Analog or Digital Advertising: How Do I Choose?
The advertising industry has changed a lot over the last few years, as technology had changed drastically and continues to change. Car dealers especially are put in a difficult position because of this. Is the best solution to move with the times to digital advertising? Won’t switching to digital alienate an entire market of potential buyers? Is analog even still effective? In this article, we’ll compare the strengths of analog and digital advertising in a way that answers these questions and hopefully any others that you may have.
Development of modern-day radio began as early as 1820, with a form of the version we’re familiar with becoming common by 1910. Television followed, and by the 1950’s, it was one of the most effective ways to shape and mold public opinion. Naturally, it was also a very common place to do advertising as well. Outdoor advertising on billboards strategically placed in both urban areas and alongside highways began appearing even earlier than both TV and radio, and print media has been around for a lot longer than that. Analog advertising has withstood the test of time, and is still widely used today in our modern advertising world.
One of the primary benefits of analog advertising is it’s much more difficult to turn off than digital advertising. It’s hard to ignore a billboard while driving down the highway, and most people don’t want to risk missing their favorite TV show just to skip the commercials. While more and more people are using Digital Video Recorder (DVR) devices to skip commercials, a survey by the Leichtman Research Group found that only 50% of customers who use a paid television service (such as cable or satellite) have a DVR in their home. This number may seem high, but think of how many people are NOT using paid TV services at all. Also, just because a person has a DVR doesn’t mean they’re using it to skip every single commercial. With radio, many listeners don’t go through the hassle of switching stations when a quick commercial comes on, and billboards are especially hard to ignore while driving down the highway. Now, take a moment to picture a potential customer hearing about your car dealership on the radio while seeing a billboard alongside the road at the same time. Talk about market saturation!
Print media can also prove to be effective because it’s tangible and present in a potential customer’s home. While emails are relatively easy to delete, most people aren’t going to throw out the whole newspaper because of the presence of your ad. Slap your logo on an ink pen; give a way several thousand and there’s a good chance people will still be using them a year or two later.
The advantages to digital advertising is it opens up new doors to leads and sales. For those who have already seen your ad on an analog platform, digital media gets it in front of their face another time, which increases the likelihood that they will do business with you. While not everyone still reads the morning paper, many people read online news, which can be capitalized on with a few strategically targeted banner or display ads. And then there’s social media, which is widely used by both the older and younger generations alike.
While there are a lot of arguments out there of whether analog or digital are the best, RadioVision believes that the most effective automotive advertising strategies blend the perfect balance of analog and digital to reach the most amount of customers possible. Don’t worry if you’re more familiar with traditional analog advertising, because you don’t have to fully understand the digital world to use our digital advertising services. You don’t have to know everything there is to know about advertising, because we take care of that for you!
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