnerable audiences because it provides sustained exposure to messaging.
Outdoor advertising can be an effective conveyer of directional advertising and, when executed properly, it can be an amazing tool for brand recognition.
With a practiced grasp of conventional uses and current knowledge of the latest trends, traditional media can be an effective component of campaign strategy — it’s still as important as ever.
Sara Williams
Associate Activation Director
Family first, lover of dogs and shopping, “I am who I create myself to be”
This website uses cookies.
We use cookies to personalize ads, to provide social media features, and to analyze our traffic. We also share information about your use of our site with our social media advertising and analytics partners who may combine it with other information that you’ve provided to them or that they’ve collected from your use of their services. You consent to our cookies if you continue to use our website.
