DR Space Ads = Consumer Disruption
Consumers don’t like it, which means marketers don’t like it. That’s why only 11 percent of surveyed marketers for Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016” were even investing in the channel in 2016.
“Tearing out a reply card,” reads the research, “or making a call or logging onto a website interrupts the primary action — reading. Television and radio allow prospects to continue their media consumption, if only in the background, when responding.”
The report listing this finding is the result of Target Marketing analyzing years of “Media Usage Survey” data. This “Direct Response Space Ads” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
It’s important to note, though, that the print channel has far more opportunities for marketers than space ads.
Direct Response Space Ads
Here is that excerpt from “Marketing Mix Trends 2010-2016.”
Print space ads with response mechanisms require more of an interruption to interact than, say, direct response television or radio. Tearing out a reply card, or making a call or logging onto a website interrupts the primary action — reading. Television and radio allow prospects to continue their media consumption, if only in the background, when responding. Are marketers acknowledging this?
During the past six years, the percentage who use direct response space ads declined from the upper teens to around 11 percent in 2015 and held there in 2016, while the percentage who don’t use this medium at all has steadily increased from around four in 10 to roughly half. Opportunities for direct response space ads may have dropped, too: During the past five years there have been more publication launches than closures, but launch vs. closure numbers can be misleading. Three new quarterly publications won’t offer the same amount of ad space as one weekly closing or reducing frequency.