It’s no longer about blindly buying a block of ads. Paid media of the past was executed by negotiating the best annual contract for television, radio, outdoor or display ads. But with the fairly recent (in the grand scheme of things) emergence of paid search, mobile display, mobile search, and social media advertising, paid media today is about selecting the right mix for the right audience within the right budget. One of the biggest challenges for marketers and media planners is the siloed approach that often separates traditional and digital advertising. In today’s market, though, it is imperative to have an integrated strategy with consistent branding and messaging throughout. Your traditional advertising should carry through to your digital advertising call-to-actions. A comprehensive media strategy is needed to ensure brand integrity and to maximize your advertising spend.
As with any paid media, the digital advertising landscape has changed significantly over the recent years, and it presents its own unique challenges. It is a fast-paced environment with little long-term planning for most companies. New technologies and platforms are constantly emerging, and established platforms are constantly changing ways in which they advertise to users. There is also a shift from the old division of mobile apps and desktop websites to a new breed of website that is responsive across all devices.
Digital advertising allows marketers and advertisers to do much more than was ever possible with only traditional advertising. For example, digital advertising allows you to: