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How can doordrop attention transform your advertising game

How can doordrop attention transform your advertising game?

Did you know that in today's world, digital advertising methods are facing significant challenges? With the rise of ad-blocking, rampant ad fraud, and the scattering of consumer attention across multiple devices, it's no wonder that human exposure to ads cannot be taken for granted anymore. 

But here's something fascinating: when it comes to advertising effectiveness, “doordrop attention” has proven to hold immense potential.  

In this blog article, we will explore the power of door drop media in capturing attention and maximising the impact of your advertising efforts. 

How much attention does an average door drop attract

Ever wondered what’s the average interaction time with doordrops? Well, you will be amazed to know that doordrops outshine digital ads and TV spots, with an average interaction time of 55 seconds. 

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But here's the best part: They achieve this remarkable attention-grabbing feat at half the cost of digital channels such as TV.  With door drop marketing, you can be the best in class without straining your budget. You can captivate your ideal audience, drive conversions and acquire customers, while maximising your resources.

How do doordrop attention metrics measure up

A study conducted by JICMAIL gained valuable insights into the effectiveness of door drops. JICMail uncovered how much attention and engagement consumers gave to door drops. To achieve this, they used video analytics and automatic coding to measure the time spent interacting with the media within the home .

Interestingly, the difference between the self-reported and observed data for doordrops was incredibly small, just a mere 7-second difference. But it doesn't end there.  

It turns out these potent marketing tools even leave their mark on the digital landscape as well. They spark online searches for more information, leading to increased usage of tablets and smartphones, and driving visits to advertiser websites, thus increasing your digital attention spans with more relevant traffic. 

 

This clearly indicates that door drops have the power to receive lasting impression, making them a reliable and effective advertising medium. 

An attention efficient channel

Now that we have explored the different aspects of doordrop media and their effectiveness, let's delve into the different types of door to door leaflet distribution and their attention efficiency.

Here are the doordrop categories that gain the most attention:  

  • News Updates and Magazine Articles: With an impressive 106.84 seconds of engagement over 28 days, these doordrops take the lead. 
  • Invitations and event information: These doordrops hold attention for 66.46 seconds, strategically driving footfall and conversion rates. 
  • Vouchers and Coupons: They command an average of 62.18 seconds of attention, proving their effectiveness in acquisition and generating conversions.

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Note to self: If you're truly seeking to captivate your audience, should doordrop media be an integral part of your media mix?

Letterbox marketing on the rise

Interestingly, advertisers are now allocating more of their budgets towards traditional methods like leaflet advertising. As per the IPA's latest Q1 2024 report, notable shifts were observed in various advertising channels. While areas such as TV (-0.7%), out of home (-10.8%), and audio (-4.5%) experienced contractions, letterbox advertising saw a remarkable increase of 7%.

This underscores the growing importance of print media, highlighting its robust growth compared to other communication platforms.

Final takeaway

In a world where attention is the currency of success, door drops have emerged as the undisputed champions of capturing it. They open the doors for customers to engage and take action, hence unlocking a world of unparalleled possibilities for businesses. Here’s what you achieve:  

  • Average Interaction time of 55 seconds across 28 days
  • 2x as attention efficient as TV & Display Ads 
  • Remarkable cost effectiveness, with costs that are only half of what you would typically spend on digital channels like TV.

With door drops, you hold the ultimate tool to captivate your target audience and achieve remarkable results. So, why settle for anything less?

How can Leafletdrop help you

Leafletdrop is your one-stop shop for door drop marketing:

  • Professional design services: We have expert designers on hand ready to bring your leaflet design ideas to life. Whether you have an idea of what you are looking for, or you are starting from scratch, our experts can ensure your items get standout for maximum attention. You can also easily design your own leaflet with our online leaflet design tool.
  • Top notch printing: We are partnered with a B-Corp print partner, offering eco-friendly advertising with FSC-Certified Paper for high-quality leaflets at the best prices.
  • Door-to-door leaflet distribution: We rely on Royal Mail to deliver your leaflets with regular household mail, ensuring they won't be mixed with competing leaflets.

You can easily book and manage your entire door drop marketing campaign online from your desktop.  Get in touch with Leafletdrop today or sign up for free to get started on your first campaign. 

Leaflet  distribution offer  Leafletdrop
Leaflet  distribution offer  Leafletdrop

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