Does traditional advertising still have a future?
Advertising is necessary to make your products and services better known to your customers. However, it should be noted that with the advent of digital, traditional advertising has taken a hit. Many observers are therefore wondering whether traditional advertising still has a future.
But what do we mean by traditional advertising ? And can it reinvent itself ? This article will therefore focus on these two issues.
Qu’by traditional advertising we mean ?
In general, the traditional advertising is a means of mass communication encompassing the other forms of communication. It is therefore an effective tool used to influence the choice of a target. The target can be a user, a consumer, a voter or a user.
In addition, traditional advertising can also be seen as all the means used to make a product, a commercial or industrial company known to a given public.
However, it should be noted that there are well-defined objectives behind the use of this mass communication medium. Thus, you have objectives of notoriety allowing to make known the product or service or still objectives of image or affective whose role is to make like the product or service with targeted people. In addition to these objectives, you also have a behavioral objective in order to make the target act so that it changes its purchasing habits.
Within the framework of traditional advertising, certain media are used. This includes television through audiovisual sequences such as films, commercials and programs. Posters are also abundantly used and stuck at the level of the commercial zones, on the side of the road or still in the centers cities.
Apart from these two means of communication, some companies use radio, cinema or the written press to advertise in order to reach the target audience. These are techniques used by the’outbound marketing to reach a large enough audience.
Can traditional advertising reinvent itself ?
It's no secret that with the ubiquity of online viewing platforms, traditional advertising is no longer a viable option traditional advertising must be renewed and adapted to the digital era. Indeed, people do not pay much attention to long advertisements anymore. Moreover, should we point out that the duration of human attention has decreased from 12 seconds in 2002 to only eight in 2013. Hence the need for traditional advertising to reinvent itself.
This is why advertisers are turning more and more to the haikus of video advertising.
Also, social networks influence television a lot because before it was the TV messages that were observed on the web but for a while it is the opposite that happens.
To reinvent itself, traditional advertising has no other choice than to bet on its duration. For example, the American TV channel Fox uses the six-second advertising format on its airwaves alongside the traditional 15- and 30-second formats. From now on, it takes little time to convince.
And this is a reality. In fact, a video watched in less than three seconds generates nearly 47% of the total value of the campaign, while at less than 10 seconds, this value reaches 74%. With this, it is clearly noted that it is not necessary to watch a video entirely to see this magic happen.
Even commercials viewed for a few seconds help reinforce the brand and stimulate purchase intent in customers. However, the shortened advertising formats of the less traditional mini-documentary type provoke in the consumer a feeling of attachment to the character through the story of the latter. The traditional advertising has therefore the obligation to reinvent to follow in the digital age.