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For many years, a raging debate has been occurring thanks to the pressures that online/digital advertising has applied to more conventional methods of marketing. For eons, brands and businesses had to utilize offline forms of advertising to reach audiences: from mailers and radio to television and newspaper, these methods often require substantially larger investments in order to be viable.
With today’s access to a variety of online marketing tools and platforms (namely PPC advertising), many are asking themselves: which offers ultimately better value overall?
To answer this long-standing question, here are some important considerations, along with pros and cons for each method of advertising.
Online Advertising Offers Real-Time Monitoring
A meaningful structural advantage to online advertising is the reality that a plethora of metrics and analytical information can be collected in real-time, allowing for seamless campaign adjustments.
Unlike with offline advertising, quick tweaks and observations about a campaign’s performance can be made as the campaign is occurring, helping to determine whether the specific campaign is providing good value or not.
Ad spend in particular is a vital metric to assess. If you learn how to calculate ROAS, your online advertising efforts be more efficient. Additionally, assistance from expert software such as ClickGUARD can help further mitigate negative effects on ad spend such as click fraud.
Offline Advertising Offers Tangibility to Consumers
Many consumers prefer a tangible marketing experience – whether that be for a product or a service. The downside to online advertising is that everything occurs in a digital atmosphere: people can’t feel, smell, taste, or even easily visualize select ad experiences in the same way.
For optimal conversions and impressions, offline advertising offers such an experience to brands. By being able to more effectively resonate with audiences in such a manner, various forms of offline advertising can actually be more productive (though it depends on the brand and the exact campaign in question).
Online Advertising Scales Easily
As already mentioned, real-time monitoring allows metrics such as ROAS calculation and conversions to be monitored as a campaign unfolds. When a particular campaign offers a greater potential for success, reaching a large audience is often beneficial. Thankfully, online advertising makes it easy to scale a campaign larger or smaller depending on their precise performances.
Whether a campaign is best suited as a trial to determine the viability of new ad copy or ready to be deployed on a national scale, most online advertising channels offer complete flexibility in this regard (click here to learn more about the nature of marketing scalability).
Offline Advertising Reaches Audiences at Opportune Moments
Many platforms where online advertising occurs are very distracting. Users of social media and search engines aren’t usually very interested in ads at those precise moments of engagement, making the challenge of resonating with such audiences more difficult.
With offline advertising, the pace of engagement tends to be slower and audiences are more primed to listen, read or watch select ad campaigns during commercials, in between news stories, or at other comparable times. Arguably, reaching audiences when they are most likely to engage with advertising is still a key advantage of offline marketing.
While each form of advertising still has its place, it is difficult to argue that online advertising isn’t the better value in today’s highly digital world. For smaller brands and businesses, in particular, online advertising offers easy, customized, and scalable solutions – though not without its disadvantages. Regardless of advertising used, it is always crucial to utilize ROAS calculation and assess other similar metrics to ensure every campaign is operating at peak efficiency.