Ann: oOh!media Partnership Announcement, page-9

Traditional advertising, such as TV, radio, newspapers, and billboards, has long been a primary method for brand promotion. However, with the advent of the digital age, it faces several significant drawbacks:

1. High Costs: Traditional advertising often requires a substantial budget, especially for TV and radio spots. Production and broadcasting costs can be quite high, which may be burdensome for small to medium-sized businesses.
2. Difficulty in Targeting: Compared to digital advertising, traditional ads often struggle to precisely target specific audience groups. They are usually broadcast to a wide audience without optimization based on individual interests and behaviors.
3. Challenges in Tracking and Measuring Impact: The effects of traditional advertising are often difficult to quantify. Advertisers find it hard to track the specific performance and ROI (Return on Investment). Digital advertising, on the other hand, provides detailed data analysis, such as click-through rates and conversion rates.
4. Poor Adaptability: Once an advertisement is produced and aired, it is difficult to adjust or optimize its content. Digital ads, however, can be adjusted in real-time based on data feedback.
5. Limited Audience Reach: With the rise of digital media, more people are turning to online platforms for information and entertainment, reducing the audience reach of traditional advertising.
6. Durability Issues: Traditional ads, like those in newspapers or on television, have poor durability. Once the advertising period is over, the effect of the ad diminishes, whereas online content can remain accessible and influential for a longer duration.
7. Environmental Impact: Traditional print advertising (like newspapers and magazines) has a significant environmental impact, consuming large amounts of paper and ink, which contrasts with the growing environmental consciousness.

These disadvantages have led many businesses to gradually shift towards more flexible, cost-effective, and measurable digital advertising strategies.