Press release 05/17/2004
Innovation prize of the German Print Industry Association to SDV – Die Medien AG
Personalized ads for magazine subscribers convinces the jury
(Dresden, dated 2004-05-17) SDV – Die Medien AG was awarded with the “Innovation Prize 2004” for the most innovative print product of the German print industry in the area of direct marketing with regard to idea generation and implementation of a DirectAd® campaign. The Saxon-based company developed this conception together with Leo Burnett for the new Fiat Panda.
SDV – Die Medien AG integrated a tip-on card into an ad for the new Fiat Panda using DirectAd®. This personalized DirectAd® was directly focused to the subscribers of the magazine, whose subscriber name was part of the advertisement text, such as: „The most elegant cruising car for you, Mr. John Doe”. Thus, every single ad was personalized by combining subscriber information into the print process as an integral procedure.
Studies verify the high performance impact of DirectAd®
This campaign achieved very high attention values via an eye camera test as performed in a study made by the Siegfried Voegele Institute, Kronberg – Germany. 90% of the sample group displayed attention to the personalized card compared to the reference group without personalization at only 60%. The study verified in the ad environment that DirectAd® immediately received positive evaluation, that a six-fold longer attention duration was generated: 16.8 seconds with DirectAd®, compared to 2.6 seconds without personalization. Desire to read the ad was very high, and the results exceeded general levels even for unsupported remembrance of the advertised brand name. Thus, a significant reduction of deviation loss was achieved.
Market volume of 300 million Euros annually
SDV – Die Medien AG is the first enterprise to develop a method allowing print ads to be economically personalized using DirectAd®. The company has positioned itself on the market as a provider for individualized and personalized print products at a high level of quality. „It appears imminent“, as Christopher Deutsch – CEO at SDV AG – says, „...to think forward, and timely develop an innovative product that combines the strengths of print technology and direct marketing.” The classical ad now emerges as a direct marketing tool!“. Internal market study results assess the market volume of DirectAd® to reach 300 million Euros annually for Germany alone with regard to subscribed professional and consumer magazines.
The launch of new ideas and products to the market needs more than just a vision, courage and persistence on unbeaten paths is needed, literally speaking. „Forward-focused marketing strategists, such as Leo Burnett and Fiat Germany, have recognized this. They are pioneers of a revolution on the advertisement market.”, as Christopher Deutsch of SDV AG delightly remarks during the award ceremony of the German Print Industry Association at the Drupa 2004, and forwards his appreciation to Fiat and Leo Burnett for their role as “first movers” combining dialog with classical advertisement.
