At a time when there is a significant trust deficit, brands are sharpening their media choices to be seen in the correct light. After all, consumers are still grappling with the effects of the pandemic — emotionally, socially and economically, so brands want to be closer to them more than ever before. However, brands are mindful about what they are communicating and where.
Print as a medium of advertising is seen with a renewed focus. The reason? According to an Ormax Media study, traditional media, led by print, still receives higher credibility in the dissemination of news, compared to digital media. It is the credibility factor that is making brands place their bets on advertising through newspapers.
“Print has the ability to give a lot of information, thus enabling the reader to take an informed decision. A lot of search activity on the internet today is triggered by a stimulus on print and we see that consumers do react in a positive way after being exposed to the same,” says Navin Khemka, CEO, MediaCom South Asia.
Shashi Sinha, CEO, IPG Mediabrands India, says that print as a medium is also important for creating quick impact and reach. “The source of origin matters a lot and print delivers on that. Thus, credibility becomes even more apparent in contrast to the kind of fake news and tall claims which float on certain social media channels. All in all, print delivers well, which is why you see many launches or important announcements are made on the print medium,” he adds.
While launch-based print ad campaigns always get their due attention, media planners also think the medium’s ability to connect with local and social issues will always be on the upswing. From startup brands like BigBasket, Pharmeasy, Bharatpe, and Toppr to larger players like HUL, Nestle, Amul, Big Bazaar and Bank Of Baroda, brands across categories have released high-impact print campaigns and ads recently.
Both Khemka and Sinha think that the reading habit built up over many years, directly or insidiously, influence consumer behaviour. “Look at it another way. The source credibility is ample to get consumers to purchase. We have seen enough studies proving that print is far more effective in the path to purchase compared to other mediums,” says Sinha.