[PARTNER CONTENT] In a media landscape dominated by digital-first thinking, advertising risks forgetting the power of integration. Blending traditional and digital channels isn’t nostalgic; it’s essential for real reach, credibility and impact. Yet the ability to integrate is slowly becoming a lost art.
WHY INTEGRATION STILL MATTERS
Wider reach
Traditional media continues to command massive audiences. SABC’s TV networks reach 89%, 91%, and 77% of the population, and its 18 radio stations attract over 25 million weekly listeners. At the same time, digital is growing rapidly, with almost 44 million internet users in South Africa and mobile penetration reaching 95% in 2019. Using broadcast and digital together ensures no audience segment is left behind.
Enhanced credibility
Traditional outlets offer authority, context and depth. A TV drama or radio feature carries weight and trust that digital posts often lack. Meanwhile, digital platforms bring immediacy and interaction. Together, they create a level of credibility and authenticity neither channel achieves on its own.
Better communication
Traditional media excels at storytelling and emotional narratives, while digital allows for personalised, real-time engagement. Combining the two moves audiences through a journey, from awareness, to emotion, to action.
Influencing public opinion
Traditional platforms help shape conversations, while digital amplifies them and reaches people where they interact. This dual approach is vital for guiding public sentiment in a diverse South African context.
Optimised customer journeys
Integrated media creates a richer, more seamless journey. Someone may see a brand on TV, explore it on social media, visit the website, and then convert. Each channel plays a role in moving them closer to action.
WHY INTEGRATION IS DISAPPEARING
Overfocus on digital
Digital’s measurable ROI and agility make it attractive. PwC data shows digital ad spend surpassed TV in South Africa in 2020 and is expected to make up two-thirds of total ad spend by 2027. But this shift risks overlooking the foundational reach and storytelling power of traditional media.
Planning gaps
Integrated planning requires coordination, yet many organisations still plan digital and traditional campaigns separately. This approach weakens overall impact and undermines synergy.
Team silos
Traditional and digital teams often operate independently, limiting collaboration and shared creativity—two essential ingredients for integrated thinking.
Eroding traditional skills
Skills such as longform storytelling, broadcast pacing, and trust-building are being undervalued as digital grows. Losing these capabilities reduces the richness of a campaign.
Changing consumption doesn’t mean abandoning tradition
Even with rising digital adoption, traditional media remains influential. YouGov reports that 58.5% of South Africans prefer TV for news, while KLA shows that 48.3% still rely on radio. Ignoring these touchpoints means giving up enormous reach and cultural resonance.
A balanced path forward
Integration isn’t optional—it’s a strategic advantage. It ensures reach that is wide and deep. It combines credibility with immediacy, emotional storytelling with interactive engagement. It activates audiences and keeps them connected.
Restoring integration as a craft
True integration demands both strategy and craftsmanship. It blends trusted media with dynamic digital platforms to create campaigns that are culturally relevant, emotionally engaging, and operationally smart. It treats channels as collaborators, not competitors, working together to deliver meaningful impact.
South African advertising is at a crossroads. Digital alone may be tempting, but lasting influence happens where traditional and digital meet—where credibility, reach, and emotional intelligence combine. Re-mastering integration isn’t just valuable; it’s necessary for real connection.
With over 56 years of experience in media and advertising, we’ve perfected this balance—combining the depth of our heritage with modern agility. Few agencies can match our ability to make channels work harder together, delivering results that last—not just clicks that fade.
Paul Middleton is the director and the longest standing independent, specialist services agency with the rare privilege of a track record that spans more than half a century and. Level 1 BEE rating. We have all the services of a traditional agency married neatly together with the digital age.
