Transcript YOU - Magazines Canada

Make the Connection
with 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
Every day
YOU
are
bombarded
by up to 3,000 ads
Bathroom Ads
Street Art/Graffiti
Books
Elevator
Packaging
Inserts
Mall
Ads
Yellow
Murals
Magazines Pages
Benches
Sampling
Television
POP
Cinema
Posters
YOU
Radio
Newspapers
Signage
Telephony
iPod
DVDs
Transit
Floor Ads
Product
Direct Internet
Placement
Mail
Garbage
Cans
Doctor’s
Offices
Flyers
Street Art/Graffiti
Bathroom Ads
Most
Elevator
Flyers
Inserts
Media Mall Ads
Murals
Ambush
Magazines
Benches
Books
Packaging
Yellow
Pages
Sampling
POP
Cinema
Television
Posters
YOU
Radio
Newspapers
Signage
Telephony
iPod
DVDs
Have
Transit
Floor Ads
Product
Direct Internet No
Placement
Mail
Garbage
Control!
Cans
Doctor’s
Offices
Too much
information
vying for
consumer
ATTENTION
Telecommunications
bandwidth is NOT
a 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
service that would skip/block…”
90%
81%
73%
Online
Ads
Source: Forrester Research
TV
Ads
Radio
Ads
or
Digital Video Recorders
Consumers are willing to pay for Control
Example
DVRs - consumers pay to take control
• 90% of consumers, in homes with DVR’s, are zapping
commercials
•
•
•
•
•
All commercials
Most commercials
Some commercials
A few commercials
Almost none/never
37%
25
28
5
5
90% zap some/most/all ads
• 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
the Consumer is Ready
When and where
your customers
are ready to
Engage
when
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 to
gain our attention
Attention
is an
increasingly
scarce
commodity
Its value is
increasing
Emotional
Connection
Magazines
are all about the
Reader
Magazine Editors
spend their lives
studying &
understanding
Reader Needs
Magazines
feed
consumer
needs
and
passions
Magazines Connect to Passions
a Personal Level
“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.”
Outdoor
Video
Magazines
You
Newspapers
Radio
Cinema
TV
Source: The Henley Centre
at
There’s a magazine for every passion
and a passion for every Magazine
Passions lead to attention & personal engagement
Art / Antiques
Automobiles
Boating
Family / Children
Bridal
Business / Finance
Outdoors / Recreation
Home
Entertainment
Youth / Seniors
Fashion
Food
Gardening
Health/Wellness
General Interest
Women’s/Men’s
Music
News
Travel
Sports, and more
Engagement: It’s an Emotional
Connection
Top Reader
Usage Experiences
- “It is never boring to read an issue”
- “The magazine stimulates my thinking about things”
- “It’s an escape”
- “When I read this magazine, I lose myself in the
pleasure of reading it”
- “It is an avenue to learning about new products”
- “I trust it to tell the truth”
- “Advertising in this magazine says something about
the brand being advertised”
- “I like the ads as much as articles”
Source: Northwestern University Media Management Center
Why Magazines Engage
Magazines deliver a one-two punch:
1. Info required to get through
the day-to-day
2. Inspiration to be who you
want to be
Source: The Henley Centre, Magazines Into 2000
Reader Need Hierarchy
SelfEnhancement
32%
Enlightenment
21%
Analysis
15%
Day-to-Day
32%
Consumers Identify Most With
Magazines
61%
56%
Magazines
Source: BBDO New York, Brand Fitness Study
The
Internet
“Which medium would you most
want to be identified with?”
BBDO
Brand Fitness Study
44%
40%
40%
Newspapers
Radio
TV
Ad
Receptivity
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
greater
reader receptivity
delivers
to brand advertising
Magazines Audiences Are
Receptive to Magazine Advertising
Product Category
Average
Monthly
Magazine
New Domestic Car Intender
PC Intender
On-line Service Intender
Fitness Equipment Intender
Gone to a Movie (past 2 months)
Bought Music CD/Tapes
Use a Brokerage Firm
Have a Home Mortgage
Have a Credit Card
Have a Mutual Fund
Drink Wine
Use Greeting Cards
Source: Advertising Receptivity Pilot Study, Next Generation Research LLC, March 2002)
115
118
125
133
110
122
120
167
167
151
158
133
Average
Prime-Time
TV Show
110
114
112
125
110
113
89
119
130
107
123
126
Magazines Audiences Are
Receptive to Magazine Advertising
Product Category
Average
Monthly
Magazine
Use OTC Cold Remedy
143
Use Headache Remedy
153
Use Cold Cereal
127
Buy Frozen Pizza
152
Buy Margarine
133
Buy Laundry Detergent
130
Eat at Fast Food Restaurants
138
Shop at Apparel/Clothing Stores 133
Shop at Electronics Stores
132
Bought Women’s Designer Clothes128
Use Long Distance Phone
146
Use Cellular Phone
146
Source: Advertising Receptivity Pilot Study, Next Generation Research LLC, March 2002)
Average
Prime-Time
TV Show
133
126
125
125
116
121
127
114
123
124
129
127
Consumers are
Receptive
to
Magazine
Advertising
Magazine Ads
Seen as Essential
are
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%
44%
Percentage of persons
who find advertising
quite acceptable
11%
Magazines
Source: Media Choices 2000, Erdos & Morgan
Network
TV
Internet
Consumers are Accepting of
Magazine Ads
“Places you would be in support of eliminating
marketing and advertising”
40%
38%
34%
23%
16%
10%
Cable
TV
Source: Yanlelovitch Omniplus, 2004
Websites Network
TV
Radio Magazines Newspapers
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
Source: Media Effectiveness Study, Thompson Lightstone
The Reading
Process
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
Left
Hand
Magazine
Right
Hand
Magazine Reading
Drives Attention & Understanding
The Brain’s Response
To Watching TV
Passive, Slow Brain Waves
The Brain’s Response
To Reading Print
Active, Fast Brain Waves
5 time’s
the amplitude
of TV watching
The brain works at a fully engaged, higher level to process the printed word
‘When you read it, you get it’
Source: Electroencephalographic Aspects of Low Involvement: Implications for the McLuhan Hypothesis, General Electric Co., 1970
Magazines Are Least Likely
to be Multi-tasked
When you read the NEWSPAPER,
do you simultaneously… regularly
When you listen to the RADIO, do
you simultaneously… regularly
Watch TV
Listen to the Radio
Go On-line
Go On-line
Read the newspaper
Read the mail
Watch TV
Read magazines
24%
14%
7%
17%
10%
9%
7%
6%
When you watch TELEVISION, do
you simultaneously… regularly
When you read MAGAZINES, do
you simultaneously… regularly
Go On-line
Read the mail
Read the newspaper
Read magazines
Listen to the radio
Watch TV
Listen to the Radio
Go On-line
Source: Simultaneous Media Usage, Big Research, 2003
27%
11%
9%
6%
3%
16%
11%
5%
Magazines Grab Your Attention
Percent of consumers engaging in no other activity
while using medium
50
45
40
35
30
25
20
15
10
5
0
TV
Source: Mindshare MORE Panel, A18+
Radio
Newspapers
Magazines
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
Branding
Consumer Benefit
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)
Source: ClickResponse “MAGnify” Study, March 2005 (Rogers Media)
Magazines Communicate Quickly… The 5-Second Solution
Branding
Consumer
Benefit
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)
Source: ClickResponse “MAGnify” Study, March 2005 (Rogers Media)
Magazines Outperform Other Media In
Recall of Last Advertiser Seen/Heard
% correctly naming last advertiser seen/heard
34
23
19
14
%
Source: Magazine Dimensions
The reading process requires
physical contact and action
to consume the medium
Left
Hand
Magazine
Right
Hand
Use as an
info/idea source
leads to
Word-of-Mouth
recommendation
Magazines Influence
Wordof-Mouth Recommendation
More than half of consumers agree that magazines are a leading
contributor to word-of-mouth product recommendation
(%)
Read in magazine
54
Saw in a store
53
Saw on TV
53
Read in a newspaper
47
Coupon/discount
44
Heard on the radio
37
Saw/read on the web
35
Free sample
E-mail
Source: Roper Reports: What Prompts Consumer Word of Mouth, 2005
31
18
Magazines are Very Effective in
Driving People to the Web
Which media provides
you with ideas that
influence how to get
information about
products and services on
the internet?
57%
Magazines
54%
Cable TV
53%
Network TV
51%
Radio
Source: Roper Public Affairs, 2005
Relevance That’s Action-Oriented
Actions readers took or plan to take as a result
of exposure to specific magazine ads
%
• Have a more favorable opinion about the advertiser
• Recommended the product or service to a friend,
•
•
•
•
•
•
16
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)
Based: Actions taken based on respondents recalling specific ads
Source: Affinity Research VISTA Print Tracking Service
50%
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
2.
interests & passions)
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
The Addition of Magazines Drives
Awareness, Brand Favourability &
Purchase Intent
Incremental Effect of Medium
(Average % Increase vs. Unexposed Control)
30
Magazines
Internet
11.1
%
Television
9.6
20
5.1
6.0
6.0
5.9
2.8
10
6.1
3.5
4.4
11.0
5.5
9.3
5.6
4.2
4.4
2004 2006
Advertising
Awareness
Source: Dynamic Logic CrossMedia Research Studies, 2004 and 2006
7.2
3.1
3.0
1.3
1.7
2.0
2.6
3.3
9.0
3.5
3.7
0
2004
2006
Aided Brand
Awareness
7.3
2004 2006
Message
Association
2004 2006
Brand
Favourability
1.4
3.1
2004
2006
Purchase
Intent/Consideration
Consumers Are More Likely
to Remember Seeing Magazine
Ads
18%
Percentage of persons
able to recall an ad and its advertiser
after first exposure
12%
10%
Magazines
Source: IAB Online Advertising Effectiveness Study, Millward Brown
Network
TV
Internet*
* Web banners
Magazines deliver…
Reader Passions
Engagement/Receptivity
Reach/Efficiency
Multiplier Effect
Results/ROI
Put Magazines to Work For You!
www.magazinescanada.ca
[email protected]
416-596-5382
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