PPB January 2016

THINK

68 •

PPB

• JANUARY 2016

THINK

DVERTISERS WANT ONLY ONE THING from the space they purchase in print

publications: business. Even internet giant Google thought enough of print ads to spend

roughly $1 million on them in 2012. But once an issue is out and in the hands of read-

ers, how is an advertiser to know for sure whether any new or repeat business has come as a result of a

particular ad?

Publishers are eager to keep page counts up, and some have begun making

what might seem like a pie-in-the-sky promise: to go beyond offering conver-

sion rates and track reader engagement via website visits, coupon redemption

and product purchases. Some of these deals are even coming with a guarantee:

if ROI doesn’t meet a pre-set standard, ads run free of charge.

To boost the ROI of advertising, publishers suggest incorporating one or

more of these elements into a print campaign:

• Include a call to action.

Contests and giveaways, particularly those that

offer tech products, are highly motivating.

• Offer solutions.

B2B clients seek solutions to their challenges, and prod-

ucts such as sales ideas and tips, or white papers, can be the link that connects

potential customers to your business.

• Follow up on leads within one week.

Research has revealed that con-

nections with up to 90 percent of clients who respond to ads are lost if they

aren’t contacted in that time.

FAST FORWARD

AD-ITIVES

ADVERTISING ARITHMETIC

PUBLISHERS WOO ADVERTISERS WITH IN-DEPTH READER METRICS, MONEY-BACK GUARANTEES

TECH TALK

ITH AN AIM TO make travel less stressful

from beginning to end, KAYAK has intro-

duced a new tool called Trips to its

mobile app experience, and the online booking

service is using humorous “Travel Hacks” online

videos to promote it. Trips is the latest to join

PAIRING MOBILE APPS WITH TRADITIONAL ADVERTISING

KAYAK promotes mobile app travel tools with cheeky online video ads