As marketers continue to explore methods of advertising – social, search, email – it’s now possible to reach consumers anytime, anywhere. In this increasingly digitized world, some businesses have discounted the value of direct mail. However, recent research has revealed that overall engagement remains high, particularly among Millennials. Heightened engagement both with mail and new media provides opportunity for campaigns to reach consumers across multiple touchpoints, increasing impact.
In a digital world it is easy to dismiss print advertising as an option, but research from the Australasian Marketing Journal shows that print still succeeds in evoking emotional response in the consumer. The researchers ran six experiments that showed participants ads with varied color, type-face, text design and connotation. All of these design elements were shown to evoke relevant emotions, highlighting the importance all of these elements bring to an advertisement. While each element brings forward a specific response, this can change based on the context.
There are many types of messages that have the ability to strike a chord in the hearts of consumers. Sensory marketing does so by triggering multiple sensory regions of the brain to increase the chances of an advertisement being remembered. This article analyzes cases of synaesthesia, or the combination of multiple sensory components in a single ad or statement (like golden melody or cool color). In the context of metaphorical advertisements, using synaesthesia is likely to trigger positive emotional responses.
Connected TV is becoming more popular, as the number of digital video impressions on connected TV surpassed those on mobile this year. Connected TV refers to videos that are streamed through the internet and viewed on TV screens. Some of the topics addressed in this article are the difference between connected TV and OTT, the availability and price of inventory on connected TV, and the tracking limitations that currently exist for advertisers on connected TV.
Print advertising doesn’t have to be traditional! This Hubspot article showcases a variety of interactive print ads that make remarkable use of space and paper. Some examples send a fun message, creatively playing on activation from the user. Others provide an immediate benefit to the customer, from a billboard that supplies drinking water from moisture in the air to a solar panel magazine ad. Browse below to inspire your own creative print ad ideas.
By 2022 it is expected that over 60% of the U.S. population will watch connected tv more than once a month. A major problem for brands is that marketers still choose to use broadcast and cable TV over connected TV, as these traditional TV mediums have much larger audiences. Another major problem is the collection of data, which has not yet become uniform. An upside to advertising on connected TV platforms like Hulu and Roku is the opportunity to reach audiences in a more targeted way, although these audiences may be smaller than desired.
In this article, it is determined that over 55% of the U.S. population is a connected TV user and that there are nearly 89 million households. Marketers feel that the connected TV market is very fragmented but because of the quick adoption, ad spending will soon catch up. In 2018 there was $8.2 billion spent on advertising on connected TV, up 75% from 2017. 70% of all global TV shipments in 2018 will be connected TVs.
This article predicts that by 2021, connected TV users will number around 223 million and traditional TV users will decrease to 181 million people. 87% of connected TV users are usually on their phones and tablets while watching connected TV. The UK and France are predicted to have huge gains in connected TV ad revenue. Over 90% of connected TV ads are as relevant as or better than traditional TV. 89% of connected TV ads are viewed; by comparison 81% and 78% are viewed on mobile and desktop respectively.
Print ads, touted as outdated, have been consistently overlooked throughout the past decade. This article explores if this impression is justified. According to the article, it is often easier to include print advertising in your marketing spending, as it is easier for print than digital to make sure that you are reaching the right customers. On the other hand, digital advertisements often go unnoticed within the fast-paced digital medium, and sometimes it is ambiguous who you have actually reached. While there are benefits to both mediums, each one requires a new set of skills.