How Digital Media Is Overtaking Traditional Media

If you place an ad on TV, do you really know how many people you’re reaching?

Consumers change channels during ads, watch their TV shows later (without the ads or by fast-forwarding over the ad block) or don’t pay attention at all, looking at their phone instead.

Let’s say you’ve chosen to place an ad on the radio instead because it’s less expensive. Again, do you know exactly how many people have heard your ad? Is it really your target audience? Were they paying attention? Was your ad played at a peak listening time?

And what about web advertising? What are the advantages of investing your budget in that?

Be able to quantify, analyse and calculate your ROI (return on investment)

In a web ad, the number of impressions is a difficult figure to evaluate—just like in TV or radio ads. Still, the web allows you to go further, like, for example, telling you the number of clicks on your ad.

The number of clicks provides you with precious information:

By comparing it with the number of impressions, you’ll get the CTR (clickthrough rate), which lets you compare the effectiveness of various visuals and media.
By comparing the number of orders made on your site (or the number of pages seen), you can evaluate the quality of your website and of the product you’re offering, but also the quality of traffic generated according to each type of media.

In a TV or radio campaign, it’s impossible for you to access this data.

For your next sale to be a success, here is what needs to be put in place:

Advertise where people are

The web offers you a better reach. Consumers are constantly online, whether on a search engine, a website or social media. They even consult the web while watching TV or listening to the radio, so it’s best to be present on the media that holds their attention the most.

Not to mention that with the web, borders no longer exist! You can sell your products to consumers around the world. If, however, that’s not your goal, you can easily limit where your ad airs by using readily available tools offered by most web media to target by city, region or country.

Use targeting to reach a specific audience

Carefully targeting your ad is the key to its success. The web is the medium offering the most sophisticated targeting. In contrast to TV or radio, you can target consumers according to an infinite number of characteristics: location, interests, web navigation, gender, language, etc.

What’s more, you can combine various characteristics to create even more precise targeting. For example, select an interest in home appliances along with a location close to one of your stores.

If you wish to…

Send out your ad to a targeted and qualified audience.
Be able to measure the effectiveness of your ad, your promotions and the media used.
Be certain you’re investing at the right place and where people spend the most time…

It’s time to place the web at the core of your marketing strategy! The next step: deciding on your media mix.

If you need help figuring out which media best fit your needs, just get in touch with one of our specialists!

Contact our team of specialists