August 3, 2015
Two sides report summarises the unique benefit to advertisers of print advertising.
While on-screen reading occupies an increasing amount of consumer time, people’s preferences are still for a paper reading which they believe to be a ‘safe’ medium which is more informative, less distracting and less harmful to their eyes.”
With more and more time shifted to the web it is natural that advertising budgets will follow. However, what this report illustrates is the more engaging characteristics of reading physical material – especially where the subject matter is a long article, brochure or specific technical details that require detailed concentration.
These observations plus the deeply competitive nature of online and high capital costs of TV advertising have seen a trend back towards traditional paper advertising as a differentiator. On the back of this trend, Royal Mail have reported increasing amount of business for paper campaigns across multiple campaign types from brochures, mini-catalogues, flyers and discount coupons to support wider cross-channel campaigns.
Understanding your consumers, their purchasing behaviour and purchase journey across multiple channels help you as an advertiser to better understand when you can deploy print targeting to help drive conversions. For example, some of the car manufacturers in the UK are using a combination of marketing automation systems, big data and print to target consumers and book test drives. For example, by monitoring online behaviour, interactions and downloads, consumers further in the sales pipeline will often trigger an event to send print literature, which is more detailed and engaging with specific vehicle details, imagery and other aspirational messaging which is better consumed in print or in consumers hands.
The Two side’s survey illustrates that for all age groups the preference is for paper for understanding, retaining and using information. Advertisers may be particularly interested in the following highlights from the Two side’s survey.
- 54% pay more attention to advertising when reading magazines in print compared to 19% who pay more attention to advertising when reading magazines online
- 52% pay more attention to advertising when reading newspapers in print compared to 21% who pay more attention to advertising when reading newspapers online
- 67% of 18 – 25’s and 65% of 25 -34’s pay more attention to adverts when reading magazines in print, higher than other age groups.
- 50% of 25 – 34’s and 43% of 35 – 44’s pay more attention to advertising using mail or door drop
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