In today’s fast-paced world, media is constantly shifting—but don’t believe the myth that traditional media is on its way out. The truth? Media isn’t dying—it’s evolving and fragmenting, creating more exciting opportunities than ever before. This is a thrilling time to harness the full power of media transformation.

Here’s what you need to know to stay ahead of the curve:

1. Out of Home (OOH) Still Reigns Supreme:

Since 2019, OOH has been the unrivalled champion, reaching over 90%+ of the GB population every week. Yes, the pandemic shook things up, but OOH bounced back in a big way, climbing to a 25% share post-lockdown. The real game-changer? The explosive growth of digital OOH. Forget about static billboards! Now you can target audiences with dynamic, location-specific, time-sensitive ads that give you unparalleled flexibility and precision. This isn’t just outdoor advertising—it’s OOH with turbocharged capabilities, and it’s ready to take your campaigns to the next level.

2. TV Still Packs a Punch:

Think TV is losing ground? Think again! Despite the digital boom, Commercial TV (Live and Recorded) remains a powerhouse for both reach and engagement. In fact, top two of the top five commercial media properties by weekly reach in 2024 are TV channels ITV/STV, proving that the big screen still captivates audiences like no other. The lesson? TV is far from dead—it’s thriving, and it’s still one of the most effective ways to hit massive audiences at scale.

3. Fragmentation = Opportunity:

We need to stop thinking of media as “traditional” vs. “digital”— it’s all about how it connects with your audience. As the media landscape fragments, each platform is just a different path to the same goal: meeting consumer desires. Whether it’s a news site, a podcast, or a print ad, what really matters is delivering content that resonates. The shift isn’t about which medium you use—it’s about how you use it to meet people where they are, when they need it.

4. Print Isn’t Dead—It’s Just Gone Digital:

While print media’s share among 55+ audiences has dropped from 10% to 5% since 2015, it’s no cause for alarm. Why? Because those same audiences have migrated online. The rapid rise of online news brands and digital magazines means that your target audience hasn’t disappeared—they’ve just shifted to new platforms. Digital growth is thriving, making the opportunity to engage these consumers is bigger than ever.

5. 55+ Audiences: The Biggest Untapped Goldmine:

If you’re not targeting the 55+ demographic, you’re missing out on a massive growth opportunity. While younger audiences were the early adopters of tech, today’s real growth is happening among the 55+ crowd. They’re embracing social media, functional internet, and other digital platforms at an astonishing rate, and this group is ready to be activated. This isn’t the audience of 20 years ago—this is a tech-savvy, engaged, and eager group that’s ripe for innovation and marketing breakthroughs.

The media landscape in 2024 is all about evolution, not extinction. Traditional media is thriving, digital is booming, and smart marketers are those who embrace the best of both worlds. The key to success? A diverse, agile media strategy that leverages all the tools at your disposal. This isn’t just a challenge—it’s an exciting opportunity for brands to shine.

Reference: IPA (2024), Making Sense: The Commercial Media Landscape