Product category:
Direct Mail Printing and Services
News Release from: dsicmm | Subject: Transpromotional direct mail
Edited by the Printingtalk Editorial
Team on 03 September 2007
Survey Hghlights Wasted Direct Mail
Opportunity
According to new research conducted by DSI CMM, over half a billion pounds worth of advertising space on bills and statements lies unused in the UK.
The wasted advertising value, according to DSI CMM is equivalent to 22 per cent of UK annual direct mail spend Overall, in the UK, consumer marketers buy around GBP19 billion every year in advertising space, direct marketing and sponsored weblinks, for instance
This article was originally published on Printingtalk on 4 Aug 2005 at 8.00am (UK)
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DSI CMM said it studied the value of the current transpromo advertising opportunity in eight markets - bank statements, credit card statements, investment portfolio statements, mortgage statements, mobile phone bills, landline phone bills, power utility bills, water utility bills and loyalty card statements.
According to the company, the unexploited advertising media values on statement or billing communications, per annum, to UK consumers, was found to be worth GBP502,807,600.
Yolanda Noble, DSI CMM's chief executive officer, commented: "The question over whether or how to use statements and bills as an advertising medium has been debated quietly over the last few years, especially amongst key banks and wealth managers anxious to find every available means of up-selling or cross-selling to their high net worth customers.
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However, the medium has only recently become more widely recognised, to the extent that the US technology analysts have now given it a name - transpromotional - or more briefly transpromo advertising." She added: "This recognition from the analysts is important, as it indicates that the technique has moved from just being experimental to being mainstream.
It is a real marketplace of technology and service providers that has been established and commpanies are actively adopting those technologies and services, which are delivering hard results for those businesses." Noble explained: "The findings of our research reveal a major unexploited opportunity for companies to cross-sell additional products to their customers, or charge appropriate affinity partners for the space.
Half a billion pounds worth of advertising opportunity is not being utilised either for cross-selling, or for introducing third party propositions.
Technology is now at hand to take advantage of this under-utilised medium." She continued by adding that software is available that can place individualised messages on statements and bills and affordable variable digital colour printing technology allows those advertisements to be eye-catching and compelling.
Analysts have recognised transpromo advertising and predict a rapid uptake in its advertising potential by marketers.
And Noble added: "A handful of pioneers are taking advantage of this medium benefiting from response rates not far short of those experienced by the average direct mail campaign.
The key opportunity evidently lies in banking and credit cards, simply because of the sheer volume of statements generated by this sector.".
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