Print beats online, says survey
A study has found that ads placed in news media consistently outperform those on Facebook and YouTube
A recently-published survey indicates that when it comes to brand advertising, print gives better results than social media channels.
According to an article by Print Power, ‘the landmark Australian ThinkNewsBrands and Benchmark Series study has found that ads placed in news media consistently outperform those on Facebook and YouTube.
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‘And print proves the most effective for embedding a brand in people’s memories.’
Print Power said research lab MediaScience oversaw the vast research effort ‘that included more than 5 350 participants and ran across 42 custom print runs and 252 websites over six days in Sydney, Melbourne and Perth – all of which created more than 6 000 unique brand exposures’.
‘To make it even more comprehensive, three different sizes of print ads were created – full, half and quarter page ads – and 6- 15- and 30-second ads were produced for digital display and video.
Ads in print reportedly performed four times better than on Facebook, while ads placed around digital news came in a close second.
The tangibility of print also helps to embed a message deeper within one’s memory, the study concluded, as opposed to scrolled, fleeting messages; thus brand recall – and the propensity to buy – is higher.
The results also confirm, and are linked to, many studies that show print to be far more trusted than are social media platforms – and even more so since the pandemic.
The study concludes that while print advertising is most effective, a cross-platform approach is also effective.
For the full article, go to the link below:
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