Blog Layout

Boost Advertising Attention Through Digital and Print


No matter which way you look at it, advertising still holds a ton of potential. Be it print or digital, it is still one of the most effective ways to get your service or product in front of readers and users. The challenge becomes which advertising option will work best for your service or product. Take your time to consider the details for each advertising medium. This will affect the measurement and success of your project.



Compelling Messaging in Print


Although digital is the new hype in the advertising world, print still plays an important role in providing the story for your brand. Print advertising still has a personal impact on customers as people can touch and feel the ad, resembling an experience close to fine art. Not only that, but print advertising when used correctly and strategically can generate as much of a buzz as digital advertising.


Advertising aims to provide a direct emotional response, which call the reader and audience to action because they have identified with it. But triggering this emotional response has become a complex process. Humans have become the ultimate multitaskers, with less and less attention span. This is especially true for digital content, when every second something else grabs our focus and draws us to another option. Not only that but when adopting digital advertising, one can never be quite sure if your message reached the audience at the right timing.



When it comes to print advertising, your message is situated in the most relevant editorial content because newspapers take the time and resources to work on the specific details of how information is consumed. Traditional print advertising is often more effective at driving business at a local level, which in turn eliminates the unnecessary strain from the online competition which casts a wider net for the same audience. What is more, print advertising conveys a sense of credibility and respectability compared to digital. Studies show that print and TV ads are still the most trusted sources of advertising channels.


It is also important to note that print does drive online search. Speak to your audience clearly through storytelling. Stir up some emotion that identifies your brand and helps it stand out. Make it easy for prospects to contact you and reach the information online, once they are engaged in print. Above all, make sure your advertisement is structured to generate qualified leads.


Effective Online Pages



Digital advertising has in many ways saved marketing and sales teams from a lot of legwork and waste of resources. Compared to print advertising, the reach opportunities are endless and the ability to have a good amount of control over who sees the ad, less money and resources are wasted. At the same time, digital advertising is served best when filtering and sorting options are properly configured within the search process.


Most advertisers either choose the horizontal model, where the website presents a range of categories, or the vertical model, where the website is centered on one main category. Some areas that do not have strong general classifieds, vertical platforms will fill the void. The option that you choose will depend on your local needs and demands. An important point to consider when formulating your model to reach advertisers, consider if someone was selling an old futon or services, their ad does not become a message in a bottle within the vast online classifieds sea. Be sure to offer features that include selecting prominent sponsored positions, as well as displaying more similar ads below ad content for continued browsing.


Compared to print, digital advertising is better at gathering useful market information as most systems, such as Google Analytics, offer additional information about user trends and referral successes. To grow the opportunities to generate market information, your online pages should integrate social media sharing and linking. Location maps can also be linked to the ad details, as well as offering directions and a simple click to call the business from a cell phone. This will offer advertisers important information that your online pages are helping to generate leads for them.



Tactics to Boost Advertising Share


Monitoring users and advertisers in print or in digital is becoming increasingly more complex. As technology is becoming smarter and offering constant engagement, users are browsing and exploring the digital world through several screens. This offers several profiles for one user that is harder to track. On the other hand, print products focuses on circulation through specific local locations and can also offer creative and original influence through touch and feel.


Although the situation might seem challenging for print and digital advertising, there are some specific actions that be considered throughout your pricing to website structure. This will improve and facilitate a process to pursue accounts that are inactive for more than 6 months, as well as promoting options from advertisers using competitors.


When it comes to online, always display your classifieds categories on top within the menu bar for easy navigation. It might not be a bad idea to position the sections above the news categories as it shows there is value for them to be seen first. Even if your current model is horizontal, it does not mean you cannot break out your categories into navigation items that leads to your classifieds site. It will add value to browsers looking for apartments for rent and having one classifieds link might be speak as loud as having a rentals link in the top-level.



Improving the discovery and growth of your advertising, also includes the specific action of adding the “Place an Ad” link or button in a contrasting color that draws attention. For better results, place the link in the top menu bar, where users can quickly spot it. Develop package rates for print and digital combinations that deliver value. Print ads will be priced higher because of the cost and resources needed for producing them. While digital ads need to be priced in such a way to be competitive and not diminishing the value of print. If your packages do not appeal to your advertiser, then make sure your online offering is pitched well to call them to action.


19 Oct, 2020
AdPerfect, one of the leading obituary platforms used by media companies across North America, will provide its technology and expertise to The Seattle Times, the most read local news and information company in the Pacific Northwest. The AdPerfect Obituary platform provides readers and customers with an exceptional experience for sharing the life and memories of a loved one who has passed. The platform provides a modern user interface and an efficient self-serve option for funeral homes and private parties to place obituary notices. “We’ve worked closely with AdPerfect for a number of years on other products and their customer service, attention to detail and willingness to be a true partner is second to none”, said Gary Smith, VP of Advertising – The Seattle Times AdPerfect was acquired by Tribute Technology last August, a company that provides funeral management and website software to 70% of the funeral home businesses in the U.S.A and Canada. Today, with a direct connection between AdPerfect’s obituary software solution and local funeral home’s software, this never-before-seen opportunity is quickly being adopted by hundreds of local media outlets. “We’re ecstatic to have The Seattle Times take advantage of our obituary platform, as the devotion and admiration they enjoy from informed readers throughout the Pacific Northwest demonstrates how committed they are to their customers. Being able to provide The Seattle Times and funeral homes in the Seattle area with a fully integrated platform will mean better service for families” said Jim McIntosh, Executive Chairman of AdPerfect. About AdPerfect AdPerfect is the most trusted provider of mobile-friendly self-service advertising solutions for publishers and newspapers. We build reliable online platforms and engaging interfaces focused on attracting advertisers, driving user traffic and growing print and digital revenue. For more than a decade, we have always been, and continue to be, committed to designing technologies that support the evolving needs of the media publishing industry. For more information, contact Jim McIntosh, Executive Chairman, AdPerfect at jim.mcintosh@adperfect.com or phone 604.760.9039.   About The Seattle Times The Seattle Times serves the Northwest with independent, Pulitzer Prize-winning journalism, as the region’s most trusted news media company, dedicated to public service. The Seattle Times is the second largest newspaper on the West Coast and the most-visited digital information source in the state. Founded in 1896 by Alden J. Blethen, The Seattle Times is now led by the Blethen family’s fourth and fifth generations. It also owns the Yakima Herald-Republic and The Walla Walla Union-Bulletin About Tribute Technology Tribute Technology is the leading technology provider for the funeral and death care industry. Tribute Technology provides website design and development; online obituary applications; case management software; extensive funeral payment technology including credit card processing, ACH payments, crowdfunding, financing, and life insurance assignments; floral eCommerce solutions; digital marketing services; and personalization software for keepsakes, funeral stationery, and video. Tribute Technology's goal is to be the turnkey funeral technology solution for funeral homes and publishers across North America.
08 Sep, 2020
In partnership with the Local Media Association’s Digital Summit, Daryl Hively of Guarantee Digital conducted podcasts with each of the Association’s many Research and Development partners prior to the start of the conference. In this episode, Daryl sat down with Matthew Ipsan, to learn more about the AdPerfect freemium model, how the company is focused on helping the industry find new and sustainable business models and how the acquisition of AdPerfect by Tribute Technology is a game changer for local media companies.
04 Sep, 2020
Kirsten and Matthew were joined by guests Ashley Montroy, Executive Vice President of Tribute Technology and Nancy Davis from the Arbor Day Foundation. Both companies have seen tremendous revenue results by harnessing the power of data to make the customer journey both enjoyable and efficient.
04 Sep, 2020
With nearly 600 people in attendance, virtually, Matthew Ipsan of AdPerfect explained how the AdPerfect freemium model is a perfect example of a new business structure - one designed to provide local media companies with two essential elements for sustainability - significant expense reduction and new incremental revenue through e-commerce.
By jgreen 15 Feb, 2020
Tribute Technology, the leading provider of funeral management and website services, with cutting-edge personalization and technology solutions used by more than 70% of funeral homes in the United States, has acquired AdPerfect, one of the leading obituary platforms used by media companies across North America. The acquisition will deliver online and self-serve obituaries at no cost to local publishers, while also providing publishers of all sizes and platforms with significant revenue-driving products, such as the Tribute Store.
By jgreen 22 Jul, 2019
The primary goal of online marketing and content is to attract leads and lead them to make a decision. Online conversions are now the ROI of every company. To keep up, every company needs to be aware of new automation options and technology to accomplish wider online reach. Here are some stats […]
By Pelin Arin 20 Jun, 2019
Communicating with customers and prospects are spanning to wider applications. Just calling a phone number is no longer enough. As customers are more aware of their options, they want more robust and agile services and the content of your message needs to be multifaceted and provide value. In comes social selling, using […]
By Pelin Arin 12 Jun, 2019
With Google and Amazon investing more and more in artificial intelligence, there is still a lot of expectations and hype around the upcoming developments in technology. Although no one for sure can confidently forecast or speculate where the industry stands on this, we looks at some interesting numbers and stats.
By Pelin Arin 10 Jun, 2019
Online interactions are not only redefining how we receive and gather information, but also our definitions of ethics online are also being redefined. Majority of consumers now believe that using data to personalize ads is unethical. According to research, 59% believe that personalization to create tailored newsfeeds — precisely what Facebook, Twitter, […]
By Pelin Arin 05 Jun, 2019
According to recent research from the Online Classifieds Industry Report, 56.9% of companies are confirming that they plan to launch new products or services, while 58.6% planning to hire new staff in the next year and even, 38% plan to modify their business model in the next 3-5 years. This shows an optimistic and […]
More Posts
Share by: