Tuesday, April 26, 2016 5:27:00 PM

Getting online ad space in as many places as possible may seem like a solid marketing strategy, but the credibility of an Internet site can make or break ad campaigns. Good marketing is about targeting consumers with relevant messages at the right place and time. Online shoppers have learned to be skeptical of ads on questionable media sites, and they are more likely to act on advertising from trustworthy sources. The bottom line is where you advertise is just as important as how you advertise.

Why Newspapers Are Prime Locations for Advertising

A Jupiter Research study demonstrated that 46 percent of online content users act on local advertising they see on newspaper sites. Shoppers are also 24 percent more likely to act on information from newspaper sites than media portals. Common activity includes conducting research, visiting stores or making a purchase.

What accounts for the difference? Local newspapers have a level of exclusivity and authority that isn't possible for other media outlets. Consider that newspaper content reached more than 176 million people in March 2015 alone. On average, 43 million adults view newspaper content on mobile devices every month. Consumers are surrounded by competing TV stations, radio stations, and media websites, all of which have limited reach. On the other hand, many areas have only one (at most, two or three) newspapers, and the advertising is laser-focused on finding local products and shopping experiences.

Consumers want information that directly relates to their needs and experiences. Newspaper ads serve niche markets and create actionable plans by acknowledging what's important to consumers in target markets and showing them the benefits of following through on purchasing decisions now. 

Consumers Trust Newspaper Media

Newspaper ads motivate buying actions because consumers trust the content over other sources. According to a recent comScore study, four in 10 adults say the source website influences how they receive advertising. Approximately 78 percent of consumers believe newspapers have the most current ads, and 48 percent believe ads on newspaper websites are more likely to be credible. Unsurprisingly, 46 percent value the familiarity of ad sources in local newspapers, while 21 percent believe newspaper websites have less "junk advertising."

In contrast, media portals draw much of their content from newspapers, solidifying beliefs that newspapers are trustworthy and sit at the top of the information hierarchy. No matter where readers start their online searches, website links help them navigate to the original newspaper sources. In fact, 77 percent of adults follow news story links on social media sites. Newspaper websites trigger higher search volumes, and their online ads increase traffic to advertisers' websites for roughly two weeks after circulation.

Newspapers Attract Readers With Substantial Buying Power

Newspapers draw a loyal audience of educated professionals who seek out ethical sources of advertising and have the means to make big purchases. Print and digital newspapers reach approximately 74 percent of households with a yearly income of $100,000 or more. These affluent shoppers are 60 percent more likely to spend $2,500 on online purchases, 24 percent more likely to own smartphones and 26 percent more likely to own tablets, compared to the general population.

For advertisers, this means the average newspaper readers are action ready and spend considerable time performing activities online. For example, 20.6 million people used desktop computers to watch videos on newspaper websites in June 2015. The tech savvy news audience is creating countless points of contact online, giving marketers opportunities to steer consumers from general online activity to buying-related activity.

More importantly, the combined power of digital and print media is most effective at triggering consumer engagement. Using mixed media enables advertisers to reinforce marketing messages and branding through different types of content, including readable ads and interactive video. As consumers repeatedly view your ads on credible newspaper sites, they are more likely to be receptive to the benefits of your products or services. Contact us today for information on developing online ad campaigns.

Categories: Consumer Insights, Small Business

Tags: consumer insights, digital