A shift is underway in advertising spending towards traditional media, such as newspapers, radio, television and events. This was highlighted in an article titled Why Marketers Are Returning to Traditional Advertising, published in the
A shift is underway in advertising spending towards traditional media, such as newspapers, radio, television and events. This was highlighted in an article titled Why Marketers Are Returning to Traditional Advertising, published in the prestigious Harvard Business Review on April 29.
While experts have long predicted the demise of traditional advertising, the article says it is alive and well and heading for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break up digital clutter, the decline in third-party cookies, and more.
The study also highlights the fact that advertisers are beginning to turn to traditional media because they believe it offers a better return on investment.
According to the study, traditional ads are seeing increased engagement, with consumer-facing businesses leading the change, with B2C services companies predicting the largest increase in traditional ad spend (+10.2%), followed by B2C products (+4.9%) . Companies that make 100% of their sales via the Internet are leading this trend.
It was also found that the top five most trusted ad formats are all traditional, with customers trusting most print ads (82%) and therefore marketers can use traditional advertising to build credibility. the brand and the trust of jaded buyers.
Commenting on this, Girish Agarwal, Director of Promoter, DB Corp, said: “Dainik Bhaskar Group has always maintained that print media enjoys the highest trust among its readers due to greater editorial integrity. The advent of fake news has also taken a toll on the trustworthiness of some of these digital media and as a result advertisers have not been able to establish a strong connection with their target audience. HBR’s article validates a trend we started seeing a few quarters ago, where even new-era companies were looking at print media in general and Daïnik Bhaskar especially for their advertising campaigns. Above all, it validates what we have always believed in – keeping readers at the center of all our efforts.
Read it harvard business review article here.
Study shows higher returns for traditional media advertisers