In an environment where advertisers must compete for the attention of consumers, newspapers (printed and digital) provide a trusted environment that promotes consumer engagement. Studies find that the average person is exposed to up to 10,000 ad and brand messages daily, but only 12 ads will make an impression!
Trust, engagement and frequency are key elements to advertising effectiveness. An optimized campaign will include traditional + digital advertising to influence purchase intent. In fact, the Advertising Research Foundation reports that traditional advertising should make up the bulk of an advertising campaign, even for Millennials.
New research from News Media Canada examines media involvement and trust in newspapers. Newspapers in both print and digital formats are the most trusted environment for advertising, setting the stage to influence consumer purchase intent. Download the full presentation and fact sheets here for more information.
Source: SK Insights, “New Research Sheds Light on Daily Ad Exposures”, 2014