Trad Media Hard Work Drives New Media Glory
58% of the UK internet universe has made an online purchase as a result of off-line messaging, and TV and magazines are equally important at driving that .
Analyse the ROI of last move prior to arriving at a website and search marketing wins all the time. ROI the 3 moves before that and without doubt its traditional media advertising that put you in the game in the first place.
The fact is that a search has to begin somewhere, and that's with a traditional advert suggesting that product X/Y/Z is worth investigating a little more.
Many familiar brands would of course get searched on without advertising, for a while, but because brands are nowhere near as important to consumers as they are to marketers, they will soon be replaced by the more salient brands of the time … a.k.a the brands that have advertised in saliency building traditional media.
So, which media might keep a brand front of mind and alive to a web search? Well, they all can. And they all do. But magazine advertising is particularly good at it.
Even if “drive to web” is not the goal of the advertising campaign, including a URL to boost web visits is a benefit most advertisers will appreciate.
New research from VISTA Print Effectiveness Rating Service (U.S.), based on an analysis of 833 ads in seven different magazines, reconfirmed that ads with URLs are more likely to drive readers to advertiser websites overall as well as across the range of magazine genres.
Ads Driving Readers to Advertiser Websites (index):
- Magazine Genre (Without Web Address); (With Web Address)
- Home (100); (203) - Financial (100); (122) - Fashion (100); (152)
- Men's (100); (138) - Travel (100); (286)
This supports PPA (UK) work suggesting that across all UK demograhps, magazine adverts are just behind TV in terms of instigating a web search. Given the cost differential, it could thus be claimed that magazines are more cost effective at the job.
But search is one thing, what about purchase? Well, if you believe that magazine adverts are good at engaging with readers in a trusted and believable environment, then you might also believe that they are good at driving online purchase – and you would be right.
The PPA have some good stuf on this at Magazines Drive Web Traffic.
At the transactional point the advert has to handover to the web page but by-and-large it all holds true.
TV ads influence men to buy online more than mag ads, just about, but roles are reversed for women. In short, 58% of the UK internet universe have made a purchase online as a result of off-line messaging – and TV and magazines are equally important in driving that.
If you'd like to know more about how print adverts can support or drive your traffic campign please contact James Papworth.
