TODAY’S SPEAKERSd1ri6y1vinkzt0.cloudfront.net/media/documents/66d4... · Magazine readers are...
Transcript of TODAY’S SPEAKERSd1ri6y1vinkzt0.cloudfront.net/media/documents/66d4... · Magazine readers are...
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TODAY’S SPEAKERS
CHRIS LLEWELLYN
President & CEO, FIPP
ESTHER BRASPENNING
Media Knowledge Manager, The Ppress, Belgium
Chair, FIPP Research Committee
GUY CONSTERDINE
CEO, Guy Consterdine Associates,
FIPP Research Consultant
Author of ‘Proof of Performance’
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PROOF OF PERFORMANCE: OBJECTIVES
* To review some of the research-based evidence on how consumers
are using printed and digital magazine content around the world;
* To demonstrate the effectiveness of the advertising these media
carry;
* To present a narrative of the case for magazine media –
a narrative which will apply in any country and could be populated
with local research evidence;
* To stimulate ideas for publishers and others in planning their own
research programmes.
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Republic, Greece, Finland, France,
Germany, India, Indonesia,
Ireland, Malaysia, Netherlands,
Russia, Singapore, Spain, Sweden,
Taiwan, Thailand, UK, USA,
Australia, Belgium, Brazil, Canada,
Chile, Czech Republic, Greece,
Finland, France, Germany, India,
Indonesia, Ireland, Malaysia,
Netherlands, Russia, Singapore,
Spain, Sweden, Taiwan, Thailand,
UK, USA, Australia, Belgium,
Brazil, Canada, Chile,Czech
Republic, Greece, Finland, France,
Germany, India, Indonesia,
Ireland, Malaysia, Netherlands,
Russia, Singapore, Spain, Sweden,
Taiwan, Thailand, UK, USA,
Australia, Belgium, Brazil, Canada,
Chile, Czech Republic, Greece,
Finland, France, Germany, India,
Indonesia, Ireland, Malaysia,
Netherlands, Poland, Russia,
Singapore, Spain, Sweden, Taiwan,
Thailand, UK, USA,
POP v2 presents
evidence from
122 studies from over
30 countries
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TOPICS
o Connected consumers
o Digital editions
o Publishers’ websites
o Social media
o Established values of print still continue
o Magazines and other media
o Proof of performance: KPIs and sales
o Media mix models
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CONNECTED CONSUMERS FIG 1. Where I am affects the channels I use
Base: Multi-platform users of 7 IPC brands: Marie Claire, InStyle, Ideal Home, Woman & Home, Now, Look, NME
Source: Connected Consumers, IPC Media, UK, 2013
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DIGITAL EDITIONS FIG 34. Time spent reading digital & print editions (minutes)
Source: Survey of the American Consumer, GfK MRI, USA, 2013
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DIGITAL EDITIONS FIG 38. Digital ads provoke more action than print ads
Base for Action Taken scores: those who noted ad. Source: GfK MRI Starch & Starch Digital, USA, 2013
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DIGITAL EDITIONS FIG 44. Interactivity gives tablet ads extra dimension
Definitions: Static: no interactive features. URL: link added. Video: video fully integrated into ad so no internet
connectivity needed. Gallery: extra images added. Hotspot: areas to tap to show extra information.
Source: Adobe Analytics, reported in Digital Edition Advertising, IPC, UK, 2014
Average time spent per user (indexed on static ads)
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WEBSITES FIG 57. Digital-only campaigns: sales lifts per campaign
Source: Meredith Executive Summary June 2014, Meredith/Nielsen, USA, 2014
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WEBSITES FIG 58. Consistent branded platforms improve ad response
Note: measurements taken 15 seconds into exposure to online ad. Source: Heat - A Journey Into Neuroscience, Bauer Media, UK, 2013.
Response to online advertising after seeing ad in Heat magazine
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SOCIAL MEDIA FIG 60. Conversation catalysts: users of online media
Index shows proportion of users of medium who qualify as Conversation Catalysts, indexed on proportion for All Adults
Source: TouchPoints 4, IPA, UK, 2013
Index: All adults = 100
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SOCIAL MEDIA FIG 69. Media whose ads stimulate conversations about brands
Base: consumers saying
conversation about brand was
stimulated by advertising – they
were asked in what media?
Source: Brand Buzz Survey, OPPA,
Belgium, 2013
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ESTABLISHED VALUES OF PRINT STILL CONTINUE FIG 4. Matchmakers – how magazines and readers discover a certain chemistry
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MAGAZINES AND OTHER MEDIA FIG 73. Media which command consumers’ full attention
Source: Click Here, Adobe Systems, USA, 2012
% who rated their attention level 4 or 5, on a scale of 1-5
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MAGAZINES AND OTHER MEDIA FIG 75. Feeling in control and using time well
Source: Media Connections Study, Magazines Canada, 2013
Indexed on TV=100
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MAGAZINES AND OTHER MEDIA FIG 76b. Attitudes to the ads in media: India
Base: All adults. Source: AIM Engagement Survey, India, 2011
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KPIs FIG 82. Return on investment: food
Source: Media Connections Study, Magazines Canada / BrandSpark, 2013
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KPIs FIG 88. Share of spending versus share of effect
*Aggregating data on 6 KPIs: unaided & aided ad recall, brand awareness/appeal/usage, purchase intention.
Base: 906 brand models, each spending > 1 million euros in consumer magazines and > 2 million euros in total.
Source: AIM Brand Tracking 2010, Germany
Share of spending Share of effect*
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KPIs FIG 89. Index of ROI: 906 brand models (Germany)
Based on data in Figure 88: share of effect divided
by share of spending. Indexed on TV = 100.
Source: AIM Brand Tracking 2010, Germany
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SALES FIG 91. Meredith print magazine campaigns: tracking of sales
Source: Meredith Executive Summary June 2014, Meredith/Nielsen, USA, 2014
Average of 31 campaigns
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SALES FIG 94. Magazines had highest ROI
Source: Mindshare/Ohal, Magonomics, UK, 2012
ROI index by medium, aggregated from 77 FMCG campaigns
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SALES FIG 111. Print has highest ROI for 10 Dutch brands
Source: GfK Meta study, Magazines.nl,
The Netherlands, 2014
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DIMINISHING RETURNS FIG 95. Diminishing returns response curves
Source: Mindshare/Ohal, Magonomics, UK, 2012
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DIMINISHING RETURNS
* FIG 96. Diminishing returns analysis: Real-life campaign A
Source: Mindshare/Ohal, Magonomics, UK, 2012
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Mixed media modelling FIG 115. Example of modelling in practice (3):
Schwarzkopf’s established products, Sweden
Source: Ohal econometric modelling for Schwarzkopf, Sweden, 2012 [108]
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CONCLUSION
The established brand values of printed magazines continue to exist
The brand values carry over to the digital platforms
Digital editions are used by consumers in much the same way as print
Digital edition ads are read as intensely as print ads
Interactivity leads to more time spent on digital ads
Ads on publisher websites sell products
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Magazine readers are active participants in social media
They are ‘conversation catalysts’
Magazines yield high ROI in terms of KPIs and of sales
Under-investment in magazines (and over-investment elsewhere) is
often the explanation
On average, at least double the investment in magazines in mixed
media campaigns
Correct input into mixed media modelling is vital (including
readership accumulation; weekly magazine ratings)
CONCLUSION (2)
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DIGITAL COPIES: Distributed free to all FIPP members
Available free to all others on request
Downloadable from www.fipp.com/POP
PRINTED COPIES: Order from www.fipp.com/publications.
Bulk orders & translation rights: Helen Bland at FIPP: [email protected]
POP MICROSITE which includes other related material: www.fipp.com/POP
DISTRIBUTION OF POP V2
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Digital edition: courtesy of PressReader
Interactive elements of POP v2: courtesy of viewa
POP V2
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9TH FIPP RESEARCH FORUM:
18-19 May 2015 in Amsterdam, The Netherlands
6TH FIPP RESEARCH AWARDS:
Call for entries will be published in November 2014
FIPP INSIGHT EMAILED NEWSLETTER:
Free, every month. Register at www.fipp.com/subscribe
INSIGHT
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