Transcript Magazines in the Driving Seat

“Magazines in the
driving seat”
Research into offline drivers of
online search and purchase.
Magazines in the Driving Seat
Introduction
Magazines have a strong relationship with readers.
The targeting of magazines makes content and advertising relevant.
The ‘editing’ of choice in magazines helps consumers make
purchase decisions.
As online search and purchase grows in importance it seems natural that
magazines would form a key part in stimulating consumers’ online
behaviour.
Magazines in the Driving Seat
The recent evidence to date (USA)
67% of online population driven to search by offline channels (iProspect
Magazines are the primary driver of online search (RAMA ’07)
Magazines are the primary driver of web traffic (AAF ’06)
39% of searchers influenced by offline make a purchase online
(iProspect ’07)
Magazines and WOM most effective at generating online purchases
(iProspect ’07)
Magazines in the Driving Seat
’07)
Is this true in the UK?
Our hypotheses.
1. The Search Hypothesis.
A significant percentage of individuals are driven to conduct an online
search as a direct result of exposure to offline advertising.
2. The Purchasing Hypothesis.
A significant percentage of those driven to search by these means
eventually make a purchase online.
Magazines in the Driving Seat
The Research
BMRB Omnibus survey of 3,045 online adults aged 16-64.
Fieldwork done in 2 waves during 23rd – 31st August 2007
Online Search and Purchase behaviour
Offline Media usage
Category specific online search and purchase
Analysis based on users of each medium.
Magazines in the Driving Seat
Offline advertising drives online search!
70% of online adults
have been prompted to
search by offline messaging.
"Which of the following have triggered you to go online when looking for information on products that
you have considered purchasing?“
Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying
Magazines in the Driving Seat
TV and Magazines advertising drives search!
TV Ads
50
Magazines Ads
Newspapers Ads
51
50
49
46
45
Radio Ads
47
42
36
31
28
17
27
19
16
12
Adults
ABC1 Adults
Men
Women
"Which of the following have triggered you to go online when looking for information on products that
you have considered purchasing?“
Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying
Magazines in the Driving Seat
Searching by Category
% agree
TV Ads
70
Magazine Ads
Newspaper Ads
Radio Ads
60
50
40
30
20
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"Which of the following have triggered you to go online when looking for information on products that
you have considered purchasing?“
Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying
Magazines in the Driving Seat
Magazine and TV advertising drives search
Magazine and TV advertising drive
search across all product categories.
Magazine advertising is the most cost
efficient offline driver of online
search.
Magazines in the Driving Seat
Is this true in the UK?
1.
The Search Hypothesis.
A significant percentage of individuals are driven to conduct an
online search as a direct result of exposure to offline advertising.
Magazines in the Driving Seat
What about purchasing?
2.
The Purchasing Hypothesis.
A significant percentage of those driven to search by these
means eventually make a purchase online.
Magazines in the Driving Seat
Offline advertising drives online purchase!
58% of online adults have made
a purchase online as a
result of offline messaging.
"Did any of the following help you with ideas or information on any of the online purchases you made?“
Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines in the Driving Seat
Magazines equal TV!
TV Ads
32
Magazine Ads
Newspaper Ads
33
32
33
22
21
11
10
Adults
Radio Ads
TV and Magazines are as strong
as each other for driving online
purchasing amongst adults.
ABC1 Adults
"Did any of the following help you with ideas or information on any of the online purchases you made?“
Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines in the Driving Seat
Beaten by a nose!
TV advertising is the strongest driver
of online purchase for men (just).
TV Ads
Magazine Ads
Newspaper Ads
34
Radio Ads
33
25
12
“You can't win everything”
Men
"Did any of the following help you with ideas or information on any of the online purchases you made?“
Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines in the Driving Seat
Beaten by a nose!
Magazine advertising is the strongest
driver of online purchase for women.
TV Ads
Newspaper Ads
Magazine Ads
Radio Ads
32
30
16
8
Women
"Did any of the following help you with ideas or information on any of the online purchases you made?“
Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines in the Driving Seat
Purchasing by Category
% agree
60
TV Ads
Magazine Ads
Newspaper Ads
Radio Ads
50
40
30
20
10
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"Did any of the following help you with ideas or information on any of the online purchases you made?“
Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines in the Driving Seat
No better medium than Magazines!
Magazine advertising is as strong as
TV for driving online purchasing.
In over 70% of product categories
magazine advertising is the primary
driver of online purchase.
Magazines top the following categories:
Cosmetics, Fashion Accessories, Toiletries, Food, Clothing, Music,
Entertainment Tickets, Hobbies, Travel Tickets, Holiday, Other
Magazines in the Driving Seat
Engagement makes a difference.
70
Magazines Ads
TV Ads
60
Newspapers Ads
Radio Ads
55
50
43
46
40
32
32
30
26
Those consumers with strongest
media engagement are much more
likely to purchase online as a result
of offline advertising exposure.
21
20
10
10
0
Overall
Favourites
Base: 16-64 online adults who have a favourite …(Magazine, TV programme, Radio programme, Newspaper) +
have gone online in last 12 months to look for info on products considering buying + have made an online purchase
Magazines in the Driving Seat
Is this true in the UK?
2.
The Purchasing Hypothesis.
A significant percentage of those driven to search by these
means eventually make a purchase online
Magazines in the Driving Seat
Conclusions
1. Offline advertising drives online search and purchase
What drives online search?
2. Magazine and TV advertising dominate the driving of search.
3. Magazine advertising is the most cost efficient offline driver of
online search.
What drives online purchase?
4. Magazine advertising is as strong as TV for driving online purchasing.
5. In over 70% of product categories magazine advertising is the
primary driver of online purchase.
Magazines in the Driving Seat
Find out for yourself.
You provide;
Target Audience demographics
Product/Brand Category
We provide;
Analysis of Offline drivers of search
Analysis of Offline drivers of purchase
No charge for the next 4 weeks.
At cost after 4 weeks.
Magazines in the Driving Seat
Coming next
Word of Mouth – First ¼ 2008
Magazines in the Driving Seat
“Magazines in the
driving seat”
Research into offline drivers of
online search and purchase.
Magazines in the Driving Seat