One advantage of traditional media is that it is a form of marketing that your consumers are familiar with and understand, especially if they are local. Consumers know that there will be commercials when they watch television or listen to the radio, and local consumers might see or interact with your advertisements frequently, which increases brand familiarity.
You are guaranteed to get your message across to an audience. With advertisements on billboards and television commercials, you do not have to hope your audience will be interested enough to open or click on your advertisements. That said, the cost alone of traditional marketing practices is enough to deter many businesses from investing too much into it.