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Both Digital and Print Advertising Are Still Necessary, Experts Say

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Research shows that print advertising makes multimedia campaigns up to 40% more effective. This study was conducted in response to the ‘print versus online’ advertising dichotomy as studies show investing in both is still necessary for businesses.

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Both Digital and Print Advertising Are Still Necessary, Experts Say

  1. 1. Both Digital and Print Advertising Are Still Necessary, Experts Say Digital Ads International Pty Ltd Level 2, 661 Darling Street, Rozelle, NSW 2039 02 9818 1965
  2. 2. Research shows that print advertising makes multimedia campaigns up to 40% more effective. This study was conducted in response to the ‘print versus online’ advertising dichotomy as studies show investing in both is still necessary for businesses. The Prevalence of Ad Blockers When advertisements offer no contextual information or if ads suddenly pop up and give users no options to opt out of the ad, users are more likely to look for ways to avoid ads altogether, such as ad blockers. Ad blockers are browser extensions that block out advertisements, thereby reducing the effectivity of online advertisements. Mahlab Media’s head of content, Martin Wanless, said that Australia had some of the world’s lowest click-through rate for banner ads. Users with ad blocking extensions have increased by 81% in 3 years.
  3. 3. With around 200 million ad blockers and rising, these extensions have cost around US$22 billion a year in profit loss for businesses that solely use digital advertising. Research says, however, that using the platform in conjunction with print advertising will make the campaign more effective. Effectiveness of Digital and Print Advertising Advertisers counter ad blocks through producing content that their target audience ‘actually wants to consume’. Ad blockers can put certain ads through the wall, based on the quality of the content and on what the users say. Adblock Plus says that ads have a higher probability of getting on the ‘white list’ if they are:  Not Excessive (e.g. without user-initiated hover effects)  Without Autoplay-Sound or Videos  Are Not Expanding or Oversized Images  Not Pop-Ups or Pop-Unders  Not Animated or ‘Rich Media’ Ads (i.e. Flash and Shockwave ads)
  4. 4. SOURCES: http://welcome.digitalads.com.au/ https://mumbrella.com.au/digital-dinosaur-ignore-print-says-content-head- 395559 https://theconversation.com/how-online-advertising-can-work-in-a-world-of- ad-blockers-54244 http://www.bandt.com.au/technology/study-execs-know-need-change- succeed-transformation Matching digital advertising with a print campaign increases return on investment (ROI) by up to five times. In fact, a digital campaigns’ effectiveness shoots up to 20-40% when combined with print. Businesses that overall use both digital and print campaigns report an up to 58% uplift in ROI. Currently, online advertising remains one of the biggest earners for Google with year-on-year revenue up by 17% (US$19 billion) for the last fiscal quarter of 2015, but studies show that companies stand to make more by using a combination of the available advertising platforms.

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