With digital advertising moving toward the forefront, agencies are making changes in their media buying mix. Shifting a portion of TV ad dollars to digital advertising makes sense because it can expand reach while lowering cost for direct response marketers. The trick is figuring out how to master the balancing act.
According to AdWeek, advertising executives are not looking to force all TV and magazine buying into real-time exchanges overnight. But, it is clear they are modifying old-school colleagues’ ways of working, even if it is a slow process. Still, brands need both online media and TV to reach consumers effectively.
A clear benefit of digital advertising is that it is far more engaging than traditional TV ads. Consumers, for instance, have shown that they are willing to take the time to share a humorous or entertaining digital ad across multiple platforms such as Twitter and Facebook. Digital/social media can complement the power of TV ads, forming a dynamic partnership.
By combining traditional and digital platforms, the whole creates a more impactful outcome than either half could do on its own.