When considering their role within the directory mix, loose inserts present advertisers with an opportunity to top-up
response in the short to medium term. Given that there is only one advertiser per insert, retention and shelf-life of these products is likely to be less than that of the product guides which is why creative is paramount to the success of this type of advertising. If the creative and regional targeting is right, advertisers can generate a strong response from this media, complementing their directory programme overall.
Each of the three main publishers (Yellow Pages, Thomson & Phone Book) provide insert opportunities, but only Yellow Pages and Phone Book inserts are included within a polybag, ensuring that the inserts are not lost prior to delivery. The volume of inserts delivered through directories is substantial and therefore more cost effective than subscription media. Given these volumes however, there are limitations to targeting.
DAA can also book inserts into various types of subscription media, which is usually more expensive than those booked through the directories but can be more specifically targeted.
Typical questions DAA addresses when making client recommendations:
- How should we prioritise spend within the mix?
- How much should we be spending?
- Which is the best to go with?
- What rates should I be paying?
- How will the CPC and response compare to printed directories?