The UK door-drop market witnessed a near 8% increase in spend during 2016, despite a decrease in volumes, with only Internet advertising growing at a faster rate.
So says the DMA’s Annual Door Drop Industry report, which shows that since 2015, spend has risen by almost £20m from £246.6m to £266.3m, a 7.4% increase, despite a reduction in unit volume of 3%, from 5.9 billion to 5.7 billion.
There are also fewer door drops delivered per household than five years ago, dropping from five to four per week, which the report claims is due to more sophisticated targeting techniques.
As levels of exposure to advertising have increased consistently over the last decade, achieving consumer cut-through has become an increasing challenge for advertisers, but remains one of the core strengths of the door drop channel, the study insists.
It cites research from Royal Mail MarketReach which shows that 92% of all door drops delivered to a home are read; door drops remain in the home for on average 38 days; and that door drops are read by 1.16 people at least 2.5 times on average
The reach, high levels of consumer engagement and longevity in the home that door drops offer all result in successful commercial outcomes, the report claims, adding that these are the primary reason for brands asking for its inclusion in their media schedule.
It concludes: After strong growth in spend last year, long-term the door drop market has been steady. The industry appears to be recovering and adapting well to new challenges.
“This increase in spend comes despite reduced volumes. Increased distribution costs married to decreasing volumes may be down to better targeting. Advertisers take more care to give their consumers relevant and timely communications.
“Overall, our data show a shift from mass to targeted marketing driven by the increased use of consumer data by marketers. Techniques have trickled down from digital marketing to traditional print media.
“Building on this trend will make door drops increasingly competitive and another trusted tool in the repertoire of the responsible marketer. More targeting and printing innovations will mean healthy margins for suppliers with better targeting and less wastage for marketers, who can increase spend without increasing environmental concerns.”
A full copy of the report is available at the DMA website>
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