Transcript vacuum and website

Agenda
4
Next steps
2
1
The challenges of
investing in
magazine
advertising
Our
solution
3
What's in it for
you
The challenges of investing in
magazine advertising
Information
Vacuum
RISK!
Lack of
Transparency
Planning
How we can help
COOPERATIVE
18,000 +
RESPONDENTS
NOTED SCORES
54%
ADVERTISING
54%
EDITORIAL
NET ACTION SCORES
63%
ADVERTISING
66%
EDITORIAL
ADVERTISING
Magazines dual drivers of consumer behaviour
25%
7%
Cut out ad
Read most
Read Any
45%
Engagement
50%
Read Most
Read Any
33%
Gathered
more info
18%
Reference actions
18%
EDITORIAL
16% 14%
Visited brand
website
Used for ideas
Gathered
more info
11%
13%
Have a more
favourable
opinion
19%
Impact actions
Discussed/
referred
13%
19%
Passed
to someone
9%
Considering
purchase
Purchased
22%
Purchase actions
Considering
purchase
4%
12%
Purchased
Visited brand
website
Cut out ad
FAMILIARITY
Recommended
the product
RESEARCH
7%
BRAND ACTIVISM
CONSIDERATION &
PURCHASE
Optimising
Advertising Performance
Bigger
is better
Front of book better
than back of book
5
The
commandments
of print
effectiveness
Not all categories
perform equally
Special mechanics
enhance performance
Harness the
editorial glow
Size Matters
54%
AVERAGE
DPS IF
DPS IF
+30%
+79%
NOTED SCORES
EFFECTIVE SCORES
Harness the editorial glow
10%
Uplift in
consideration
20%
Uplift in visiblity
Ads adjacent to content:
50%
Uplift in sales
Front of Book – Noted Scores
58%
+5
57%
56%
55%
54%
53%
52%
51%
50%
49%
All Ads
1st Quartile
2nd Quartile
3rd Quartile
4th Quartile
Front of Book – Effective Scores
110%
+16
105%
100%
95%
90%
85%
80%
All Ads
1st Quartile
2nd Quartile
3rd Quartile
4th Quartile
100
108
92
92
92
INDEX
Special Mechanics
Enhance Performance
58%
More engaging
20%
67%
More visible
uplift in effectiveness score
Fragrance
Strip
Not all categories perform equally
8%
Cosmetics and
Toiletries
60%
Food
Food
58%
24%
Clothing and
Accessories
56%
Entertainment
and The Media
51%
Motors
50%
Finance
Business and
Industrial
10%
16%
22%
8%
19%
19%
45%
4%
42%
Visited the
Company’s
website
Looked for more
information about
the product/svc
Purchased the
product/svc
In conclusion
Duality
Driving
Familiarity
Research
Consideration
and purchase
Brand
activism
What’s in it for you?
What next?
TIP OF THE ICEBERG
FACE TO FACE
ONLINE
CONTACT US
Tel:
0207 400 7563
Email:
[email protected]
Tel:
0207 400 7571
Email:
[email protected]
www.ppa.co.uk/magnify
Fragrance
Strip