Campaign: Paper And Print Most Effective Channel For Consumer Engagement

Campaign: Paper And Print Most Effective Channel For Consumer Engagement
SHARE
THIS



To demonstrate the value of paper and print to advertisers, an industry report has been produced as part of a $1 million campaign.

The report, The Value of Paper and Print, shows that despite the ever-increasing popularity of digital media, paper as a communications device is still the most effective channel when it comes to engaging with customers.

The report includes data and research findings from Australia and around the world about print’s efficacy, role in the path to purchase, branding, ROI and sustainability

Kellie Northwood, executive director of Two Sides Australia Limited (TSA), a website dedicated to showing the value of print and paper and which is funding the campaign, is heading up the initiative. Internationally it’s a $20m campaign – Two Sides operates in 10 other countries including the US and UK.

“Research continues to show regardless of whether print material is delivered in books, magazines, catalogues, leaflets, newspapers or even direct mail, information transference and recall are more effective on paper than on screen,” says Northwood.

The findings include the fact that twenty per cent of people remember an article better when reading on paper and paper still reigns as the most effective communications channel for brands.

Although younger consumer groups of today may have never known a world without the internet, mobiles and email, there could be a wave of change as younger readers are more “inspired” by newspapers and magazines than older demographics.

Ad agency JWT reported in its ‘100 Things to Watch in 2014’ a prediction that techno-paranoia will grow as consumers challenge what info they share and opt-out from data collection.

And there’s a growing movement in public places which encourages people to put away their smartphones. A bar in Brazil has introduced the ‘offline beers glass’ which only stands upright if you rest it on your smartphone and a restaurant in LA is offering discounts to diners who check their phones in before dinner. Antisocial behaviour is applying social pressures.

 

Please login with linkedin to comment

awards classified advertising Clemenger BBDO Sydney Parrot Zik 2.0

Latest News

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]

Opinion

by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]