There are a number of publications that DAA consider to be Themed Guides. Most of these are produced as A5 booklets and are usually industry focused (e.g. Financial, Insurance, Travel, Motor) allowing a number of service providers to advertise a range of related products.
Targeted to specific consumer groups across the UK these directories
can work well for advertisers and are often considered within directory campaigns as additional or top-up activity.
Whilst the level of response is unlikely to match that of an advert in a printed directory, these products provide advertisers with another channel from which to generate incremental business. Through these guides advertisers can potentially reach consumers that they may not reach through the traditional directories.
Questions we are often asked by our clients include:
- How much should we be spending?
- Which guides are the most relevant for our industry and brand?
- Which publisher brand(s) should we be investing in?
- What rate should I be paying?
- How will the CPC and response compare to printed directories?