Touch and go

Date of publication: September 23, 2018

Catalogue: Congress 2018

Author: Diana Lucaci

Abstract:

To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and messaging applied consistently across each campaign’s physical and digital media formats. The results indicate that direct mail consistently outperforms digital ads, drives consumers to act and improves brand recall by 70 per cent.

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