Why Print Ads Still Work
“What was the rating and share for our spot in ‘Ally McBeal’ last night?” “How does the circulation of Forbes compare to Fortune?” These were the types of questions once asked of media professionals. And truth be told, they were pretty easy to answer. Today, however, the questions have changed significantly, especially in the B2B space.
“What was the rating and share for our spot in ‘Ally McBeal’ last night?”
These were the types of questions once asked of media professionals. And truth be told, they were pretty easy to answer.
Today, however, the questions have changed significantly, especially in the B2B space. For example, you might hear: “What is my total reach of purchase influencers compared to decision makers?” Or someone might ask one of the more common and difficult questions of late: “How do I measure my print advertising and justify the investment?”
- Use a Vanity URL or Subdomain
A vanity URL or subdomain is a section or small portion of a domain identified by a name or number before the main domain in a URL. Include the subdomain in the ad messaging via a call to action and track traffic that could only have come from your print advertising campaign. You can also use a unique URL if your landing page will have multiple pages.
- Utilize a Unique Tracking Phone Number
In your print copy, using a phone number that can be tracked can enable you, with the right technology, to secure a report that details how many people called specifically from the ad. This tactic can also help to supplement lead-generation efforts.
- Use QR or Coupon Codes in Your Messaging
Providing customers compelling reasons to visit a client’s site with easy-to-track codes can help measure print advertising effectiveness. While print has not historically been a multitasking media vehicle, the “pass-along nature” of print readers to share interesting solutions and offers with one another lends great potential for QR and coupon codes.
- Conduct MRI Starch Research
Starch research delivers key engagement metrics for magazine ad readership and deep insight into the involvement readers have with specific ads. This includes purchase behavior or intention, brand disposition, actions taken and more.
- Don’t Forget About Tablets
eMarketer estimates that one in three customers will be using a tablet by 2014. As an increasing number of readers consume magazines, research is demonstrating that tablet/e-reader ownership actually boosts magazine reading, and customers are consuming just as much, if not more, magazine content. Advertisers running in magazines should reach out to their respective print publishers to secure any or all consumption, as well as ad-engagement data, providing that publication allows third-party tracking.
Tom Ferry, Director of Media
20 West Kinzie Street, Suite 1400
Chicago, IL 60654
TOM FERRY is Director of Media, gyro Chicago, and brings more than 25 years experience developing strategic communication plans targeting consumers and customers. He manages day-to-day operations of the agency’s Cincinnati and Chicago media teams, overseeing the overall strategy, planning and buying process across all Clients. Tom is charged with thinking strategically about the entire communications planning process, providing innovative idea generation across all plans and helping the agency stay ahead of the digital curve. Prior to joining gyro, Tom gained several years of experience at the Leo Burnett Company, Starcom Worldwide and OMD Worldwide as a director on Procter and Gamble, JCPenney, Gillette, and many other businesses.