Here’s what we know about traditional media: It works.
It can be used to deliver compelling content that generates an emotional response from your intended audience. Placements can be highly targeted based on geography, demographics, day part, and contextual/editorial and other considerations. Plus, it often has a lower cost per impression than many digital channels.
For far too long we have been relying on perception and instinct that tells us digital is a more cost-effective channel and provides the best ROI, ignoring the evidence. When we measure traditional media based on sales volume, we have proof of its value.
Advertisers are beginning to see the writing on the wall.
Read the full article here: When Choosing Media, Go With Results Over Measurability