If mail gets the most attention of any media, why aren’t marketers giving it more attention?
Malcolm Auld
Marketer, advertiser, educator, author, commentator, keynote speaker, Host of The BIG Marketing Show. The price of leadership is leading...
There’s been much discussion by practitioners and academics about attention and viewability of messages online. By way of definition, “viewability” of an online advertisement is defined as “at least half the advertisement is viewable on screen for at least a second.”
Further, only 70% of online advertising is viewable, while only 9% of online advertisements are viewed with intent. That’s not a lot of viewing or attention.
The medium is the message
To quote Marshall McLuhan “the medium is the message” particularly when it comes to mail.
Direct and unaddressed mail are the only media that are 100% advertisements. All the content is advertising. So, their viewability is 100%, as they require a motor action to physically handle the media and decide what to do with it.
JICMAIL in the UK is conducting pioneering research around attention and viewability. I’ve just written a guest blog about it here: https://bit.ly/3EV5p59
Direct and unaddressed mail have the highest attention rates of any media, averaging 2 minutes per direct mail and 40 seconds for unaddressed mail. No other media comes close to this level of attention. Advertisements in all other media are consumed within other content – TV programmes, news, images, et al – so all advertising is always competing for attention.
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The next closest media is a 30 second TVC at 13.8 seconds, with digital channels a long way behind, as per the chart above.
I recommend you check out the JICMAIL resources as you’ll be surprised at the findings. For example, when you allocate a cost per minute of attention, mail is almost identical in cost to online advertising, but consumers spend 65 times more time with mail
The challenge for marketers will be to embrace direct and unaddressed mail with the same enthusiasm they did when chasing shiny digital marketing objects. This won’t be easy, as so many marketers identities were built on their belief system around digital media, and they don’t want to lose face. But those who can remove ego from their decision-making will be the ones to succeed, particularly during the coming difficult economic times.
Share for increased viewability:)
I suspect the stupid, stupid, LinkedIn algorithm will restrict how many people see this article because it links externally, so please share it with your network, as marketers need to understand the truth around attention and viewability.
And if you want the book about all things direct mail in a digital world, go here: https://malcolmaulddirect.com.au/product/the-real-digital-disruptor/
Copywriter. Creative Director. Idea maker. Ad geek. Co-founder Kingswood & Palmerston. I know what I'm doing.
11 个月Yes, yes, yes. Thank you.
Malcolm, I suggest you contact Lumen and get the FULL Lumen report before you share and make conclusions on ALL other media. That's the one where TVision haven't removed the Cinema advertising results from the left hand side of the chart ... that way you'll see that there is already documentation of another medium that (considerably) outperforms all of those channels compared to Lumen norms! I'm sure Mike Follet will be happy to share. Or you could always ask Karen Nelson-Field for Amplified Intelligence's documentation of Cinema's 100% Total Attention score ... just saying!
Because mail is uncool
Money Making Ads - Sprinkled With the Magical Words of NLP - Because Your Brain Sorts for the NOW, the NEW and What's Important to YOU.... (I turn words into dollars for you) ??????????
2 年For a bit, internet marketing was cheaper... Then as Facebook and social media grew, so did the bids for audience attention. Now, a good direct mail piece and an internet campaign are roughly in the same ball park - It's a great idea for many businesses to look at direct mail once again.
☆ CEO at Bottom-Line Analytics LLC | Advanced Marketing Analytics & Effectiveness Modeling
2 年One suggestion: when posting a chart, make it readable and you will get more attention