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Solving the Advertising Puzzle – Online, Offline …or Mobile?

Posted by TeamITI on April 7, 2009

puzzleHere you are, having to decide how to distribute your advertising spend among the ever-growing advertising channels:

– Online vs. offline; Print vs. pay-per-click

– Website banners vs. mobile marketing

– TV vs. full page 4-color magazine ad, and so forth…

It would be interesting to see what type of ad gets most of the viewer’s attention. And the findings are interesting, based on a test conducted in a lab setting by McPheters & Company:

  • Within a half hour, magazines effectively delivered more than twice the number of ad impressions as TV and more than 6 times those delivered online
  • Magazines had ad recall almost three times that of Internet banner ads
  • Among web users, 63% of banner ads were not seen. Respondents’ eyes passed over 37% of the Internet ads and stopped on slightly less than a third

According to Scott McDonald, Senior Vice-President of Research for Condé Nast, “Because different media deliver ad impressions at… different rates… time spent with a medium does not translate into value for advertisers… (and) that magazine advertising is undervalued relative to its effectiveness.” (source: MediaPost Research Brief)

Lesson learned? Do not discount one channel over the other, but find the pieces that fit together, much like when you assemble a puzzle.

Mobile marketing integration with SMS call-to-action is just one example that let’s you engage your customers beyond that initial ad impression!


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