Marketers are turning away from the digital world and increasing their budgets for traditional advertising, via TV, print and radio. This trend stems from several key reasons:
- Many consumers express frustration with ads that clutter their digital space and often don’t engage with them, but instead are more likely to engage with advertisements in traditional media like TV, radio or print.
- Consumers also trust advertisements in traditional media more than digital advertising. Consumers also trust their podcast hosts, with 45 percent of listeners believing that their hosts use the products mentioned in the show. Trust then, is a driving factor in turning to more traditional methods.
- New data usage policies suggest that data-driven approaches to marketing, such as third-party cookie trackers, may soon be phased out meaning advertisers need to turn back to more traditional approaches.
- Digital media can also lift up traditional advertising, with the advent of technology like QR codes allowing advertisers to integrate traditional methods and robust information into snappy digital tools. In the same vein, some advertisements on TV can be targeted to certain segments of the public, bringing the digital personalization marketing methods to a traditional platform.
- There is also some evidence that targeted advertisements online can backfire, with consumers disliking advertisements that are unfamiliar and feeling as though they are infringing on their choices.
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