What consumers want most from ads!

Here at Lavery Rowe we have been creating direct response press campaigns for over 40-years. Last year we published over 10,000 ads across 350 titles which we estimate resulted in approximately £75,000,000 of direct sales for our clients. The vast majority of these ads were created in-house by our team of 4 designers and 4 artworkers.

Of course, as the UK’s largest buying point of direct response press advertising Lavery Rowe accounts for about 60% off the total UK market, our buying power ensures that our clients benefit from the very lowest media rates but that’s only half the story. Just as important is our experience and understanding of how to engage with readers and drive them to action.

Our 40 years’ experience of creating press ads ensures we can optimise your chances of success whilst minimalising your risk. Something we are always saying to our clients is “the more you tell, the more you sell” and new research from GWI could not support this more. When people were asked what they “want most” from ads, above everything, they wanted product information. At the heart of every good direct response ad is a problem-solving product or service the benefits of which are backed up with an irresistible offer.

Native advertising

How “Native” digital ads can replicate the success of your “Press Advertorials” online

This week we have begun rolling out test proposals for our new D2C digital solution, native advertising!

More engagement
Unlike the disruptive nature of digital display ads (banners), native ads are designed to appeal to the curiosity of the reader and encourage “true engagement”. Readers interact with digital native ads out of genuine interest and just like your newspaper and magazine advertorials, they effortlessly fit in with the surrounding content of the online publication.

Pay per click

An additional benefit is that advertisers only pay for genuinely interested online readers, as the ad is paid for on a cost-per-click (CPC) basis through a programmatic buying model.

Much higher CTR

The efficiency of this type of advertising is reinforced by the fact that native ads produce a click-through-rate (CTR) 8.8x higher than typical display / banner ads. Higher engagement, driven by curiosity and genuine interest drives a much higher CTR.

Build sales or prospects

These native ads generally click through to one of 2 types of landing page. Either a “bottom of the sales funnel” conversion page which aims to immediately convert to sale, or a “top of the funnel” prospecting page designed to inform rather than convert. The latter usually has a call to action at the bottom of this article to take the reader further down the sales funnel, however if readers choose to exit the page, we are able to retarget them with a more performance-based campaign. Ideally both approaches are tested with multiple creatives to determine what gives the highest ROI.

QR Codes

The importance of QR codes for consumers and advertisers!

If you’re not already familiar with them, QR, short for Quick Response, codes are scannable images that can be easily read using a smartphone camera. Upon scanning the code, the individual is then directed to a landing page/website, bridging the gap between offline and online engagement. Since the implementation of them in the governments track and trace program, most people have had no choice but to gain familiarity with this method of direct response. 

It comes as no surprise that we have seen plenty of advertisers adopting these codes into their national press ads. With the implementation of QR codes in press campaigns, we can make the consumer journey from offline to online instantaneous. QR codes negate the need for people to manually type in long URLs or use phone numbers and by simplifying this call to action we are able to increase the likelihood of conversion.

Other benefits include:

– Every QR code has built-in unique trackability unlike a generic URL.

– The ability to create direct links to specific landing pages, videos, demos etc.

– New creative opportunities.

– QR codes could help to prevent advertisers from having to pay for Google searches.

Affiliate Marketing

With the ongoing boom in e-commerce, advertisers need to consider the unique advantages of affiliate marketing!

Affiliate marketing is an incredibly effective performance-based method of generating sales that pays for results, not for ads. Put simply, an affiliate is a marketing partner who sends you leads or sales on a pure cost per acquisition basis.

The way it works is that we provide an affiliate strategy for our clients based on partnerships with high-volume affiliate sites, Voucher code sites, comparison sites and cashback sites are amongst the best partners for this type of zero risk advertising since they generate so much traffic and their primary purpose is to generate sales. Online news publishers are also strongly recommended, as there are millions of people checking their sites for daily news coverage. 

LR Digital have a wealth of experience in the set up and management of these affiliate programs with a huge network of contacts including the largest voucher code sites operating in the UK. We partner with a technology provider that allows us to track affiliates links directly to the sales they have generated on your site. Taking on the heavy lifting with the tracking, reporting, and program growth is our key focus and the best part of affiliates is that it’s paid purely on performance. Affiliates are only due commissions once a sale has been made and confirmed.