But the majority of consumers perceive digital media as more effective than traditional media for “buy now” ads. Men were far more likely to prefer digital media for buy now ads, while women were more evenly split on the issue. No doubt consumers are doing last minute research on the right product to buy.
2020:Marketing Communications LLC has just released a brand new study of how consumers (men and women 18+) perceive the effectiveness of major offline and online media in addressing a variety of communications objectives. The surprising results will be presented in installments from information from the leading media textbook, Media Planning & Buying in the 21st Century (3rd ed.). This third installment covered the results of consumers’ media effectiveness for “buy now” ads.
"BUY NOW" ADS
What is “buy now” advertising? While branding advertising normally strives to build a favorable brand image, “buy now” advertising is directed to people who are currently shopping for a product/service and the intent is to sell the product now (or soon). Frequently, advertisers will add incentives such as sale prices, free bonus product, extended payment terms, or cash back offers. During the shopping and information gathering stage of the purchase process, consumers often conduct online research, visit stores, and talk to family and friends to get needed information and opinions prior to making the purchase.
In order to sell more ads, advertising media often claim their superiority as retail/buy now media. Newspapers have traditionally been the number one medium for retail advertising. The theory is that once branding advertising has created demand for a product, retail/buy advertising is needed to close the deal. To explore the media implications of the buy now objective, we used the following question in the study:
Q3: Which advertising medium best motivates you to BUY NOW?
The findings of the study are summarized as follows: Digital media were named by two-thirds of the men and almost half of the women surveyed.
Among men, media preferences for retail ads included:
o Search engine listings (27%)
o Online display ads (24%
o Online video (10%)
o Mobile (5%)\
Traditional media were secondary media for men:
o Only 15% preferred television as a source of “buy now” advertising
o 10% preferred magazines
o Radio and newspapers were preferred by 7%, suggesting that newspapers at least among these consumers has lost its primacy for retail advertising..
o Magazines (print & online) were rated most effective in buy now by 10% of respondents.
Among women , digital media appear to play an important but somewhat lesser role in retail/buy now ads, according to female respondents.
o 28% selected search engine listings as having highest branding influence
o 12% selected online display ads
o 2% selected mobile advertising
o 5% voted for online video advertising
Traditional media were perceived by more women as important
o Television (33%)
o Magazines (12%)
o Radio (2%)
o Newspapers (6%)
There is a clear indication from this study that consumers are more reliant on digital media than traditional media for “buy now” advertising messages. Men were most likely to prefer digital media, while women had a slight preference for traditional media, primarily television. Women also rated newspapers higher.
2020:Marketing Communications LLC
For more information, please visit our website: www.MediaPlanningBuyinginthe21stCentury.com.
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Ronald Geskey/Publisher & CEO