Print Advertising In Decline or Evolving?

It’s (probably) not the first time you’ve heard that ‘print advertising is in decline?’ Many publishers have recently reported a decline in print advertising figures…but with a rise to their digital advertising department. But, new figures have shown that print and digital go hand-in-hand — 44% of customers visit a brand website after receiving direct-mail marketing (via DMR). So, is it now a case of finding new ways to connect via print?

It’s safe to say that many consumers trust print, and even though many report it is in decline — we can’t say that it is dead just yet. So, what are the evolving forms of print advertising?

Conductive ink

In a nutshell conductive ink connects print related items (billboards, posters and street signs) to the digital landscape — through touch.

Sounds exciting, but is this just another form that won’t take off? Originally published on Contently.com, they explained just how conductive ink works and how it relates to the print industry. Click here to read the full article

So, how does it work?

Take a look at Schwartz ‘Sound of Taste’ campaign.

The Sound of Taste — Feel Flavour from Grey London on Vimeo.

They created an interactive poster to help demonstrate the effects their herbs and spices have on the senses. The inks were touch sensitive — helping to make the poster interactive.

Wall printing

Not really a new form of advertising, but the latest technology helps to push it up the ranks in our books. Using a good quality picture, Zeescape can replicate your picture (up to 2.5 m high and unlimited width) on varied surfaces….including, plaster walls, render, glass, wood, tiles, steel, canvas and blinds.

So, how does it work?

Interactive Print Ad

When Motorola launched the Moto X Phone, they wanted to create something a little different that just a static print ad — in which they launched an interactive print ad.

Showcased in Wired magazine, (it was only distributed in New York and Chicago) the interactive ad allows you to change the color of the phone.

So, how does it work?

These aren’t necessary groundbreaking new forms of print advertising, but they do show that it is evolving — and it can be just as powerful as digital.


Written by Dena Mohamed for www.dubsat.com.

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