According to a new study by Tiendeo, in partnership with NielsenIQ and SenseCatch, and shared by ARAL, a specialized journal in the large-scale distribution sector in Spain, digital brochures lead as a potent marketing tool. These materials are eight times more effective than television ads in shaping buying behavior.
The study, analyzed by Lila Coghen, country manager for Spain at Tiendeo, unveils intriguing statistics: 60% of purchase decision-makers are influenced by various forms of advertising. Of this percentage, 32% are affected by brochures. Comparatively, only 10% are influenced by online advertising, and 6% by outdoor or print advertising. Television ads only affect 4% of consumers. Therefore, brochures outperform television ads by a factor of eight in their ability to influence purchases.
Additional data estimates that 79% of consumers read or browse paper brochures weekly. This figure is in line with the impact reported by NielsenIQ and SenseCatch study.
The NielsenIQ and SenseCatch study reports that the average interaction time with a digital brochure is two minutes. In contrast, television ads capture the viewer's attention for only 30 seconds or less. This means digital brochures offer four times more engagement time than television ads, thus providing consumers with a more immersive and informative experience.
According to other industry studies, the average engagement time for various forms of online advertising usually varies from a few seconds to a minute. This contrast further shows that digital brochures are significantly superior in terms of consumer interaction time.
The study highlights that brochures outperform television ads by 14% and online banner ads by 60% in terms of their ability to foster brand recall.
Digital brochures are also cost-effective. To reach all purchase decision-makers, the cost is around 3.4 million euros for the paper format versus just 800,000 euros for the digital format. This indicates that the ROI for digital brochures is four times higher than their paper version.
Digital brochures offer remarkable efficacy and return on investment, particularly when they are personalized and optimized for mobile devices. This is all the more true as 71% of executives consider the digital format essential to their marketing strategy.