1. Image-based ads outperform price-based ads on almost all measure
Updated
February 2019
Image-based ads outperform price-based ads on almost all measure
What’s the difference between price-based ads and image-based ads in print newspapers?

2. Key Findings: Price-based ads vs image-based ads
Image-based ads are more likely to be recalled by readers (74% vs 68% for price-based ads) and tend to outperform price-based ads across most brand measures (attention and engagement), where as price-based ads strength lies in recognition metrics, readers are more readily able to identify brands and advertisers (branding: 31% vs 35% for price-based ads, familiarity:43% vs 45% for price-based ads).
Readers pay attention to image-based ads (35% vs 29% for price-based ads) and generally find them more engaging, they make a better impression (like ad: 36% vs 30% for price-based ads), are more likely to convey new information (42% vs 37% for for price-based ads) and appeal more to readers than price-based ads (36% vs 31% for price-based ads) — image-based ads also feel more fresh and original (fresh approach: 41% vs 31% for price-based ads)
Although image based ads are better liked (36% vs 30% for price-based ads), considered more interesting (38% vs 32% for price-based ads) and encourage more of an emotional reaction (27% vs 21% for price-based ads), readers comprehend price-based ads just as well (easy to understand: 49% for both).
When it comes to taking action, both ad types work well, however image-based ads come out slightly on top, they encourage readers to look for more information (21% vs 18% for price-based ads), influence actual purchasing (have bought/will buy: 16% vs 14% for price-based ads) and help create conversation around the brand or advertiser (discuss: 16% vs 14% for price-based ads).
Price-based ads are better at converting their engaged readers into action takers — 55% of engaged readers take some form of action compared with 47% for image-based ads. Furthermore, focusing on readers who notice the advertising, price-based ads are equally as effective as image-based ads at encouraging recommendations (36% for both) and better at prompting visits to the advertiser (24% vs 22% for image-based ads).
Image-based ads therefore can provide the double-whammy of building brand health and prompting action
What’s the difference between price-based ads and image-based ads in print newspapers?
Print newspapers fulfil a number of roles in the consumer buying journey. Brand advertising helps shape perceptions before the journey even begins, creating awareness, challenging assumptions and conveying a sense of stature and importance. More tactical communications – which include most price-based ads – aim to shortcut the decision-making process and provoke immediate action.
It is therefore often assumed that image-based advertising will most affect consumer perceptions of the brand itself, with a bias towards more emotional impact, while price-based advertising will be most effective at prompting action.
Using the RAMetrics database, we investigated which measures were most responsive to these different types of ads.
Firstly, it is clear that image-based ads are instantly more memorable (ad recall: 74% vs 68% for price-based ads). The analysis also shows that image-based ads outperform price-based ads on most brand and action measures.
Readers are more likely to pay attention to image-based ads (35% vs 29% for price-based ads) and generally find them more engaging; they make a better impression (like ad: 36% vs 30% for price-based ads); are more likely to convey new information (42% vs 37% for price-based ads); and appeal more to readers than price-based ads (36% vs 31% for price-based ads).
We might expect readers to take more notice of the details in price-based ads and their strength does lie in recognition metrics. Readers are more readily able to identify brands and advertisers that use price-based advertising (branding: 35% vs 31% for image-based ads, familiarity: 45% vs 43% for image-based ads).
Readers comprehend both ad types just as well (easy to understand: 49% for image-based and price-based ads), but image-based ads generate more positive feelings about the brand — they are better liked (36% vs 30% for price-based ads) and considered more interesting (38% vs 32% for price-based ads). They induce more of an emotional reaction (27% vs 21% for price-based ads) and are perceived as more fresh and original (fresh approach: 41% vs 31% for price-based ads).
When it comes to taking action, both ad types work well, however image-based ads come out slightly on top. They urge readers to look for more information (21% vs 18% for price-based ads), influence actual purchasing (have bought/will buy: 16% vs 14% for price-based ads) and help create conversation around the brand and advertiser (discuss: 16% vs 14% for price-based ads).
Price-based ads are better at converting their engaged readers into action takers — 50% of engaged readers take some form of action compared with 47% for image-based ads. Furthermore, focusing on readers who notice the advertising, price-based ads are equally as effective as image-based ads at encouraging recommendations (36% for both) and better at prompting store visits to the advertiser (24% vs 22% for image-based ads).
Overall, image-based ads have the edge in terms of moving the most brand metrics and building brand health — they’re more memorable, engaging and create emotional connections. Image-based ads trigger more intermediate actions, while price-based ads are slightly more likely to spur shop visits.
Source: RAMetrics. Countries: England/Scotland. Price based – 101 ads from 15/04/2017 – 31/01/2019, image based – 101 ads from 20/10/2017 – 31/01/2019.

3. Price-based vs image-based - Ad recall
Research Questions
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Price based – 101 ads from 15/04/2017 – 31/01/2019, image based – 101 ads from 20/10/2017 – 31/01/2019. Score base: read the newspaper.

4. Price-based vs image-based ad comparison
brand measures
attention +
recognition
engagement
action
image
price
Research Questions
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional Reaction: Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Price based – 101 ads from 15/04/2017 – 31/01/2019, image based – 101 ads from 20/10/2017 – 31/01/2019. Score base: read the newspaper.

5. Price-based vs image-based ad comparison
brand measures
attention +
recognition
engagement
action
image
price
Research Questions
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional Reaction: Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Price based – 101 ads from 15/04/2017 – 31/01/2019, image based – 101 ads from 20/10/2017 – 31/01/2019. Score base: noticed ad.

6. Although price-based ads are less recalled, they are better than image-based ads at converting engagement to action
Price
Image
Ad recall 68%
Brand recognition 40%
Engagement 33%
Action 18%
59%
83%
55%
Ad recall 74%
Brand recognition 37%
Engagement 36%
Action 17%
50%
97%
47%
Research Questions
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional Reaction: Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Price based – 101 ads from 15/04/2017 – 31/01/2019, image based – 101 ads from 20/10/2017 – 31/01/2019. Score base: read the newspaper.