Door-drops fend off digital stampede

doordrop-300x185The humble door-drop is giving digital a run for its money, with the head of TNT Post’s division heralding the medium’s revival on the back of a pan-European study showing the market has witnessed a 4.3% rise to €3.9bn.
Mark Davies, president of the European Letterbox Marketing Association (ELMA) and managing director of TNT Post DoorDrop Media UK, was speaking as the trade group published its second pan-European census.
The top line figures show the likes of Poland, Finland and Croatia all saw volume increases of over 100 million, with Germany leading the way with an increase of 600 million.
In terms of volume, the door-drop market in Europe increased by 2.3% to 112 billion items in 2011, worth an estimated €3.9bn of media spend; an increase of 4.9% compared to 2010.
The largest volumes by country in 2011 were Germany (20.6bn), France (19bn), Italy (12bn) and The Netherlands (11.3bn) and the UK (7bn).
The results support a recent DMA study which showed improved targeting techniques are bringing down volumes in the UK, but spend on the medium is holding up strongly.
In terms of the average number of items received by households in Europe, there continues to be a significant difference between the highest and lowest country.  Households in The Netherlands receive on average of 36 items a week compared to Ireland and Romania who receive two. The average number of items received by households across Europe is 12.
However Denmark, Greece and Spain all saw volume decreases of over 100 million, while Hungary saw a volume decrease of 1bn.
Commenting on the research findings Davies said: “The Census emphasises the resilience of the door-drop medium in Europe in an increasingly digital age, with its flexibility in responding to marketer’s needs being the staple reason for its continued success. Our research shows that the channel is rebounding following recessionary pressures on volumes and prices in 2009 and 2010.
“With an average weekly volume of 12 items, it reinforces that door drop remains a significant marketing channel in Europe in addition to providing jobs for over 130,000 people.”

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