Print media and Avant Card – an intersection

June 5th, 2017 by Avant Card

Since our inception in 1992, Avant Card has positioned itself strongly as an out-of-home media specialist. The strength in our business lies in our carefully created and managed national distribution network. Our product offerings are largely printed media, and we take great interest in how these can work simultaneously with digital channels to achieve our clients’ targets.

TSA Limited is a “not-for-profit industry initiative promoting the effectiveness and environmental credentials of print media in the Australian and New Zealand markets”. Value of Paper and Print (VoPP), the “effectiveness campaign promoting the efficiency and engagement of paper and print as a relevant, effective and modern media channel” is a valuable resource for marketers as it collates research from several sources about the efficacy of print media.

Avant Card products are showcased in attractive and well-serviced displays, and it is entirely the consumer’s prerogative to engage beyond seeing them – by picking them up, reading them, visiting websites. According to the Value of Paper and Print Fast Facts Brand sheet: “A recent study shows that physical interactions with advertisements increase a reader’s brand perception by 41%, quality perception by 20% and intent to purchase by 24%” (PHD Media, 2015).

It goes on: “Creative that encourages people to touch a print advertisement produces even stronger brand impressions. Touching advertisements increases people’s beliefs that the brand is honest and sincere by 41%” (PHD Media, 2015).

The scope of Avant Card products suddenly broadens beyond out-of-home media – they are on display in consumers favourite and most-frequented environments – but they are also creating powerful opportunities for consumers to build strong, and lasting relationships with our clients’ brands.

The two-fold benefit of Avant Card products is also illustrated in this Value of Print and Paper quote: “A recent study showed that 84% of respondents understood, retained or used information that had been read on paper much better than information received on a digital device. The study also revealed that 79% found print media more relaxing and enjoyable to read” (Two Sides, 2015). Again, consumers are seeing the products ‘out of their home’, but they also have the opportunity to take something tangible with them to peruse at their leisure, resulting in better brand and product recall and comprehension.

Diane Morris, Assistant Manager of Marketing Communications at the National Portrait Gallery reiterated this in an Avant Card case study.

“Avant Card provided a different, unique, way of reaching our audiences by engaging them in familiar spaces. The card format also provided a takeaway element keeping us front of mind, something that digital advertising does not achieve. In past campaigns we have predominantly focused on the digital space as the [Digital Portraiture] Award asks for entrants to create a digital portrait but branching out from this and exploring a more tangible method of communication really worked…There was an 154% increase on last year’s (2015) entries and the largest number of entries to date for the Digital Portraiture Award.”

Digital is booming in Australia, and marketing teams are under increasing pressure to justify promotional spend by pinpointing exactly where each sale is coming from. However, keeping print media in the mix is important. “The ‘engagement’ side of the brain gets a particularly high affinity response when people read print media. This area of the brain is reserved for familiarity, such as recognising friends or family indicating brands can gain trust with customers more effectively through print than other media channels” (Print Power, 2015).

It’s a beautiful thing that people love.

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