As more marketers move away from print, favoring tactics such as online billing and statements, the insert media marketplace may seem threatened. However, experts say emerging media sources help the channel
Since the economic downturn, companies that have a mail resource to leverage are more receptive to including outside advertising in their mail distribution. For those with a large resource, the revenue stream is too attractive to ignore.
For other companies, the resource might be there, but the projected income from advertising partnerships is not attractive enough. For these mail owners, revenue potential can increase only if the value of the channel becomes greater for the advertiser. Insert media's proposition for boosting this value relies on the increasing connectedness between offline and online campaigns because of the use of mobile technologies like augmented reality, barcode scanning and visual targeting.
