cobus heyl - 5th iberoamerican magazine media conference
DESCRIPTION
Palestra "Proof of Performance", de Cobus Heyl, Gerente de Marketing, FIPP, Reino Unido.TRANSCRIPT
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Proof of Performance
Ibero-American Magazine Media ConferenceSeptember 2014
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
A simple question
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
According to global research
2013 20160
5
10
15
20
25
30
35
40
4540.1 39.2
18.15 19.5
2.7
7.67.9 6.4
16.913.7
7 6.86.9 6.3
0.6 0.5
TV Desktop Internet Mobile Internet Magazines Newspapers Outdoor Radio Cinema
Global share (%) of ad spend, by medium
Zenith Optimedia
2013 – 2016:Magazines: 1.5 per cent decline
Magazines ARE losing ground
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
So is it time to fall out of love?
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Or is perception part of the problem?
Print = dying
And magazines = print
So, magazines = dying
I’m telling the world!
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Perhaps it needs a deeper look
Zenith Optimedia
Magazines’ share of ad spend depicted here denotes print advertising
What of magazine brands’ opportunity in desktop and mobile Internet? Not to mention further platforms
2013 201605
1015202530354045
18.15 19.5
2.77.67.9 6.4
TV Desktop Internet Mobile Internet Magazines Newspapers Outdoor Radio Cinema
2013 – 2016:
Desktop Internet: 1.35 per cent growthMobile Internet: 4.9 per cent growthMagazines: 1.5 per cent decline
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
More emphasis on a different reality
The Media Guy, AdAge 2013
Magazine
Live
Mobile
DesktopRadio
Social
Tablet
TV
Magazines Are Dead, or Why There’s No Such Thing as a (Mere) Magazine Company Anymore
Magazine
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
And a change in the conversation
Magazine Diaries is the idea of
Peter Houston – follow his blog at flippingpagesblo
g.com
Business Week - Debate
Nymag.com
Economist
Guardian
Fewer such headlines More of these headlines
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Evidence to support a different realityDrawn
from 150+ studies
around the world
Presented, analysed discussed
at FIPP RF&A
RF&A = FIPP’s annual Research Forum and Awards
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
STUDY # 1: The Connected Consumer
Study by Time Inc. (UK), previously IPC Media
Conducted in 2013 3,543 interview respondents Asked about experiences using 7 of Time Inc. (UK)’s core multi-platform brands
Marie Claire, InStyle, NME, IdealHome, woman&home, Now, LOOK
timeincuk.com/advertise/insight/
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
How engagement with ‘readers’ has changed
Time Inc. (UK) … now connecting with consumers in more places than ever
250 million
# of interactions across 60 brands per
year
8 - 10
# of interactions per second
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
It happens more often, in different ‘states of mind’
Magazine media brand engagement across platforms, at different times of the day
Getting up to speed Time deprived Escapism
4 in 10
connect with Time Inc. (UK) brands several
times a day
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
And in more places than beforeMagazine media brand engagement across platforms, in different environments
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Brand affinity increases across platformsResult
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Multi-platform magazines impact all stages of purchase journey
Discover /
Awareness
Research / knowledge acquisition
/ Familiarity
Forming opinion / influence
form others
Purchase
consideration or intent
Purchase
Post-purchas
e evaluati
on
Bonding; ambassador Influences others
Dissident Influences others
Result
Get ideas
Search for info
Create sales
Share with
friends
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
STUDY # 2: A journey into neuroscience
bauermedia.co.uk/research
Research Study by Bauer Media, UK
180 female participantsAged 18-34
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
heat … a multiplatform brand
Print Web
Social (7) App
Digital edition
Newsletter & email
TV Radio
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
One
Why is it important for brands to drive an emotional response?
Two
Is an advertising message enhanced by using a common brand across platforms?
Three
Can a lead medium prime response to other platforms?
Using neuroscience … heat set out to answer 3 questions
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
To assess commercial effects
Print magazi
ne
Online TV Radi
o
heat
Brand A Brand B Brand C Brand DPrint magazi
ne
Online TV Radi
o
vs.
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Multiplatform magazine media brands work
Responses to advertising messages across platforms are stronger for those linked by the heat brand than those without
I.e.Advertising with a single magazine media brand across multiple platforms
works better than with different brands on particular platforms
Result
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
In summary
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Magazines only print
Magazine
Live
Mobile
DesktopRadio
Social
Tablet
TV
Magazine
And we are starting to see real evidence of how multi-platform magazines add value
Recap
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Multi-platform benefitsConsumers
Recap
Reach and engagement • Expands reach• Creates multiple touch points, 24/7
Satisfaction and affinity• Deepens brand relationships• Multiplatform satisfaction scores even higher
than single platform
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Multi-platform benefitsAdvertisers
Recap
• Multiple ad solutions• 24/7 engagement opportunitySolutions and engagement
• Brand affinity positively impacts ad receptiveness across platforms
• Higher responses to ads with single brand across platforms than different brands – creates multiplier effect
Ad receptiveness
• Impacts throughout all stages of the purchase journey – idea, evaluation, purchase, influencingImpact purchase journey
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
So, isn’t it time we make people fall in love with magazine media again?
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Accept challenges. But address perception
And we have evidence to show we’re doing so effectively.
Magazine media is evolving.
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
This is why POP exists:Arm yourself with evidence to make the case
Drawn from 150+
studies around the
worldPresented, analysed discussed
at FIPP RF&A
RF&A = FIPP’s annual Research Forum and Awards
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
For more:
Deep-dive and questions
Join FIPP for a POP v2 launch webinar on
4 November 2014 at 15:00 GMTfor an in-depth look and an opportunity to
ask questions of POP Author Guy Consterdine and
FIPP Research Committee Head Esther Braspenning
For more research, insights and conversation, visit FIPP.comTo find out about POP translation rights, contact Helen Bland at [email protected]
Webinar and launch of POP V2Save the date
Cobus Heyl, Marketing Manager, FIPP@cobusheyl
Visit us at FIPP.com for moreEngage @fippworld
Obrigado Gracias
Thank you