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Aug 14, 2023
If you are a regular commuter, you are intimately familiar with this scenario. You find yourself sitting in bumper-to-bumper traffic on a major highway for what seemed like hours, silently praying that the gridlock will break soon. This particular highway seems to accumulate traffic. It’s also a perfect depiction of oversaturated advertising. Both sides of the highway are plastered with extended rows of billboards. You are overwhelmed by the plethora of billboards sitting on top of each other. Even more, you are scratching your head with confusion, trying to understand why marketing executives would spend thousands of dollars on such an outdated advertising medium that no one sees or remembers.
Can a company get much value from advertising on a billboard? Why do marketing professionals continue to spend money on channels that are not easily measurable and don't provide a substantial ROI? Is traditional advertising still effective as it once was? Traditional advertising has been around for centuries. It’s still a staple of marketing campaigns for many businesses.
However, as digital marketing strategies among many advertisers have become more refined, programmatic advertising has recently emerged as a new and innovative way to reach target audiences. This means traditional advertising may not be enough to capture and maintain the attention of modern audiences.
Over time, marketers have recognized the need to adjust their marketing channels and tactics in response to the changing behavior and preferences of modern audiences. Incidentally, they have begun to explore new and innovative ways to engage with consumers and build brand awareness in the digital age. eMarketer, in their 2022 report, reported the total spending on digital advertising surpassed that of print, radio, and cable TV advertising spending back in 2017.
Is programmatic advertising the way? To better understand which strategy is best suited for today’s digital age, let's explore the merits and drawbacks of traditional advertising.
Traditional advertising employs mediums like print, television, radio, billboards, event sponsorships, and direct mail. Although digital marketing is gaining momentum in most industries, traditional advertising has numerous benefits that made it a popular option among businesses for many years.
The digital marketing world is enormous, with advertisers vying for the attention of consumers across multiple platforms and channels. There are over 4 billion active internet users, globally, many of which are potential customers. It’s easy to get lost in a sea of new technologies, tactics, and strategies ushered in by these vast and ever-growing market trends and demands.
Just as a GPS uses data to help drivers navigate the long, windy roads and reach their destination, digital advertising, and in particular, programmatic advertising is a powerful tool that guides you through the crowded and confusing world of digital marketing. It uses real-time bidding (RTB) technology to ensure that your message is reaching the right audiences at the right time in the right places. Programmatic advertising is transforming the digital marketing landscape, making it more targeted, efficient, and effective than ever before in the digital space.
In today's fast-paced digital landscape, businesses encounter unique advertising challenges. To stay ahead of the curve, cutting-edge programmatic media buying solutions are a must-have. Mars Media Group is here to help.
Our technology and audience engine strength provide valuable insights into campaign performance, ensuring your ads are seen by the right audience at the optimal moment, resulting in unparalleled engagement and conversion rates. Moreover, our cost-effective approach maximizes every advertising dollar, boosting your return on investment.
Get in touch with us today to embark on your journey toward digital advertising excellence!