Global Ad Impressions Study of 2020 by ASI Demonstrates Promotional Value, Efficiency, and Economy
The Advertising Specialty Institute (ASI), a family-owned and -operated company since 1962, has recently unveiled the 2020 edition of its annual Global Ad Impressions Study. The study, which has been consistently ranked among the "Best Places to Work" in Philadelphia and Bucks County, PA, sheds light on the enduring popularity and effectiveness of promotional products, with a new section dedicated to face masks, the most-searched promo product in ASI's ESP search engine over the past six months.
The study, conducted over 50,000 additional surveys in the U.S. and Canada, demonstrates the value, effectiveness, and affordability of promotional products to consumers. According to the research, nearly a quarter of consumers have paid for a promotional product in the last year, with consumers in the Midwest being the most likely to spend money on logoed items.
ASI's flagship product, ESP, manages the industry's entire supply and marketing chain, making it the go-to platform for businesses seeking to leverage the power of promotional products. The study highlights the dramatic impact face masks are having on advertising, with end-users reporting a strong positive reaction to companies using logoed masks as promo products.
The quality of promotional items is a key factor in why consumers keep them, with 69% of consumers citing quality as the reason they keep pens, followed by utility and attractiveness. The study shows that consumers keep promotional products for a long period, with more than half keeping some items for at least five years, and 40% keeping items for over a decade.
Promo products are the most highly regarded form of advertising compared to newspaper, radio, magazine, television, internet, and mobile advertising. The study demonstrates that promotional products deliver commanding advertiser recall among 85% of consumers surveyed, with recall highest for apparel items. The cost per impression (CPI) for promo products is as low as 1/10 of one cent.
The study's findings will be included in the November print and online edition of ASI's award-winning Counselor magazine. ASI members will find more than 120 end-buyer-friendly infographics ready to share on social media and with potential customers.
However, the study did not reveal specific search results indicating which companies conducted advertising campaigns for maskable (advertisable) masks in Central and North America in July 2020.
The 2020 Global Ad Impressions Study underscores the significant role promotional products play in advertising, particularly in the current pandemic context. As the use of face masks becomes ubiquitous, businesses have a unique opportunity to capitalise on this trend by incorporating logoed masks into their promotional strategies.
The study's findings are a testament to the enduring power of promotional products and their ability to create lasting impressions among consumers. The ASI Global Ad Impressions Study is available to download, free, at the ASI website.
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