Personalized print (programmatic print) takes personalized advertising to a new level: similar to the 4R model* of online advertising - the right message at the right time via the right channel to the right target group - this method brings the advantages of data-driven marketing to paper. Scattering losses are minimized, while print shows its strength in the sensory perception, emotional appeal and Credibility to the full.
Technically, it makes no difference whether a message appears on a digital screen or on a sheet of paper. Thanks to highly developed digital printing and sophisticated software for variable data printing (VDP), it is possible to put personalized content on paper using data from CRM systems and databases. Paper thus becomes the "flattest flat screen in the world", and playout is triggered by marketing automation. It's all about changing the mindset in the marketing industry: Younger decision-makers in particular, who have grown up with digital channels, need to see the print channel as a relevant part of marketing again. The Programmatic Print Alliance (PPA) shows how it's done.
Well-done direct marketing through programmatic print achieves remarkable results. Response and conversion rates - often significantly higher than digital channels such as email marketing or online banners. This also makes the costs for printing and mailing competitive. Ultimately, what counts is the return on advertising spend (ROAS), and programmatic print performs extremely well in this comparison.
As modern browsers increasingly block cookies and strict data protection guidelines make online tracking more difficult, it has become increasingly difficult for advertisers to buy reach. Many are therefore increasingly turning to "Owned Media" to their own content. Print advertisers are increasingly relying on precise zero-party data provided by customers themselves, as well as second-party data from trusted partners - and are therefore no longer reliant on crumbling Third-party cookies instructed.
Special interest magazines and corporate publishing titles are enjoying rising subscription figures. Printing them digitally opens up new opportunities for personalized, regional or even one-to-one advertising. This is how the magazine into an effective direct marketing tool, that reaches relevant target groups with pinpoint accuracy - without revealing the recipients' personal data.
