These days we often hear this question from clients: “Does traditional media still work?”
Traditional media refers to all means of communication that existed before the advent of the Internet. Old, yes, but obsolete ? Let’s look at the facts. With the rise in media consumption, traditional media is leading the way with 60% of a person’s daily media hours spent on TV and radio alone. Source: USC 2013 Report on American Consumers.
Consumers have not abandoned traditional media, and until they do, advertisers shouldn’t either. In fact, according to a 2014 Nielson global survey, traditional media like newspaper, radio and TV are among the most trusted forms of paid advertising. In fact, trust in television advertising has actually increased in the last decade, from 56% to 62%. Compare that to only 42% for online banner ads.
When you look at consumer’s willingness to take action after seeing ads in traditional media, the results are just as strong. In the same Nielson global study, about two-thirds of respondents said they take action at least some of the time based on ads shown on TV (68%), ads in newspapers (65%), and ads in magazines (62%). That’s considerably higher than the percentage of people who take action when they see social network ads (55%), online video ads (52%), online banner ads (50%), display ads on mobile devices (49%), and text ads on mobile phones (45%).
This recommendation does come with a caution. Even though traditional media is still king, the media market is much more fragmented then it used to be and HOW traditional media is used and integrated into the rest of the mix is key. To make a media campaign as effective as possible, a robust mix of traditional, digital and social tactics should work together to impact consumers throughout the entire purchase funnel.