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Svensk Direktreklam (SDR) has delved into research to find out which types of advertising capture the most attention. Studies show that longer exposure time and active consideration affect how well the message is remembered.

Svensk Direktreklam (SDR) has analyzed various studies on advertising effectiveness, including work by Karen Nelson-Field in Australia and Erik Modig at the Stockholm School of Economics. Common to these studies is a focus on how advertising attracts and retains attention.

The main findings of the research indicate that the longer a person spends watching an advertisement, the better they understand the message. This is especially true for advertisements with complex content, which require more time to be understood. Active attention is also required for at least 2.5 to 3 seconds to create lasting memories.

Furthermore, a UK study by JICMAIL, conducted in collaboration with Kantar, PwC and Lifestream, has provided insight into the effectiveness of direct mail. This study, which ran for almost a year, concluded that paper-based direct mail holds attention for an average of 46 seconds over a 28-day period. This makes it the most attention-grabbing channel per dollar invested. When people read direct mail, they are more focused and less likely to be distracted by other activities, such as talking on the phone.

Interestingly, the study also showed that longer reading time for direct mail can increase the commercial effects by as much as 3 to 5 times. This indicates that longer attention spans not only increase the chance of the message being remembered, but also amplify the commercial impact of the advertisement.