Types of ads that US internet users trust when making a purchase decision, OCT 2016:
- 82% printed ads (newspapers, magazines, etc) - HIGHEST.
- 76% ads and catalogs recieved in the mail.
- 69% ads in outdoor and public spaces (billboards, transit ads, posters, etc).
- 25% digital pop-ups - LOWEST.
- 43% ads embedded in social media.
- 39% online banner ads.
It was found in a comparison study that even the younger generation are more open to outdoor advertising and printed ads than digital, even though this generation spends more time on social media platforms. This information also shows that these ideas are the same for people in different countries and cultures, one having taken place in the US and the other in Germany.
https://www.insights4print.ceo/2017/02/reality-check-on-digital-advertising-vs-print/
This research suggests that in order to convey information effectively to people, a printed campaign should be produced rather than digital, since these are often overlooked. Printed material can be made more personal and therefore engage the audience better, as well as its versatility meaning campaigns can be designed for a canvas, newspaper or leaflet. Whereas, with digital media, the idea is to catch the reader's attention in the first few seconds to then encourage them to read more, however this can be more tricky and elements which concern loading speeds, etc can make for a poor experience which may put the audience off reading and engaging further with such information.
https://www.proactive.marketing/mixed-media-marketing/
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