So you love that smart phone, but are you truly engaged with the information you are seeing? In our previous post about the role of print media, we demonstrated a reason why print advertising allows better absorption of information than its digital counterpart because print readers are more interactive. This means deeper thinking and more retention of what was read and seen. There are many other factors, however, that are beneficial to you, as the advertiser, including targeted and more personalized ads.
What does it mean to use targeted print advertising? It means that you know well the demographic, interest and desires of your audience. For example, Cosmopolitan is targeted towards women between 18-35 so advertisers looking to sell feminine products would find placement in this magazine ideal compared to that of an online banner that may not be as effective nor as eye catching (see this article about banner blindness for more info on the ineffectiveness of online banner ads).
This advantage of better, targeted advertising puts print advertising ahead of other mediums. It is easier for magazines and newspapers to measure their target demographic. According to data from Mediamark Research & Intelligence (MRI), 4 out of 5 adults are magazine readers. As a marketer, you want your print advertising to stand out to these potential customers. Studies have found that a well-designed, targeted print ad is more receptive to the appropriate audience because it is not as cluttered as online.
Print Advertising is Trusted
Another advantage that goes hand-in-hand with targeted advertising is the fact that print is a more trusted source of information. Readers take more time than they do with other media. As mentioned above, customers engaged with print advertising receive an experience more attuned to their needs. If you are responsible for marketing a comfortable sleeping chair for seniors, you are not going to print an ad in Elle. You will likely search for publications whose demographics are more senior-oriented.
Furthermore, print advertising is often more personalized as well as more informative. Surveys have demonstrated that consumers prefer a personalized approach because they do not want to be made to feel like the next dollar sign. Seniors, for instance, like seeing seniors for a senior product. People trying to lose weight like to see similar models whom have had success. Stories are important in providing the reader a way to identify with the product you are advertising. Print advertising, more than online advertising, makes this experience more personalized and targeted to the customer’s needs.
If you want a targeted and more personalized approach to your customers, print advertising is a great addition to your media buying experience. Your customers will become a part of the advertising story you have to share by giving them an experience more attuned to their interests.
Convinced and ready to make your first buy? Contact us today for information about our media buying services.