Why Print Advertising Works

In this digital, mobile world we live in, it is easy for businesses to jump on the web band wagon and forget all about how important targeted print advertising can be in the fast-paced era of e-commerce.  But don’t take our word for it, let the facts and figures tell the story…

 

According to neuroscience research, print ads make a better impression than digital ads. Several studies have shown that on a brain-chemistry level, people process print content with greater engagement and focus, not to mention a deeper emotional response, than they do content viewed on a screen.  For advertisers, this means that traditional print media ads are more likely to make a lasting impression and, thus, lead to more sales.

 

Prepare to have your mind blown: 79% of consumers act on print ads compared to 45% for digital ones. Not only are people more likely to take action on print ads, but they also have an easier time remembering them. That means they’re more likely to be attracted next time as well.

 

Print will always have many advantages over digital mediums, namely:

​Perhaps the fact that print has been around so long gives it prestige. Thanks to its rich history, ads that appear in print tend to be taken much more seriously.

When your advertisements appear in a trusted publication, some of that prestige transfers over to you.  Not only that, studies suggest that readers trust print more than any other medium. In fact, according to an October 2016 survey by MarketingSherpa, 82% of U.S. internet users trust print ads when making a purchase decision, more than any other medium.

Humans have become modern multitaskers. We check email while texting our friends while binge-watching our favorite TV shows. In other words, we rarely give digital content our full attention. Print content, on the other hand, allows us to really focus and engage. 

According to the National Retail Federation, shoppers are most likely to start an online search after viewing a magazine ad.

While much has been said about Millennials and their smartphones, many businesses rely on a more experienced consumer at a different phase of life. Many people, including elders and those who are simply more methodical, appreciate print for more signal and less noise.

 

With today's consumers, diversification is key to engage them on multiple platforms and gain their trust in who they chose to do business with.  Print marketing is just one of many tools in your advertising toolbox, but rest assured it is a highly effective medium that delivers results!