Branded content in magazinesARC

Non Ad Advertising

• Mix of editorial content and commercial message

Either:

• Paid for directly by an advertiser

• Not paid for directly (fi. theme pages)

AdvertorialCommercial content in look & feel oftitle (product info, pack shot, logo)

Editorialintegration

Commercial content integrated ineditorial pages (f.e. product placement)

Non Ad Advertising

Shopping page Multiple products in standard commercial format

Reader’s incentives

Subscription, special promotions

Theme pages Multiple products in editorial pages

Advertorials

• What is an advertorial?

• Pro’s and cons

• When are advertorials most useful?

• Do’s and don’ts

• Effectiveness of advertorials

• Best Practices

Example of advertorial in Dutch cooking magazine

What is an advertorial?

ad·ver·to·ri·al

advertisement deliberately styled to look like the editorial (non-advertisement) matter of a newspaper or magazine in which it appears

• ad with an editorial look & feel and a commercial message.

• advertiser is always visible, f.e. with a logo or pack shot.

• advertorial always has same look & feel as the magazine, i.e. is made specifically for (or adapted to) the title

Source: Business Dictionary.com

Effectiveness of Advertorials – Ingrid van der Werf

What is an advertorial?

Example of Dreft Color Wash advertorial in women’s weekly

When are advertorials most useful?

Main objectives for advertorials:

• Creating credibility

• Giving more detailed product information

• Engaging readers

Source: Effectiveness of Advertorials – Ingrid van der Werf

When to use an advertorial?

• Multiple product messages

• Complicated product messages

• Detailed information on product range or portfolio

• Demonstration

• When credibility is important (f.i. testimonials)

• To extend the media life of a mature product

• Segmentation: specific tone of voice and/or specific info for different target groups

Source: Advertorial Impact Study, Sanoma Uitgevers

Pro’s and cons

Pro’s

• Perceived as a personal recommendation from the magazine

• Higher credibility

• Not perceived as an ad

• Readers take more time looking at it

• Complementary to ‘regular ads’

Con’s

• 1 shot = 1 insertion

• Needs to be redesigned to fit another magazine

• There are restrictions (f.i. label to id it as an ad)

• Extra production costs (per insert)

• Requires reading (bigger effort), possibly less brand recognition (more subtle branding)

More & more part of integrated packages (classic ads, creative formats, advertorials & editorial integrations)

Source: Advertorials, why and how? – Sanoma UitgeversThesis ‘Advertorials’ – Saskia Smets

Effectiveness of Advertorials – Ingrid van der Werf

Do’s & don’ts

• No hard selling techniques

• Supplement the editorial content of the magazine

• Balance between text & images (higher impact)

• Be attractive (= acceptance and likeability)

• Be subtle about the brand

• Fit the editorial & commercial objective

Source: Advertorials, why and how? – Sanoma Uitgevers

Effectiveness of advertorials

Stop/Watch – Belgium

• Advertorials are more informative

• And better suited to the magazine

• Better integrated (adapted to editorial content) higher impact

Note: Effective score of advertorials in StopWatch is lower than average of all ads. Reason is that advertorials can be placed only one time: no repetition, no ad stock.

Source: Stop/Watch

Effectiveness of advertorials

Advertorial impact study (ARO) as part of ad impact study (RRO)

ARO (all advertorials) RRO (all ads)

Information

Contains new information 2,9 2,8

Provides reliable info 3,6 3,3

Motivation

Gives me new ideas 3,0 2,7

I will definitely buy it 2,8 2,8

It arouses me 2,8 2,8

Scores: 1 = definitely don’t agree, 5 = definitely agree

Database: ARO’s = 53, RRO’s = 1657 in 2006

Source: Effectiveness of Advertorials – Ingrid van der Werf

Power of Magazines & publi’s

Large reach Segmentation

Intimicy

Engaging

Impact

Move people

Future +++

More general

Pushing

Softer

Awareness

Future --

Classic ad Publi’s Editorial Integration

Creative formulas

Quality of contact

Creditibility Ad perception

Informative

Engaging

Emotional

Identification

Brand linked

Informative - -

Pushing

Neutral

Distant

Ad linked

Classic ad Publi’s Editorial Integration

Halo effect

DNA match

Quality of contact

Reach Impact

Classic ad

Publi’sEditorial Integration

Diadermine

Advertorial ‘Diadermine’ in bi-weekly esta

Advertorial for facial cream of Diadermine in bi-weekly esta (the Netherlands)

Results from effectiveness study

• Unaided brand awareness almost doubled (increase: from 9% to 17%)

• Aided brand awareness increased from 68% to 76%, no other brand shows significant growth

• (Future) use of Diadermine hasn’t increased

Danone Actimel

Campaign with ad and advertorial:

‘is your resistance ready for autumn’

Results from effectiveness study

Advertorial Ad

I’ve seen it 68% 66%

Recognized brand 81% 85%

More positive about brand 28% 15%

Made me buy it 6% 6%

Maybe buy it 25% 28%

Advertorial campaigns

One shot or not?

An advertorial cannot be inserted twice

But it is possible to create an advertorial campaign:

• One product in many magazines

OR

• Many products in one magazine

T-Mobile – Sanoma Uitgevers

• 10 different advertorials in 10 women’s titles

• Each advertorial featured a different woman from the target group

• All advertorials had to follow general guidelines to create unity

– Bring out the feeling of the magazine in the advertorial

– Atmospheric

– Full page

– Communicate the advantage of the mobile offer

– Connects with the editorial feel of the magazine

– Explanation of the ‘MyFaves’ mobile offer

T-Mobile – Sanoma Uitgevers

Woman calls closest friends in Libelle (all women, 35-55yr)

Psychological test in

MIND magazine:

Who listens to you?

Who do call and why? Street question in Viva (20-35yr)

Click here for full case report

Sony Ericsson – Sanoma Uitgevers

• 6 different advertorials in women’s titles

• Inspired by T-Mobile advertorials

• General guidelines

– Style and technology are central themes

– Testimonial of a woman from target group

– Technical features of the C902 Cybershot

Click here for full case report

Sony Ericsson – Sanoma Uitgevers

CosmopolitanMust have phone for Kim (26)Demonstrates one phone feature: sends picture of a dress she is trying on to ask opinion from her friends

Marie ClaireThe C902 is so easy to use and has so many features that Carina’s friends are instantly jealous

Click here for full case report

Maggi

Femme d’Aujourd’hui

Story

Flair

Evita

Bodysol - Libelle

e-advertorial

What is an e-advertorial?

• An e-advertorial is a digital advertorial

• Example e-advertorial on women’s weekly site Libelle.nl

• Recipe for an Easter meal, using products from Conimex

Editorial integration

What is an editorial integration?

• Editorial where a product or brand is present in some way (name or visual of the product)

• Content of the editorial is determined by the editors

• Advertiser pays for exposure*, not for production of editorial

*contrary to the use of products selected by the editorial team, which is never directly paid for by the advertiser

Bodysol – shower and skin care products

Activation: tell us about your personal wellness time!

Bodysol – gatefold Libelle

Activation:Win a personal care package by Bodysol and Libelle

Andrelon with Libelle

Editorial about the results of the Andrelon Make Overs during the Libelle Summer Week

Delicious – Old Amsterdam, Boursin

Delicious – Magnum and Lassie

Knorr – Sanoma Magazines Belgium

Background

• Knorr, a packaged food brand (soups, salad dressings etc.) from Unilever is introducing a new product:

– Stock (soup base) in one-serving package

• Two waves

– 1: Four recipes of Knorr in the magazines

– 2: Introduction of the new product, incl. three new recipes

Knorr – Sanoma Magazine BelgiumWave 1 – Spring 2008

Four recipes in women’s weeklies Libelle & Femmes

Wave 2 – Autumn 2008

Introduction of new product

Knorr – Sanoma Magazines Belgium

First wave tested in impact study for editorial pages

Results for Libelle

• 85% read the article(average reading score: 66,8%)

• 88% thought of it as an article

• 36% of readers saw the name ‘Knorr’

Click here for full case report

Product placement

What is a product placement?

• A form of editorial integration

• The product features one way or another in an editorial, f.i. in photo shoot

C & A

Home deco

• VTwonen favorite:

– Philips Wake Up light

Heineken & Cosmopolitan

Integrated packages

ROC – Sanoma Magazines BelgiumNon-Sanoma:

tv & outdoor - presenting product novelties: Retin-Ox (35 Yrs) Complete Lift (50+) Multi Perfexion (60+)

Sanoma:

print and online – communicate product differences and product use:

‘Be there’ - editorial integration

‘Make it happen’ - promotion Product+

‘Share the experience’ - testimonials, round table

Advertorials

Product placement on editorial beauty

shopping pages

Editorial integration

Round table – readers discuss products

Free make-up bag: announcement and cover

Tefal – Sanoma Uitgevers

Background

Tefal wants to claim mental leadership in cooking ware in 2008 – 2009

Big idea

• ‘Cooking in the Country’ (NL: Pan in het Land)

• Touring with one pan through Holland

• Experiencing different kitchens, dishes, cultures and recipes

Both advertorials and online integrations in womens magazines and websites

Tefal – Sanoma Uitgevers

¼ ad followed by an advertorial with recipe and

background story of the cook in womens weekly Flair

Magazines

Click here for full case report

Tefal – Sanoma Uitgevers

Online

Content integration in special cooking segment on the website

Teasers on website

More examples?Look in the Best Practices Library

Select Advertorials or Magazine Other in ‘Channels Used’