While many take the argument of which produces the highest ROI between traditional and digital advertising, they completely overlook how the rising tide of digital advertising affected the methods used in traditional marketing as a whole.

While you still see billboards all over the place, the content of said billboards has changed drastically in the last decade. We went from seeing manly men portray cigarette brands to seeing QR Codes and website URLs. From lingerie models, to online services of streaming platforms and apps. This change didn’t occur overnight, it took years of implementing a successful digital advertising formula that encapsulated the understanding of the market shift from billboard gazing to mindless web browsing, and from window shopping to impulse online shopping during quarantine.

These shifts in behavior fit the predictive models that the digital advertising pioneers put in place, but they still weren’t able to make traditional advertising obsolete. Even with the growing dependency on digital platforms, the consumer who skips that 30-seconds ad on YouTube, will stand in line early to catch the 15-minutes of ads in a movie theater. It’s a culture.

The direction that traditional advertising is intended for the masses has also shifted to more-tailored, well-placed ads that target certain audiences. When you start seeing social media influencers in TV commercials, and product placement in streaming services’ movies and series, you understand that traditional advertising has become more dynamic than previously thought to be.

So to put it into perspective, the integration of digital media into our daily lives took the traditional for a spin but without completely replacing it. It became more and more dominant with the viewership of both broadcast methods nearing an equilibrium, where both of them started to borrow from each other to become complementary rather than substitutes.

In conclusion, the added value of digital advertising far outweighs the negative impact the substitution between both held over the advertising process thus far, but to take the argument a little bit deeper, we cannot think of advertising at this point while excluding a certain format. In a sense, seeing a billboard with a QR code for Uber or a Google Display banner for a roofing company holds the same value at this point except for the monetary value that is still tipped in the favor of traditional advertising.

With the shift in mind, an end-to-end platform is needed. One that delivers the data required to make the decision on where to place your media would end the hassle of differentiating and puts you in direct contact with the spaces you are interested in. In a nutshell, the services provided by Advert on Click are tailored and designed to boil down the media buying and renting process to just a couple of clicks.