The question of print versus digital advertising will surface during the design process of all business marketing campaigns. Because we live in a digital era, it’s easy to jump on the bandwagon and put your full budget towards digital marketing. However, before making a final decision, it is necessary to take a closer look at the positive impact print ads can have on consumers.
Print Holds Consumers’ Attention Longer
As more and more consumers trade traditional print materials for digital devices, it is easy to forget the relevance of print advertising. However, a study done by Nielsen Scarborough has shown that approximately 70% of households with an income above $100,000 are newspaper readers — proving the value and buying power within this group. Moreover, print ads tend to hold consumers’ attention for a longer period of time than digital means of advertising. According to research done by the International News Media Association, print readers typically spend 20 minutes or more with their publication in hand while visitors to a digital news site stick around for less than five minutes.
The Benefits of Print Ads are Undeniable
The goal of a marketing campaign can be anything from brand awareness to conversions. In any campaign, brand recall and high response rates are excellent results. Print advertising generates a 20% higher motivation response, even more so if it appeals to senses beyond touch. If being able to reach your target demographic is a priority for your business, a study conducted by Nielson Scarborough found 58% of adults aged 18 to 34 and more than 60% of adults aged 35 years and above read a newspaper. Lastly, the most important aspect of creating an ad is gaining the consumer’s trust. A survey found that 82% of consumers are more trusting of print ads when compared to various advertising channels showing that adding print to your marketing strategy can create a big impact.
Print Advertising is Not Dead
The benefits and impact of print advertising are clear. To create an even stronger campaign, consider an integrated, multi-channel approach that includes both print and digital advertising. In fact, by combining print and digital ads, online campaigns become 400% more effective according to Top Media Advertising. Don’t let the choice of where to advertise stop you from going through with your print plans. The PM Group has a team of media buying professionals that can work with your team to find the best media channel and the best rate available. Contact us today to get started!
