Traditional Advertising on platforms like Broadcast TV, Radio, Out-of-Home, and Print give opportunities for companies, big and small, to connect and spread the word to their target audience. MPP has decades of experience finding and leveraging the most effective traditional channels for clients. Traditional advertising has incredible reach and is great for generating brand awareness.
Broadcast TV Advertising
With all the streaming options available these days, it’s easy to forget where television started. That’s right, we’re talking about good, old-fashioned Broadcast TV. This form of television is delivered to millions of households around the U.S. using public airwaves. Broadcast TV stations include legacy networks like CBS, ABC, and NBC, and delivers news, sports, and syndicated programming at no cost to the viewer. MPP has full access to Broadcast TV and can place your commercials with local and national providers, on specific shows, at specific times.
Benefits of Advertising On Broadcast TV
With all the talk of cord-cutters, many people wonder if Broadcast TV still works. In short – it does. Broadcast TV has incredible reach and continues to air some of the most widely watched live events, like the Super Bowl. Broadcast is a great way to get your message in front of a wide audience and expand brand awareness.
Viewers watch live which means they are engaged with commercials
Commercials can cover a large geographic area
Ads are run in a brand safe environment
Local News – Broadcast’s Bread & Butter
Local morning and evening news is the bread and butter of many broadcast stations and gives advertisers access to regional audiences who want to stay informed of news, weather, sports, traffic, and local events. The viewer demographics may surprise you – while consumers 55 and older do watch the most news, younger generations are driving the growth of news consumption. Consumers 18-34 increased their total news consumption by 134% between 2019 and 2020. People of all ages depend on broadcast news to stay informed on what is happening in their community.
The Future of Broadcast TV
We’ve shown that broadcast isn’t dead, but with audiences consuming more digital media, Broadcast TV must evolve to stay relevant. These are a few changes we expect to see in the future:
Advanced technology will deliver more timely and accurate local information
Expansion To OTT
Expanding news coverage to OTT (Over-The-Top) services
Is Broadcast TV Advertising a Good Choice For Your Business?
You don’t need a Super Bowl sized budget to run broadcast ads. Broadcast TV can be affordable and a great addition to your media plan if your goal is to reach a large number of people. MPP’s media planning experts create broadcast plans that reach your target audience on the programs they are tuning in to.
Radio advertising is a low–cost and efficient way to reach listeners across the U.S. Best of all, it’s free, unskippable, and available to almost every American on the road today. Nearly the entire U.S. population has access to terrestrial radio, making it one of the easiest ways to reach millions of ears across the nation. MPP offers complete terrestrial (AM/FM), satellite, and internet radio advertising options. We use enterprise–grade media buying tools to evaluate and purchase stations, schedules, and spots based on how efficiently they will reach your target audience.
of Americans ages 12 or older listened to terrestrial radio in a given week
Who’s Listening to Radio?
Although streaming services like Spotify and Pandora have entered the radio market, loyal listeners also continue to tune into their favorite traditional radio programming. In 2018, 89% of Americans ages 12 or older listened to terrestrial radio in a given week, a figure that has changed little since 2009. Radio isn’t going anywhere soon.
Buying Radio Ads
Radio ads come in a variety of styles, from catchy local jingles to sponsored weather reports. To run a traditional radio spot, advertisers pay stations for airtime and the radio station broadcasts the commercial to its listeners.
The Cost of Radio Ads
Radio stations sell spots in increments of :15, :30, and :60 seconds. Advertising rates fluctuate throughout the day to correlate with shifts in audience size. For example, morning and evening rush hours generally have the largest number of listeners tuning in – therefore, these ad spots are more desirable and expensive.
Types of Radio Ads
There are a few common types of radio ads that can be played on air. Live reads are commercials voiced by radio personalities. These ads tend to take on a more conversational tone and are meant to engage audiences using the DJ’s personality. Another option is prerecorded ads. These can be anything from jingles to sponsored commercials.
With thousands of options out there, you want to know who is tuning into each station. MPP relies heavily on data to select stations that offer the best value to you.
Is Audio Advertising a Good Choice For My Business?
Traditional radio advertising continues to have many advantages and can be an effective part of a full-funnel media strategy. Radio has massive reach and loyal listeners who have schedules set around specific programs. Compared to other traditional strategies, radio can be a more cost-effective advertising option. MPP’s traditional media buying team combines decades of experience buying radio spots with technology to choose the radio mix that has the best ROI for you.
What’s big, bold, and can’t be skipped? Out–of–Home (OOH), the tried-and-true form of advertising found on billboards, digital displays, public transit, park benches, bus stops, and more. Although OOH advertising may seem old fashioned, it’s far from obsolete, and could serve as a crucial part of your full-funnel media plan. In fact, many businesses continue to add OOH to their media mix, with advertising revenue growing by over 23% in the past decade. Today’s OOH is continually evolving to deliver more engaging, immersive, and effective connections with consumers.
OOH Drives Action
of consumers who saw a billboard noticed the ad message
of consumers searched for a brand online after seeing an OOH ad
of consumers who saw a directional OOH ad immediately visited the advertised business
How To Purchase OOH Advertising
boIt’s true that nearly anyone can buy space on a billboard, but there’s more to it than designing an ad and deciding where it should go. Advertising on a billboard, or any type of OOH space for that matter, takes some understanding of how the industry works.
Finding a Vendor
OOH advertising space, like billboards or public transit kiosks, are typically owned by vendors that rent the space to advertisers. Amajority of inventory is owned by large vendors, although smaller vendors may own some regional boards. MPP’s traditional team has longstanding relationships with many of these vendors, taking the guesswork out of figuring out who owns each OOH placement.
A great deal of strategic planning goes into choosing the best OOH placements for your campaign. MPP’s team has access to important information about each board, such as the vendor unit number and board impressions, and a Google street view that provides a virtual drive-by.
OOH is Measureable
OOH advertising is generally found in highly trafficked areas, which can significantly increase your reach. Unlike digital advertising methods, which can display metrics in dashboards, the effectiveness of OOH advertising is often measured using demographics and psychographics. Since these ads are heavily location-based, MPP’s traditional media team takes into consideration where they are placed to have the most significant impact. Below are a few ways we determine the performance of OOH ads:
Impression figures can take into account elements like circulation, an estimate of the total volume of traffic that has passed a display. Other impression figures include census data, travel surveys, and data modeling.
This information comes from the latest censuses and travel surveys. These are modeled into millions of trip paths to understand whom your ad is reaching.
Promo codes, links, social media accounts, and other online information featured on your ad’s message can be tracked to see how frequently people are visiting these since your OOH advertisements have been live.
The Future of Out-of-Home
It’s no surprise that Out–of–Home is going digital. Digital Out–of–Home media (DOOH) offers dynamic and interactive content delivery. With DOOH, advertisers have the ability to change creatives dynamically based on anything from current weather conditions to flight arrivals. This exciting new technology is driving much of the growth in the OOH space.
Is Out-Of-Home Advertising a Good Choice For My Business?
Media Place Partners is unmatched in integrating effective outdoor advertising into your media plan. These bold and unskippable ads can be a great way to break through advertising clutter. MPP’s traditional advertising team has planned and purchased outdoor media across the country for over three decades. Our experience, combined with state-of-the-art tools, delivers efficient, effective OOH campaigns that work seamlessly with your other advertising strategies.
Where do businesses turn when looking for an impactful, visual way to reach their customers? Print advertising. In a world that is increasingly digitized, you may be surprised to learn that print remains major player many media strategies. Print advertising is any physical advertisement in printed media, such as newspapers, magazines, posters, and direct mail. MPP’s traditional team has extensive experience in placing print ads where your target audience is reading.
Print’s Powerful Audience
Newspapers and magazines are flagships of the print world and cover a wide bench of topics in local, regional, and national publications. Consumer magazines cover a variety of interests, including sports, hobbies, fashion, health, current affairs, and local topics. Trade and business magazines are tailored for specific industries, such as finance or tech. You can target your target audience based on the publications they are most likely reading.
Magazine Readership Remains Steady
Magazine readership is steady across generations. According to MNI, Baby Boomers read 9.2 magazines per month, Gen Xers read 9.1, and Millennials read 8.9.
Effectively Using Print In Media Strategy
To have a successful print campaign, it can’t be treated as a stand-alone advertising method – it needs to complement your other strategies. Digital and print advertising should work hand-in-hand with each other. Below are two ways to incorporate these strategies in a holistic way.
Keep branding consistent across traditional and digital platforms to maintain brand awareness. This includes everything from imagery, to color, to writing style.
Add Digital Elements
Adding a call to action, URL, social handle, or hashtag can tie printed pieces back to digital campaigns.
Is Print Advertising a Good Choice For My Business?
Print is one of the oldest forms of advertising and continues to grab the attention of readers. Incorporating print into your media mix diversifies the touchpoints you have with your target audience, not just when they’re online. At MPP, we put print placements where your audience is reading. Print isn’t dead – without traditional methods, you could be missing out on an important segment of your customer base.