Research shows that print advertising makes multimedia campaigns up to 40% more effective. This study was conducted in response to the ‘print versus online’ advertising dichotomy as studies show investing in both is still necessary for businesses.

1. Both Digital and Print
Advertising Are Still
Necessary, Experts Say
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2. Research shows that print advertising makes multimedia campaigns up to 40%
more effective. This study was conducted in response to the ‘print versus online’
advertising dichotomy as studies show investing in both is still necessary for
businesses.
The Prevalence of Ad Blockers
When advertisements offer no contextual information or if ads suddenly pop up
and give users no options to opt out of the ad, users are more likely to look for
ways to avoid ads altogether, such as ad blockers. Ad blockers are browser
extensions that block out advertisements, thereby reducing the effectivity of
online advertisements.
Mahlab Media’s head of content, Martin Wanless, said that Australia had some of
the world’s lowest click-through rate for banner ads. Users with ad blocking
extensions have increased by 81% in 3 years.

3. With around 200 million ad blockers and rising, these extensions have cost
around US$22 billion a year in profit loss for businesses that solely use digital
advertising. Research says, however, that using the platform in conjunction with
print advertising will make the campaign more effective.
Effectiveness of Digital and Print Advertising
Advertisers counter ad blocks through producing content that their target
audience ‘actually wants to consume’. Ad blockers can put certain ads through
the wall, based on the quality of the content and on what the users say. Adblock
Plus says that ads have a higher probability of getting on the ‘white list’ if they
are:
 Not Excessive (e.g. without user-initiated hover effects)
 Without Autoplay-Sound or Videos
 Are Not Expanding or Oversized Images
 Not Pop-Ups or Pop-Unders
 Not Animated or ‘Rich Media’ Ads (i.e. Flash and Shockwave ads)

4. SOURCES:
http://welcome.digitalads.com.au/
https://mumbrella.com.au/digital-dinosaur-ignore-print-says-content-head-
395559
https://theconversation.com/how-online-advertising-can-work-in-a-world-of-
ad-blockers-54244
http://www.bandt.com.au/technology/study-execs-know-need-change-
succeed-transformation
Matching digital advertising with a print campaign increases return on
investment (ROI) by up to five times. In fact, a digital campaigns’ effectiveness
shoots up to 20-40% when combined with print. Businesses that overall use
both digital and print campaigns report an up to 58% uplift in ROI.
Currently, online advertising remains one of the biggest earners for Google with
year-on-year revenue up by 17% (US$19 billion) for the last fiscal quarter of
2015, but studies show that companies stand to make more by using a
combination of the available advertising platforms.