Radio & Newspaper or Internet & Television?

Ok so you have an advertising budget, now to choose how to best use it? Most people consider the following mediums:

Radio Advertising

The ‘good ol days’ of having the radio on in the background at home or even at work is largely gone! People often listen to the radio in the car to and from work, but during other times will stream it from an online radio station (free from commercials) or listen their own portable music from their phones or iPods. Think of your own day – do you listen to more radio or watch more TV?

Newspaper advertising

The question needs to be asked – if radio is a dying medium, where does that leave newspaper? True, people still read newspapers, but the popularity of reading newspaper articles online (without the advertising) has dramatically increased, as people want their information delivered quicker and in a more engaging and entertaining way. Its interesting that newspapers still charge excessively for their print advertising space, which is limited to a specific local audience.

Internet and Television Advertising

It has been thrown around that television fits in the ‘dying’ category too, and to a large extent it is. Cable television has introduced a massive number of channels to a large amount of people who now watch cable more than the free-to-air channels Seven, Nine & Ten. Therefore in order to maximize market penetration, you need to advertise on more channels.

That being said, this doesn’t discount television as probably being the most effective of all advertising methods today. Most people have a television in their homes and most will turn it on at least once a day. Additionally although Cable television makes up a significant proportion of television owners in Australia, the majority of viewers still watch free-to-air channels. Plus if you were to spread your advertising budget to cover some of the cable channels too, then you’re covering all bases.

Combine television advertising with carefully targeted internet advertising campaigns,  and you will have a very effective advertising solution. With most viewers clicking off a website if it hasn’t grabbed them in the first 30 seconds, the integration of your television campaign (or a variation of your television campaign) on the front page of your website will aide in the effectiveness of your strategy. According to a recent CNN International report “brands who choose multimedia campaigns to communicate their advertising messages are more memorable to consumers and are more likely to enhance perception of their brands.” An advertisement on TV alone was recalled an average of 20% of the time, however this jumped to 33% when TV AND internet advertising efforts were introduced. This study also introduced eye-tracking technology and found that viewers responded well to video content on websites and took from 66 to 80 percent of their attention.

The conclusion? Combine television advertising with a great web video at the same time and your business can dominate your competition that are utilizing older methods to advertise. ProMojo can help you create a fantastic advertising campaign for television and internet, and they will get noticed! Contact us for an obligation free consultation.

Regards,

Philip Johns

Director

ProMojo Video Promos