So much has been made of digital advertising in recent times but is it really all that it’s cracked up to be? That remains to be seen, for although digital advertising is made out to be the future of advertising, and it very well might be, it would appear as though digital advertising is still playing catch up to physical and traditional advertising in many regards.
Adobe’s revealing study
A revealing study by Adobe – 3000 adults across France, Germany and the UK were surveyed – has uncovered some interesting facts about advertising and as you may have guessed, or may not have for that matter, digital advertising simply isn’t what it’s often made out to be.
For example, just 8 percent thought that online ads were persuasive and only in the UK did online advertisements make the top three, with French and German survey participants favouring physical advertising in the form of billboards and window displays.
Moreover, traditional advertising further triumphed over digital advertising in that 70 percent of UK participants claimed they thought television ads were more important than online ads and a further 62 percent went on to say that they found online ads ‘annoying’.
According to Mark Phibbs, EMEA’s VP of marketing at Adobe, “It’s not wholly surprising that online and digital isn’t resonating to the same degree … it is still relatively in its infancy as an advertising channel …”
This statement encapsulates the state of digital advertising at the present point in time for many business owners and marketing experts in that digital advertising might very well be the advertising medium of the future, and there’s a very good chance that it will eventually supplant physical and traditional advertising, but at the moment it’s still got a long way to go.
However, it’s important to note that the percentages given and the statements made were about digital advertising, not about social media engagement, and that social media engagement was faring much better than online ads.
As Mark Phibbs added, “…while physical advertising has traditionally been about broadcasting messages, online now affords the opportunity to engage with customers directly. The brands that harness this possibility will ultimately win in the digital world”.
Physical advertising comes in many forms – banners, billboards, flags, flyers, leaflets, posters, etc. – some of which will prove more suitable for some businesses to use than others.
Effectively building brand awareness in a local area is an excellent benefit physical advertising offers businesses, for example printing a banner boldly displaying the business’s logo that draws attention to their place of business, as is the use of flyers and leaflets to draw attention and attract interest to a sale or promotion they’re holding.
The reason why physical advertising works so well as an advertising tool in a local or designated area is because it’s able to permeate areas that digital advertising can’t reach. Therefore, until digital advertising is able to entice prospective customers off the street and into places of business, physical advertising will continue to be an effective tool of business promotion, one that when used effectively offers many benefits and possibilities for businesses.
Tips for creating effective printed advertising materials
Creating printed advertising materials for your business can prove to be remarkably affordable, but you have to understand how to appeal to consumers otherwise your advertising efforts and budget will go to waste.
Social media engagement offers some unique opportunities in this regard, and many business owners have successfully used social media networks like Facebook for market research by asking their customer-base what they think of the designs they’re working on for their ads so as to gauge their reaction before producing them.
1. Printed banners, posters, etc. must be eye catching and capture the attention of consumers
2. Your business brand and logo must be clearly displayed
3. Use colours and fonts that are consistent with your other advertising efforts, both online and off, to further brand awareness and recognition
4. Suitable materials should be used so as to keep advertising materials looking like new for as long as possible
5. Attention must be paid to where they’ll be placed so as to gain maximum attention
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