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Recent Study Shows Traditional Advertising is Still a Priority


Control changing the channel


It may be easy to think that most advertising dollars these days are going towards digital, but a recent study by the World Federation of Advertisers shows this isn’t the case. Although brands and marketers see the need to be present in the digital world, they also see the importance and benefits that traditional advertising can provide.


When looking forward at planned advertising efforts in 2020, 75% of the surveyed companies said they will rely more on media shops to buy traditional media, and 64% of them said they’ll rely more on them for media planning as well. The expertise an advertising agency can bring is incomparable and can be the difference between the success or failure of a brand’s campaign. Thanks to the experience of trained staff, strategic tools and software, as well as the relationships agencies make with stations, an agency can provide insight, strategies, and competitive pricing that an in-house marketing department wouldn’t be able to provide.


When asking the advertisers themselves how they will approach 2020, 60% stated that traditional advertising, like TV and radio, are still a priority while 14% said it was their top priority. Although digital advertising has its benefits due to consumers spending so much time online, traditional advertising hits home with most audiences in ways that digital cannot. For instance, capturing the eyes and ears during drivetime with outdoor billboards and radio ads can be a way to capture audiences when they are off their tablets and computers. Although audible content like Sirius XM and podcasting are rising in popularity, a recent study by Edison Research and Triton Digital shows that 82% of people 12 and older still listen to the radio while in the car.


As for what these surveyed advertisers were planning in terms of messaging, 55% said their ads were promoting brand awareness while 31% said it was a combination of brand awareness and driving a purchase. But advertisers recognize there is a delicate balance between helpful messaging and annoyance. 60% said they know people are becoming more turned off by ad clutter coupled with an added distrust of advertisements by consumers.


The advertising landscape has certainly changed, but this study reinforces the necessity of traditional advertising in any marketer’s campaign. The PM Group has an expansive list of capabilities to give your company a strategic marketing plan that can include traditional advertising as well as data-driven digital solutions. Whether you are interested in television, print, radio, or more, we offer services capable of meeting your campaign’s needs. If you are ready to develop and grow your business, call us at 210-490-2554.


About The PM Group: The PM Group was founded in 1988. For over 30 years, the agency has continued to grow and is currently listed as San Antonio’s Largest Advertising Agency by the San Antonio Business Journal. The PM Group’s client roster spans numerous industries including automotive, CPG, entertainment and sports marketing, legal, business services, non-profit, real estate and fitness. In addition, the agency hosts an annual Charity Gala that to date has raised millions of dollars for local San Antonio area non-profit organizations in the last 15 years! In the past 5 years, The PM Group has raised both directly and indirectly over $3.5 million for these charities. It is our way of giving back to the community that we so humbly serve.

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