Category : Press Advertising

Hey, traditional may not be the only option!

The best marketing campaigns are ideally mixed, just like your favourite cocktail.

Australian brands and agencies spent $9 billion on digital advertising in 2019. This figure confirms what you probably already know — leveraging digital media in your marketing mix is important.

But, there are a lot of people who believe that investing in more online techniques means abandoning the tried and true traditional methods.

The only justification to stop using traditional advertising is when your consumers no longer go outside, listen to the radio, watch TV, or socialise with individuals who use traditional media. Put simply — traditional is still sticking around.

Instead, it’s about combining the two.

Layering traditional with digital marketing techniques gives you the potential to transform your business through explosive long-term growth that can make you a powerhouse in your industry.

So, how can digital amplify traditional?

It’s active and passive
Traditional marketing is generally considered to be passive in creating brand awareness and demand. Whereas, digital marketing actively involves the target audience and drives conversions. This really allows the two techniques to complement each other, working together to realise the company’s intended objectives.

It’s more personal
Traditional media is a highly effective way to reach a broad consumer base, but digital media is a great way to reach out to a super targeted and specific audience. Digital marketing centres around getting to know the consumer on a deeper level, so you can tailor your marketing to be highly relevant and continue building a relationship with that consumer until you drive them to convert.

What happens when you combine them?
A dual approach extends your business. You can yield insane results. Customer acquisition, reputation management, and brand management. It’s all there when you use every marketing strategy you have at your disposal.

When a strategy is built that allows digital and traditional to work together, the benefits can be huge. Diversifying your marketing strategy is great for long term growth. Short of some marketing catastrophe, where every medium fails, you’ll almost always continue moving forward when you are relying on a combined digital and traditional approach.

Here’s how they can work together

• Traditional ads can direct people to your social media properties
• Social media promotes further engagement
• Combining traditional and digital media builds brand loyalty

Finding the right mix of digital and traditional media is about understanding who your consumers are, what they buy, and where you are most likely to interact with them. Being able to do this ensures you’re able to deliver a consistent brand message across the channels that are right for your brand.

If you need help getting started on creating an integrated marketing approach, get in touch with our team. With the help of our digital agency, Sunny Digital, we work together to help you
develop a coordinated plan for how to engage your audience on each platform — across digital and traditional.

Author: Nicole Moore, Account Manager

Remaining unbiased & relying on research to guide strategy

In the world of advertising – and moreso that of working in an agency – if I had a dollar for every time, I heard a client, friend or even colleague say… ‘but nobody watches television anymore,’ I could honestly nearly retire.

These conversations occur often… and likely on the back of presentation of new consumer and media research, and the recommendation of tweaks to a client’s advertising strategy based on this research. Or even more often upon meetings with new clients or potential clients that have previously developed their own advertising strategy.

The conversation often continues with…… well I definitely don’t watch that television network/ channel / show……. OR I don’t read that magazine…… OR I don’t listen to that radio network and I really don’t like their breakfast team…… OR I never see billboards or transit advertising! You name it we’ve heard it, multiple times over.

I honestly believe this leads to possibly one of the biggest disconnects in the world of advertising, with company’s choosing to advertise in mediums that they like (which may or may not resonate with their target audience at all). Whilst we know that business Owners and Directors know their businesses better than anyone, this doesn’t always continue to understanding the best mediums to reach their target audience.

At Q Advertising, we often use the phrase – you are a sample size of one.

We have grounded Q Advertising on our research capabilities, using independent tools such as Roy Morgan, Neilsen, Census, GFK, Deloitte and many more, so we remain unbiased in our media strategy and selection. The truth is that all media channels have their strength in specific scenarios, with specific budgets and in reaching specific audiences, which is always underpinned and uncovered by research.

What we do know, is that research shows time and time again television advertising reigns supreme when it comes to influencing buyers. Only earlier this month, a report was released by B&T stating that 56% of respondents – to a 2000 participant survey – agreed that they were more likely to buy something as a result of seeing a TV commercial, more than any other medium. Beyond this, the same survey showed that 65% of respondents agreed that advertising helped them make a purchase (great news for us at QA 😊).

There is often concern that the TV landscape has become diluted with the inclusion of digital channels (the like of 7mate, 7Two, Go, Gem, Peach, Bold etc), catch-up television platforms and multiple subscription video services (Netflix, Stan, Foxtel etc), which have all made audiences harder to reach.

The truth is that people are still watching the same (if not more) television than ever, it is just across different platforms and rather than advertisers focussing solely on a linear free-to-air television strategy, we now must develop a video strategy to encompass advertising consistency across multiple platforms. The 2019 Consumer Media Survey by Deloitte supported these trends, finding that the average Australian watches 22 hours of television per week (12 hours broadcast, 3 hours catch-up and 7 hours SVOD – subscription video on demand).

A similar story can be told across the audio landscape, with people deeming that the launch of podcasting, Spotify, Apple Music and multiple streaming services has diluted live Australian radio, when nothing could be further from the truth. In 2019, 61.3% of all audio consumed in Australia was on live radio. However, similarly to television, developing a multi-faceted audio strategy to include live radio, podcasting, streaming etc has quite often replaced the linear live radio strategy of the past.

Essentially, what all of this means is that RESEARCH IS KING.

At Q Advertising we pride ourselves on being experts at media, however we can never know what every consumer group in every market is doing (it would be impossible). So, we remain unbiased, conduct all the necessary research to ensure that every media strategy is grounded in reaching the highest percentage of a client’s target audience within the parameters given.

Author: Sarah Davis, General Manager

Australian Newspaper Readership Results

Roy Morgan research have this week released results for Australian newspaper readerships for the last 12 months as at March 2016 and it’s no surprise that major mastheads around the country have fallen in readership.

How to get the most from your print ad

It can often be a creative challenge to come up with a print ad that is going to work…  firstly it needs to get noticed and secondly it needs to get results.

The Newspaper Works has recently conducted a survey on the effectiveness of the creative designs in print ads, and how they work to achieve results and brand awareness for the advertiser. The findings are interesting and provide some great insights to advertisers.

The core questions in their surveys covered areas including the look of the design itself, the headline, whether there was a clear offer or not, whether it had great images etc and also investigated the action taken afterwards such as search or visit online, phone, buy or try etc.

The primary creative element that came out of the surveys as the most influential part of a press ad was the “headline”. This one fundamental ingredient of the design proves to have the biggest effect on what happens next. While many won’t read on after the headline, if you get it right, the consumers you are targeting will continue to read on and have potentially started their path to purchase.

The second biggest draw card in the creative department proved to be good copy. Your core consumers will always be hungry for information and The Newspaper Works found that convincing copy is strongly linked to the trial of a new product.

Another result although expected, highlighted the need for a print ad to stand out from the rest. With so many ads out there and so many competitors in the market it is becoming increasing difficult to do so. However, the more attention grabbing and ‘different’ your ad is, the more likely a consumer will harbour positive feelings towards your brand.

Finally and as equally vital to the success of your print ad, is what not to do. Having too much info or clutter in your print ad will not entice a consumer to read or even notice your ad. Along with having a boring or bland ad, these no-no’s can actually prove to have an adverse effect and will leave consumers with a negative perception of your brand.

If you effectively incorporate these key findings into your next press ad you will be on the right path to achieving brand awareness, sales and positive results. QA’s creative team enjoy working with our clients to create strong press ads that achieve real results.

New Print Readership Measurement…. EMMA

The future of print audience measurement is called EMMA (Enhanced Media Metrics Australia)… but what is it?

EMMA launced at the start of the new financial year and is designed to provide a complete picture of how people read and engage with newspapers and magazines across print, online, smarphones and tablets.

EMMA was developed by an independent research company and has been built in response to agencies and advertisers needs for greater transparency, accuracy and frequency of data.

This is how EMMA works… 54,000 people are surveyed a year, mainly recruited by phone, but around 8% through door-to-door methods. They will then complete an initial online survey taking them around 45 minutes, with around half completing a secondary survey looking at consumer habits in various categories. They are then sent an online link, where they complete a five minute survey about what they have read and visited in the proceeding day. This data is then extrapolated to give a readership number for each masthead across the mediums.

EMMA also sees for the first time around 130 regional papers, normally too small to be surveyed, a readership number, using Census data around demographics and the survey data.

Why it’s better?

The launch of EMMA already started with a collection of over 18 months’ worth of data, featuring a number of significant innovations and enhancements:

• An in-depth database of all newspaper formats capturing data across all platforms

• Branded sectional data within newspapers

• Contemporary segmentation and new insights into product categories

For us in an Advertising Agency, the data will more accurately portray the audiences figures, enabling us to respond to our clients briefs more effectively and providing the best environment to bring advertisers closer to their customers.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

Newspaper readership continues to decline… here are the latest figures!

Digital subscriptions were thought to be the great savior for newspapers however the first round of stats for combined print and digital sales have been released and so far only The Australian is moving in the right direction.

Circulation figures for the June quarter have just been released by the Audit Bureau of Circulations (ABC), alongside the first year-on-year stats for combined print, digital and package sales (masthead sales).

In total, the print market saw a 10.9% year-on-year decline in sales, with News Corp Australia titles dropping 9.7% in total and Fairfax 16.4%.

The declines in masthead sales are not as steep as the declines in print-only sales, indicating digital sales are making some inroads. However, digital growth is not yet sufficient at present to balance out print circulation decline.

Looking to print-only circulation figures, the results in the June quarter were particularly bleak. Not a single newspaper recorded positive growth, and across News Corp and Fairfax the best result was a 6.8% decline recorded by Fairfax’s weekday edition of The Australian Financial Review. The strongest result across the whole market was recorded by West Australian Newspapers’ West Australian, with a 3.8% drop.

Fairfax’s Sydney Morning Herald experienced the largest print decline, sliding 17%.

Newspaper inserted magazines also saw major declines across the board, with all audited titles seeing circulation drops. The total NIMs market fell 12%.

CLICK HERE to check out the complete set of ABC Circulation figures released August 2013 of Metropolitan Newspapers, Magzines & Inserts.

To see how we can help you, contact us today.


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