Everyone assumes numbers of TV viewers are dropping off dramatically as online video quickly escalates. Though this assumption is definitely logical, lets look at the difference between assumption and reality, because after-all numbers don’t lie.
TV Wins- 1 point for old school
AdWeek recently published their article spotlighting online video ads: “Online Video Ads Have Higher Impact than TV Ads: Finds hard-to-reach audiences.” They go on to tell us the great stats for online video. What the author does not expound on is written in the first sentence “TV may still dominate the advertising market…” Meanwhile, PWC, published their article which reads “Despite the growth of digital media, TV advertising remains the place to be.” Even Forbes confirms TV advertising is the top. “For big brands there is still no better way to reach a mass audience and influence consumer behavior.” TV ads thrive, because “diversity and quality of television programs is at a high point.”
Digital Advertising Wins- 1 point new school
Print ads continue to be extremely pricey in comparison to online advertising. A half page ad being $1,500 while a full page could be $2,500-$13,000 depending on the magazine. The benefit of online ads, is you can track the different people who view them and double the viewers rather easily by taking note of their interests and view times. “Data drives smart advertising. Online advertising has it, and print media simply doesn’t,” (SMCpros). Even according to PWC, digital gains are the only thing making magazines catch up to the drop in falling print revenue. Really, print magazines are crashing despite the unchanging presentation in grocery stores and airports.
E-mail and Social Media- Tie
Now let’s compare e-mail with social media. Looking at the numbers, they are still about the same, so it becomes a matter of who your audience is and your brand’s preferred platform of presentation. The number one solution for great marketing on these platforms is strategizing campaigns and personalizing strategies as much as possible.
In conclusion, new school still has a journey ahead to make a win over old school advertising. Currently tied, this match will have to go into overtime for a fair contest. As time marches on, it will be interesting to see the change in mass media and digital advertising venues.
At Integrity Media, we specialize in all digital ad formats. Leaning towards new-school, we are your one-stop shop to take your advertising to the next level. If you have any questions or are in need of a marketing strategy, video, or re-branding, give us a call, and we will make your online strategy outsmart the competition of our time.