{"id":796,"date":"2013-01-21T04:08:38","date_gmt":"2013-01-20T21:08:38","guid":{"rendered":"http:\/\/fortuneindo.asikwap.com\/?p=796"},"modified":"2013-01-21T04:08:38","modified_gmt":"2013-01-20T21:08:38","slug":"do-advertisers-know-that-well-targeted-print-ads-can-increase-roi-to-240","status":"publish","type":"post","link":"https:\/\/foru.co.id\/id\/blog\/2013\/01\/21\/do-advertisers-know-that-well-targeted-print-ads-can-increase-roi-to-240\/","title":{"rendered":"Do Advertisers Know that Well-targeted Print Ads can Increase ROI to 240% ?"},"content":{"rendered":"

\"advertising-596x596\"<\/a>Many news media are focused on new business models, profitability, and shareholders\u2019 value. But in this quest for innovation and continuity, we might overlook one of the major assets of the news media: it\u2019s advertisers\u2019 value.<\/span><\/p>\n

In tough economic times, with a critical look at diminishing advertising budgets, news media can still deliver excellent return on investment (ROI), even resulting in direct uplift at the counter.<\/span><\/p>\n

In 2013 we expect to deliver some hard evidence of this belief.<\/span><\/p>\n

Like everywhere in Europe, the Dutch news media, especially newspapers, are experiencing tough competition from other media channels. Most A-brand advertisers choose a multi-media approach, with TV and online as a base.<\/span><\/p>\n

On top of that, newspapers, magazines, radio, or outdoor can play a secondary role. But they have to compete, even for a supporting role. <\/span><\/p>\n

The low\u00a0gross rating point (GRP)<\/a> prices of television in the Netherlands make this pitch extra difficult \u2014 particularly for retailers who need weekly impulse shopping traffic and still rely on regular newspaper advertising.<\/span><\/p>\n

The advertiser\u2019s focus on media ROI and direct sales also offers chances.<\/span><\/p>\n

A dedicated panel of\u00a0GfK Panel Services<\/a> is a validated source for this type of metric.\u00a0This panel consists of a few thousand consumers whose media and consumer behaviour are continuously tracked.<\/span><\/p>\n

A German analysis in 2011 of more than 100 multi-media campaigns delivered some promising results. If we look at sales ROI of media campaigns, newspapers belong to the most remunerative media channels.<\/span><\/p>\n

These positive insights encouraged the\u00a0Dutch news media promoter Cebuco<\/a> to initiate some ROI studies for their specific market. The organisation signed up for seven studies; the individual news media will account for three extra cases.<\/span><\/p>\n

When transformed to showcases, these studies can be used as incentives for other A-brands. And an aggregated study of the individual cases \u2014 planned for mid 2013 \u2014 will be able to bring out some general lessons for a better advertising ROI.<\/span>
\n\"Grimm-HiddenTreasure\"<\/p>\n

Of course, a secondary goal is to gain a fair share in the TV-dominated Dutch advertising market.<\/span><\/p>\n

Halfway through this project, the first lessons are already emerging. And for news media, they appear to be very promising.<\/span><\/p>\n

The provisionary conclusion is that TV is over-used. Because of the cheap tariffs and effectiveness promise, media campaigns are regularly depending on 1,000 GRPs or more.<\/span><\/p>\n

On the other hand, print advertisement is limited to one shot or a few inserts. GfK found that the law of diminishing returns is clearly visible; the last flights of the TV commercials don\u2019t contribute much to the ROI. <\/span><\/p>\n

On the other hand, the print ads are still on the progressive side of the curve; by adding more newspaper adds, the ROI will grow. By optimising the media strategy for the ratio of print to TV, the ROI can improve to 25%.<\/span><\/p>\n

Although we\u2019ll have to wait for the aggregated study to deliver the hard evidence, some results are worth mentioning in this \u201cappetizer article\u201d:<\/span><\/p>\n