Transcript Slide 1

The 5 Commandments of Magazine
Advertising Effectiveness
Background Data
Study Methodology
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14 Participating media houses
95 titles included
3165 ads measured
399 editorial spreads measured
18,386 respondents interviewed online
Respondents pre-screened to determine readership of measured titles
Field work conducted 2011
Study managed by GfK NOP UK using GfK Starchmetrix methodology
Introduction
About this document
This report provides the raw data used to identify the 5 Commandments of Print Advertising Effectiveness. It
elaborates on and illustrated these 5 points and we would suggest that the data presented in this document be used in
conjunction with the Magnify Headline presentation and Magnify Advertising Category reports. The Terminology you
are likely to encounter in these documents is explained below.
Noted
The percentage of issue readers who remember having previously seen the advertisement in the study issue.
Associated
The percentage of issue readers (or noters) who could also associate it with the brand or product.
Engagement
In this study engagement refers specifically to the amount of copy read by respondents and could include:
Read Any
The percentage of issue readers who read any part of the ad’s copy.
Read Most
The percentage of issue readers who read more than half of the written material in the advertisement.
Net Actions
Indicates the number of noters who took an action as a result of seeing the ad: These include; Have a more favourable opinion about
the advertiser; Visited their website; Looked for more info about the product/ service; Recommended the product/service; Consider
purchasing the product/service;Clipped/saved the ad. Custom actions are also available: Talked to a doctor; Use/plan to use
coupon/promotion; Tried/plan to try the recipe; Visited/plan to visit dealership; Tried scent strip; Watched/plan to watch show;
Saw/plan to see movie; Spoke/plan to speak with my financial advisor/bank manager about the product/ service; Took a picture of a
QR code/barcode/snap tag; Visited/joined the company’s social network; Requested a free sample.
Introduction
Terminology - continued
Net Actions are broken down into 3 broad categories:
Net Reference Actions
Net refence actions consists of Net Total of respondents who took any of the following actions: visited the brand’s
website, looked for further information or retained advertising material for future reference.
Net Impact Actions
Net impact actions reflect the Net Total actions which has an influence of brand perception and includes respondents
reporting an improved disposition to the brand of product following exposure or any Word of Mouth action
Net Purchase Actions
Net purchase actions include both product consideration and actual purchase.
Brand Disposition
The brand disposition information is asked at the beginning of the Starch survey, before respondents are asked about specific ads.
The brand disposition questions do not reference an ad but rather ask the respondent about the brand itself. This data determines the
extent to which readers of the publication are favourably disposed towards specific advertised brands.
Brand Influence on Purchases/Purchase Interest; Product Recommendations
The brand influence, purchase and recommendation information is also asked at the beginning of the Starch survey, before
respondents are asked about specific ads. Here we are cross tabbing brand purchase behaviour from the beginning of the survey
with ad related noted data from the middle of the survey to illustrate an the differences between noters and non-noters.
Contents
1
Bigger Is Better
2
Front Of Book Works Harder
3
Harness The Editorial Glow
4
Not All Categories Perform Equally
5
Special Mechanics Enhance Performance
Bigger Is Better
Key Metrics
Analysis of more than 3100 adverts showed
that larger size ads and those placed in
premium positions consistently outperformed
single page and smaller sized ads across most
key metrics.
8 most featured ad
sizes
Noted
Associated
Read
any
Any action
taken
Inside front cover
double page spread
70%
61%
62%
66%
Outside back cover
64%
57%
53%
63%
Inside front cover
63%
54%
56%
63%
Double page
spread – colour
60%
54%
50%
64%
Inside back cover
59%
48%
51%
63%
Single page - colour
52%
45%
44%
63%
Half page - vertical
45%
37%
39%
64%
Half page horizontal
42%
34%
36%
64%
Average (all ads)
54%
46%
45%
63%
Bigger Is Better
Youth responsiveness
Those under the age of 35 are significantly more likely to
respond to advertising than their older counterparts.
Responsiveness remains elevated across all ad sizes for this age
group.
8 most featured ad
sizes
All
respondents
net actions
18-24
net
actions
25-34
net
actions
Inside front cover
double page spread
66%
80%
75%
Outside back cover
63%
77%
73%
Inside front cover
63%
78%
73%
Double page
spread – colour
64%
74%
71%
Inside back cover
63%
77%
73%
Single page - colour
63%
73%
73%
Half page - vertical
64%
77%
78%
Half page horizontal
64%
76%
79%
Average (all ads)
63%
74%
73%
Bigger Is Better
Impact of gender of net actions
Although there are no discernible differences between
men and women as far as noted scores are concerned,
men do appear much more likely to take action after
exposure to advertising than women.
All
respondents
net actions
Male Net
Actions
Female
Net
Actions
Inside front cover double
page spread
66%
73%
66%
Outside back cover
63%
70%
63%
Inside front cover
63%
69%
64%
Double page spread –
colour
64%
72%
64%
Inside back cover
63%
69%
63%
Single page - colour
63%
71%
63%
Half page - vertical
64%
71%
64%
Half page - horizontal
64%
68%
66%
Average (all ads)
63%
71%
63%
8 most featured ad sizes
Front of Book
Key Metrics
1
Key scores
1st quartile
2nd quartile
3rd quartile
4th quartile
Noted
57%
52%
52%
52%
Associated
48%
43%
44%
44%
Any action taken
64%
63%
64%
63%
Effective score
(Index)
108
92
92
92
The first quartile of magazines generally tend to outperform the latter sections of the book. Overall the first quarter
enjoys a 5% uplift in noted scores and a 16 point uplift in Effective Scores (those who no only recall seeing an advert
but can correctly associate it with brand involved)
Clutter doesn’t seem to be an issue in the first quarter which is usually stacked with more advertising. It is worth
noting that the larger sizes which tend to appear in the first quarter – especially in monthly glossy magazines – could
play a role in increasing the noted and effective scores as these generally score higher.
It is also interesting to note that effectiveness of advertising doesn’t decrease as one moves towards the back of the
book with noted and effective scores remaining steady though quarters 2 to 4.
Editorial Glow
Key Metrics
Ads that appear next to ads generally tend to perform less well than those which are
not. Performance of most metrics are affected, with ads next to other ads performing
less well on noted and engagement scores. Most importantly ads not adjacent to other
ads improve consideration levels by 10% and enjoy a 50% uplift in product purchases
in comparison to ads placed next to other ads.
1
Noted
Associated
Read any
Read most
Any action
taken
Considered
purchasing
Purchased
the product
Not adjacent to ad
55%
47%
46%
25%
63%
22%
9%
Adjacent to ad
46%
37%
39%
21%
64%
20%
6%
Differences By Category
Noted (%)
Key Metrics
1
Depending on advertising category,
adverts have noted scores that can
range between 43% and 60%. Product
categories which are more personal in
nature and often featuring products
used in self expression or status tend
to score higher than less personal
products or ads with more complex
messages such as Finance or Business
and Industrial. For more detailed
information on the variances and
opportunities to boost performance
by product category please see
individual product category reports.
Associated
(%) Read Any (%)
Read Most
(%) Net Action(%)
Cosmetics
60
56
51
29
67
Food
58
53
49
26
69
H.H. Stores
58
53
48
27
69
Drink
56
50
50
27
68
Clothing
56
48
44
25
63
Retail
55
45
47
30
68
Leisure Equipment
53
45
48
30
70
Mail Order
53
39
43
22
53
Gaming
53
47
48
25
67
Telecoms
53
49
44
22
57
H.H. Equipment
52
41
43
21
64
Ents & Media
52
44
46
26
65
Manufacturing
52
38
50
30
83
Property
51
42
44
28
58
H.H. Appliances
50
41
41
20
52
Gardening
50
40
44
26
60
Motors
50
45
42
26
57
Travel & Production
50
39
43
24
62
Media
49
41
43
32
60
GOVT/SOC/POL
49
41
44
22
65
Office Equipment
48
34
39
23
56
Computers
47
39
42
24
66
Pharmaceutical
46
38
38
19
57
Finance
46
37
37
17
57
Business & Industrial
43
34
36
20
64
All Add Average
54
46
45
25
64
Special Mechanics
About Special Mechanics
1
We measured more than 10 different special mechanics in the Magnify Study. For the
purposes of this study, a special mechanic is defined as an advert which utilises
unique characteristics or has the goal of driving a specific reader action which sets
them apart from standard display advertising.
All of these mechanics have individual strengths, and performance of such mechanics
can vary greatly depending of advertising category.
On the following pages we look at 5 special mechanics which outperform standard
advertising at global aggregate level.
We recommend that you look at the individual category reports to identify the
mechanics that boost performance beyond the aggregate average for specific
categories.
Special Mechanics
Ads featuring celebrities
1
Celebrity
296 Ads
Not Celebrity 2869 Ads
Total
Respondents
Noted (%)
Associated Noters (%)
Read Any - Read Most - Net actions
Noters (%) Noters (%)
taken (%)
11,540
58
89
86
49
65
18,386
53
84
85
47
63
Ads featuring celebrities tend to score better overall than those which don’t. Celebrity ads enjoy an uplift in
noted scores, associated scores, engagement scores and net actions.
Ads featuring celebrities also improve;
•Consideration levels
+18%
•Purchase incidence
+22%
•Positive brand disposition
+6%
Special Mechanics
Sampling
Trait
1
Total
Respondents
Noted (%)
Associated Noters (%)
Read Any - Read Most - Net actions
Noters (%) Noters (%)
taken (%)
Actual Sample
13 Ads
1,351
58
94
82
50
70
Sample/Trial Offer
20 Ads
1,911
48
80
82
41
58
Providing actual samples is a much more effective way of getting respondents’ attention that an offer of a
sample or a trial. Ads containing actual samples outperform sample/trial offers significantly in nearly every key
metric.
In addition samples provide an uplift against sample/trial offers in the following areas;
•Consideration
+50%
•Purchase
+160%
•Positive Brand Disposition
+37%
Special Mechanics
Testimonials
Trait
1
Total
Respondents
Noted (%)
Associated Noters (%)
Read Any - Read Most - Net actions
Noters (%) Noters (%)
taken (%)
Testimonials
214 Ads
11,677
52
83
84
47
62
Not Testimonials
2951 Ads
18,386
54
85
85
47
64
At first glance ads including testimonials perform on par with ads which don’t include them. But using
testimonials can help to drive up consideration levels by 5%, improve product purchase by as much as 11% and
result in recommendation by 46% of those who noted the ad.
Testimonials can improve key metrics considerably in the following categories:
Cosmetics, Mail Order, Leisure Equipment, Gaming (Video) Clothing and Gardening.
Special Mechanics
Food Coupons
Trait
1
Food Coupons
All Food
Total
Respondents
Noted (%)
Associated Noters (%)
759
67
65
59
38
76
7,055
58
53
49
26
69
6 ads
145 ads
Read Any - Read Most - Net actions
Noters (%) Noters (%)
taken (%)
Food coupons represent an excellent why to not only boost trial of a product but increase visibility and
interaction with an advert. Ads which include a food coupon outperform the all food ad norm across all metrics.
•On average 1 in 4 noters will use the coupon
•It further increases product purchase by 11%
•42% of noters go on to recommend the product
Special Mechanics
Scent Strips
Trait
1
Scent Strip
13 Ads
No Scent Strip
3152 Ads
Total
Respondents
Noted (%)
Associated Noters (%)
Read Any - Read Most - Net actions
Noters (%) Noters (%)
taken (%)
1,353
60
93
84
55
77
18,386
54
85
85
47
63
Scent strips outperform ads without this mechanic significantly across all key metrics. In not only manages to
catch the eye, but draws readers into the copy and get them to engage with the content.
In addition scent strip ads also:
•Boost consideration
•Increase Purchases
•Drives + Brand disposition
+36%
+66%
+11%
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