Online life is so interconnected with offline life that digital technology is present in practically everything in our daily lives. Advertising is no exception: the digital world has shown that there are still many paths to be explored!
For some time now, advertising has not been limited to offline models, and the growth of digital advertising is becoming increasingly evident. A good example of this is the increase in investments in... online media for 60,9%.
Plenty of room to grow.
It's even fair to say that digital advertising arrived seemingly out of nowhere with prices lower than the offline market, and today it's only expected to grow. A study by Dentsu Ad Spend Report He pointed out that online advertising will be the main driver in the recovery of investments in the advertising market.
Still in 2021, digital will account for 50% of global advertising spending, marking a major achievement for the niche, as this will be the first time they have reached this number. And the trend is to go infinitely beyond, with growth projections of 10,1% for 2021.
Digital vs. offline advertising and their products.
But ultimately, what are the production possibilities within each niche? If you think back, can you think of more online or offline options? If you can't remember many, don't worry, we've listed a few for you:
Offline
- Radio and TV spots;
- Actions at points of sale;
- Good old-fashioned leaflet distribution;
- Events (for launching or promoting a brand);
- Outdoors and gable walls
- Advertisements in newspapers and magazines.
Online
- E-mail marketing;
- Applying SEO to blog posts;
- Website (landing pages and/or e-commerce);
- Sponsored posts on social media.
Could the offline world end?
Much of the growth in investment in digital media has been due to its low cost compared to the offline model. Furthermore, digital advertising allows for specific targeting of a given campaign's audience, somewhat different from offline advertising, which has a wider reach but is sometimes less targeted.
Many wonder if this could point to an eventual "disappearance" of offline media, but the path will not be ostracism, but rather reinvention. Which, incidentally, is already happening with the evolution of billboards, or more precisely, with the birth of LED panels – the famous gable walls – around the world.
But I'll leave this question for you too: does one model negate the other, or can they work together? Tell us in the comments.
