ThinkNewsBrands ‘landmark’ research finds ads next to news have higher recall
News15 March, 2021
By Brittney Rigby Published mumbrella.com.au
Brands with ads running in newspapers are remembered 8.5 times better, a ThinkNewsBrands study has found, with unprompted recall of 34% compared to 4% for ‘run of the internet’ ads.
The Benchmark Series is the biggest piece of research ever conducted locally into cross-media advertising effectiveness, and involved printing different versions of newspapers, featuring different ads, and distributing them to the more than 5,000 research participants.