The number of advertising platforms available today can make your head spin and your budget seem extremely so insufficient – so much so that you may find yourself confused as to which advertising platform to use for the best possible results.
However, you don’t have to make use of all the available options. Narrowing down your focus to a few advertising platforms can actually bear more fruitful results for your business.
It all comes down to how smartly you strategize your marketing approach and how efficiently you use the platform that you’ve chosen.
The list of advertising platforms below aims to make all the different possibilities easier to understand, making the task of choosing the right advertising platform for your business a lot easier.
Starting from the conventional and moving onto more modern advertising platforms, each advertising platform has its own set of benefits and drawbacks. Let’s have a look at these advertising platforms and what they bring to the table.
1. Print Media
Print media is the oldest advertising platform that has been in use since we first started printing things onto paper. It includes magazines, newspapers, catalogs, direct mail, and program books that enable potential customers to study your advertisement for as long as they want and as deeply they wish. If you’re going to opt for print media as the advertising platform for your business, you should have an individual on your team who has sound knowledge of the design and layout of advertisements.
With print media, your competition is with the text that appears on the front pages, editorial content, and the ads of other companies. Therefore, the content of your ad has to be catchy enough to grab the attention of potential customers and stop them from turning the page. The cost of publishing your ad depends on your ad’s position on the newspaper or magazine where it’s published.
With digitalization and the rise of the internet, the number of people who prefer print media over other digital forms of media has dropped significantly, which is the reason why advertising through print media is not a preference for most businesses today.
Although it’s a bit outdated, a lot of people still listen to the radio while they’re on their daily commute, which means that advertising over the radio is not dead yet. The impact that a radio advertisement has on customers is stronger than that of printed advertisements because the former are delivered through sound. Since sound is more attention-grabbing, your advertisement is more likely to convert potential customers if it’s conveyed through the radio.
The cost of advertising over the radio is much lower than print advertisements, which enables you to repeat your ads more frequently as compared to other advertising platforms. This increases the effectiveness of your ads by several folds.
Not everyone listens to the radio or reads newspapers/magazines, but almost every household owns a television. This means that TV is one of the most efficient advertising platforms.
There was a time when TV advertisements were extremely costly, but today, even though it’s still more expensive than other forms of advertising, it is rather affordable. This makes it one of the most widely used advertising platforms.
TV advertisements allow you to reach a vast audience, which means that you’ll definitely advertise to people in your niche. The addition of visuals with sound allows you to not only make an impact on the viewer but also demonstrates your product or service, allowing the customer to better understand what you have to offer.
4. Outdoor Advertising
While print and TV advertising target the audience that is indoors and radio advertisement targets everyone who is in transit in a vehicle or with access to a radio, outdoor ads target everyone who is outdoors – either walking or driving. Outdoor advertisements include advertising through billboards, park benches, building signs, sidewalk sandwich boards, trucks, and cabs.
The messages on outdoor advertisements have to be short because people often pass them really quickly, which means that they don’t have a lot of time to read lengthy blocks of text. The only way to make a lasting impression on the audience is either through repetition or by making your advertisements so vibrant and prominent that they grab the attention of the passerby instantly.
The most effective, the most promising, and the most rewarding of all advertising platforms today is the internet, without any doubt.
It is the age of technological advancement and digitalization, and everyone is carrying an entire world of information in their hands by way of their smartphones. The internet is the only platform that is accessible to everyone, anytime, and anywhere. Whether the person is at home, at work, in transit, or anywhere else, they have access to the internet, and thus, you can easily reach your target audience if you choose an online platform to display your advertisements.
Considering the amount of time that people spend on the internet nowadays, your ad is sure to reach your audience in one way or the other. If it is not through their smartphones, it will be through their computer screens.
Online advertising makes use of animated or static banners that are displayed on websites or pop-ups while the individual is surfing through the web. Numerous online advertising platforms enable you to reach as many potential customers as possible all around the globe, making your advertisement campaigns a hit.
Google Ads, formerly known as Google AdWords, is the most effective way of reaching the maximum number of people in today’s world. Millions of people use Google every day, which makes Google the best platform to advertise your products or services.
Google Ads are the little ad boxes that you see on Google all the time. You are likely to see 3 to 4 Google Ads on the top and bottom of organic listings.
Since Google is the most widely used search engine all around the world, investing a part of your advertising budget on Google Ads is totally worth it. Consumers who are using Google’s search engine have a high intent to make a purchase. They are in an active buy-mode and are searching for products because they either plan on buying it in the present or in the near future. This is why Google Ads is more expensive than other online advertising platforms.
You can set up Google Ads even if you are on a tight budget. If you are planning to stay limited to the search network and avoid any major visual displays, you will not need any design work in the first place. Google Ads are short, and with just a little creativity with your text, you can capture your audience’s attention effectively.
Facebook is the largest social community, with users from all over the world. It is one of the best online advertising platforms and can prove to be very fruitful for your business. Facebook allows you to run ads so that you can reach a wider audience.
Ads appear in stories, timelines, and other places throughout this social media platform, which means that you have an excellent reach. Facebook has users of all age groups who belong to diverse demographics. Whatever your product or service is, Facebook is a platform that will have a huge percentage of the audience that you wish to target.
Facebook is also an excellent platform to create exposure and a strong awareness of your brand. With the social media giant, you can introduce your brand to your intended audience, build a reputation, establish credibility, and engage consumers.
People are not in an active buy-mode while they are strolling through Facebook, which is why you can instead use Facebook to educate people about your products or services. It helps you establish your brand as an option when they are ready to make a purchase. With a low cost per click, you can advertise your business on Facebook at a much lower price than other online platforms.
Advertising on Facebook,unlike Google, requires heavy content messaging, attractive visuals, and high-quality graphics. To make your advertising campaign a success, you will need high-resolution marketing content, which means that you’ll probably need a designer who knows a thing or two about designing effective ads.
We are listing Facebook Messenger separately because although it is a part of Facebook, it is one of the fastest-growing tools for automation available today.
Advertising through Facebook Messenger involves sending your potential customers individual messages, much like email marketing. The thing with email marketing is that it has become saturated, but Facebook Messenger is still a newer platform for advertising and isn’t as saturated. The chances that people will open your messages and read through them are much higher than an email message.
Instagram does not offer as many placement options as Facebook does. You can only place your ads in your Instagram stories and newsfeeds. However, the visual and organic nature of this social media platform makes Instagram a great spot to highlight your brand, its uniqueness, and its beauty!
Most of the people who use Instagram are under the age of 30. According to statistics, 35% of all Instagram users are millennials. Therefore, you will need visually appealing and attention-grabbing content to make your advertising campaign a success on Instagram.
Products that represent an inspirational lifestyle perform fairly well on Instagram. However, this platform is not the right advertising platform for you if you wish to sell professional services like B2B products unless your campaign is extremely compelling and creative, consisting of videos and images.
Just like Facebook, the users on Instagram do not have a strong intent to purchase, which makes it difficult to convert an individual into a buyer. However, if you manage to make your ads compelling, it is surely going to drive your brand forward when the consumer is finally ready to buy.
The focus should be on visuals rather than text when you are opting for Instagram as an advertising platform. The visuals you use should be relevant and on-point. Video ads are also essential for a successful advertising campaign on Instagram.
LinkedIn should be the advertising platform of choice if your business is a B2B type rather than B2C. This is where you can get a bit more technical with the way you advertise, as LinkedIn mostly caters to businesses and professionals in various industries. As such, you have to market your products and services accordingly.
LinkedIn has members who are lawyers, CPAs, professional service companies, and their decision-makers – people who aren’t using LinkedIn to look for a job. This means that there is a lot of room for you to market and advertise your brand and how helpful it can be for their business.
LinkedIn is more into helping you educate potential customers and spread awareness about your brand. With sponsored content, you can get your content placed at the right places on people’s LinkedIn newsfeed. With InMail ads, you can also send advertisement messages to the users’ inboxes.
When we talk about the importance of visuals and attractive content for ads on LinkedIn, it falls somewhere in the middle. You will need short videos and nice graphics to deliver your message, but the content will have to be more polished and sophisticated as compared to what you will put on Facebook and Instagram. For InMail, you will need highly compelling and strong copywriting along with graphics to make the impact that you intend to make.
The platform (Twitter) has about 336 million active users worldwide, which makes it an advertising platform worth considering. Twitter ads help you target a selected audience, analyze your performance, and set a specific marketing goal for your business. They enable you to reach people who are interested in connecting, looking for new discoveries, and keeping up with the latest trends.
Twitter ads consist of text, images, promoted videos, image website cards, GIFS, and more, that can grab the attention of anyone who is scrolling through their Twitter newsfeed.
There are numerous advertising platforms that you can choose from. Starting from conventional print advertising to modern online advertising, you can opt for the one that you think targets the right audience in the best and most effective manner.