As we continue to evolve in an ever-increasing digitally-focused world, many tend to think that traditional media and traditional marketing is a thing of the past. This though, is not true, even in 2021, traditional media still plays an important role in your advertising plan.
Utilizing both traditional and digital media, you can maximize both your reach and frequency to best reach your target audience. Here are our top 5 reasons why traditional media is still important in 2021:
1. Consumers Still Trust Traditional Media
With the onset of the pandemic at the beginning of 2020, after floods of misinformation from all media sources, according to the Edelman Trust Barometer, trust in all media sources has gone down.
Looking beyond this though, traditional news and traditional media are still seen as the most trustworthy source. Journalists and news channels almost always ensure that all facts they are relaying are the truth and make sure to vet their sources. Digital media sources like social media even use traditional sources as something to link to in their posts.
What this means for advertisers is that traditional media, like news channels and publications, are still being used as the main source of acquiring news which means that these mediums are still an ideal place to advertise.
2. You Won’t Just Reach an Older Audience
Many see traditional media as a way to only reach an older demographic, as older generations are the ones who tend to consume this form of media the most. This is not necessarily the case though when it comes to certain traditional media.
Specifically looking at news channels and newspapers/online publications of newspapers, many younger generations use these mediums as a way to conduct further research into a topic they are interested in or to use as another way to stay informed.
3. Best for Local Advertisers
If you are a business that solely services one key, local area, advertising on traditional mediums is always a great option. With outlets like local newspapers, billboards and cable tv that offer local news channels, advertising on these mediums will get you right in front of your target audience without wasting any money on advertising that may not even be reaching your target area.
4. Traditional Media and Digital Media Work Best Together
In saying all this, it does not mean to only advertise on traditional mediums. For the most effective marketing strategy, advertisers will need to utilize both digital and traditional media.
What type of media you choose from traditional and digital will vary based on your goals. Researching your target audience and their interests will give you the best idea of what media they are consuming the most. From young to old, every audience watches a mix of both traditional and digital platforms, meaning you could miss out on a wider reach by not advertising on both.
5. Traditional Media is Not Going Away
Though digital media and digital marketing have become the more popular way to advertise these days, that does not mean that traditional media is a thing of the past. Traditional media has been around for decades and is the reason advertising is the way it is today.
Digital media has become increasingly popular with it being a major outlet of consumption for people. Traditional media though has long stood through the ongoing changes of the world and will continue to be trusted by audiences, so advertising on these mediums will never be a waste.
Traditional media is not dead in 2021. A well-thought-out marketing strategy should include some form of traditional advertising alongside any digital platforms you may choose to advertise on. In the digital age of internet marketing, you may think that leaving traditional mediums out of your media plan is best, but that is certainly not the case.
Many today, especially if you are looking to target an older demographic, still see traditional media as the most reliable source over online news and media outlets, and therefore rely on that more than digital media. The media landscape may be ever-changing every year, but the best way to reach consumers is to devise a marketing plan that includes both digital and traditional media advertising.
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The way people are consuming media is constantly changing. With the onset of the pandemic, viewership went up exponentially in those watching TV and more specifically, streaming services.
The increased engagement with OTT content on streaming platforms and services has many advertisers now considering putting more of their budget towards this medium. As the economy begins to be on the up and up, advertising budgets will also be going up again and OTT advertising is a great opportunity for those looking to reach a large, targeted audience.
OTT video allows you to reach consumers across multiple devices from TVs to mobile phones. With knowledge of someone’s spending and searching habits, advertisers can reach a specific audience more easily created a better ad experience for the consumer.
Over-the-top or OTT is a media service that streams media through the use of the internet. OTT platforms include platforms like Roku or Apple TV that provide you OTT services which are streaming services like Netflix or Hulu and in the past few years they have gained some major traction.
More and more people these days are ditching their traditional cable to use streaming sources such as these as their main form of TV consumption. With the onset of the pandemic, this has only skyrocketed. With more people at home during the beginning of the pandemic, media consumption of all kinds had gone up and will likely continue to be the case.
By utilizing OTT advertising for your Detroit business, you can reach a broader, yet targeted audience in the Metro Detroit area.
OTT Advertising vs Traditional TV Advertising
Traditional TV advertising through cable or broadcast has been one of the biggest ways to reach a broad audience. In 2020 with the onset of the pandemic, OTT has been able to gain a lot of traction in this and is now being able to offer advertisers a broad audience reach as well.
Around 41% of people are watching TV through a streaming service these days. Many are choosing to cut the cord with traditional TV as streaming services are typically cheaper and are easier to cancel the subscription than traditional cable TV.
This does not mean though, that everyone is ditching traditional TV altogether. Many are still choosing to keep their cable services on top of subscribing to different streaming services. DMCNY reported that around 50% of people have cable in addition to streaming services.
The Pandemic’s Effect on OTT
At the beginning of the pandemic, streaming services saw a huge spike in the number of users. According to DMCNY, around 80 million Americans during the pandemic increased their streaming viewership while only half of that was the case for cable TV viewership.
OTT inventory is continually growing as more and more streaming services come into the market fighting for the ever-increasing viewership.
With many working from home now as well, many are watching streaming services as they work. This means that more people are watching TV at different times of the day than primetime, opening up more options of spots for companies to advertise on.
With a nationwide quarantine, movie theaters also faced the issue of being closed down and any new releases had been put on hold. Since the reopening of theaters is so unsure and many people are hesitant to go back, many have started releasing their movies on streaming services as an alternative to this. This has gone over well with consumers and many prefer the comfort of their own home over viewing movies on the big screen.
Why You Should Consider OTT Advertising
In an article put out by Adweek, Roku, one of the biggest connected TV platforms, has 51.2 million active accounts. This is nearly double the number of subscribers of Comcast, the country’s biggest cable provider. They have also doubled their number of monetized video ad impressions year over year and in 2020 alone gained nearly 14 million new accounts.
If you have not incorporated OTT advertising into your Detroit marketing plan, now is definitely the time to consider doing so. There are plenty of benefits that come with OTT and one of the biggest is being able to better reach your target audience.
By using consumers’ buying and searching habits, you are able to get right to your ideal market, which means you can also specifically target the Detroit area even. This also means you can tailor your message to specific audiences with this. Your audience is also bigger since streaming services can be used on multiple devices from a tv to your smartphone to gaming consoles.
Audience targeting is huge for creating a bigger ROI since you are getting your message to the consumer who would be most interested in your product or service. More people are also using their mobile devices to stream videos and have more engagement rather than a quick look on social media before. Advertisers are able to advertise on OTT media and have their message be received better than ever before.
One thing to be aware of as you advertise on OTT is your target audience’s viewing habits. What is popular with people is constantly changing and keeping up with what your target audience is watching is crucial.
Another thing to consider is running ad campaigns on both traditional cable and broadcast as well as OTT. According to Forbes, doing so could increase ad recall by 34% since many still have cable along with their streaming services.
Using OTT for advertising is a great option as well if you are looking to reach a younger audience. Though many of the older generations are now switching to using primarily streaming services, they originally began with a largely younger audience which is still the case today.
OTT advertising as of right now is also cheaper than traditional broadcast TV advertising. So, ad spending on OTT could save you money and get you a more targeting audience.
OTT advertising is becoming a huge market as viewership continues to go up for streaming content and this gives advertisers the opportunity to reach a large, targeted audience. Streaming services are constantly improving and providing more high-quality content and as more streaming services and platforms come onto the market, this only increases the opportunity for advertising.
This can be great for your Detroit business as you can specifically target which demographic and what area in the Metro Detroit area that you are looking to reach.
With both consumer and advertisement spending increasing as the economy begins to pick back up, now is the perfect time to get your message out on OTT platforms and streaming services.
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Traditional media is where advertising first began. Before the internet and social media, the way someone would hear about your businesses was typically from an ad in the newspaper or they would hear it on the radio. Today, digital media has taken over in many aspects, but it is important to not look over your traditional marketing strategies to fully succeed as a business, especially if you need to build a brand.
Traditional media is divided in to four main categories:
There are strengths and weaknesses for all of these so it is important to understand which type of media is best for your business as each business will need a different marketing strategy to reach their target audience.
Traditional Media vs. Digital Media
As digital marketing becomes more prevalent, it brings up the debate of whether traditional media is still beneficial to implement in your marketing strategies. Though digital media has certainly gained more traction over the years and seems to be reaching consumers more, this is not necessarily always the case.
First, it is important to distinguish between the two medias. Traditional media is what most people think of when it comes to advertising. This includes, television, print, outdoor, and radio. Especially considering print, traditional marketing has been around since the beginning. Digital media, however, is newer, having been developed because of the internet. This media includes things like social media, emails, content marketing and search engine optimization, or SEO.
What we are seeing is that consumers in 2021 are using both marketing channels equally. The behavior is being coined as the “second screening” effect. Someone who is watching TV these days, is most likely also scrolling on their phone, or some may read the newspaper and research about the topic more online after. This behavior is important to consider and shows that traditional media still plays a key role in marketing tactics.
Television ads are somewhat costly but are of benefit the most when you are trying to reach a broad but targeted audience over any other type of media. The outreach that TV has is one of the reasons it still plays a huge factor in many businesses’ marketing techniques.
In the United States, television ranks as the second most profitable advertising medium behind the internet. In total, it accounts for roughly 25% of total U.S. media ad revenue.
Broadcast: Broadcast is the most common form of TV in the United States. These channels use public airwaves so it is available to any TV that can access a broadcast transmitter.
The biggest advantage this type of medium has is its outreach. Broadcast TV has one of the largest national outreaches which allows you to target bigger shares of your target audience. Another plus is with so many people watching you have a higher chance to gain brand recognition. A disadvantage of this medium is the cost. TV commercials have a high production cost on top of the cost of placing a buy for a TV spot.
In 2021, the average cost in the Metro Detroit area for a :30 second spot can average around $600-$2,500 in non-prime day parts.
Cable: Cable TV differs from broadcast in that it allows you to target a local audience. When you place an ad for cable it is being advertised to those in your selected area.
This medium is a great option for small businesses who only want to target their local market. Another advantage is that cable TV ads are going to be cheaper overall if you want to target a specific area than broadcast ads. If you are a larger company looking to target more than one area though, a smaller, more narrow audience may not be ideal.
In 2021, the average cost in the Metro Detroit area can be as little as $50 per spot.
OTT: OTT or “Over the Top” is TV content that is provided by high-speed internet rather than cable or satellite. This can include streaming services such as Netflix, Hulu, Amazon Prime Video, and HBO Max. There are more than 140 discounts available to Detroit advertisers.
This form of advertising can help you to target those under 30 who typically choose these types of services over broadcast or cable, which can be a big pro for many businesses. Costs for OTT are also typically lower than if you were to go with traditional TV marketing. The biggest issue people run into with OTT advertising is not being able to track engagement or how well your ad is doing.
In 2021, the average cost for an ad on OTT can be around $25-$40 CPM. CPM stand for cost per 1,000 impressions.
Print ads are one of the oldest forms of advertising which has stood the test of time, and for good reason. Newspaper, magazines and direct mail allows you to target a wide age of range groups and proves to be effective in at least getting recognition for your brand, as well as a strong and immediate call to action.
Newspaper: Newspaper ads are one of the most basic options in traditional media.
Many still choose to utilize newspaper ads because it can give you reach to a local audience and in some cases a particular group with certain interests depending on the newspaper. In newspapers, you can also go into greater details about your product or service which is another advantage. People choose not to buy ads in the newspaper a lot of times though because of the quality of the ad when printed and typically only reaching an older audience.
In 2021, the average cost for a newspaper ad in the Detroit Free Press is around $727.
Magazines: Magazines are similar to newspapers but provide their own unique benefits that newspapers cannot provide.
Magazine allow you to target markets with specific interests from fashion to gardening to golf. Since most magazines print in color also, your ad will have higher production than a newspaper. One disadvantage though, is that magazines typically have a long lead time so you may not be able to advertise limited sales or marketing campaigns.
In 2021, the average cost for a magazine ad in Hour Detroit can average $4,930 for a full page ad.
Direct Mail: Direct mail includes a multitude of things such as: postcards, marriage mail, inserts and anything you get in the mail that is advertising a product or business.
According to Inkit, 90% of direct mail gets opened compared to 20-30% with emails. For brand recognition and getting your message across, direct mail is more effective than email marketing. On the other hand, some may just find direct mail as junk mail and simply throw it out without even opening it.
In 2021, the average cost in the Metro Detroit area for direct mail is around $1 per piece but can be lower depending on factors like type of cardstock, printing, and volume discounts.
Outdoor includes any type of advertisement you may see when you are outside or driving in your car. Things like billboards and transit advertisements will always be relevant as long as people have places to go. Choosing to use this type of advertising in the area you are trying to market to can have its benefits.
Billboards: Billboards are the large advertisements that you see on the side of the highway and can give you a high reach and frequency of people seeing your ad.
A billboard is great for advertising to a lot of people since there is a constant flow of people driving by. Also, since your ad is large, it is hard for people to ignore. Since it is on the side of the road though, your message has to be short.
In 2021, the average cost for a billboard in the Metro Detroit area can cost anywhere from $300-$5,000 depending on the size, typically about $4,000 per week for CBA.
Transit: These are the ads that you see wrapped on the sides of buses or cars and can lead to high exposure from drivers on the road.
As mentioned, transit advertising allows you to have high exposure since it is constantly being shown to drivers on the road. This also has a relatively low cost and give you the opportunity for colorful, creative advertisements. Some disadvantages with this though, similar to billboards, is that your message must be short, and you cannot guarantee what audience will see your ad.
In 2021, the average cost to advertise on a bus in the metro Detroit area ranges from $306-over $150,000 depending on how long the ad will run and how large the ad is.
Bus Shelters: Ads on bus shelters gives you the ability to be seen by both those waiting for the bus and those passing by.
These types of ads also give you a large frequency from both those waiting and those walking by. Since you have people who are waiting, this also allows you to write longer message that you may not be able to with other mediums. If the area you would like to advertise does not utilize a lot of public transport though, this may not be a viable option for you.
In 2021, the average cost for a bus shelter in the Metro Detroit area can be anywhere from $241-$21,012 depending on how long you would like the ad to be up and how big it is.
Airport: These ads can be anything from banners to lighted plastic signs all seen throughout airports.
Again a big advantage of this comes down to high frequency and reach, as with most outdoor advertising. Here, you can reach a broad audience. Looking at the current state of flying in 2021 though, we have seen a huge drop in those flying since there are many restrictions that have been put in place from the pandemic which could be a disadvantage.
In 2021, the average cost in most airports for a Backlit Diorama in gate/terminal and baggage claim can range from $3,500-$9,900 per display for a 4-week period.
AM and FM radio in 2021 may be seen as not a great marketing channel, in some cases this may be true, but it really depends on who you are trying to reach. This form of advertising targets more of an older audience, but many still choose traditional radio over streaming platforms like Pandora or Spotify.
Many choose to advertise through radio still because it is a relatively cheap media to utilize compared to others. The production cost for this is also much lower since it only requires a script, and many times is read by a radio show host. A disadvantage for radio would be the lack of visuals and you can’t really go into detail about what you are trying to convey.
In 2021, the average cost for a radio spot in the Metro Detroit area can range from as little as $25 during off hours to $750 or more for peak hours for a :60 second ad.
If you are trying to devise a marketing plan for your business you need to establish who you are trying to reach and decide which mediums are going to be best for the biggest outreach and return on investment (ROI). Using traditional media as a channel to bring people to your social media, website, and digital media can optimize your reach. So you would preferably want to use both digital marketing and traditional marketing in your media plan.
Overall, more people tend to trust in traditional ads over digital since anyone can post digital campaigns. Traditional can establish brand recognition and trust in your brand. Some traditional media also still has a higher ROI than digital, so it is important to take a look at what will reap the most benefits for your business.
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