Magazines bring power to advertising

Aikakausmedia Powercases

Advertising effectiveness proven in studies!tripod research oy as research partnerM3 Research Oy high quality panelSix convincing examples, more to come!

Case ElovenaProduct discontinued, case not shown in full

• Campaign goal– To launch Elovena snack– To launch Elovena toast – To tell, that Elovana is not just oatmeal

• Media agency Toinen• Advertising agency Family

• tripod research oy carried out the study in M3 panel– Ad hoc 1.-15.12.2010 – Response rate 48%– Target group: women 25-54, interested in health – Number of respondents N=300

Case Skoda• Campaign goal

– To showcase Skoda models

• Media agency Dagmar• Advertising agency Adsek

–

• tripod research oy carried out the study in M3 panel– Ad hoc 10.-20.3.2011 – Response rate 55%– Target group those considering to purchase a new car (within the next 2

yrs)– Number of respondents N=449

Case Skoda• Magazines:

– Tekniikan Maailma– Tuulilasi– Moottori– Me Naiset– Anna– Kotiliesi– Kodin Kuvalehti– Kaksplus– Seura– Suomen Kuvalehti

• Newspapers and evening press:– Ilta-Sanomat– Iltalehti– Helsingin Sanomat– Turun Sanomat– Aamulehti

• Websites– Iltasanomat.fi– Mtv3.fi– Iltasanomat.fi/autot

• TV-channels– MTV3– Nelonen– Sub– Liv

Case Skodamedia reach in campaign considering to buy a new car (within the next 2 yrs)

Magazinesreached

54% TV reach96%

Websites reach83%

Newspapers and evening press

reach85%

Case Skoda60% noted having seen at least one of the ads

considering to buy a new car (within the next 2 yrs)

+21% improvement in notingfor those that read both

newspapers and evening press

AND magazines compared to the ones

that read only newspapers and

evening press

+23% improvement in noting

for those that both watched TV AND

read magazines thanthose that only

watched TV

+28% improvement in noting

for those that bothvisited websites

AND read magazinesthan those that only

visited websites

Case Skoda50% of all said their notion improved

considering to buy a new car (within the next 2 yrs)

+19% more those than

now have a better notionfor those that read both

newspapers and evening press

AND magazines compared to the ones

that read only newspapers and

evening press

+28% more those than

now have a better notion for those that both watched TV AND

read magazines thanthose that only

watched TV

+30% more those than

now have a better notionfor those that bothvisited websites

AND read magazinesthan those that only

visited websites

Case Skoda15% are likely to purchase after having seen advertising

considering to buy a new car (within the next 2 yrs)

+35% more puchase intent

for those that read both newspapers and

evening press AND magazines

compared to the ones that read only

newspapers and evening press

+35% more puchase intent

for those that both watched TV AND

read magazines thanthose that only

watched TV

+41% more puchase intent

for those that bothvisited websites

AND read magazinesthan those that only

visited websites

Case FantaCampaign goal

– To tell, that Fanta uses no preservatives

Media agnecy PMIAdvertising agency Skandaali

tripod research oy carried out the study in M3 panel– Ad hoc 26.-31.5.2011 – Response rate 55%– Target group all in the age of 15-24 plus 25-49 grocery buyers– Number of respondents N=300

Case Fanta

• Magazines:– Seura– Anna– Kotiliesi– Kaksplus– KG– Deko

• Outdoor • TV– Nelonen– Sub– Liv– Jim– TV5

• Websites– Mtv3.fi– Katsomo– Riemurasia– Irc galleria– Aku Ankka– Demi– Peliplaneetta– Motot– Habbo– Mesta– Petsie– Kavereita.net

Case Fantamedia reach in campaign

(age of 15-24 plus 25-49 grocery buyers)

Magazines reach23%

Websitesreach72%

TV reach92%

Case Fanta60% noted having seen at least one of the ads

(age of 15-24 plus 25-49 grocery buyers)

+32% improvement in noting

for those that both watched TV AND

read magazines thanthose that only

watched TV

+33% improvement in noting

for those that bothvisited websites

AND read magazinesthan those that only

visited websites

Case Fanta56% of all said their notion improved

(age of 15-24 plus 25-49 grocery buyers)

+25% more those than

now have a better notion for those that both watched TV AND

read magazines thanthose that only

watched TV

+31% more those than

now have a better notionfor those that bothvisited websites

AND read magazinesthan those that only

visited websites

Case Fanta45% are likely to purchase after having seen advertising

(age of 15-24 plus 25-49 grocery buyers)

+41% more puchase intent

for those that both watched TV AND

read magazines thanthose that only

watched TV

+53% more puchase intent

for those that bothvisited websites

AND read magazinesthan those that only

visited websites

Case Danone• Campaign goal

– To tel that Danone supports Mannerheim League for Child Welfare

• Media agency Happi Mindshare• Advertising agency Wunderman

• tripod research oy carried out the study in M3 panel Ad hoc 12.8 – 19.8.2011

– Response rate 52%– Target group 18-50y female,with children,grocery buyer– Number of respndents N=219

Case Danone

• Magazines:– Kodin Kuvalehti– Me Naiset– Meidän Perhe– Helsingin Sanomien

Kuukausiliite

• TV– MTV3– Sub– Nelonen– Liv– Subjuniori– Ava

Case Danonemedia reach in campaign

(18-50y female,with children,grocery buyer)

TVreach96%

Magazinereach48%

Case Danone66% noted having seen at least one of the ads

(18-50y female,with children,grocery buyer)

Magazines did not improve

noting

Case Danone 43% of all said their notion improved

(18-50y female,with children,grocery buyer)

+58% more those than

now have a better notion for those that both watched TV AND

read magazines thanthose that only

watched TV

Case Danone32% are likely to purchase after having seen advertising

(18-50y female,with children,grocery buyer)

+17% more puchase intent

for those that both watched TV AND

read magazines thanthose that only

watched TV

Case Eurokangas• Campaign goal

– To tell, that Eurokangas provides not only materials but also planning and sowing services

• Media agency Voitto• Advertising agency Folk!

tripod research oy carried out the study in M3 panel– Ad hoc 20.4. - 27.4.2012 – Response rate 45– Target group women 25-54 – Number of respondents N=200

Case Eurokangas

• Magazines:– Anna – Kotivinkki – Koti ja keittiö– Divaani– Avotakka – Deko – Me Naiset– Talo & Koti

• TV– MTV3– Nelonen– Liv

• Newspapers– Kärkimedia

Case Eurokangasmedia reach in campaign

(women 25-54)

Newspapersreach75%

TVreach95%

Magaziesreach53%

Case Eurokangas48% noted having seen at least one of the ads

(women 25-54)

+73% improvement in notingfor those that read both

newspapers AND magazines

compared to the ones that read only newspapers

+51% improvement in noting

for those that both watched TV AND

read magazines thanthose that only

watched TV

Case Eurokangas50% of all said their notion improved

(women 25-54)

+63% more those than

now have a better notionfor those that read both

newspapers AND magazines

compared to the ones that read only newspapers

+28% more those than

now have a better notion for those that both watched TV AND

read magazines thanthose that only

watched TV

Case Eurokangas42% are likely to purchase after having seen advertising

(women 25-54)

+46% more puchase intent

for those that both watched TV AND

read magazines thanthose that only

watched TV

+61% more puchase intent

for those that read both newspapers

AND magazines compared to the ones

that read only newspapers

Case Nestlé• Campaign goal

– Nestlé Fitness cereals new packagign

• Media agency Mediacom• Advertising agency McCann

tripod research oy carried out the study in M3 panel– Ad hoc 20.6. - 25.6.2012 – Response rate 45– Target grout women 25+– Number of respondents N=200

Case Nestlé

• TV– MTV3– Nelonen– Liv– Jim– Fox

Magazines:– KG– Cosmopolitan– Eeva – Elle – ET-lehti – Evita – Iiris – Kodin Kuvalehti– Kotiliesi – Olivia – Trendi – Yhteishyvä

Case Nestlémedia reach in campaign

(women 25+)

Magazinesreach76%

TVreach96%

Case Nestlé33% noted having seen at least one of the ads

(women 25+)

+28% improvement in noting

for those that both watched TV AND

read magazines thanthose that only

watched TV

Case Nestlé41% of all said their notion improved

(women 25+)

+31% more those than

now have a better notion for those that both watched TV AND

read magazines thanthose that only

watched TV

Case Nestlé31% are likely to purchase after having seen advertising

(women 25+)

+6% more puchase intent

for those that both watched TV AND

read magazines thanthose that only

watched TV

Magazines give a boost to your campaign, intensify the effects and increase sales. Brand

notion +31%

Purchase intent +46-61%

Brand notion +58%

Noting +32-33%

Brand notion +32%

Purchase intent +31- 43%