Syncing Ozone’s digital audience with newsbrand print plans increases their reach and frequency, Frances Lazenby, our lead strategist writes
2020 saw millions of readers turn to premium publishers every day to stay informed and be entertained through multiple lockdowns and pandemic restrictions. News brands have continued to deliver record audience reach across their different platforms and formats, making these channels a highly potent way for advertisers to reach consumers when they are most engaged.
Print Sync from The Ozone Project offers you the ability to combine Ozone’s premium publisher digital audience with your newsbrand print plan to immediately increase reach and boost the effectiveness of your campaigns whatever the objective. In fact, according to the most recent PAMCo data release, adding Ozone’s daily digital audience to a daily national newsbrand print plan supercharges the plan’s reach by +186%.
PAMCo also tells us that the proportion of adults across Britain visiting Ozone’s network of premium publisher websites daily is high at 62%, while a further 90% of monthly visitors return each week. Bolting Ozone’s broadcast-scale, high-frequency audience to highly engaged print readers via Print Sync allows you to:
Bring your print and digital planning closer together by aligning your plans in terms of audience, delivery and newsbrand titles
Can be used to mirror print to drive incrementality, or plug the gaps of print for an always on presence in newsbrands
Print sync recommendations can be flexible, either to meet % reach goals of your audience or aligning with budget requirements
There are four ways to activate Print Sync with Ozone. You can choose just one tactic ap or multiple ones depending on your print strategy:
Audience Sync increases reach and frequency among your audience in newsbrand environments by mirroring the same audience planned in your print campaign with digital
Delivery Sync increases the reach and frequency of your message in newsbrands environments at those times that matter most, or provides a consistent presence, by optimising your digital campaign to align with delivery in print, or to fill the gaps in print activity for a consistent presence in newsbrands.
Publisher Sync will increase the reach and frequency of your message in specific newsbrands environments by aligning your plans exactly by only running with the Ozone publishers digitally that you have planned in print.
Finally, if you have planned in regional print only, avoid CPM premiums and target just those locations but across all Ozone publishers with Geo Sync to increase the reach and frequency of your message in certain locations, in newsbrand environments.
Whether it’s against hard or soft news content, it has long been proven that advertising placed in these quality environments reach highly attentive audiences and deliver great results. As the pandemic has demonstrated, the public appetite for premium news sources shows no sign of slowing down. Now, thanks to Ozone’s Print Sync, advertisers can simplify and align their buying tactics across different news brand platforms.
