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“Television still dominates video viewing with a 95% share.”

Nielsen Q4 2015

Decoding Modern Marketing

8. Traditional Media

Many of us grew up in a traditional advertising world. This has all changed as the digital sun has risen, but you’d be surprised how many people still think it works the way it used to. As we all know digital has gobbled up so many things that were separate before: mail, TV, magazines, newspapers, books, music. A fun game is to make a list of how many things your smart phone can do that used to require a separate device.

The good news for the traditionalists among us is that old media is still alive and, if not full of vim and vinegar, at least not entirely decrepit. Broadcast media, TV and radio, have been going through their digital age challenges, with radio dealing with the internet and satellite and TV up against time-shifting and video online. Both, however, have been holding their own despite the headwinds. That’s because they are adapting. Carat projects that by 2020 80% of all media consumption globally will be digital. But TV viewing will actually go up, when you add digital TV channels to analog channels, and the same thing happens with radio and outdoor. The only one in trouble is print, which keeps sliding.

Old media is still alive and, if not full of vim and vinegar, at least not entirely decrepit.

Radio is still a great tactical medium to reach someone in their car on the way to the store, as long as they are not listening to Pandora, and as I mentioned earlier TV is effective for branding, if you can get by the fast forward button. Outdoor has reinvented itself with digital signage, and even good old direct mail has value as a counter-point to clogged up email boxes. In short traditional media still has a valuable role to play. Not the same role as before, but as part of an overall system, an effective contributor.

As with all media choices, the channels you use should be those that your strategic planning told you were the most likely to influence your target consumer at that particular point in their journey. Taking those channels as a starting place, the next challenge is to understand the audience profile of the media vehicle and the context of the programming to make sure if fits with your creative approach. Getting that alignment right drives the relevance of your creative or detracts from it.