New-school vs. Old-school advertising, which one takes the cake for better marketing performance?
Both work well, each with their own caveats.
They are both very much profitable in the right hands. Let’s discuss their differences and judge which one will work better for your brand.
It’s no wonder we only get to see a handful of unknown brands on billboards and a ton on Facebook. Billboard advertising prices are much higher than digital marketing prices, solely because you are renting a large chunk of space on the road. Meanwhile, Google ads can fit nicely on the internet, just occupying a few bytes of data at a time.
Billboard companies often charge $2,000 – $4,000 on a 24 sheet billboard while Facebook ads will cost at a minimum $1 a day, with $5 a day or $150 a month for good A/B testing. However, just because billboards cost a lot doesn’t mean they’re a waste of money.
Billboard ads on average will net you 497% ROI depending on the location. That’s a good deal! However, Facebook and Google ads can do the same, just with more unstable numbers. It’s easy to get lost in the business mechanics of social platforms especially when you’re not partnered with a credible digital marketing agency. Inexperienced marketers can easily fall into negative ROAS while veteran marketers have acquired 20x ROAS in some campaigns.
That being said, billboard ads tend to be more consistent in delivery than digital marketing but is rather difficult in one particular aspect…
It’s easy to keep an eye on the numbers digital marketing ads generate since everything happens on the web. On the other hand, billboard advertising doesn’t have that convenience and needs to rely on arbitrary measurements like location, referrals, audience participation, etc.
With this, we can conclude that, if you’re looking for a cheaper and easily trackable alternative, then digital marketing is the better option for you. However, if you have ample resources to invest in marketing and are looking to scale assets at a larger margin, then billboard advertising might be the right step for your business.