Traditional Advertising Defined

Traditional advertising includes methods like TV, radio, print, and billboards. It’s been around for decades and involves direct negotiations, fixed prices, and manual insertion orders.

Programmatic Advertising Revisited

As previously discussed, programmatic advertising is automated and uses technology platforms to buy ad space in real-time.

Comparing the Two

• Efficiency: Programmatic offers quicker adjustments, while traditional methods require more manual intervention.
• Targeting: Programmatic provides precise audience targeting, whereas traditional advertising casts a broader net.
• Cost: Traditional has fixed prices, while programmatic costs fluctuate based on real-time auctions.
• Flexibility: Programmatic campaigns can be adjusted in real-time, whereas traditional campaigns are more rigid.

Which is Better?

Neither is strictly “better”. Instead, they serve different purposes and can even complement each other in a comprehensive marketing strategy.

Case Study: Bob’s Shoe Emporium Strikes a Balance

Background: Bob’s Shoe Emporium, a legacy business in the heart of Toronto, primarily relied on traditional advertising like local newspapers and radio spots.

Solution: In an effort to reach a younger demographic, Bob decided to complement his traditional advertising with programmatic methods. He maintained his radio spots but shifted his newspaper budget to programmatic display ads targeting users aged 18-34.

Results: Bob saw a 40% increase in foot traffic from younger customers and a notable uptick in online inquiries.

Conclusion:

While the allure of digital methods like programmatic is undeniable, traditional advertising still holds value, especially for specific demographics or markets. A balanced approach, as showcased by Bob’s Shoe Emporium, can offer the best of both worlds.