Is traditional advertising truly dead in Nigeria?

No, of course not! Traditional advertising is still very much alive and relevant in Nigeria, where it remains the cornerstone of advertising. But they are evolving and changing into better and more effective means, which is why you need to read this piece. In the past two to three decades, advertising as we used to […]

No, of course not! Traditional advertising is still very much alive and relevant in Nigeria, where it remains the cornerstone of advertising. But they are evolving and changing into better and more effective means, which is why you need to read this piece.

In the past two to three decades, advertising as we used to know it, has evolved significantly. That evolution has seen even bigger disruption with the rise of digital advertising. It has shifted the advertising landscape with the ability to target specific audiences and track ad performance.

But, while we currently live in the age of social media and the question of whether traditional advertising is dead or not has become a hotly debated topic, it is important to note that, traditional advertising still has some unique advantages that cannot be replicated by digital methods

For one, traditional advertising is often seen as more trustworthy and credible than digital advertising. A study by Nielsen found that consumers are more likely to trust traditional advertising formats, such as television and print ads, over digital ads.

This is partly due to the fact that traditional advertising has been around for a longer time and has established a level of familiarity and trust with consumers.

Additionally, traditional advertising can be more effective at reaching certain demographics. For example, television advertising is still the best way to reach older audiences, who may not be as active on social media or other digital channels.

Similarly, billboards can be effective at reaching people who are out and about, such as commuters or shoppers.

But more importantly, over the last decade, we have seen a highly significant evolution of traditional advertising in Nigeria and there’s clearly a disruption that requires businesses in Nigeria to level up if you are still interested in keeping the attention of your dwindling audience.

Successful advertising campaigns that have used both traditional and digital advertising in Nigeria include the Coca-Cola Christmas billboard campaign. Coca-Cola used billboards across the country to drive brand awareness and social media platforms to drive engagement with customers.

This mix of traditional and digital advertising helped Coca-Cola reach a broader audience and increase brand awareness.

Others, like the “Indomie Bellefull” campaign, have used a combination of traditional and digital advertising to reach their target audience.

In conclusion, it’s true that the future of advertising, especially in Nigeria, lies in a mix of traditional and digital advertising. But only businesses that can effectively combine both forms of advertising will have an edge in reaching a broader audience and raking in millions in profit, regardless of how saturated the market in your industry may seem.

It’s no longer a question of whether traditional advertising is dead or not. But, a question of if you have an adequate understanding of how your customer’s behaviour continues to evolve in the marketplace and how you can strategically use our present-day traditional advertising to stay ahead of the game.

 

Yemi Lana, a brand communications expert, wrote from Abuja