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Newsbrand ads more effective across print and online

Research by Norwegian newspaper Aftenposten finds that there is a big increase in reader’s recall, knowledge of advertiser, engagement and intention to act when an ad runs online as well as in print.

From studying its print and online platforms, the team at the Aftenposten newspaper found that running an ad digitally as well as in print resulted in an 85% increase in intention to act among readers, when compared to running the ad in print alone.

Likewise, they saw a 51% increase in engagement with ads, a 36% increase in knowledge of the advertiser and a 35% increase in advertising recall.

This increased reader responsiveness to multiplatform ads is due to the fact that people access newsbrands multiple times a day via a number of different devices, meaning the advertiser’s message is absorbed at regular intervals.

As Mindshare points out, this research supports the idea that advertisements should be planned across newsbrands, in integrated multi-media campaigns, rather than across a particular platform.

Source: Mindshare Publishing

16/08/13

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