We’ve all heard the real estate mantra of location, location, location. According to a new study on the impact of advertising positioning on advertising effectiveness, content is king.* Ad content is the primary driver of calls followed by ad size, then use of multiple display ads, then color, with ad position a distant fifth.
Content plays a major role in online searches too. This is because search engines are evaluating the content and prioritizing the ads on behalf of the users. Position is an indication of how well the search engine “thinks” that the business matches what they consumer is looking for. If content is robust and targets ideal customers and geographies, then search engines will determine relevancy to the consumer’s search criteria. Content with a motivating offer is also a primary driver in direct mail.
Bottom line is it is more important to focus on the content and the size of your ad as opposed to where it is positioned. You and your media consultant should be focusing on differentiating your product or service from the competition.
About Keith Brown
