Choosing the Right Advertising Channel for your Campaign: Pros and Cons of the Top Media

For companies that are about to launch an advertising campaign one of the key questions lies in choosing the right medium for delivering their message. It is of primary importance, because even the most well-thought- out ad can produce no effect if used for the wrong medium.

Therefore, our today’s post deals with advantages and disadvantages of the top advertising media.


Billboards are the most traditional type of outdoor ads.

extensive audience reach (usually depends on the location, with highway billboards exposed to more people than urban ones)
improving brand awareness
Static mode of advertising
Lack of targeting a specific audience
Providing limited information
Needs to be often replaced
Changing the message isn’t quick and incurs costs

Transit advertising

Transit ads fall into different categories – ads on the moving objects, those that are immovable, like bus shelters or ads inside public transport.

Attention grabbing
High impact
Massive audience
Possibility of precise geographic targeting
Low cost
Limited time of exposure (since transport is generally in motion as well as passers-by)
People on the go are used to ads and don’t really pay attention
Limits in terms of design (readable, short message that can be perceived in a second)
Subject to vandalism, weather condition damages etc.

Radio advertisements

Radio advertising isn’t something you think of first thing to promote your product, but it is one of the most widespread and cost effective ad media.

Extensive reach for a competitive price
Possibility to target audience depending on the type of the station
Ads are easier and cheaper to produce than TV ads
Ads can come on air very shortly after being produced
Contact info is difficult to remember
Multiple repetitions are needed for the ad to make an impact
The most effective times for placing ads during morning and evening commute are expensive.
No opportunity of precise targeting

TV advertisements

Although very popular and powerful, TV ads are in fact not effective for each type of business and are generally used by big brands to support or improve the brand awareness level.

Massive reach
High impact due to the combination of visual effects, sound and motion
Great scope for creativity, little limits in design
The most expensive advertising media
Pricey ad production
Difficult to make changes in the ad
Little possibilities in terms of targeting

Digital signage

LED screens are taking over the advertising world, and appearing in more and more places. Previously used mostly indoor, they are now taking the place of the traditional billboards along the roads, too.

Dynamic pictures or videos produce greater impact and are better remembered
Easy to switch/update/change the ad in a few clicks
Detailed stats on each ad
Can motivate consumers take action (for instance, drive sales when located near a specific store/office being advertised).
When displayed in locations where people aren’t occupied, like underground stations or public transport, ads can receive more attention than the billboards or other outdoor media.
Software can crash out
May be difficult to operate for untrained staff


The key takeaways of the post are as follows – in order to be effective in delivering your message to the right audience, at the right time, make sure you know who you’re targeting and with what goal.
Since your consumers are likely to switch between different media, it is best to create a campaign that combines several most suitable ad channels. Nevertheless, your story should be consistent across all the platforms and well-adapted for each platform.
P.S. Try for easy placement of offline ads without leaving your home or office.