By Jenna Bruce
For many years now, marketers have wondered if print is dead. And, with each passing year, those of us who make a living through print advertising continue to sing its praises.
But sometimes, in order to convince people of something, you need more than sung praises – you need science.
Well consider this: neuroscience has now proven that print ads make a better impression than digital ones. Numerous studies have indicated 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.
While digital content is scanned quickly, paper-based reading is slower and more deliberate, leading to greater rates of comprehension and recall. For advertisers, this means that traditional print media ads are more likely to make a lasting impression and, thus, lead to more sales.
Why Print Will Always Remain Relevant – Through 2018 and Beyond
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.
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.
Clearly Defined Target Audiences
Healthy ROIs require the ability to target readers effectively. Print ads allow positioning in the most relevant editorial sections of publications. Conversely, when buying ads from digital networks, you can never be quite sure your message will reach the right audience at the right time.
High Engagement Rates
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. And, when it comes to getting our message across, you can’t beat full engagement.
Print Drives Online Search
According to the National Retail Federation, shoppers are most likely to start an online search after viewing a magazine ad.
Print Ad Tips
Now that you understand just how effective print advertising can be, here are some tips to make your ads as effective as possible:
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