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  • Adding Newspapers Increases Ad Campaign Effectiveness

    Delivering the best possible return on investment (ROI) for advertising money is paramount, however it is often difficult to measure. A recent ROI study conducted by Benchmarketing for Newsworks proved that advertisers who are not using newspapers as a part of their media mix, are not maximizing their return on investment.

    The study examined 500 econometric models to confirm the impact news media brands have on advertising campaigns, and associated ROI. The findings indicate that advertising with newspapers increases overall return on investment by three times. Adding newspapers to a campaign improved overall campaign effectiveness, by advertising category, from 20 percent for consumer package goods, 71 percent for automotive, 2.8 times for retail, 3 times for travel, and 5.7 times for finance.

    When newspapers are added to the overall media mix, the campaign ROI is dramatically improved - ranging from two times greater when partnered with broadcast television campaigns, to four times more with online display campaigns, and as much as ten times larger when coupled with a radio campaign.

    Adding digital news to the media mix boosts newspaper ROI by up to five times.

  • Four Ways to Improve Your Video Creative

    People are spending a lot of time watching video online.

    • 100 million hours per day on Facebook
    • 11 million hours per day on Netflix
    • Over 25% of online users watch at least one video per day

    With all of that video consumption comes opportunity to reach this audience with compelling video advertising messages.  Here are some tips that can help you create these messages to have the most impact on your intended audience.

    Keep the length under 10 seconds

    Keep reduced consumer attention spans in mind when deciding on the length of your video advertising.  Leave behind your 60, 30 or even 15 second videos and refocus on 10 second video advertising.

    In a recent study from Wibbitz ( it was found that over half of users will not spend more than 10 seconds watching a video ad.  The time spent is also impacted by the associated content.  For example, in shorter form video content (0-2 minutes in length) like that used on many news media websites, 70% of consumers will spend less than 10 seconds watching an ad.  While on longer form video content (5-10 minutes in length) like that found on sites like, 51% will spend less than 10 seconds watching an ad.

    Don’t be afraid to use humor

    In 2015, Google dug into thousands of video ads that ran across YouTube, covering 16 countries and 11 separate verticals.  From that mound of data, they found that “people are more likely to watch humorous ads, and those ads also see greater lifts in ad recall and brand awareness”. (Think With Google)

    Looking for a few examples of short form humor, visit Vine.Co and explore the humor channel.  Some of our recent favorites are.

    If humor isn’t the right fit for your brand, consider “suspenseful” or “emotional” as an alternative.  Both of these flavors offer higher than average recall.

    Go Silent

    While sound can be a powerful tool, consider that only “about 85% of Facebook videos are watched with the sound” ( and that 75% of users preferred silent video ads over video ads with voiceover (

    If you do decide to go silent, ask the following questions:  How does the lack of sound impact your ad?  Does it still deliver its message?  Is sound a required component?

    To improve the response to your ads in a potentially soundless world, utilize the following components.

    • Captions-  Facebook has found that the inclusion of captions increases the view time of a video by 12%.
    • Storytelling-  Focus on telling a story through the use of visuals such as animation and graphics.

    Target Your Audience

    This seems like common sense in today’s digital world, but targeting video ads not only improves performance, but also enhances viewer favorability.

    When consumers were asked which ads they found most tolerable, they placed targeted (by programmatic means or by the inherent targeting of local and niche websites) second only to muted ads (

    Which Video Ads Are The Most Tolerable?

    • 45% muted ads
    • 39% targeted ads
    • 10% autoplay ads
    • 6% interactive ads

    As you roll out your next video campaign, don’t forget about the power your local news media properties can bring to the table.  From pre-roll, to in-stream and native video options, local digital sites can help deliver your video creative to a community-focused and engaged audience.

    Need help with your planning and placement for digital video?  Give MANSI Media a call and we can simplify the process.

  • Shoppers Rely on Newspapers for Coupons

    A recent Valassis study found that coupon use remains high, with 90 percent of consumers indicating that they use coupons. Newspaper free standing inserts remain the preferred distribution method, accounting for over 90 percent of all coupons distributed.

    Similar results have been described by other recent newspaper insert studies conducted by Coda Ventures/Triad, and Research and Analysis of Media (RAM).

    Key findings include:

    • 87% of coupon users report they are using the same or more coupons this year compared with last year1
    • 86% of shoppers use coupons to plan their shopping lists1
    • 86% of media consumers use newspaper inserts, compared to direct mailers such as Red Plum (63%), and ValPak (41%)2
    • 86% of newspaper readers believe newspaper inserts help them get the best deals3
    • 85% of all consumers are influenced to try a new product due to a coupon1
    • 84% of all consumers are likely to switch stores to take advantage of weekly specials1
    • 82% of all consumers use coupons received through newspaper inserts -  including 82% of Millennials, 83% of Gen X, and 84% of affluents1
    • 82% of all consumers are influenced to buy a brand they wouldn’t typically buy due to a coupon1
    • 77% of shoppers select their stores based on where they can use paper coupons1
    • 3 out of 4 readers often buy something that they weren’t planning to purchase after reading a newspaper insert4
    • 43% of shoppers who classify themselves as brand loyal say they feel better about companies that offer coupons than those that do not1


    Sources:  12K16 Valassis Coupon Intelligence Report, 2Research and Analysis of Media (RAM) Inserts Study, 3Coda/Triad Newspaper Insert Study, 4Coda/Triad Preprinted Newspaper Inserts Study

Lisa Knight, Vice President, Advertising,

Kevin Wert, Director, Client Solutions,

Wes Snider, Director, Client Solutions,

Matt Caylor, Director of Interactive

Chris Kazlauskas, Director Media Placement,

Jane Hungarter, Director, Marketing,

Shannon Mohar, Account Manager,

Lindsey Artz, Account Manager,

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