After spending many years buying and planning media, I've heard countless proclamations about the "death" of various mediums. Spoiler alert: it’s not dead. Sure, technology has accelerated change at an exponential rate, but traditional media can still play a role in today’s advertising landscape—it just requires a more thoughtful and strategic approach.
The media landscape is increasingly fragmented. Gone are the days when a simple broadcast buy would reach nearly everyone. Today, people consume content across countless platforms, often simultaneously. This shift makes it more important than ever to:
- Know Your Audience: Who are they? Where do they spend their time? What platforms do they trust? What content resonates with them?
- Know Your Goals and Objectives: What are you trying to achieve—brand awareness, engagement, conversions? Your strategy should align with these goals.
- Take a Holistic View: Think of the media plan as an ecosystem where each component supports the others. The days of broadcast-only buys may be behind us, but broadcast TV can still amplify the reach and effectiveness of other tactics.
For Example, according to WARC, incorporating broadcast TV into a cross-channel campaign can: Improve generic search by 8%; Improve online video effectiveness by 20%; and Boost paid social results by 31%. That’s serious value. When used strategically, traditional media doesn’t just reach people—it enhances the performance of other tactics.
In today’s world, it’s all about meeting your target wherever they are. That means leveraging traditional media alongside digital to increase reach and frequency. The goal is simple: put your message in front of the right people, at the right time, on the right platform.
So, is traditional media dead? No, I don’t believe it is. Yes, it’s more fragmented than ever before and changing—just like everything else in this ever-changing world. The trick is to stay adaptable, know your audience, and embrace the full spectrum of media tactics available to you.
Because if there’s one thing I’ve learned, it’s that great media strategy is never about “either/or.” It’s about “both/and.”
