The pandemic has ushered in the age of mobile – but how should advertisers respond? Are digital ads the better route? Or is traditional media still king?


In a year when global ad spend has fallen by around 10%, understanding bankable ad channels are integral to making the most out of your budget.

Traditional media remains relevant

Streaming services have taken a huge chunk of audience share this year. Despite this, broadcast TV still holds the most screen time with 64% of consumers favoring broadcast TV vs its online counterpart with only 26%. 

However, it’s not just the popularity of broadcast TV that makes it attractive to advertisers.

 

Consumers get a more emotional response from this than any other advertising platform. According to a study done by GlobalWebIndex, “TV ads are more likely to be described as diverse, memorable, funny, or entertaining and less likely to be associated with negative adjectives like intrusive or excessive.”

 

Email marketing does not provoke the same kind of emotional factor as broadcast TV. However, associations with “relevant, helpful and information” make it a perfect avenue to reach an older, info-hungry demographic.

 

Meanwhile, social media has grown as the rising star for advertisements with a 50% growth on ad spend on the platform, year-on-year. It’s associated with “personalized” – something consistent to what the Gen Z audience expects.

Looking after consumer demands from ads

Developing a detailed target audience makes the foundations of any marketing campaign. Step one includes detailing the demographics that, more often than not, includes generational profiling.

 

Consumers of different ages look for different things in ads.

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