Offline Media Buying Guide in Singapore
Offline media buying can be an excellent way to promote your business in Singapore.
Using digital screens, printed media, and commercials, companies can leverage offline marketing to boost their online ad campaigns’ effectiveness, improve customer experience, and drive customers through the buying process.
In this guide, we’ll explore everything about offline media buying tactics.
What Is Offline Media Buying?
Media buying is purchasing ad space on billboards, video walls, TV, websites, and other platforms. However, when talking about offline media buying, the definition is restricted to buying media that doesn’t target Internet users.
Media buying also involves keeping the budget under control, negotiating with publishers, and ad optimization.
Offline Media Buying Types in Singapore
Here are some of the most popular offline media buying types in Singapore:
Newspaper
People in Singapore like to read newspapers when having their morning cup of coffee. Especially so for the older generations. Physical ad placements in newspapers can help you reach such audiences, while also providing the opportunity to augment with online channels using QR codes.
This is because newspapers nowadays are available in soft (more accessible to a wider audience) and hard copies to appeal to all audiences. But of course, it all depends on how you set up your deal with these newspapers.
Magazines
Just like newspapers, magazines make an excellent place to purchase media for your company. Magazines may seem old-fashioned to current customers, but reading a tangible magazine with impressive printed media is still an unmatched experience.
Moreover, magazines give you the advantage of reaching your target audience more effectively. For example, if you sell makeup products, purchasing media in women’s lifestyle magazines would be quite effective and relevant.
Radio
Radio presents an additional opportunity to increase sales for small businesses that target niche audiences.
By choosing relevant radio stations for the interests of your intended audience, you’ll be able to promote your products and services by placing audio ads on these stations.
Podcasts might also be something worth considering if you are targeting a niche market.
Television
Television advertising is a great choice when selling products to a wide range of people with different interests. Video commercials are eye-catching and deliver your message more effectively, so they’ll linger in the minds of your consumers more than other means of offline marketing.
Transit and Outdoors
Purchasing ad placements in transit and outdoor areas can also be a great way for media buyers to generate more leads and customers.
In Singapore, out-of-home advertising opportunities are available everywhere, including trains, taxis, community areas, and sidewalks.
However, your ad spend will drastically increase if you try to place your printed or digital ads in lots of locations.
Advantages of Offline Media Buying
Old-school offline media buying has various perks. While digital marketing with online ads and claiming the top results in search engine rankings are quite effective, that doesn’t mean there’s no place for offline advertisements.
In fact, certain products, such as clothes and furniture, are much better bought offline than online. This is because the customer can try on the clothes and even feel the fabric.
Not to mention, some products are almost impossible to buy online, like vehicles of all types.
It’s also worth noting that offline marketing can be effective when targeting specific audiences, like the older populations that don’t spend much time on the internet.
Disadvantages of Offline Media Buying
Offline media buying can be quite effective, but it’s not flawless. Here are some of the downsides of out-of-home media buying:
- It can be quite costly. An offline marketing strategy would almost always cost you more than an online marketing one.
- Offline ads are time-consuming. You won’t get fast results with offline marketing without combining it with other online marketing campaigns.
- Offline advertising campaigns present a limited opportunity for performance tracking, consumer data collection, and Google analytics.
Because of that, it’d be a good idea to combine traditional marketing strategies with other digital marketing tactics, such as:
- Search engine marketing (like Pay Per Click or PPC advertising with Google Ads)
- Search engine optimization and content marketing
- Social media marketing through online channels like Facebook and Instagram
- Digital advertising on social media platforms and websites
- Email marketing
You can even include a QR code that links to your website in your offline advertisements to get more website traffic.
What Are the Three Most Important Rules of Media Buying?
There are 3 golden rules that you need to take into consideration for media planning and buying, which include:
- Targeting the audience that’ll be most interested in your product or interest
- Using the right media for your audience
- Choosing the best time to run the ad
How Do You Plan a Media Purchase?
Planning a media purchase should be approached as follows:
- Find out who your audience is
- Learn about your target audience’s pain points and interests
- Learn about your audiences’ habits and how you can reach them
- Use media that’s tailored to their interests to encourage them to take action
- Test your creatives’ placements to uncover what works best for your audience
How Much Does Offline Marketing Cost?
The cost of offline marketing in Singapore varies depending on the implementation, ad locations, agency, and the size of your business. The type of products or services you offer also play a major role here.
While most digital marketing agencies will charge you based on your marketing goals, offline marketing strategies will probably charge you on a per ad basis.
Every ad can cost you anywhere from 200 SGD all the way up to 2000 SGD.
Final Words
That was our ultimate guide on offline and outdoor advertising with TV commercials, radio, and digital display in Singapore.
Whether you want to place an ad on a sidewalk billboard or video wall in Singapore, choosing a specialized outdoor media agency is essential if you want to go the extra mile and match consumer expectations.