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Traditional Media is Not Dead: Why Radio and TV Advertising are Performing Better Than Ever in Integrated Campaigns

Traditional Media is Not Dead: Why Radio and TV Advertising are Performing Better Than Ever in Integrated Campaigns Rebecca Tann
In today’s digital world, some marketers say “traditional media” like it’s a dirty word. Television, radio and even print media are regarded as passé in a fragmented digital and mobile landscape. Brands are drilling down to produce ever more niche content and engage directly with consumers and stakeholders via emerging platforms.

In reality, traditional channels are far from the outdated broadcasting tools that this notion suggests. In fact, for certain audiences, they remain a highly effective way to deliver a marketing message as part of a holistic marketing campaign.

Today’s marketing environment offers a huge variety of channels and tactics to professionals, and some of the “old school” tactics are still performing well and often outperforming their more current alternatives.

A Case for TV and Radio

With the growth in digital advertising, traditional mediums like TV and radio advertising are best complemented by campaigns in social, mobile, online, etc. Believe it or not, such channels as social media is actually boosting TV/radio advertising efficacy, not contributing to its demise.

Radio and TV advertising are performing better than ever in integrated campaigns. Take for example Geico’s TV spot featuring the BroStache app. The company executed a true integrated campaign by developing a central concept and successfully translating it across different mediums – in this case, developing a uniquely branded app for mobile and Facebook. The BroStache mobile app cleverly extended brand awareness through these different channels and engaged a target group of tech-savyy consumers, prolonging the life and impact of the television ad.

Through non-traditional avenues like mobile and social media, TV advertising becomes more important not less. Even with the rise of digital, TV is still one of the most influential ad mediums. Consider these facts:

  • PricewaterhouseCoopers estimated that advertisers spent $63.8 billion on TV, about 75% more than they did on online ads and on all other traditional media combined. In addition, TV is expected to see healthy growth through 2017. U.S. advertisers are expected to increase their spending on TV this year by nearly $2 billion to $66.35 billion according to forecasts from eMarketer.

  • The radio industry’s over-the-air (OTA) revenues increased in 2012, growing to $14.3 billion, a 1.5% change from the year before, according to a recent report from BIA/Kelsey. OTA revenues are expected to continue to account for approximately 95% of radio revenues in 2017, when total revenues are predicted to reach $17 billion.

In addition to online advertising, branded online destinations are helping drive radio revenues. Radio brands, particularly radio personalities, are supported through integrated online efforts. More specifically, companies are producing exclusive video, creating relevant online content, and leveraging social media to draw listeners to their stations while extending their brand to new audiences.

The Results Speak for Themselves

While it is true that we are spending more time with multiple forms of media, TV and radio are still the dominant channels for news and entertainment. The average time that Americans consume TV and radio still account for 40% of the market, with 23.5% online, and 7.5% on mobile.

At Regus, we successfully used radio and TV marketing to generate leads and close real business opportunities. Regus’ TV and radio campaigns included strategic media buys on national programs such as endorsement spots with “Mike and Mike in the Morning” and direct response TV and radio buys on Fox News, CNN, SiriusXM Radio and other news talk programs. As a result, Regus produced more than 40% new customers year over year, compared to only a 5% lift in new business prior to these campaigns.

Through integrated marketing campaigns, traditional mediums such as TV and radio are alive more than ever. So dismiss the notion that traditional media is dead. It’s not. It’s just evolved. And by understanding its evolution and implementing a holistic marketing approach, you can drive monumental value for your campaigns through traditional media and beyond.

Rebecca Tann is the Vice President of Marketing for Regus, the world’s leading provider of flexible workplace solutions with a global footprint of 1,500 locations in 600 cities and 100 countries. An experienced and dynamic marketing and sales...

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