So there I sat the other night. I had just entered the house after picking up the mail from the curbside mailbox, and there it was: the envelope of monthly coupons, a few glossy cardstock mailers from hopeful politicians, a flashy envelope from my insurance agent and an oversized mailer from a friend in real estate. And a couple of bills (I wonder how my electricity usage stacked up against my neighbors’ this month).
I thought to myself, “self, you’ve got to be kidding me. Why are all these people wasting their money on direct mail? Don’t they know it’s going straight to the trash?”
Well, apparently, there are a lot of businesses who are spending their ad dollars on print advertising. In fact, BIA/Kelsey says direct mail leads the way with 41% usage, compared to newspaper at 26.7%. While overall revenue in the print business is declining (sorry, newspaper friends), there are many businesses who still rely on it for results.
But this blog isn’t about the value or print advertising. I’m in the digital business, remember? No, this is a blog about a study that backs up what I thought all along: online advertising makes all other advertising better, especially print.
Says MediaMax Network in a recent study, “Campaigns combining print and online also achieved significant lifts in ad effectiveness, beyond what a single platform would achieve.”
So, it’s not just my own theory that digital plays well with print (and TV, and OOH, and...), it’s a bunch of scientists who make a living measuring people’s brains!
“...Print and digital advertising are better suited to reaching different demographic groups than other forms of advertising,” reads the study’s summary. “Digital advertising helps cast a wider geographic net toward a specific kind of customer, where as traditional print advertising is often more effective at driving business at the local level.”
In other words, print is great at driving traffic to the storefront, and digital extends the reach of a campaign to bring even more people to the table. Now, imagine a campaign that combines print with both television and internet, and you’ve got a real winner!