Print Ad Trends In 2016
Print ads have seen many, many changes over the years. In the early days of print, advertisers followed Maslow’s Hierarchy of needs, using every possible need to sell products. This practice led to an immense amount of ad campaigns designed to sell need fulfilment, rather than products.
As times changed, and technology evolved, print swayed through ups and downs. The latest print ad trends are immersed in technology.
Through combining print and technology, there will be several trends that will alter the way marketers view print. From here on out, print will no longer be regarded as a separate entity to digital marketing. Print will instead be evaluated with how it can be used with the latest technology.
Embedded Audio Chip for Advertising
An advertising trend that’s been gaining momentum is embedded audio.
This trend is sure to help get those company messages out, especially when combined with magazine advertising. When combining magazine cover images with embedded audio, it requires that an action be taken.
The likelihood of getting a consumer to listen to an advertisement has a higher percentage than getting them to read an advertisement.
Embedded audio campaigns first emerged in 2011, when Playboy Magazine advertised the 2011 Skol Sensation Music Fest in Brazil. The integrated audio chip, allowed readers to plug headphones directly into the magazine and hear the Skol Sensation ad. This technology, though introduced in 2011, is expected to see a surge throughout 2016.
In fact, two leaders, Red Bull and Dell have recently developed print ad campaigns that utilised embedded chip technology.
Integrating Print with Social Media
Print ads are currently being designed with social media in mind. While creating a print ad, the ad is being evaluated for likelihood of virtual sharing. This includes a consideration of size, style and graphics.
By designing ads that gain attention through styling that is sized for social media platforms, advertisers can combine print and social media. This provides an extended reach through online sharing.
The style of print ads that are being effectively shared through social media are created with retro artwork or 3D printing. Ads will also typically incorporate humour or awe, thereby increasing the social media viral potential.
Storytelling Print Ads
An emerging trend within print advertising is the design of storytelling ad campaigns. These allow additional information to be placed within advertisements. They are typically designed within a fold up box envelope and will include pop-up elements, similar to countless children books.
With storytelling ads, marketers can create an interactive experience for consumers. They elicit interest, resulting in having an entire company message read. Customers are required to follow the story, and as long as the story is designed with a level of intrigue, consumers will continue reading until they reach the end.
A few popular ad campaigns that employed storytelling are Dove’s “Real Beauty Sketches” and Google, with their maps for Business and Adsense campaigns.
An advantage of storytelling ads is that they are making it to the intended reader. They are sent out as direct mail, allowing a larger pool of recipients, which include average homeowners and company leaders.
NFC Technology and QR Codes
QR codes have been integrated into print ads for awhile. They have been used in standard ad campaigns and on many business card designs and allow for unique colour integration.
The latest technology, NFC has expanded beyond the capabilities of QR codes. When using basic QR Codes, consumers would need to scan the codes with a SmartPhone. However, NFC technology does not require any scanning. Users can just tap the print ad with their SmartPhone and the phone will pull up the embedded website.
NFC Technology provides advantages beyond taking consumers to a particular site. This microchip technology allows users to view videos, enter interactive virtual realities and download files, thereby extending the potential of your advertising efforts.
The added capabilities of NFC technology will eventually replace the majority use of QR codes.
Limitations to NFC technology is simply that all SmartPhones have yet to be designed for use with NFC. However, as newer SmartPhones are released, this restriction will no longer be a concern. Most new SmartPhones are leaving manufacturing with NFC compatibility, thereby ensuring that as consumers replace their phones, they’ll be equipped with an NFC compatible SmartPhone.
How 2016’s Print Ad Trends Are Benefiting Marketing Campaigns
Adding current technology to standard print marketing has moved print into a new era. It provides an improved advantage for ad designers. It allows them to extend the reach of print, thereby increasing the total volume of potential consumer response.
This new wave of print advertising works with many elements. Storytelling campaigns use the advantages of direct mail for an extended reach while simultaneously taking advantage of social consumer trends, discovered through the wave of social interest that has evolved through online interaction.
Designing print to be used on social media platforms has also emerged through the wave of changes made within consumer interactions and sharing habits.
This aspect has been made possible through the technology that initially led to online browsing and virtual interactions. Social media has altered behaviours of the past. As a result, print has evolved to remain a leading aspect of advertising.
The consistent drive to improve technology has required print ad campaigns to incorporate NFC technology. It will allow any print ad equipped with NFC microchips to become an interactive experience for consumers. This new print ad trend can potentially increase brand awareness and web traffic.
These changes within the print industry are a result of innovative thinkers.
It is has spurred from a change from the new millennial generation entering the workforce. These new generation of workers are consistently looking towards innovation. Though they also will uniquely be tied to personal likes and dislikes. Millennials will tie their work into the individuality of their personality, an aspect that leads to pride within all of their work based endeavours.