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From reader trust and influence to multi-platform
effectiveness and engagement, research shows news media companies are the
place to advertise.
Media Engagement Index
Avarage: 100
Newspapers, both print and digital,
offer key benefits to advertisers that are not delivered by other media
options. They are powerful and present advertisers with the opportunity to
deliver messages in a trusted, engaging environment.
Readers trust the ads: Nielsen finds that advertisements in newspapers
continue to be among the most trusted
forms of advertising. Newspapers provide an environment that
offers clout. Both in print and digitally, newspapers are taken seriously –
and so are the ads.
Readers want the ads: Consumers were asked their reasons for reading
their local newspapers. The top three answers: local news, local events, and
the ads (from Totum Research on behalf of Newspapers Canada, October
2013).
Newspapers are one of the few places
where readers want and expect advertisements. They are part of the content.
In many media, consumers go out of their way to avoid/skip ads because they
don’t want them.
Influencers read newspapers: Research finds newspapers are read by influencers,
a key group for advertisers as they hold sway with family, friends, and
peers. From Admap’s “How Influencers Work”:
“Influencers are information hounds.
… These people are more heavily represented in the audiences for print media
(newspapers) and online publishers (newspaper Web sites), more so than in the
audiences of Facebook and Twitter. … Target influencers through the media
they use.”
Add Engagement Index
Both the media and ads are
engaging: Consumers were surveyed on 11 metrics
for media engagement (i.e. how
captivating the content and ads are). All 11 scores were added together
except “it contains annoying ads,” which was subtracted (because it was a
negative attribute). In some cases, this created a negative score.
On media engagement, print newspapers
scored highest! Newspaper Web sites came in 34% higher than average – scoring
higher than radio, magazine, Internet, and billboards.
Four metrics for advertising
engagement included noticing the ads, getting useful information, annoying,
and being influenced to purchase. Print newspaper ads scored almost five
times higher than average! Newspaper Web site ads ranked second (39% higher
than average).
Ads across devises build on one
another: Research finds newspaper readers
across devices are more aware of the ads and have better
brand recall. Multiple interactions with an ad across platforms makes ad effectiveness grow.
Environmentally friendly: Newspapers
are green. Print newspapers biodegrade in six weeks versus
styrofoam cups (5,000 years) versus glass bottles (one million years),
according to 2015 information from the National Parks Service. More than
80% of newsprint is recycled and the forest industry plants more trees than
it takes, according to 2015 information from the Forest Industry
Association and Newspaper Canada
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Fonte: INMA
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