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Programmatic vs. newspaper website advertising: The real difference


With the digital age comes a plethora of options for advertising. From social media and programmatic to newspaper websites, it can be difficult to determine which method of advertising is the most effective.


Here, we'll look at the differences between programmatic and newspaper website advertising, and how they both compare when it comes to effectiveness. We'll also dive into the pros and cons of each method, so you can make an informed decision when it comes to your own advertising strategies.


Quality over quantity

When it comes to digital advertising, the quantity of impressions can be staggering. Unfortunately, not all impressions are created equal. Programmatic advertising often delivers low quality impressions, which don’t necessarily generate clicks or conversions.


On the other hand, newspaper website advertising delivers more quality impressions. The audience of a newspaper is often more engaged and the content is typically more reliable. This results in higher quality impressions and therefore more effective conversions.

Studies have found that CTRs for digital ads on news sites can be up to four times higher than the average CTR for programmatic ads,

Another benefit of newspaper website advertising is that it typically produces higher click-through rates (CTR). Studies have found that CTRs for digital ads on news sites can be up to four times higher than the average CTR for programmatic ads, depending on the site and audience. This means that the audience is more likely to take action and click on your ad, which can lead to more conversions and a better return on your investment.


Greater transparency

When it comes to advertising, transparency is key. Newspaper website advertising provides advertisers with greater transparency into their campaigns compared to programmatic advertising. With newspaper website advertising, advertisers know exactly where their ad appears and can make sure that their ads are shown in the right context.

Additionally, newspaper websites often have strict guidelines for content and ads, giving advertisers an assurance that their ads will be seen in a safe environment.


Brand safety

Which leads us to brand safety -- one of the most important considerations for businesses. Newspaper website advertising offers increased brand safety compared to programmatic solutions due to greater transparency.


Newspaper websites are usually highly monitored and moderated, reducing the likelihood of ads being placed alongside inappropriate content. Newspaper website advertising allows businesses to be in control of where their ads appear and can also provide additional assurances that their ads will only be seen by relevant audiences. As such, newspaper website advertising offers increased assurance that brands will not be exposed to damaging content.


This is especially important for companies that value their reputation and want to ensure their ads are associated with trustworthy sources. Additionally, newspaper websites often have built-in features that allow advertisers to tailor their campaigns to certain areas, demographics, and interests, offering more control over who sees their ads and reducing the risk of running campaigns that target irrelevant audiences.


In summary

In conclusion, newspaper website advertising offers more quality impressions, greater control, and enhanced transparency over programmatic advertising. It’s a proven way to get your message out to an engaged audience and generate real results.


 

LPA Marketing is print and digital marketing agency, providing local touch at national scale. Contact us at 225-351-0702, advertising@lapress.com, or by clicking here.

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