Sometimes a graph comes along that says it all…When it comes to illustrating the differences in expected campaign ROI you can’t get much clearer than this chart. According to the Profit Ability 2 research, a study conducted by a number of different econometric organisations, print, linear TV and audio are the most reliably profitable platforms for your media spend.
Are we surprised by this? Absolutely not. We are have always been passionate advocates of traditional media. That’s not because we started out as press and TV specialists. It’s because we see the results every day. As a direct response agency, our client expect to see directly attributable responses and sales. We deliver that, and we analyse results so we know where success comes from. Our clients continue to grow their businesses as a result of the effectiveness of these channels.
Of course, we’d never advise to ignore other channels. We recognise that for best overall campaign ROI each medium needs to be considered on it’s strengths and used accordingly. What does frustrate us is when we see budgets being ploughed into channels that we can see aren’t delivering.
We’re well aware that some advertisers view press and linear TV as old fashioned or even irrelevant, but these are often the companies that could benefit the most from them. Start-ups, e-commerce brands and SMEs looking to grow, they could all benefit from well-planned advertising in traditional media.
If you’re a digital heavy advertiser who is looking to improve your advertising campaign ROI or you are curious about how press, TV and audio advertising could boost your business, get in touch.