Cognitive scientists have found that people remember and understand print ads three times better than they do digital ads, making your brand more memorable. Therefore, although we’re living in the digital age, print ads are still relevant, and should be a part of your consideration when you’re planning your advertising strategy.
We’ve all come across a select few print ads that truly stand out from the rest. Why are those more effective in getting attention? We’ve got the answers for you (you know we’ve got you)!
So — What makes an effective print ad?
1. A strong headline
An ad’s headline is the first thing someone sees. It should grab the reader’s attention in a split second by sparking their curiosity, or with a catchy or outrageous line that’ll make them stop in their tracks.
Need more explanation on this? Digital Synopsis has compiled a list of brilliantly written ads with creative headlines here.
2. Bring it out with visuals
As the saying goes, “a picture tells a thousand words”. This cannot be truer when it comes to print ads. Decide on your visuals carefully, as they can make or break your ad. It conveys the image of your brand, and helps the reader understand what you’re trying to say in an instant. Let’s take a look at Bored Panda’s examples of visually pleasing print ads.
3. Get to the point
When it comes to ads, the first five seconds are crucial. That’s the amount of time it takes for readers to decide whether to flip the page, or continue reading through your ad. Have a sole message (usually, your USP – unique selling proposition), and be clear and succinct about it. Keep things simple by avoiding fancy fonts and too many colours. Clutter confuses the eye.
4. Tell your readers what to do next
What desired action do you want from the reader after he/she sees your ad? That’s your call-to-action (CTA). Every ad should end with an indication of what the next step(s) should be. Here, Mann & Co. explains the five most popular types of CTAs you can take into consideration.
Looking for a print ad space? Visit AdEasy’s marketplace, and browse through our wide range of magazine and newspaper titles!
If you have any questions, ask away by contacting us at hello@AdEasy.co or call us at +603.6211.3075. Our consultation is always FREE.