Press release 07/19/2004
Personalized Magazine ads deliver convincing results in advertisement impact tests!
New studies prove: Personalization of ads using DirectAd® multiply the impact of magazine ads with regard to attention and remembrance
(Dresden, dated 2004-07-19) DirectAd® - a procedure developed by Medien AG for the personalization of magazine ads - achieved outstanding performance values in an independent test of the Siegfried Voegele Institute.
The impact of the DirectAd® procedure was tested for the Fiat Panda in the editor’s environment of the magazine TV Spielfilm using a eye camera test with a group of personalized tip-on cards in comparison to a group of tip-on cards without personalization, yet both designed the same.
The DirectAd® ad, where the attached “tip on card” personally addresses the magazine subscriber with his own name, achieved significantly better performance values with respect to impact to attention and also to remembrance. The personalized tip-on card received attention from 83% of the main sample group, compared to 60% in the reference sample group without personalization. The remembrance impact without follow-up response from the ad was four-fold for personalization using DirectAd®, the duration of attention rose five-fold using a response card displaying personalization.
DirectAd®: More success by personalization of ads
Attention Performance of Response Card: You can see the number of Test Subjects on the left for DirectAD and on the right for unpersonalized.
You can see the Attention Duration of Total Ad including Response Card: Mean Duration in Seconds on the left for DirectAd and on the right for unpersonalized.
You can see the Remembrance Impact of Response Card: Number of Test Subjects on the left for DirectAd and on the right for unpersonalized
You can see the Unsupported Remembrance: Number of Test Subjects on the left for DirectAd and on the right for unpersonalized
Sample test group 1 (N=30) observed a magazine with a Fiat advertisement, which contained a personalized DirectAd post card fit to the according test person.
Comparison sample test group 2 (N=30) observed a magazine with a Fiat advertisement of the same layout design, yet without a personalized post card. Differences between both communication means was evaluated with regard to attention and impact to the target group by recording eye movements, measuring of the observance duration, and counting the numbers of eye fixations
Test procedure: Siegfried Voegele Institute
The illustration shows a part of the study results. The extensive study, including the documentation of the eye movements, may be ordered as pdf file or as print version at SDV AG using the e-mail peggy.michel@sdz-directworld.de.
Institute CEO Prof. Siegfried Voegele comments to the study results:
„Up until now, creative mailings were the single instrument that met classical advertisement objectives at a simultaneously high response rate.” SDV – Medien AG has now attained this level using magazine advertisement. Your DirectAd® connects the tip-on card to a display with the most effective word for every human being – his own name, at a five-fold multiplying effect. The new representative study verifies this wisdom using DirectAd® for magazine advertisement now. A decisive step on the way to classical dialog-focused advertisement!”
The DirectAd® procedure
DirectAd® enables the combination of personalized tip-on cards with advertisement for all magazines made by offset print manufacture up to a circulation of 500,000 copies. Partial jobs are also possible.
Every subscriber may receive individualized messages in text and image elements. Contingent to the informational content of the subscriber’s data, not only name of subscriber may be integrated into the ad but also local specialties, hobbies, or professional interests of the subscriber may be referred to. Upon customer demand, SDV- Die Medien AG accommodates print and dispatch of the whole magazine edition including the DirectAd® advertisement, or accommodates the print of the personalized response card, placement onto the ad, gluing, address marking, and dispatch to the subscriber upon delivery of the pre-manufactured magazine.
