Have you asked yourself that question before? Hopefully, it wasn’t out loud. That’d be an odd thing to ask yourself with witnesses present. But hopefully, after reading this, you will be able to decide which medium is best for you. You talking to yourself is a problem you’ll have to deal with on your own.
Before I entered the advertising agency world, I would have said online was definitely the way to go. After having been in the advertising world for over a year, I would now have to say they are both great mediums and they each have their own benefits.
As a kid, I remember waking up to my dad reading the newspaper and drinking his morning coffee. In fact, I cannot remember a morning where he didn’t read the paper. Advertising in print publications is much more than just the newspaper though, there are also direct mailers, letters, postcards and much more. According to a study completed by Canada Post and TrueImpact*, direct mail requires 21% less cognitive effort to process than online media. That means a person understands the material better, it is easier for them to read and they retain the information longer than with online media. When customers were asked to recall the brand or company name of the advertisement they saw, the results were 70% higher on the direct mailer than the online ad.
I am sure you, being a savvy reader, are already familiar with online advertising and digital media. But if you are not, just look to the right or bottom of your screen and you will notice ads popping up. Don’t be frightened by them. Welcome to online advertising. Now that I have probably lost your attention, I come to my next point…attention span. So many ads are popping up all over your screen, it can be hard to focus on just one. However, a benefit to this is that the customer is always just one click away from all your products and services. Print ads can’t do that.
So, which is better, print or online? While the answer might not be as black and white as you were hoping, hopefully, you have a better understanding of which medium to choose for your next campaign. Sorry. Life doesn’t always have simple answers.
Lindsey Dockter is an account executive at KK BOLD. She is off buying shoes of the pink and sparkly variety that she neglected to buy earlier, all thanks to to the magic of advertising.