Digital VS Traditional.
We’ve all questioned where our brand will thrive. Traditional has been shrinking in attention while Connected TV (OTT, CTV, Advanced TV) and Internet Streaming Radio are improving performance and targeting capabilities. As the industry evolves, advertisers are transitioning to platforms that better align with their brand.
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Better Targeting
Put your money where it counts. Through traditional TV advertising, a good portion of your views go to the wrong audience. Ads served where they really matter increase the chances of a sale. Using Connected TV, you can refine who sees your ad, whereas with traditional methods, you’re winging it. - Consumer Insights
Where is your audience? What’s the demographic? How high is their intent? These questions are near impossible to answer in the traditional advertising landscape. Connected TV and Streaming Radio allows us to see what content is engaging with targeted consumers, how long they watch or listen to ads, how many times an individual is served an ad and even if they take action and visit the advertiser website. - Additionally, when utilizing a Media Attribution model, advertisers can see the entire user journey such as:
Watching an ad on HULU or through Apple TV→
Being served a banner ad →
Doing a Google Search →
Hearing an ad on Spotify →
Visiting the advertiser's site and converting. - Consumer Adoption
Everything is constantly evolving. So should your ad platforms. Rotary phones are obsolete, and smartphones have taken over. The shift is rapidly accelerating in today’s digital environment and people are consuming media in new and different ways. 2019 is the year digital media consumption surpassed traditional broadcast television. No longer are consumers willing to sit through 2-5 minutes of a commercial break during their favorite sitcoms.
- Cross-device Ad Serving
Frequency is costly for traditional TV ads. Your budget and ad effectiveness go significantly further when you shift your budget to a more digital-friendly environment. The platforms serve your audience wherever they are and whatever they use.
No matter your industry your competitors are investing more in digital and less in traditional. Consider doing the same. It will be more expensive to catch up than to get ahead.
