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Printed media is relevant!

For both offline and online retailers, inserts prove integral in maximising brand health and driving sales, contributing most beneficially when used alongside digital campaigns. The multi-platform study by BDRC Continental reported brand uplift from digital alone was 3% and print alone was 5%, whilst print and digital in combination produced a 17% uplift. Total offline advertising spend decreased by 20% year-on-year into 2020, due to the global pandemic causing brands to cut spending. However, according to Canopy Media, 246 new advertisers entered the inserts market in 2020, including brands such as Foodspring, Sofa.com and Safe Hands (based on advertisers that did not run in 2019).

Looking forward to 2021, sustainability and ethical brands are key, with 7 in 10 people saying they would like to be more eco-friendly. Despite certain misconceptions, printed inserts are sustainable, and paper is one of the few truly sustainable products; it is one of the most recycled products in the world and most of the energy used is renewable and carbon intensity is low. Brands such as Woodland Trust, Tree Aid, and the National Trust have all increased their insert activity year-on-year and reaped the rewards in terms of KPI uplift as a result.

Marketing at its best draws on human emotion to connect a brand to a consumer. Being able to engage with a consumer’s senses across what they can see, hear, smell and touch is greatly advantageous. Creativity has been key for brands such as Honda-E, which ran a cost-efficient insert campaign with a high impact die-cut pop-out format to drive awareness in their launch phase (shown below).

All Response Media viewpoint

Inserts are a great advertising channel for most brands, whether you are looking to drive cost per sale, awareness, or any other KPI.

  • With no minimum spends, market entry is very accessible. In terms of cost per thousands (CPT), both media and print costs must be considered, but can be negotiated based on volumes and publishers.
  • Easily measured, usually using tracking or offer codes, and can be measured regionally.
  • Audience targeting is strong. Demographics, psychographics, and geographics are all considered in the inserts planning process, using tools looking at statistical data, consumers mindset, and social environments to ensure your audience targeting is precise.
  • We usually see strong response rates from insert campaigns, proving for efficient cost per acquisition. This is a result of strong audience targeting, but also brand loyalty or ‘brand rub’ from the magazine or paper the insert is in. Readers are bought into editorial content and often see their publication and insert in partnership with each other.
  • Finally, inserts are scalable media, with targeted options available at 1m+ volume.

If you are interested in testing inserts as part of your marketing mix, please speak to your account teams!

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