Does Traditional Media Create More Trust?
When it comes to building trust with consumers, traditional media should not be dismissed.
The world of advertising and media has undergone a significant transformation over the past 10 years. KWP+Partners has been in the media game for 30 years and with the rise of the internet and social media platforms, we have seen businesses shift their focus dramatically towards digital marketing and online advertising. And with good reason.
While modern methods are extremely important when reaching audiences, keeping up with competitors and ensuring brands aren’t “left behind” – traditional media (from TV ads, newspapers, radio, cinema advertising to billboards, bus stops and bus wraps) continues to hold the most trust when it comes to consumers. It creates a level of trust that just can’t be matched in the digital realm. Let’s take a look at the reasons why…
Tangibility and Presence: Traditional media is a physical ‘thing’. It is tangible. When customers see a billboard on their way to work or an ad in their favourite cinema, it provides a real-world presence, it resonates with people often in a way that digital ads can lack. This tangibility helps build trust as customers perceive these ads as more legitimate and authentic
Familiarity and Longevity: Billboards, bus signage, and cinema ads have been around for decades. Naturally (as with a lot of things) this longevity has established a sense of reliability, trustworthiness and familiarity in people’s minds. People trust what they are accustomed to, and traditional media has stood the test of time.
Credibility: In a similar vein to longevity, traditional media often requires substantial investment, which subtly lends credibility to the advertised message. Customers are more likely to assume that a serious and reputable company stands behind the ad.
Many big brands who have a strong digital presence still lean heavily on traditional media. High fashion, sportswear, film and even supermarkets still invest in billboards to get their message and brand in front of the public.
Reduced Noise: As soon as the internet came along, so did the ads. Do you remember a time in social media before suggested content, banner ads and clickbait? With both advertisements and a wealth of information competing for attention, the digital space can be an overcrowded environment. We have all become so accustomed to seeing #ads in our feeds that our brains are simply “cluttered” with information. So much so that we often tune out and disregard what we’re seeing.
In contrast, traditional media is a much calmer, quieter environment. This reduced noise allows messages to stand out, making it easier for brands to connect and customers to trust and remember what they have seen.
High Impact: Billboards and cinema ads have a high impact due to their size and placement. If an ad is driven by strategy, executed well and the correct placement attained, it can immediately capture the audience’s attention and leave a lasting impression.
Get Emotional: Cinema ads, in particular, have a unique ability to evoke emotions. Think about the last time you sat in a dark cinema, waiting excitedly for a film to start, your phone is switched off. Watching an emotionally resonant advertisement on the big screen in this environment can create a deep connection between the brand and an already captive audience.
Nostalgia: Traditional media will always have a nostalgic charm. As we move further and further into the digital age, people crave authenticity, physical things that are distinctly non-digital. Classic advertising especially, has a nostaligic feel, when people see an old-fashioned billboard or a cinema advertisement, it can be a powerful tool for building trust and brand loyalty.
An Uninterrupted, “Unskippable” Experience: Unlike online ads that can be swiped past, skipped or blocked, traditional media often provides an uninterrupted experience. When customers watch a movie or drive past a billboard, they are exposed to the message without distractions.
However! The content must be designed for the medium – crafting ads that work well in each environment and making the most of the attention is where a skilled team and strategic approach is essential
Traditional media channels, from cinema ads to billboards, bus wraps and radio, continue to be effective in building trust with customers. While digital marketing is an essential factor to many campaigns, the trust that traditional media can create should not be underestimated. A well-balanced marketing approach that considers both digital and traditional media is the best way to see results in today’s advertising landscape.
