The massive impact of press advertising on search

ACPM, the French Alliance for Press and Media Figures, has commissioned an analysis of the volume of online search queries in three product sectors: automotive, finance (banking and insurance) and luxury goods, with seven brands considered in each sector. The study, carried out over the years 2020 and 2021, shows the volumes of requests confronted with the advertising support by media (press, television, and others) of the brands concerned. In the three sectors studied, the contribution of the press to brand requests is greater than its share of investment in the universe studied.

More impact for branding campaigns than for product campaigns

The study also makes a distinction between advertising campaigns aimed at strengthening the brand image and those aimed at promoting a particular product. If we look at the proportion of incremental requests, for a 10% increase in budget, the print or digital press is always in the top three in this respect, at least when it carries brand campaigns. It should be noted, for example, that in the automotive sector, press branding campaigns contribute to 22% of brand queries on search engines, for only 6% of advertising investments. The effects are more limited in the case of product campaigns.

The press, the leading medium on average in terms of effectiveness

Although the variability of the results by sector makes their generalisation debatable, the press remains the leading medium in terms of effectiveness in generating brand queries on search engines for the average of the three sectors studied. €1,000 invested in the press corresponds to 60 brand queries on search engines, more than 50% than the average for other media. Finally, the press is the first lever of impact on luxury: two brand queries out of three come from press exposure.

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