Do you remember the days when the ‘Giants’ of traditional media had to learn digital ways? Now digital natives must get educated about Television, print and billboards.
Nowadays, Digital Marketers are big supporters of Online Advertising, as you may expect, but offline –Out of Home, TV and Print –still has a bigger role to play in present campaigns. All things considered, despite the fact that digital is growing rapidly, global online spend is not projected to catch up with offline until 2020.
Since each medium has its advantages and disadvantages, I’m not going to pit them against one another — rather, I’d highlight how well they can cooperate.
We should take note of that the lines among online and offline are getting more obscured as TV and out of home (OOH) turn out to be more digitalized — all Television will eventually be bought programmatically, and digital OOH spend is expected to surpass $5 billion by 2022.
Access to data and technology is allowing these traditional media channels to become much more targeted, with more effective performance measurement and improved inventory buying.
For small firms, online isn’t just adequate, it’s amazingly effective. Yet, in spite of the fact that offline is commonly connected with large budget campaigns, regardless it has an essential role for both local businesses and (multi)national businesses that need to set up brand awareness by reaching a wide audience.
When would it be a good idea for you to use both offline and online?
You can plan a whole online or offline strategy, from awareness to engagement and from intent to conversion, but both the strategy can be even more useful when used together for customer journey.
Offline has a large reach which includes user which may never be reached online, but it’s costly to run due to high spend related to radio ads, banners, television, billboards and so on. Offline can also have a low cost per thousand impressions (CPM) versus online channels. The online channel is great for its return on investment (ROI), more narrow reach and measurability, but online can be more costly per thousand impressions compared to Television, for example.
Online is better suited for more conversion- and acquisition, while offline is suited for upper-funnel activity aiming to reach and brand awareness.