Following a study, commissioned by the Mail, which demonstrated that advertising in the Daily Mail and Mail on Sunday drives readers directly to advertisers’ websites, Mail Connected have launched a competition offering agencies the chance to win £250,000 worth of free print advertising.
Media agencies must partner with a client to enter the competition and describe in under 250 words why their brand would benefit from using Mail Newspapers to drive traffic online.
Rosemary Gorman, ad director at Mail Group, commented on the scheme: "This research backs up what we’ve always thought about advertising in the Mail titles – that as well as being an excellent brand-builder print is also a great tactical tool.”
Gorman went on to discuss the advertising research carried out which saw two groups of people given a copy of the Mail. When they subsequently went online and were asked to search for products, 50 per cent of Mail readers visited the website of a retailer they had seen in the paper. Only 15 per cent of those who did not read a paper prior to going online went to the same retailer’s website.
Gorman said: "With one in two of our respondents in this survey going to the website of at least one of our advertisers from the same day’s newspaper, the link here between print exposure and on-line action is clear.
"This research also shows that Mail newspapers provide a very direct route to drive readers to our advertisers’ websites –tending to bypass some of the less direct routes such as search engines which can bring the consumer into contact with a whole host of competing advertisements for products in the sectors which they are researching."
Full terms and conditions surrounding the competition can be found at www.mailconnected.com.