metrics that matter 2016
TRANSCRIPT
Magazine media moves the metrics that matter because it achieves
deeper more meaningful connections with consumers and that’s what
delivers strong brand KPI’s
TV
Cinema
+1.77% +0.89%
% U
plift
in m
etric
pos
t exp
osur
e
+1.59%
Magazines
Source: Magnetic/Millward Brown 2015 MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9
Meaningfully different impact
M E T R I C S T H AT M AT T E R Findings from a unique study into
magazines contribution to brand KPI’s
ICE works by understanding how media & other touchpoints drive brand perceptions and KPI’s
Competitor Media
TV
Magazines
Digital
Radio Experience
Word of Mouth
Consideration Purchase intent
Recommendation Preference
Prestige
Knowledge Presence
Trust Quality
Relevance
Some metrics are harder for media to move
HARD EASY
Some metrics make a bigger impact on brand KPI’s than others
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
Perc
enta
ge co
ntrib
ution
to b
rand
KPI
S
Evaluation of ICE database made up of 65 studies from 2010 - 2015
Magazine media channels are most able to move brand perceptions of relevancy
Magazine Brands TV Social
1. 2. 3.
TV and outdoor deliver the most impressive result for presence
TV OOH Radio
1. 2. 3.
(Magazines = No.6)
Campaigns with magazine display and advertorial/ native are almost 20% more impactful than display alone
Partnerships are included in advertorial /native in this instance where the content is relevant D & A = 19 D = 8
Aver
age m
edia
KPI c
ontr
ibutio
n
Campaigns with display & advertorial/ native
Campaigns with display only 0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
17%
This is because of their ability to impact multiple brand attributes in particular....
+ Trust Innovation
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
0.18
Aver
age m
edia
KPI c
ontr
ibutio
n
Campaigns with magazine print & digital are twice as impactful on brand KPI’s as print alone
54%
Campaigns with dig & print N=10 – Magazines with print only N= 29
Campaigns with digital mag & print Campaigns with print mag only
Magazine brands online deliver a stronger impact on brand KPI’s
Magazine digital n=12 Non-Magazine Digital n=26
Aver
age m
edia
KPI c
ontr
ibutio
n
0
0.02
0.04
0.06
0.08
0.1
0.12
Magazine brands online Other digital environments
41%
• Magazine media delivers meaningful connections
• Relevancy is an important but challenging metric to move, magazine media plays an enduring role here
• There is a significant synergistic effect when combining our assets
• Digital magazine environments outperform other digital environments on quality metrics