Choosing the right advertising media is where an effective campaign starts. This article summarises the main types of advertising, with the strengths and limitations of each, to help you match media to your target audience and budget.
Each type of media reaches people at different moments and in different contexts, so understanding the strengths of each channel matters as much as the ad itself. Below are the types of advertising media in use today, ordered from traditional media to the newest.
Newspapers, magazines, brochures and flyers suit detailed messages and build credibility, but readership keeps falling as behaviour moves to digital. Print now works better for specific target groups than for broad awareness.
Broadcast reaches large audiences at once and builds wide awareness quickly, but production and airtime costs are high and individual-level measurement is difficult. It is usually combined with media that can be measured in more detail.
Ads on social media, Google and websites. Their strength is detailed measurement and precise targeting, but competition rises every year, so cost per reach keeps increasing, and many consumers are growing tired of ads on their personal screens.
Media that reaches people while they are outside the home, such as billboards, signs at train stations and in-building media. The clear advantage is that viewers cannot skip or close it like online ads, so it builds brand recall at a level online media finds increasingly hard to match.
This is the latest evolution of out-of-home. Instead of waiting for viewers to walk past, the ad travels to them across the city through taxi advertising, tuk-tuks and other vehicles, as digital screens or vehicle wraps. It can cover many districts in one day, target by GPS route and be measured in real time, which traditional out-of-home cannot do.
No single medium is best for every brand. But in a city like Bangkok, where people live much of their lives on the road, combining online media with measurable out of home advertising is becoming one of the most cost-effective strategies, giving you both the precision of digital and the unavoidable visibility of out-of-home.
MotionReach is a moving media network that turns vehicles across Bangkok into digital media (dooh bangkok) that travel to your customers, with verifiable reporting for every campaign. If you are new to the terms, start with what is ooh and how it differs from DOOH.
Not sure which mix of media fits your brand? Get the Media Kit from MotionReach and talk to our team.
