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Media InSite News is a monthly educational newsletter distributed free via email to executives, managers & professionals in communications, public relations (PR) marketing, customer service and media.
Even with the recent thrust towards the digital transformation of our economy due to the restrictions of the ongoing COVID-19 pandemic, traditional advertising is still king in the Caribbean. While investment in advertising overall has dropped due to economic challenges, most regional brands allocate the majority of their advertising budget to print, TV and radio as they still bring in the highest Return on Investment. Here are three reasons why your brand should continue to invest in traditional advertising.
Advertisements on local tv stations, radio stations and newspapers are guaranteed to be received by your intended audience: locals. They will fully understand the context of the message, references made and any colloquial language used. Online advertising on the other hand is reliant on computer algorithms and parameters that still run the risk of sending your message to the wrong target.
Traditional advertising also ensures that your message reaches the older demographic who may have little to no exposure to digital ads. This is particularly essential for top advertising industries such as banking and finance and food and beverage (as revealed by Media InSite’s data). Using traditional advertising ensures that potential consumers of all ages are informed of important company announcements including acquisitions, mergers and new products. For example, Carib Brewery debuted its official commercial for its World of Change campaign on television in T&T.
With the ever-looming threat of computer viruses and scams often disguised as ads and other promotions, there is often a negative sentiment associated with digital ads. A survey by HubSpot revealed that 73% of consumers disliked online pop-up ads and viewed them as the least trusted type of advertising. Brands can also be boosted by the reputation of trustworthiness associated with official media houses.
With advertising online, especially on social media, comes the pressure to constantly reinvent your brand’s image, including your ads. While two or three versions of an ad may suffice for the duration of a campaign on traditional media, twice as many variations are needed for digital ads to capture the fleeting attention of potential customers. In this way, traditional advertising, though seemingly more expensive than digital ads, delivers longevity.
Suzette Bonas is a Broadcast News Monitor and Digital Content Creator at Media InSite Ltd.
Media InSite News is a monthly educational newsletter distributed free via email to executives, managers & professionals in communications, public relations (PR) marketing, customer service and media.
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