Broadcast Versus Digital Advertising: Is There Room for Both?
There has never been a better time to buy advertising.
With more media options than ever before, it’s an ideal time to reach your target customer. But the wide range of options can overwhelm someone who has never bought advertising before. One space that can be particularly perplexing is television, where marketers can be intimidated in navigating the choice between digital television and broadcast television.
And while it’s easy to assume that digital may automatically be the way to go, Lisa Montague, Vice President of Media and seasoned media buyer, says not so fast.
Traditional broadcast still has the best reach.
“If you’re wanting to reach a wide demographic, or an older demographic, spending money on broadcast advertising could be a wise investment.”
Advertising on digital television platforms such as Hulu or Netflix, or network streaming services such as CBS All Access, allows marketers the opportunity to really get specific with who the content is reaching.
“Digital really allows us to get more granular within the target demographic, and drill down into the consumer habits of the viewership,” Lisa said. By using digital, we can get highly targeted in who we’re trying to reach.”
It’s a great strategy for organizations who are more focused on spending their dollars to reach a certain type of consumer instead of a large population.
And while Lisa cautions that it’s not a practice you’d use every time, the ideal marketing mix in many circumstances for television could be a combination of both digital and broadcast advertising, particularly with consumers between the ages of 25 and 54, where there’s significant overlap in media consumption habits.
However, at the end of the day, Lisa says the most important thing in any ad buy – regardless of medium – is knowing your audience.
“The biggest mistake clients make when buying media is buying based on their own habits and likes” Lisa said. “You may think you know your customer, but how well do you really know them? Sure they might be buying your product, but how are they spending their time on the weekends? What hobbies do they have? How many kids do they have? You really have to look at the research because the better you know the person you want to reach, the easier it will be to determine how to get in front of them.”