Physical advertising provides the capability to communicate longer and more detailed messages, as most consumers focus better on such material and can therefore perceive a greater number of relevant elements in an advertising campaign. The emotional involvement is also higher in the physical channel, which establishes a positive underlying attitude to the brand. This can then be subsequently utilized further via the digital channel.
The same effect is not achieved if the digital channel is used first.
Digital channels generate greater cognitive stress
Digital channels generate greater cognitive stress, which means that the consumer is more fragmented in terms of attention and less likely to pay attention to relevant messages. This results in less emotional commitment to the brand being generated. But digital advertising that is used after physical advertising can actually reinforce the effects involved in brand communication.
Young people can be reached via physical advertising
According to PostNord‘s strategic market analyst Karin Nilsson, the biggest surprise in the survey was that young people can be reached so well via physical advertising.
“Most people believe that the most effective way of communicating with young people is via the digital channels. But this study shows that physical advertising creates greater motivation, emotional involvement and attention among all recipients - i.e. including among the youngest generations.
The neuroscience study Behind the Mind was carried out by PostNord in collaboration with Ipsos and Neurons Inc and includes neuroscientific data from 200 people who looked at a mix of addressed and unaddressed direct mail and advertising in various digital channels, banners, digital folders and e-mail. The advertising campaigns were from well-known Swedish and Danish companies, such as IKEA and SuperBrugsen.