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the digital comfort zone
Digital marketing tools like Google are excellent for direct response, but what about the bigger picture? What about brand advertising that builds long-term value?
Article Summary
Digital advertising offers measurable ROI but can limit brand credibility by levelling the playing field, making it harder for established businesses to stand out. Expanding offline through OOH and audio builds trust, visibility, and long-term value. Options include radio, buses, billboards, and transport hubs. Global provides integrated multi-channel solutions, combining outdoor, radio, and digital to help brands achieve distinctive, credible, and impactful exposure beyond screens.
Google Ads, YouTube and Facebook advertising offer the reassurance of clear data and visible ROI. They might be expensive, but they’re straightforward to understand, with easily calculated cost versus reward metrics.
Social media often represents the first step many companies take into marketing with less concrete measurable goals—enhancing brand loyalty, increasing awareness, or retaining more customers. While paid ads drive traffic to websites and conversion forms, social posts frequently function as creative noise without direct conversion paths.
All marketing, including OOH, can be measured, but gauging impact becomes more challenging when there’s no immediate increase in sales or clear call to action.
digital’s inherent limitations
Online advertising offers numerous advantages, but many of our clients report a significant drawback: the internet excels at creating a level playing field.
All tweets, posts and web pages receive equal visibility based on metrics that don’t account for company size, upmarket London location, market longevity, profitability, or brand quality.
In essence, digital often rewards the unknown, the smaller player, or the digitally adept—not necessarily brands that ensure trust, loyalty and value. Digital advertising has also become the most easily ignored advertising medium ever created.
is digital advertising limiting your brand’s potential?
How do you position yourself as a reputable company that stands head and shoulders above the competition? If the digital landscape is too democratised, what options exist for your brand to gain more credible, distinctive exposure? Difference between marketing & advertising.
taking your advertising offline to fuel growth
Expanding beyond digital is the next logical step for many of Global’s clients. With monthly radio and bus advertising campaigns starting in the low four figures, Out-of-Home (OOH) and audio advertising are more attractive today than ever before.
building brand credibility beyond screens
To gain that extra measure of credibility and legitimacy that comes from brand advertising in the physical world, here are your primary options for advertising that doesn’t require your audience to be sitting in front of a small screen:
- Radio stations across the UK
- Advertising on the sides of buses nationwide
- Digital and Traditional Billboards throughout key locations
- Trams, tubes and trains reaching commuters daily
- Airports targeting diverse audiences. More
- High street environments and kiosks capturing shoppers’ attention
the real world versus digital landscape
Compared to the digital environment, the offline advertising world might initially seem daunting. This is where advertising agencies provide valuable guidance as you navigate the potential opportunities in radio, DAX (Digital Audio Exchange) and outdoor advertising.
By combining outdoor media with our radio and digital brands and our world-leading digital advertising platform, DAX, Global delivers the most compelling “one-stop” solution to brands, agencies and advertisers seeking a multi-channel approach.
see your brand in lights
Speak to an expert today about our advertising solutions and how we can elevate your brand.
