Printed directories continue to generate substantial volumes of calls and for most directory programmes will account for a higher proportion of response than their online and telephonic counterparts.
Directories provide a reference point, are available 24 hours a day, 7 days a week for 356 days a year and are usually used to support other advertising activity both above and below the line. Response from directories is long term compared to other media. With each directory having a shelf life of 12 months and publication taking place throughout the year, a 12 month programme will generate response over a 24 month period. For this reason, printed directories continue to deliver cost effective lead generation for advertisers.
The main players in the market are Yellow Pages, Thomson Local and Phone Book. With three strong brands competing in the marketplace, all with variations on the product being offered, advertisers have the choice and flexibility to implement powerful directory campaigns.
DAA also buys media from a number of regional independent directories, including Golden Pages, Hull, Jersey, Guernsey and Isle of Man.
For more information, please use the publisher links below:
- Yellow Pages Group Website
- Thomson Directories Website
- Phone Book Website
- Golden Pages
- Hull Colour Pages
- Jersey Telecoms
- The Guernsey Directory
- Manx Telecom
The level of competition can vary substantially across publications and classifications. Some advertisers find themselves spending millions of pounds to simply try and achieve an adequate share of voice. We can advise advertisers to ensure that their directory budget is sufficient and being invested efficiently and effectively.
Questions we are often asked by our clients include:
- How can we improve our programme to generate more response?
- How should we prioritise publications to ensure that we reach our target audience?
- Should we use a generic or weighted programme?
- How should we profile directories?
- What ad size and colour will deliver the best response?