What types of advertising media are available to business owners with a message or brand to share with the world?
That is a question almost every company must ask if they want to gain market share, social proof, client testimonials, or other positive outcomes. Why are these essential to success? Once business operators understand the various types of advertising media and how each format can drive clients to their company, they will be able to spur growth in ways they had only once dreamed of.
6 Types of Advertising Media for Every Business
Selecting the types of advertising media is an art and a science. Most companies benefit from a combination of two or more means of spreading the word about their services or products.
That thought can seem overwhelming; however, the expert team at bMedia can help guide you through the process. We can ensure that you are spending every penny in a way that will maximize your return.
Here are six types of advertising media to consider and the pros and cons of each:
#1 – Video advertising (television and digital)
Modern-era video advertising comes in two primary formats: traditional television via cable, satellite, or over-the-air broadcast or digital. Digital includes YouTube and other online video providers. You generally reach people inside their homes.
Television is compelling for many people who find themselves wrapped up in the plots of dramatic and comedy series or the battle on a sports field as they cheer for their favorite teams. During the paid commercial breaks, television advertising reaches a captive audience waiting to continue their favorite programming.
Most homes today have at least one television – many have two or more! Some households keep their televisions on for several hours per day.
However, the number of hours traditional television viewers watch is on the decline due to increased subscriptions to streaming services and internet media like YouTube.
Unlike your national television channels, YouTube enjoys a global audience – meaning that you can sell your service or product worldwide. Their audience is engaged and includes over 2.6 billion monthly users.
What does this mean for companies interested in these types of advertising media?
It could suggest the need to balance the pros and cons of traditional versus digital offerings.
For example, a local eatery would not benefit from a global audience. Conversely, a retailer who can ship worldwide must remember that not all households in Puerto Rico have internet access if they hope to capture local audiences.
#2 – Mass print media publications
Mass print media publications are printed materials, specifically:
- Printed magazines
- Professional journals
- Mass mailings, such as postcards, flyers, circulars
People are visual creatures, and a beautiful print ad can be a powerful statement.
Furthermore, print media publications can target the particular demographics who might be the most interested in your offerings. Local newspapers can help you reach people within a single city or region, while magazines and journals leave an impression on people who share interests or careers. They also have a longer shelf life than digital offerings, with people saving them to refer back to or re-read later.
Mailed-out printed materials are excellent for promoting your brand, targeting leads within a specific geographic area, and creating local visibility.
However, some print media, especially newspapers, are currently experiencing declines in readership. Although many news organizations are remaking themselves to compete digitally, they have been slow to meet this demand and face steep online competition.
What does this mean to those interested in these types of advertising media?
Similar to the conversion from television to internet viewing, a balanced approach, or careful consideration of the goals of your campaign, is necessary when investing in the different types of print advertising media.
#3 – Digital publications
Digital publications are the next incarnation of print media. As homes in Puerto Rico gain internet access, this trend continues to gain steam. Many of your favorite traditional print magazines and journals now offer the digital format for subscribers to carry on their phones or tablets. This method is very convenient for many people.
However, the impressions made on digital media are fleeting; images disappear as users scroll quickly and hop from one platform or website to the next.
What does this mean to brands interested in these types of advertising media?
A blend of digital publications and other media is usually the best option.
#4 – Social media
Almost everyone who has internet access enjoys engaging on social media. It offers an excellent means of reconnecting with family and friends and sharing updates about life.
As one of the fastest-growing types of advertising media, it offers many benefits: affordability, the ability to target prospects based on interests, location, age, or other categories, and rolling out a promotion or making changes to an existing offer with a few swipes and clicks.
However, its affordability means that it is a highly competitive environment, so advertisers must invest in creating the best, most compelling content to captivate users and hold their interest.
What does that mean for businesses interested in these types of advertising?
For your social media marketing to be successful, you must differentiate yourself from the pack – no easy task. It is worth a try, but you should probably also invest in other media. (Don’t worry, bMedia professionals can help you with this!)
#5 – Audio advertising (radio, digital subscriptions, and podcasts)
Audio advertising includes over-the-airwave radio, digital radio channel subscribers, and, most recently, podcasts. Audio formats are accessible to almost everyone – even those who might not have a television or internet. Also, hearing an advertising message several times creates a lasting impression.
However, audio audiences often engage in more than one task at a time. They might be in a car, at the gym, or in their office with a primary focus on other tasks. To make an impression, you need a musical, lyrical, catchy jingle or strong voice to compel listeners to remember your message.
What does that mean for people interested in these types of advertising media?
You have the opportunity to reach people who might not have internet or television; however, you must carefully balance this option with other media.
#6 – Out-of-home advertising
Out-of-home refers to several types of advertising media that reach people as they travel from place to place. They can include banners, blimps, stationary billboards, digital billboards, lawn signs, bumper stickers, videos on fuel pumps, or even skywriting.
These media formats can be affordable and reach a mass and diverse audience. They can be beautiful, visually appealing, and make an excellent and memorable impression.
However, they are less targeted – you cannot segment who will view the message. Therefore, creating an emotional connection that will compel a consumer response is more challenging. That does not mean it is ineffective. For instance, a billboard for a surf shop a block from the beach will catch the eye of thousands of people in the neighborhood.
What does that mean for those interested in these types of advertising media?
If you want to reach large numbers of people, carefully plan the kind of out-of-home advertising – what it will look like and where you will place it – with the bMedia team.
The Types of Advertising Media You Choose Take Careful Planning
Before you invest your dollars in any advertising media in Puerto Rico, connect with bMedia.
Our strategists can guide you in outdoor advertising and help you craft the most effective advertising campaigns to exceed your wildest dreams.