Trade Promotion (Pt3) The science of being seen!!
Media consumption varies greatly amongst types of customers.
Some prefer to flick through a magazine with the occasional online glance.
Others operate from their tablet or laptop for both work and play.
With knowledge and insight, ads can be placed to maximise the opportunity and grab attention in both print and digital media.
What’s impossible to control is the customer’s state of mind when they see the ad.
Customers are invariably time-poor; hard at work and offering just a few ‘you-have-my-attention’ windows during any one day.
Here are a few interesting facts to consider that muddy the media waters*…
– If print advertising is seen for less than 1 second, only 25% of readers recall the ad
– If print advertising is seen for between 1-2 seconds, recall goes up to 45%
– Only 4% of online ads are viewed for more than 1 second
‘Early right-hand page facing matter’ may be a print ad copy instruction that resonates with some of you. Placing print ads opposite or within editorial, or even amongst similar content, keeps the customer on the page and improves the chance of gaining attention and desired action.
Think twice before placing online ads on landing pages. These pages are often designed as an information gateway with links that quickly launches you into specific high-content pages within a site.
MPUs tucked down the right-hand column of the page can be invisible to the task-absorbed visitor. Identify the high traffic pages that hold attention!
And, try to ensure your ads are positioned on the parts of the webpage that are visible – above the fold – without further scrolling or clicking necessary.