Measuring Print Ad Metrics

Especially in the B2B world, print ads remain a powerful part of the marketing mix.

We regularly target our clients’ audiences via online polls and independently ascertain the best ways to reach them. In foodservice, print ads remain valuable in building awareness and engagement.

An ad for Red Gold Ketchup recently earned an award as the most effective of all print ads in a semi-annual ad readership study. The magazine independently polls its readers on the ads that they remember and read, then do something in response to, like visit the advertiser’s website or call a toll-free number.

The ad outperformed others for big name brands, such as Sara Lee, Kraft, Ocean Spray and Rubbermaid.

Use of a powerful graphic, in this instance a bar graph made using French fries topped with Red Gold Ketchup, was key in measuring the stopping power of the ad as surveyed readers scanned the magazine. The headline, “Higher Profits,” also scored high for encouraging readers to engage with the body copy, which explained that the color, texture, flavor and price of Red Gold’s premium ketchup rival big brands, thus a switch to Red Gold could lead to higher profits.

The study also measured respondents who gave an overall rating for all ads in the magazine, and again, the Red Gold ad finished first.

Although extremely creative through its simple design and page-stopping power, the overall score was for effectiveness in sparking action, and the readership study offers confidence that the ad is doing its job in building business for the client.

If you are involved in B2B marketing, be sure to schedule one of your magazine placements in an issue that includes an ad readership study to measure the effectiveness of your creative. Yes, creative is subjective, but why not apply some form of metrics with feedback from your target customers?