The strategic value of magazine advertising Insights from...
Transcript of The strategic value of magazine advertising Insights from...
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The strategic value of magazine
advertising
Insights from the database
Bernard Cools, SPACE
May 19th, 2015
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Pulsar promise: What’s the
of the brand perception in the consumer space
and how can we connect more effectively ?
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Already a series
Online Dec 2012-Jan 2013
Total n= 5,229 (rotating questions)
140 brands in 16 categories
40 touchpoints
Online Aug-Sep 2014 Total n= 2,487
(rotating questions) 40 touchpoints
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Agenda
Immanuel Kant (1724-1804)
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Brands in Pulsar
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The concept
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Discover eNgage Act D
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Discover eNgage Act D
vitality
relevance
credibility
quality
empathy
seduction
innovation
status
superiority
differentiation
awareness inform
implication
opinion fan
Consideration
Pay more
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The race of touchpoints
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N A D
Touchpoints: the way
Strategic benefit
Category neutral
Reasonable number
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Addressed (e)mail Branded shops Flyers or brochures Free samples In store ads POS ad Reco by friends or relatives Search engines Shared brand content SMS ads/offers Social media conversations Special POS offer
Discover
eNgage
Act
Overview of touchpoints: our DNA classification
Ads in social media Ambient OOH Banner ads Cinema ad FLP ads Magazines ads Mobile ad Newspaper ad Online video ads OOH ad in public transport Radio ads Special offers in media Street poster ad TV ad Product placement TV
Brand content in magazines Brand content newspapers Brand page on FB Brand website
Recommendation by experts Reco by media editorial Smartphone apps Sponsored events Sponsored radio programme Sponsored TV programme Sponsored website sections Branded TV programme Radio editorial
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Addressed (e)mail Ads in social media Ambient OOH Banner ads Brand content in magazines Brand content newspapers Cinema ad FLP ads Magazines ads Mobile ad Newspaper ad Online video ads
Sponsored website sections Street poster ad TV ad Product placement TV Branded TV programme
OOH ad in public transport POS ad Radio ads SMS ads/offers Special offers in media Sponsored radio programme Sponsored TV programme
Brand page on Facebook Brand website Branded shops
Flyers or brochures Free samples In store ads
Smartphone apps Special POS offer Sponsored events
Reco by experts Reco by friends or relatives
Reco by media editorial Search engines
Shared brand content Social media conversations
Radio editorial
Paid
media
Owned
touchpoints
Earned
touchpoints
Overview of touchpoints: the classic POE approach
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13
• can encourage conversations amongst
consumers
• can help consumers choose
• bring people into direct contact with the
brand
• give brands the chance to ask consumers
about their purchasing habits
• give the brand the chance to reward
customers for their fidelity
• allow brands to do their customers a
service
• give brands the chance to show that they
take their customers’ expectations into
account
• give brands the chance to be in the right
place at the right time
• can give a brand a good image
• can present novelties
• allow companies to address, ask
questions to consumers
• give the impression that the
brand is omnipresent
• give brands the chance to be
present in their consumers’
thoughts
• stimulates consumers’ curiosity
• can make a brand dynamic
• can show the popularity of a
brand
• encourage dreaming
• give the consumer the chance to
develop their status
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Discover eNgage Act D N
vitality
relevance
credibility
quality
empathy
seduction
innovation
status
superiority
differentiation
awareness inform
implication
opinion fan
Consideration
Pay more
This TP
can help
consumers
choose
This TP gives
brands the chance
to be in the right
place at the right
time
This TP
can make
a brand
dynamic
This TP
can
present
novelties
This TP allows
brands to
reward
consumers for
their loyalty
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Managing complexity…
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Brand in control
Consumer in control
One to one One to many
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Comms task Discover eNgage Act
Magazine ad
Brand in control
Consumer in control
One to one One to many
Brand content Mag
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Comms task Earned TP OwnedTP Paid media
Brand content Mag Magazine ad
Brand in control
Consumer in control
One to one One to many
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Focusing on magazines…
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good image
brand dynamic popularity of the brand
present novelties
ask questions to consumers
encourage conversations
encourage dreaming
help consumers choose
develop status
direct contact with the brand
reward customers
service consumers
take customers’ expectations into account
brand omnipresent
ask about purchasing habits
right place right time
present in consumers’ thoughts
stimulate curiosity
95
100
105
110
115
4 4.5 5 5.5 6 6.5 7
What the touchpoint does WELL
What the touchpoint does BETTER than the other
ones
Comparable to TV
Ex aequo with TV
Best paid medium Ex aequo with TV
Slightly lower than TV ad Direct competitor = NP
Magazine ads
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good image
brand dynamic popularity of the brand
present novelties
ask questions to consumers
encourage conversations
encourage dreaming
help consumers choose
develop status
direct contact with the brand
reward customers
service consumers
take customers’ expectations into account
brand omnipresent
ask about purchasing habits
right place right time present in consumers’
thoughts
prick curiosity
85
90
95
100
105
110
115
120
4.5 4.7 4.9 5.1 5.3 5.5 5.7 5.9 6.1 6.3 6.5
What the touchpoint does BETTER than the other ones
What the touchpoint does WELL
Magazines editorial as seen now: emotional, interactive, open
Magazine editorial
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The question of attention
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• When I see a commercial on TV, I’m attentive for the message
conveyed by the brand.
• When I watch TV, I pay attention to the brand that sponsors a
television program (e.g. the weather forecast sponsored by Van den
Borre)
• When I watch TV, I notice the presence or the mentioning of a brand in a TV
broadcast.
• When I watch a program on TV made by a brand (e.g. JBC “The Designers”), I
pay attention to the message of that brand.
• When I read the newspaper and I see a publicity, I pay attention to the message of the
brand.
• When I read the newspaper and I see a content distributed by a brand (e.g. games,
articles, report,…), I pay attention to that content.
• When I see a promotion in the media (coupons, offers,…), I pay attention to these offers. • When I listen to the radio and I hear a commercial, I pay attention to the message conveyed by that
brand.
• When I listen to the radio and I hear a radio program sponsored by a brand, I pay attention to the
message conveyed by that brand.
• When I listen to the radio, I notice the mentioning of a brand during a radio program.
• When I read a magazine and I see an ad for a brand, I pay attention to the message conveyed by that brand.
• When I read a magazine and I see editorial content of a brand (e.g. testimonials), I pay attention to that content.
Attention is specific to the second wave
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Attention scores: magazine vs TV ads
24
% % %
High attention 10 1.4 2.2 2.3
9 2.3 2.6 2.7
8 5.9 6.3 7.1
7 12.8 11.2 11.5
6 14.1 12.5 12.9
5 18.2 16.7 17.5
4 10.3 10.7 10.1
3 14.0 11.5 12.5
2 9.6 12.6 10.9
Lowest attention 1 11.4 13.8 12.6
Average score /10 4.61 4.49 4.59
Magazine ads Paid mediaTV adAttention scores
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Attention scores: details magazines
25
% %
High attention 10 2.1 1.4
9 4.1 2.3
8 9.0 5.9
7 12.7 12.8
6 14.7 14.1
5 16.0 18.2
4 10.8 10.3
3 11.7 14.0
2 10.3 9.6
Lowest attention 1 8.6 11.4
Average score /10 4.95 4.61
Magazine adsBrand content in magazinesAttention scores
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Avg attention levels: voluntary exposure works best
4.59
5.33
5.03
Paid Owned Earned
POE segmentation
4.6 4.55
5.42
Discover eNgage Act
DNA classification
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Consumer vs advertisers
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The consumer’s view The advertiser’s view
TV ads vs magazine ads
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TV ad
Newspaper ad Magazine ads
Free sheets ad
Cinema ad
OOH Radio ads
Online 3.9
4.1
4.3
4.5
4.7
4.9
5.1
0 200 400 600 800 1000 1200
AV
ERA
GE
AT
TEN
TIO
N S
CO
RE
RATECARD VALUE (MDB 01/10/2013 30/09/2014) COMMERCIAL ADVERTISERS ONLY
MILLION EUR
Illustrating the advertiser’s view
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“Magazines have simply become a poor relation in which advertisers under-invest creatively, in both research and dollars. Print schedules are seen as background” Simon BROADBENT (1999 !)
And this is not new
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«its labours must remain ever incomplete, because new questions never cease to present themselves » 1st edition of Critique of Pure Reason (Kritik der reinen Vernunft), 1781
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« This is not a love song »
« Media agnostic » survey
Paid media as good and affordable compromise for brands
Fair measurement of possible connection points
Magazines seen at least « as good as TV » by consumers
Next step: further demonstrate effectiveness…
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http://adage.com/article/media/wpp-ceo-martin-sorrell-lends-support-print-media/297807/
Good news:
process of
demonstrating
effectiveness
maybe has
already begun…