Newspaper Ads Spur Web Activity, Say NAA, Google

Newspaper AdNewspaper advertising drives consumers to the Web to find out more information about products, according to a report from the Newspaper Association of America.

The report, based on research commissioned by Google, found that 30% of Internet-using newspaper readers went online to research a product they saw in a newspaper. Within that cohort, 70% (21% of the total) then made a purchase.

Google commissioned the study as part of its ongoing development of the Print Ads platform. In recent years, Google has experimented with a number of different ways to link print ads to Web activity--including unique URLs and bar codes in ads that consumers can scan with a cell phone camera. But the new study addresses the wider connection between newspaper ads and online activity.

Spencer Spinnell, head of Google's Print Ads program, summed up the results: "Newspaper advertisements drive readers to the Web, where they search, find and obtain products. New advertising mediums have not evolved in a vacuum. Rather, they exist in a highly connected ecosystem and impact consumers' daily experiences."

He forecasts more "holistic and integrated advertising campaigns" that take advantage of each medium's strength, including branding and direct response for newsprint.

Tags: research
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