Measuring the effectiveness of print advertising

Print advertising

Print advertising still holds on, no matter what is being written. According to Statista, print advertising spending in the United States is projected to amount to 24.66 billion US dollars this year.

Consumers are still heavily influenced by retailer print advertising. Print is still a well trusted and tangible medium. Newspapers and magazines are viewed for longer periods of time, evoke stronger emotional responses, increase desire for the product being advertised and readers / consumers are more likely to remember an ad and eventually recall it (compared to digital ads that are ephemeral and temporary).

Therefore, it is important for brands to measure the impact that their print advertising has on their target audience and compare that to competitor measurable data (such as prices, important product-related features and page positioning). Such insights will offer brands a tactical view of what is influencing the market and help them with their future marketing decisions (did I place my sponsor money in the right place, did my ad resonate, is there anything I can do to adjust my overall messaging?).

To help brands achieve that, DataScouting has just recently integrated a new tool into its MediaScouting Print platform, called Ad Monitoring.   This new tool enables users to identify print advertisements and receive reports regarding the spending and the progress of their placements and those of their competitors (ad campaigns, specific products, brands, market or sector).

Some of the features of Ad Monitoring are: Rate cards, Sections, Automatic Detection, Quality control while it supports technologies such as optical character recognition (OCR) and automatic identification of ads.

Want to learn more? Contact us!

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