Contrary to recent assumptions that directory advertising is a thing of the past, directories continue to play a key tactical role within the advertising media mix. In fact, Mintel forecasts that directories will remain a significant part of the media landscape for at least the next 10 years and forecasts that in 2020, they will account for £600-£714m advertising revenue.
Directories provide a reference point, are available 24 hours a day, 7 days a week for 365 days a year and are usually used to support other advertising activity both above and below the line.
Directories aren't and in no way pretend to be, a sexy media. They simply provide an information service, putting customers in touch with companies at the point that they are ready to make a purchase. Customers often look without knowing who they are going to call. It is these 'unknown' searches that generate incremental business for advertisers. Directories also support above the line activity - which acts as the stimulant, but it is directories that consumers look to to find the contact information.
The response from directories is long term - each directory has a shelf life of 12 months and publication takes place throughout the year. This means that a 12 month national programme will generate response over a 24 month period. Compare this to a door drop which can be discarded the second it passes the letter box, or a 30 second television advert. It's the longevity of directories that can make it such a cost effective channel. But it is the planning and strategy development that is critical to the success of the directory campaign.
Whilst directory advertising is no longer at the peak it enjoyed a few years ago, the strengths and opportunities continue to outweigh the weaknesses and threats. Usage of printed directories has undeniably seen a decrease in recent years, but volumes remain vast at around 60m uses per month for Yellow Pages alone. And now with the online (i.e. Yell.com) and telephonic counterparts (118 services) advertisers can make directory advertising campaigns work harder through reaching a wider audience.
The key question that needs to be asked now, rather than should we be advertising in directories, is how can we use directory advertising to get the most from it.
DAA is a specialist directory advertising agency and has been in business for the last 20 years. During this time we have gained a vast amount of insight, experience and knowledge that we use to deliver sucessful and fully optimised directory campaigns for our clients. To find out more information on us and our contact details visit:
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