If you cruise around Malaysia’s capital city – Kuala Lumpur, it’s easy for everyone to notice the LED-Screen & print billboards are getting flashier than ever. Commonly, they are displaying on several infrastructures, including the highways, skyscrapers’ walls, high traffic junctions & etc. And those big brand advertisers on the billboards are excelling at both brick-and-mortar and e-commerce store, such as:
- Uniqlo (Japanese apparels) – on outdoor billboard
- Swatch (Swiss watch) – on outdoor billboard
- McDonalds, KFC (Fast food chains)– on outdoor billboard, radio ad, TV ad.
- Grab (e-hailing) – on outdoor billboard
- Trivago (Hotels comparison engine) – on TV Ad
- Facebook (Social Media) – Seasonal brand awareness campaign like issue limited edition red packet.
- TGV (Cinema) – on billboard
- UCSI, BAC, SEGi, Sunway U (Universities) – on radio ad, on outdoor billboard
- IOI City Mall (Shopping mall) – on radio ad, on outdoor billboard
- Harvey Norman – on radio, newspapers ad
- Digi & Umobile (Telcos) – on outdoor billboard, radio, TV ads.
- LEGO Movie – on outdoor billboard
- AirAsia – on newspaper, magazine ads.
- Acer Laptop – on outdoor billboard
Whereas in the suburban towns, such as Butterworth (Penang State) and Kajang (Selangor State), marketers still heavily rely on printing materials such as brochure, flyers and banners. For instance, Domino Pizza, Tesco Supermarket promoting its online shopping & delivery service all the time, however, residents in the town still receive their monthly promotion paper flyers with discount voucher, reward gift redemption & etc.
For public transport sector such as inside MRT, busses, taxi, airplanes, the passengers will be surrounded with advertising banners, magazines scattering all over the vehicles. With these phenomenon, traditional media advertising seems having little to no sign of regression. So, why traditional media advertising coming back?
Reason 1: Screen fatigue.
Daily digital devices usage is growing tremendously since 1990 when the world-wide-web invented by Tim Berners-Lee. Fast forward to date 2019, it has been 30 years since. As the information widely shared across the world every single minute and people bombarded with countless info from all types of media. The medical term [Digital Eye Strain, DES] started to appear, also known as computer vision syndrome. According to The Vision Council, this happens when the individual suffers from physical discomfort after screen use for longer than two hours at a time. Many health & fitness organizations started educating the public and increase the awareness of Internet / Social Media Addiction Disorder. Off-screen activities getting popular, such as travel, sports, art & craft, music, podcast, pop dance & etc. When people’s attention switches back to the tangible world, that’s the greatest time for traditional media to shine.
Reason 2: Less intrusive, more awareness.
Google Ads, YouTube Ads, Facebook Ads & etc. are not easy to plug a brand into the target audiences’ mind. Digital marketers broke their neck and burning millions of marketing dollars, competing their ads with other tons of disruptive, amazing content on a small screen that you are viewing now for just to get your attention & conversion. Meanwhile for traditional media, with lesser concurrent distraction, such as the outdoor standalone giant billboard; radio, tv playing one ad at a time, hence, the brand message is loud, big and clear. In other words, offline advertising media is not as spammy, annoying, intrusive as online ads did.
Reason 3: Not-that-smart virtual assistants.
“Ok Google, what are the new movies coming out?” 2019-2024 is going to be the year of Voice Search, just like 2010-2015 was the year of Mobile, predicted by Innovell. The rise of voice search has been drawing large attention to the marketers. Full spectrum of smart devices are now empowered with AI-engine. These smart devices are accommodating to the change of info search & online shopping behavior from traditional text-based to voice command, from with screen to without screen by speaking to their digital personal assistant, predominantly, Amazon Echo, Google Assistant, Xiaomi’s Xiao Ai and Microsoft Cortana. It’s a challenging revolution for digital ads & SEO for no-screen era. Meanwhile, those digital PAs are not that intelligent, yet, it is seen as an opportunity for traditional media to continue to bloom especially the radio / podcast ads.
Reason 4: Safe from being tracked, better brand impression.
Watching traditional ads like TV, radio, newspapers are not going to data-tracked by those creepy advertisers. No privacy intrusion issues, little to no scams or data leaks concern. Offline ads might bring a better brand reputation and impression to the public.
Adopting digital and traditional media advertising are essential to boost brands’ visibility. By understanding both types of natures and their unique advantages, they could be super influential to the target audiences. Traditional advertising let people enjoy new discovery in the reality world, in a safer, creative than ever ways.
Laney Siew is an experienced SEO specialist, she still enjoys traditional advertising stuff such as reading National Geographic paper magazine, buying the newspaper from the convenient store, singing with radio ads songs and got thrilled by the TV ads to buy the latest Kentucky Fried Chicken promo meals.
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