Making Traditional Media Perform in a Digital World
There’s been a lot of talk lately about how to get more out of traditional media. Not just impressions or reach, but actual results. Something a little more measurable. More connected to what’s happening on the digital side.
For a long time, TV, radio, print, and out-of-home lived in their own lane. You ran a schedule, maybe looked at some post logs or circulation, and moved on. Nobody expected to tie a billboard to a store visit or a radio spot to a cart checkout. But things are shifting. Clients want more proof that the media is doing something. They want signs that it’s working beyond just awareness.
We approach planning a little differently to account for that. Not every placement will lead to an immediate action, but more of them can, if we’re intentional about how we set them up. Here’s how we’ve seen it play out across the channels we work with most.
Television
TV still does what it’s always done. It gives you reach. It builds familiarity. It delivers your message at scale. But if you want it to move the needle beyond awareness, it needs a little more support.
We’ve had success building TV campaigns around key windows. If there’s a product launch or a limited-time offer, we align the schedule to run during that window and then build in tracking tools to see if traffic or sales follow. Sometimes that’s a custom landing page. Sometimes it’s a short URL or a promo code that’s specific to the spot.
It’s also important to watch traffic patterns during the times your spots are airing. We’ve seen bumps in branded search, direct site visits and online sales that tie back to when ads are running, especially when the call to action is clear and the offer is relevant.
Radio
Radio still performs when you work with the format, not against it. People listening in the car or on the go aren’t going to write down a complicated URL or remember a long message. So keep it simple.
We lean into live reads or host integrations when possible. When the voice delivering the message is someone the audience already knows, the response is usually stronger. We make sure the call to action is short and easy to follow. It could be something like “text this code” or “go to this URL”—it needs to be short and easy to recall.
Tracking is usually done with offer redemptions or custom URLs by station or region. It’s not perfect, but if there’s a strong reason for someone to act and a way to connect it back to the campaign, we can usually see it working.
Print still matters in certain markets for certain audiences. It’s not everywhere, and it’s not right for every brand, but when it’s placed thoughtfully, it can drive results.
We’ve worked on mailers that included QR codes or small giveaway promotions tied to a landing page. Sometimes it’s a tear-off coupon in a local paper. Other times it’s a full-page print ad that directs people to a site with a specific code or offer. What matters most is that the message feels like it belongs in that environment and that there’s a reason for the reader to do something.
It helps to focus print efforts on specific areas where there’s a strong local presence or brand familiarity. And if there’s a retail component, even better.
Out-of-Home
Out-of-home is usually seen as a brand awareness play. It doesn’t ask much of people. It’s just there. But it is a constant presence and can be more direct if we treat it as part of a bigger sequence.
For example, we’ve run digital billboards with rotating messages tied to time of day. For instance, restaurant messaging might consist of breakfast creative in the morning. Late afternoon ads push dinner messages or after-work services. Those messages included QR codes or short links that led to limited-time offers. That’s something people can act on in the moment, especially if the billboard is near a location or storefront.
Even with static boards, we try to keep the message clear and short. A good headline, one point of action, and either a location cue or a reason to follow up. That’s it.
Cinema
Cinema has become more interesting lately. Theater media platforms have really stepped up their game when it comes to engaging their captive audiences. People are sitting still, watching the screen, not on their phones (mostly). It’s rare to have that kind of attention.
We’ve seen it work when brands use that time to launch a promotion or drive to a mobile experience. QR codes during pre-roll can lead to app downloads, trial signups, or event RSVPs. One campaign we worked on drove to an early access window for a new product line, and the response was stronger than what we saw from digital alone.
If your audience matches up with moviegoers and your product makes sense in that context, it’s worth exploring. The targeting is more predictable than people realize.
Pizza Boxes, Gas Pumps, and Other Local Formats
We’ve also used more unconventional media when it fits the campaign goals. Pizza box toppers have proven effective for local home services businesses, family and kid-focused brands, educational institutions, and even non-competing food & beverage brands. The response rates are high when there’s a clear benefit and the creative is well-designed.
Gas station ads, especially at the pump, give you a few seconds of unchallenged attention. QR-based campaigns can help drive local events and limited-time discounts. The scan rates might not be massive, but they can usually justify the buy, especially with the low cost. These ads are also effective at getting customers through the door for items sold inside the C-store.
Elevator screens, waiting room signage, even grocery cart ads—if you plan them with a purpose, they can contribute. You just can’t treat them like filler. If the message is too vague or doesn’t give the viewer anything to do, the value drops fast.
What It Comes Down To
Traditional media still works. But if the goal is performance, not just exposure, then we have to approach it with that in mind. That means giving people something to do and making it easy for them to do it. It also means making sure there’s some way to track the response, even if it’s not exact.
It’s not about turning every buy into a conversion driver. Some placements are still just there to support the brand and build awareness, which remains of vital importance as well. But for clients asking about ROI and outcomes, we’ve learned how to meet them halfway. Build a path, connect it to something real, and give the medium a chance to show what it can do.