make the connection with magazines
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Make the Connection with Magazines. It’s all about Engaging the consumer. The Advertising Research Foundation has defined the meaning of Engagement - PowerPoint PPT PresentationTRANSCRIPT
Make the Connectionwith Magazines
It’s all about
Engaging the consumer
The Advertising Research
Foundation has defined the meaning of Engagement
“Engagement is turning on a prospect to a brand idea enhanced by
the surrounding context”
Source: Advertising Research Foundation – Definition of Engagement, March 21, 2006
More than ever, Advertisers want
Communication platforms that
Engage the consumer
Leverage Consumer Needs & Passions
It’s no longer just about
Hitting the Numbers and Delivering the
Eyeballs
It’s about
delivering quality of audience
Relevance Relationship
Engagement Receptivity
“In a world with so much consumer choice and with all the challenges they face, marketers need to make sure their advertising works.... The issue is how advertisers can
connect with people.
It is now about Engagement.— Wenda Harris Millard, Chief Revenue Officer, Yahoo!
Today’s Reality:
We are witnessing an
unprecedented explosion in
consumer choice
YOU
arebombarded
by up to 3,000 ads
Every day
YOUTelevision
NewspapersRadio
Transit DVDs
Posters
Internet
Telephony
Cinema
DirectMail
YellowPages
POP
MagazinesMurals
ElevatorAds
Floor Ads
Mall
ProductPlacement Garbage
Cans
Flyers
Doctor’sOffices
Sampling
PackagingInserts
Bathroom AdsBooks
Street Art/Graffiti
Benches
SignageiPod
YOUTelevision
NewspapersRadio
Transit DVDs
Posters
Internet
Telephony
Cinema
DirectMail
YellowPages
POP
MagazinesMurals
ElevatorAds
Floor Ads
Mall
ProductPlacement Garbage
Cans
Flyers
Doctor’sOffices
Sampling
PackagingInserts
Bathroom AdsBooks
Street Art/Graffiti
Benches
SignageiPod
MostMedia
Ambush
HaveNo
Control!
Too much information vying for consumer ATTENTION
Telecommunications
bandwidth is NOTa problem, but
human bandwidth
IS
Consumers seek to
take control over media
consumption
Consumers Want to be in Control“I’d be interested in a product, device
or service that would skip/block…”
Source: Forrester Research
90%81%
73%
OnlineAds
TVAds
RadioAds
Digital Video Recorders Consumers are willing to pay for Control
ExampleDVRs - consumers pay to take
control• 90% of consumers, in homes with DVR’s, are
zapping commercials • All commercials 37% • Most commercials 25 90% zap some/most/all
ads• Some commercials 28• A few commercials 5• Almost none/never 5
• Appointment-viewing programs (with highest CPMs) are most susceptible
• 18% (U.S.) household DVR penetration today• Penetration of DVR’s is projected to grow to 25%
of households by 2007; 50% by 2009
Source: Myers Group, June 2004; TiVo
Why does control
matter?The consumer is paying attention
S/he is more receptive to your ad message
There is a connection
The result:
“A shift towards Permission Marketing”
- James R. Stengel, Global Marketing Officer, P&G
The consumer is in Control. The medium & ads are invited.
Source: James R. Stengel, Global Marketing Officer, Procter & Gamble
Magazines Deliver when the Consumer is Ready
When and where your
customers are ready to
Engage
Engagement It takes many forms,
contributing to business success
Attention
Emotional Connection(Passion and Relevance)
Reading Process
Receptivity to Ads
Attention
Advertisements don’t just compete against each other for
share-of-voice…
…Advertisements compete
against everything
that hopes togain our attention
Attention is
an
increasingly scarce
commodity
Its value is increasing
EmotionalConnection
Magazines are all about the
Reader
Magazine Editors spend their lives
studying & understanding
Reader Needs
Magazines feed
consumer
needs and
passions
Magazines
You
Newspapers
Video
Radio
Cinema
Outdoor
TV
“The targeted nature of magazines typically results in a close
relationship between the magazine and the reader and inspires a high degree of active reader involvement.”
Source: The Henley Centre
Magazines Connect to Passions at a Personal Level
There’s a magazine for every passion and a passion for every
Magazine
Passions lead to attention & personal engagement
Art / Antiques FashionAutomobiles FoodBoating GardeningFamily / Children Health/WellnessBridal General
Interest Business / Finance Women’s/Men’s
Outdoors / Recreation MusicHome NewsEntertainment TravelYouth / Seniors Sports, and more
Engagement: It’s an Emotional Connection
Source: Northwestern University Media Management Center
“It is n e v e r b o rin g to re a d a n is s u e ”“T h e m a g a z in e s tim u la te s m y th in k in g a b o u t th in g s ”“It’s a n e s c a p e ”“W h e n I re a d th is m a g a z in e , I lo s e m y s e lf in th e p le a s u re o f re a d in g it”“It is a n a v e n u e to le a rn in g a b o u t n e w p ro d u c ts ”“I tru s t it to te ll th e tru th ”“A d v e rtis in g in th is m a g a z in e s a y s s o m e th in g a b o u t th e b ra n d b e in g a d v e rtis e d ”“I lik e th e a d s a s m u c h a s a rtic le s ”
Top Reader Usage Experiences
Magazines deliver a one-two punch:
1. Info required to get through the day-to-day2. Inspiration to be who you want to be
Enlightenment
Analysis
Day-to-Day
Source: The Henley Centre, Magazines Into 2000
32%
21%
15%
32%
Why Magazines Engage
Reader Need Hierarchy
Self-Enhancement
Consumers Identify Most With Magazines
61%61%
44%
56%
MagazinesMagazines NewspapersTheInternet
40%
TV
“Which medium would you most want to be identified with?”
Source: BBDO New York, Brand Fitness Study
40%
Radio
BBDOBrand Fitness Study
AdReceptivity
Editorial environment
is key but…
…what’s going on in the reader’s head at time of impact is the most important environment of all
…what’s going on in the reader’s head at time of impact is the most important environment of all
Are they Receptive to
advertising messages?
I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now – what was it you wanted to sell me?
The Editorial Environment
provides a frame of reference that delivers
greater reader receptivity
to brand advertising
Average Average Monthly Prime-Time
Product Category Magazine TV Show
New Domestic Car Intender 115 110PC Intender 118 114On-line Service Intender 125 112Fitness Equipment Intender 133 125Gone to a Movie (past 2 months) 110 110Bought Music CD/Tapes 122 113Use a Brokerage Firm 120 89Have a Home Mortgage 167 119Have a Credit Card 167 130Have a Mutual Fund 151 107Drink Wine 158 123Use Greeting Cards 133 126
Source: Advertising Receptivity Pilot Study, Next Generation Research LLC, March 2002)
Magazines Audiences Are Receptive to Magazine
Advertising
Average Average Monthly Prime-Time
Product Category Magazine TV Show
Use OTC Cold Remedy 143 133Use Headache Remedy 153 126Use Cold Cereal 127 125Buy Frozen Pizza 152 125Buy Margarine 133 116Buy Laundry Detergent 130 121Eat at Fast Food Restaurants 138 127Shop at Apparel/Clothing Stores 133 114Shop at Electronics Stores 132 123Bought Women’s Designer Clothes128 124Use Long Distance Phone 146 129Use Cellular Phone 146 127
Source: Advertising Receptivity Pilot Study, Next Generation Research LLC, March 2002)
Magazines Audiences Are Receptive to Magazine
Advertising
Consumers are
Receptive to
Magazine Advertising
Magazine Ads are Seen as Essential
Among adult readers of all magazine types, 65% agree with the
statement:
“The ads are an essential part of this magazine”
Source: Media Values, Research Services Ltd.
Magazine Ads Are Seen as Essential
Starcom Research
Readers were asked to pull 10 pages that best exhibited the essence
of the magazine they were reading
3 of 10 were Advertisements
Source: Starcom, In-home Consumer Interviews, 2004
Consumers Are Accepting of Magazine Ads
71%
Magazines
11%
Internet
Percentage of personswho find advertising
quite acceptable
Source: Media Choices 2000, Erdos & Morgan
44%
NetworkTV
Consumers are Accepting of Magazine Ads
“Places you would be in support of eliminating marketing and advertising”
Source: Yanlelovitch Omniplus, 2004
40% 38%34%
CableTV
Websites NetworkTV
23%
16%
Radio Magazines
10%
News-papers
Source: Media Effectiveness Study, Thompson Lightstone
Saving a Magazine ad page proves a high level of connectivity,
engagement & advertising receptivity
73% of readers regularly/sometimes save
a Magazine page for future reference
The ReadingProcess
Advertisements have a challenging mandate
To lock brand-linked associations into long-term memory such that consumers can draw upon them during a purchase occasion
The highly focused process of reading
How the brain works…
The reading process is all about
undivided reader attention
RightHand
LeftHand
Magazine
Magazine Reading Drives Attention &
Understanding
Source: Electroencephalographic Aspects of Low Involvement: Implications for the McLuhan Hypothesis, General Electric Co., 1970
The Brain’s ResponseTo Reading Print
The Brain’s ResponseTo Watching TV
Active, Fast Brain Waves
Passive, Slow Brain Waves
The brain works at a fully engaged, higher level to process the printed word
‘When you read it, you get it’
5 time’sthe amplitudeof TV watching
Magazines Are Least Likely to be Multi-tasked
When you read the NEWSPAPER,do you simultaneously… regularlyWatch TV 24%Listen to the Radio 14%Go On-line 7%
When you listen to the RADIO, do you simultaneously… regularlyGo On-line 17%Read the newspaper 10%Read the mail 9%Watch TV 7%Read magazines 6%
When you watch TELEVISION, doyou simultaneously… regularlyGo On-line 27%Read the mail 11%Read the newspaper 9%Read magazines 6%Listen to the radio 3%
When you read MAGAZINES, doyou simultaneously… regularlyWatch TV 16%Listen to the Radio 11%Go On-line 5%
Source: Simultaneous Media Usage, Big Research, 2003
Magazines Grab Your Attention
0
5
10
15
20
25
30
35
40
45
50
TV Radio Newspapers Magazines
Percent of consumers engaging in no other activity while using medium
Source: Mindshare MORE Panel, A18+
The fully engaged reading process allows readers to
quickly absorb detailed
messages at their own pace (unlike ambush media)
increasing understanding of brand
benefits
Magazines Communicate Quickly… The 5-Second Solution
Source: ClickResponse “MAGnify” Study, March 2005 (Rogers Media)
Consumer Benefit
Branding
Product
Branding
In just 5-seconds, readers capture the consumer benefit, brand name and logo(Research tracks reader’s mouse clicks to reveal what they have noticed—1st, 2nd and 3rd– in 5-seconds)
In just 5-seconds, readers capture the consumer benefit, brand name and logo(Research tracks reader’s mouse clicks to reveal what they have noticed—1st, 2nd and 3rd– in 5-seconds)
Source: ClickResponse “MAGnify” Study, March 2005 (Rogers Media)
ConsumerBenefit
Branding
Product
Branding
Magazines Communicate Quickly… The 5-Second Solution
Magazines Outperform Other Media In Recall of Last Advertiser Seen/Heard
% correctly naming last advertiser seen/heard
19
Primetim
e TV
Source: Magazine Dimensions
Radio
Magazin
es
Newsp
apers
23
34
14
%
The reading process requires physical contact and
action to consume the medium
RightHand
LeftHand
Magazine
Use as an info/idea source leads to Word-of-Mouth recommendation
Magazines Influence Word-of-Mouth
RecommendationMore than half of consumers agree that magazines are a
leading contributor to word-of-mouth product recommendation
Source: Roper Reports: What Prompts Consumer Word of Mouth, 2005
Read in magazine
Saw in a store
Saw on TV
Read in a newspaper
Coupon/discount
Heard on the radio
Saw/read on the web
Free sample
54
53
53
47
44
35
31
18
(%)
37
Source: Roper Public Affairs, 2005
Which media provides you with ideas that influence how to get information about products and services on the internet?
Magazines
Network TV
57%
54%
53%
51%
Magazines are Very Effective in Driving People to the Web
Cable TV
Radio
Relevance That’s Action-OrientedActions readers took or plan to take as a
resultof exposure to specific magazine ads
• Have a more favorable opinion about the advertiser 16• Recommended the product or service to a friend, colleague or family member 15• Gather more information about advertised product or service 12• Visit the advertiser’s website 12• Consider purchasing the advertised product or service 9• Visit a store, dealer or other location 8• Purchase the advertised product or service 7• Save the ad for future reference 5
Took any action (net) 50%
Based: Actions taken based on respondents recalling specific adsSource: Affinity Research VISTA Print Tracking Service
%
Why Magazines?
• Magazines Feed Reader’s Passions
• A Reader Relationship Built on Trust
• The Allure & Appeal of Magazines Drives Reader Attention & Involvement
• The Reading Process is All About Undivided Reader Attention
• Use as an Information Source Suggests Reader Attention & Relevance
• Advertisers are Proving to Themselves the Power of Magazines in Driving Sales
Engaging…
Comparison of Magazine & TV
Reach/GRPs Against the Most Common
TV Demos
The Addition of Magazines to a TV Plan
Increases Market
Performance
Multiplier Effect Benefits
1. Targeting Effect:- Reach light TV viewers- Tighter targeting (beyond demos interests &
passions)
2. Communication Effect:- Added information (tell more of the brand story to add
depth)- Improved learning and recall (richer recall of ad content
– “when you read it you get it”)- Improved positioning and brand association (the print
and TV ads are processed together in the consumer’s mind)
- Improved credibility (info-centered print ads add credibility to more emotionally based TV spots)
- Improved action (intensified processing of the call to action)
Dynamic Logic Cross Media Study
• Seventeen separate studies including:- Automotive- Health & Beauty- Consumables- Household Products
• Measures the incremental effect of adding internet and magazines vs. TV-only
Source: Dynamic Logic Cross-Media Research Studies, 2006
3.71.7 2.0 2.6 3.1
3.53.1 3.0 1.3 1.4
2.8
3.3
3.5
Incremental Effect of Medium(Average % Increase vs. Unexposed Control)
The Addition of Magazines DrivesAwareness, Brand Favourability &
Purchase Intent
20
10
0
30
Magazines
Internet
Television
5.1
6.1
5.5
6.0
4.4
5.6
11.0
6.0
11.1
9.6
5.9
9.3
4.4
4.2
7.3 7.29.0
2004 2004 2004 2004 20042006 2006 2006 2006 2006
Aided BrandAwareness
AdvertisingAwareness
MessageAssociation
BrandFavourability
PurchaseIntent/Consideration
Source: Dynamic Logic CrossMedia Research Studies, 2004 and 2006
%
Consumers Are More Likely to Remember Seeing
Magazine Ads18%
Magazines
10%
Internet*
Percentage of personsable to recall an ad and its advertiser
after first exposure
Source: IAB Online Advertising Effectiveness Study, Millward Brown
12%
NetworkTV
* Web banners
Results/ROIResults/ROI
Multiplier EffectMultiplier Effect
Magazines deliver…
Reach/EfficiencyReach/Efficiency
Put Magazines to Work For You!Put Magazines to Work For You!
Engagement/ReceptivityEngagement/Receptivity
Reader PassionsReader Passions
