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The demand for innovative and unusual print media advertising campaigns is increasing continuously. In this context, ad specials play a vital role. What has been missing so far is substantiated proof that special advertising formats actually have an effect on the reader. The recent “Special Effects!” survey—published by VERLAGSGRUPPE MILCHSTRASSE (VGM) and Burda Community Network (BCN)—now provides evidence of the positive effect of those new creative and interactive special advertising formats, such as foil-printed inserts, perforations, jet labels, and poster inserts. Based on the top box of the purchase intention scale, all ad specials in the test generated increases of over 100 percent compared to traditional motifs.
Lutz Nierhoff, Advertising Director of TV SPIELFILM plus: “Special advertising formats based on new content concepts and technological innovations will become increasingly important for our customers. We are looking forward to both supporting our partners in developing further exciting special ad concepts and using ‘Special Effects!’ for discussing quantitative evaluation criteria.”
Marion Sperlich, Head of Marketing Research at VERLAGSGRUPPE MILCHSTRASSE and responsible for the joint survey, summarizes the main findings: “We have shown that the evaluated ad specials raised awareness significantly compared to advertisements without specials. The increase in positive and differentiating brand image dimensions thanks to ad specials is more high-quality than expected. But what is most important for media decision-makers: for the top box of the purchase intention scale, all tested ad specials reached increases of more than 100 percent over the traditional motifs.”
Christina Heinz, Head of Research at BCN, explains the survey’s relevance: “BCN aims to provide customers with innovative and creative ideas. However, if you break new ground you want proof that you are headed in the right direction. Therefore, it is important for us and our customers to know the actual effect of creative advertising formats.”