pesquisa magonomics
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Apresentaçãp de Marius Cloete (Diretor de Pesquisa/ The Professional Publishers Association - GB) no VII Fórum ANER de RevistasTRANSCRIPT
Magazines & Brand Metrics
The impact of investment
Econometrics & ROI
Magazines & the Customer
Journey - ‘MAGNIFY’
Magazines & Brand Metrics
The impact of investment
Econometrics & ROI
Understanding the consumer journey
AWARENESS
RESEARCH & FAMILIARITY
OPINION & SHORT LIST
CONSIDERATION
PURCHASE
PRE-AWARENESS
PURCHASE INTENT TRIGGER
NOTED SCORES
ADVERTISING EDITORIAL
WELCOME
54% 54%
NET ACTION SCORES
ADVERTISING EDITORIAL
63% 66%
SOURCE: MAGNIFY
1Magazine Influence
Purchase actions
How magazines drive consumer behaviour
Engagement Reference actions
AD
VER
TISI
NG
EDIT
OR
IAL
FAMILIARITY RESEARCH CONSIDERATION & PURCHASE
Impact actions
BRAND ACTIVISM
SOURCE: MAGNIFY
Read most
Read Any
25%
45%
Read Any
Read Most
50%
33%
Gatheredmore info
Visited brandwebsite
Cut out ad7%
16%
18%
Used for ideas
Gatheredmore info
Cut out ed
Visited brandwebsite
18%
13%
11%
7%
Have a morefavourableopinion
Recommendedthe product14%
19%
Discussed/referred
Passedto someone
19%
13%
Consideringpurchase
Purchased9%
22%
Consideringpurchase
Purchased
12%
4%
1
MAGAZINE
But how do magazines compare?
MagazinesAn ROI study
Magazines & Brand Metrics
The impact of investment
Econometrics & ROI
2
34
What is ROI?2
MINDSHARE/BRANDZ
2
Brand Pyramid
Brand Lifestage Typology
Brand Voltage
MINDSHARE/BRANDZ
Brand Personality
2
Magazines & Brand Metrics
Bonding is the most
important factor which drives consumers towards purchase
MINDSHARE/BRANDZ
2
HighShare of wallet
LowShare of wallet
7The brand pyramid
brand Typology:
Defender
MINDSHARE/BRANDZ
2
798873
55
BrandZ Analysis
14 Categories136 brands
Mainstream media spend by channel
a COMPREHENSIVE UNDERSTANDING OF MEDIA vs BONDING SCORE
MINDSHARE/BRANDZ
2
<£2mCampaign Value
Magazines & Bonding
Brands that invest 20% above average* in magazines enjoy higher bonding scores than
brands that underinvest
£2m – £10mCampaign Value
25% 72%
BrandZ: 136 Brands using magazines*Based on average share of spend of 7% in 2011: Source WARC/ AA
2Magazine = ave. 7% of spend
5876
56458
5977
5741
9
6276
594711
Olay has spent more than
£15 millionBrandZ: Face care, *Source: Nielsen AdDynamix
In magazines since 2008*
2008 2009 2010
Magazines & Brand MetricsOlay used magazines’ bonding power to rebuild and maintain their brand
Base: (403) Base: (400) Base: (399)
2
2431
23184
2734
26205
3440
33248
P&G’s Aussie has spent more than
80%BrandZ: Haircare, *Source: Nielsen AdDynamix
of their budget on magazines* since 2007
2007 2009 2011
Magazines & Brand MetricsP&G’s Aussie is a brand that has been built on magazines bonding power
Base: (403) Base: (400) Base: (399)
2
How do magazines perform in
econometrics?
3
Base
Price / Promo
In Store
DM
Media
Comp. Price / Promo
Comp. Launches
Comp. Media
Seasonality
Sales
Measured level of base sales
Isolating the media effect
Time
Sale
s
SALES UPLIFT
+10%ATL Media’s contribution to sales
DISTRIBUTION
PRICING
PROMOTIONS
COMPETITORACTIVITIES
PAY-DAYS +HOLIDAYS
CLIMATEFACTORS
BROADCASTMEDIA
PRINTMEDIA
ONLINE
OUTDOOR& CINEMA
Isolating the media effect
SOURCE: MINDSHARE/OHAL
3
The ROI challenges for magazines
Estimated as Press
Using appropriate
media inputs
3
Low weighting
The challenges for magazines
81%
GRPs
Time (weeks)Week 1(On sale week)
Incorrectly applied print models assume the total audience is reached during the on sale week
Monthly Magazines
ReachIn four weeks
SOURCE: NRS ACCUMULATION STUDY
3
Analysis of 5 FMCG campaigns…
Without accumulation Magazine ROI is underestimated
On average, accumulation data shows an ROI uplift for mags of..…19%
SOURCE: MINDSHARE INPUT ANALYSIS OF 5 FMGC CAMPAIGNS - 2012
3
+3%Brand B +7%Brand C+14%Brand D +33%Brand E+40%
Brand A
So how do magazines really stack up?
“But of course he is going to say that!”
£6mANALYSIS OF 77 CAMPAIGNS WITH A SPEND UP TO
MAGAZINE
150
60
137
103
99
97
167R
OI M
edia
n In
dex
per c
hann
el
SOURCE: MINDSHARE/OHAL META ANALYSIS OF 77 CAMPAIGNSINDEX OF MEDIAN PERFORMANCE OF EACH CAMPAIGN
Why do magazines…
1
4
…rank so highly?
Use in channel selection
Optimising budget allocation
Maximum potential salesSales
potential
Spend
Blue sales100k
The same investment can yield much higher returns dependent on chosen media.
In this illustration £100k invested in the yellow media can yield twice the sales of blue media100k
Yellowsales
4
Use in channel selection
% of maximum sales on the media channel
100%
Weekly Media Spend
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%£0 £500,000 £1,000,000 £1,500,000 £2,000,000
Outdoor TV1 Magazines TV 2
In this case, magazines are by far the most underinvested medium…
… this appearsto be consistent across most campaigns analysed
Diminishing Return Curve Analysis – Campaign A
4
SOURCE: MINDSHARE/OHAL
Budget Reallocation
SOURCE: MINDSHARE DIMINISHING RETURN CURVE ANALYSIS OF 5 FMGC CAMPAIGNS - 2012
Average Sales Uplift
The gains made by reallocating budget to magazines was far greater than what was lost from the host medium
4
Analysis of 5 FMCG campaigns…
1% 1.9% 2.6%
+10%
+20%
+30%
By how much can magazine budgets
be increased before it impacts
on ROI?
4
The bottom line
… budgets have to be at least doubled
before magazine ROI reduced to the same
level as TV
SOURCE: MINDSHARE DIMINISHING RETURN CURVE ANALYSIS OF 5 FMGC CAMPAIGNS - 2012
4
Analysis of 5 FMCG campaigns…
Brand Ax2Brand B x3Brand Cx5 Brand D x8Brand Ex15
What changes in magazine investment are required to match TV ROI?
ROI in Summary
Magazines get consumers
closer to brands.
Brands who are heavy magazine users enjoy higher bonding scores
It is easy to underestimatemagazine ROI
Magazines ROI is
provento be higher than all other media channels
To address the levelof underinvestment in magazines, budgets
need to be more than doubled before ROI starts dropping off
ROI