Only advertising online? Why you should consider offline too…
by April Wardy

Online advertising has revolutionised how businesses reach their target audience. With the ability to target specific demographics, track performance metrics, and optimise campaigns in real-time, online advertising offers unparalleled convenience and effectiveness. However, in the pursuit of digital success, it’s essential not to overlook the value of offline advertising methods. Here’s why you should consider adding offline channels into your marketing mix…

Brand Awareness

While online advertising can generate significant brand visibility, offline advertising provides a tangible presence that’s hard to replicate digitally. Physical ads, such as billboards, brochures, and newspaper ads offer a sensory experience that engages potential customers in a unique way.

Targeting specific demographics

If you’re only used to running online campaigns, you may be surprised that many offline channels also allow you to target specific demographics. For example, if your target market consists of older individuals who are less tech-savvy, traditional methods like print media and television can be instrumental in reaching and engaging this demographic. New technologies like Connected and Addressable TV combine traditional formats with modern targeting.

Building trust and credibility

Offline advertising enables you to build trust and credibility with potential customers. Seeing your brand featured in reputable print publications or hearing your ad on the radio creates a sense of legitimacy and authority.

By combining online and offline advertising efforts, you establish a comprehensive marketing strategy that fosters trust and bolsters your brand’s reputation. In fact, a 2023 Newsworks report found that advertisers using a combination of publisher’s print and digital offerings saw an effectiveness uplift of 61% vs those who didn’t.

OOH (Out-of-home advertising)

Billboards and posters are a great way of ensuring high visibility in a specific area. Placing eye-catching advertisements in strategic locations can capture the attention of passers-by and create brand recognition. With carefully crafted messaging and compelling visuals, out-of-home advertising can generate considerable buzz and leave a lasting impression on your target audience.

In recent years, digital billboards have evolved substantially, enabling everything from live responses to the current weather, to incredible 3D effects!

Direct Mail

Direct mail may sound old fashioned, but it’s still incredibly effective. Quite simply it involves sending physical promotional materials, such as brochures or postcards, directly to individuals’ mailboxes.

This method allows you to target specific households or businesses, ensuring your message reaches the intended recipients. Direct mail marketing offers a personalised touch that can yield higher response rates compared to digital marketing methods. A 2021 whitepaper from WARC found that those who ran direct mail campaigns in conjunction with other channels were 52% more likely to report ROI benefits.

Television and Radio Advertising

Television and radio advertising provide broad reach and the potential for captivating storytelling. These traditional mediums allow you to showcase your brand’s personality, evoke emotions, and engage audiences through audio and visual elements. By leveraging the power of television and radio, you can reach a wide demographic and create a lasting impact.

Integrating online and offline advertising

While digital may make up nearly 75% of all UK adspend, it’s essential not to disregard the value of offline advertising. By combining both online and offline strategies, businesses can create a holistic marketing approach that reaches a broader audience, establishes trust, and produces lasting results.

To discuss how you can benefit from running offline campaigns, contact our specialist team today.

August 3, 2023

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