Traditional media
Classical or traditional media are distinguished from digital or digital media. More precisely, they are media and channels that are not connected to the Internet, i.e. "offline", which are different from "online" media:
Engagement with the message is deferred in space and time, by scanning a QR code, connecting to a url, searching online, etc.
In the choice of media, whether they are online or offline is not the most important. The role of the media agency is to recommend the best possible mix to achieve the campaign objectives.
Traditional media continue to play an important role in today's advertising, even though their market share has been gradually reduced with the arrival of digital media. They are generally perceived as more reliable and credible. They offer an immersive experience that cannot always be replicated online. Audiences are more captive, especially for TV, radio and cinema. They can be very effective in building brand awareness and reputation.
The question of measuring the effectiveness of traditional media is often raised.
Audience research is the first reference. These studies are carried out with representative samples of the population and provide data on the coverage and frequency of exposure on different audience profiles. For television, in mature markets, these measurements are made in real time (Médiamétrie in France, AGF in Germany, BARB in the UK).
Other techniques and indicators can be used, such as
- Scanning QR codes
- Generating search queries, app downloads, text messages or phone calls
- Recall testing, which compares post-campaign audiences that have been to the ads to reference audiences
- Impact on sales
- Pre- and post-campaign awareness studies
- Influence on the traffic of the brand's website
- The increase of brand mentions on social networks.
