Some Facebook posts might stay in your mind but how about the ads found next to them? Are newsbrands more memorable than Facebook or vice versa?
Australian ThinkNewsBrands wanted to find out and commissioned the audience research lab MediaScience to get details on how recall, brand recognition and brand image compare in newspaper versus electronic media. The study included more than 5,350 participants and ran across 42 print runs and 252 websites which together created 6,037 unique brand exposures.
According to the findings, ads in printed newspapers outperform Facebook ads of all types by up to four times. When looking at printed ads, including quarter, half and full-page ads, compared with display, 6, or 15-second Facebook ads, news offers a superior level of unprompted recall.
Printed ads are far superior to a display ad in Facebook. A print ad noticeably outperforms video ads as well. Even when combining two videos, newspaper ads have an edge. In other categories like recognition and brand lift, print performs better as well.
The findings tie in with results that newspapers are found to be more trustworthy than digital media – including the advertising. News media are extremely effective at embedding brands in people’s memories as well. Researchers conducting and supervising the study commented: “The reason for this is that when people consume news content, they enter an active and alert state of mind, and this carries over to the advertising on the channel”. Also, the printed page provokes a reaction through its very tangibility.
More details on why newsbrands are more memorable than Facebook and other digital channels can be found in the ThinkNewsBrands “The Benchmark Series” study, the largest cross-media advertising effectiveness study ever conducted in Australia.
In the light of distance learning during the pandemic and the move towards digital media in schools there is probably not enough of a discussion on how reading printed books is impacting learning, the joy of reading and consequently the grades. The OECD in sifting through the 2018 PISA study results on school performance published their “21st-Century Readers” report this year, with some interesting findings.
If you sent out e-mails you better come up with something to be read quickly. Litmus, describing itself as a leader in email marketing and analytics, published a report titled “State of Email Engagement” in which the average time spent reading an e-mail is only 10 seconds. This is down by 15% compared to the year before. In contrast to 2018 it is even 25% less time.
In an outside view marketing often equals advertising. Corporations need to perform a lot more activities within marketing however, which are necessary to plan and support advertising or are spent on other activities. This is reflected in the marketing budget allocation shares of the total spend according to a new study from salesforce.com. Only 22% of the total marketing budgets is allocated to advertising. Considerable shares are invested into technology and people – which includes salary, training and other personnel costs. Event and sponsorship rank high on the budget list as well, demonstrating how companies still spend considerable amounts on shows, events and sponsorship activities (which in turn might support events as well).
If something is illustrating the current shortage in paper it is the rising costs of recovered paper. The chart shows German recovered paper prices – indexed for 2015 as 100%. China, once the main destination of recovered paper closed their borders for most waste materials in 2018 – which includes most recovered paper. This sent recovered paper prices into a tailspin. The bottom was reached during the first wave of the pandemic in 2020, when everything came to a standstill, at about 20% of the 2015 prices.