Treat them to a screen, keep them keen: when print advertising might not quite be enough


Treat them to a screen, keep them keen: when print advertising might not quite be enough

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The technologies are advancing and consumers’ preferences are changing.

In such a scenario, marketers still wonder whether they should launch a print ad or a digital ad.

Even though new generations may prefer digital formats, there are some cases in which printed formats are preferred.

In this situation of confusion, the goal of this article is to clearly explain when print advertising may not quite be enough to accomplish your marketing goals.

1. When you’re targeting a young audience

Young generations have grown up in a digital world, which influences their media preferences, favouring digital over printed media.

If your target audience consists mainly of young people, possibly Millennials or Gen Z, then you may not get the results you want by using print advertising.

In such a case, instead of just using static ads, you should develop digital, interactive ads that will engage and involve your young audience, e.g., making them want to share your ad on social media.

2. When you’re in a hurry to launch your ad campaign

When you need to launch your ad campaign as soon as possible, for instance, to advertise a sale discount for a special event, then print advertising might not be the best option.

The reason behind this statement is that print advertising requires careful planning before launching. The process involved in running an effective print advertisement includes making the design and writing of the copy, printing it, finding a suitable location where to place it, and then waiting for the installation to take place.
As you can imagine, this is a process that takes a considerable amount of time, so you cannot show your ad immediately. In contrast, digital advertising allows for this process to be completed in a shorter time frame.

3. When you need to evaluate the performance of your ads

The reason you are investing in advertising is that you are looking for some type of return, whether it is visibility or sales.

This can become quite challenging when you place a print advertisement since you aren’t able to measure its performance.

Because of this, if your business is focused on results and insights, print advertising may not be enough.

Although digital out-of-home advertising isn’t like online advertising, in which you can measure views, scrolls, and so on, you can still track specific metrics such as DEC and VAI, making it more measurable than print advertising.

4. When you want to attract the attention of your audience visually

Although you can display print ads in large formats, if they appear in the same locations as digital ads, yours will be overshadowed because digital ads will be more likely to catch people’s attention.

In this case, we hope to show that print ads alone might not be able to attract people’s attention to your product, especially in large settings, like malls, where there are many other advertisements.

It would make sense in such a case to use large mall video screens, which will give you the chance to grab the attention of your target audience and possibly convert them into customers.

5. When dealing with a tight budget

At first glance, it may seem the opposite, but print advertising is nowadays quite more expensive than digital advertising.

This is because you have to spend more money on materials, printing, and installation. Displaying digital ads on screens does not involve any of these costs.

Hence, if you’re a small business or professional dealing with a tight budget, print advertising may not be appropriate for you.

Even though print advertising is still used, it may not always be sufficient. As you can see, there are a few situations in which digital ads are preferable to print ads, such as when dealing with a young target market or a tight budget.

As soon as you find yourself in any of the above situations, consider the advantages and disadvantages of print advertising and decide whether it is right for you. If you do so, you’ll save valuable time and money and ensure to launch a successful advertising campaign.