How is Traditional media advertising faring in the age of Instagram & Facebook?


Since the very inception of the concept of advertising, it has been going through a constant evolution. When earlier people trusted newspapers, radio, and TV as their window to information, today mediums such as Facebook, Reddit, Tumblr are changing the face of content dissemination through their regular updates and interactive medium. With the meteoric rise of new media, questions are being regularly raised on the relevance of traditional media in today’s age. Can a newspaper or a radio advertisement campaign create the same impact as that of an Instagram or Facebook sponsored ads? In the present society culture of 140 characters or less, where do traditional media channels stand?

The advertising market in India is forecasted to increase by 2.84 billion U.S. dollars between 2015 and 2018. Traditional medium advertising such as in newspapers, radio, Television, out of home are very much relevant in the present market scenario and continue to drive the highest ROI against any campaign. TV and print continue to be strongest advertising media in the country and account for the largest chunk among all other competing mediums. Spending on internet advertising has also seen substantial growth but still continues to be a timid figure in comparison to the traditional mediums. According to a report released by a research firm, e-Marketer, Indian adults spend about two-and-a-half hours per day on traditional media including television, radio, newspapers, and magazines, compared to the one hour they spend on digital media on average. So what is it that still favours traditional channels in the age of constant communication and gratification.

Traditional media continues to be a favourite among marketers because of the capability of the medium to segment and target different set of audiences. It has a widespread yet a very targeted reach. While people might be discovering news through their Facebook feed, these are generally in snippets and to read the entire story they are often redirected to traditional media sources. While new media has presented some unique challenges, it has also helped traditional media innovate itself and bring newer forms of advertising. Along with providing access to a targeted audience, traditional media sources continue to be the highest drivers of ROI of any advertising campaign. In an economy like India, the power of traditional channels can never be ignored in order to reach the relevant audience set. It provides brands access to that important audience set that still remains elusive online. According to a report by PwC, the Indian newspaper market will remain much more resilient to digital disruption than its counterparts in the rest of the world. This proves that old media channels are far from dead and continue to thrive and influence audiences in spite of the growing challenges.

releaseMyAd, India’s largest online ad booking platform provides a stage to brands to target consumers by reaching them through various advertising channels like newspapers, radio, television, and magazines. From helping our clients plan their campaigns to procuring media at the lowest available rates, we have been providing media buying service to clients like PharmEasy, Swiggy, Label Ritu Kumar, Organic India, Luxury Escapes, Nykaa, among others. releaseMyAd by leveraging industry data and through strategic negotiations have been continuously providing relentless advertising service to lakhs of advertisers across the country.