Totally agree as well, I find traditional media to be quite limited, only certain sections in a news paper, certain times during the day on TV. On top of that you are basically casting a net and hoping there is a bite. It may promote but there is significant wastage. (Plus the fact that things like BARB and Rajar are an estimate based on a tiny percentage)
The reason it may be hard to see those ads in an online perspective when looking for it is becaus its so highly targeted, so many elements are in place to make sure it gets to the correct person, be it someone on the very verge of buying a car or someone that almost bought and didn’t. TV, Radio and print cannot do this…as for billboards… Hi I’m a big picture, hopefully one of you will buy into this.
I’ve worked with marketers still living in the 80′s and prioritising traditional then using left over budgets towards online, not realising how much more targeted thier ads would be – plus accountable, measurable and even changeable if needed. What would it cost to run 30 different messages on one ad on TV?
Social Media, even better – playing it right and finding those loyalists to your brand., Users that will big you up, respond to other users all based on thier love of the related product. How amazing is that? Even cheaper then online paid media. Allowing users to see negatives and positives, then seeing those users sing praises or recommend you to loads of thier mates… or slating your product then having to respond to hundreds of fans that disagree. When you get that right, it is amazing. Those users pushes and shout outs are more believable, converting and powerful then any TV ad, radio ad or print campaign put together. You could acheive the amplication of an expensive primetime TV slot and a tenth of the cost.
I’ll stop now.