TODAY’S SPEAKERS

CHRIS LLEWELLYN

President & CEO, FIPP

ESTHER BRASPENNING

Media Knowledge Manager, The Ppress, Belgium

Chair, FIPP Research Committee

GUY CONSTERDINE

CEO, Guy Consterdine Associates,

FIPP Research Consultant

Author of ‘Proof of Performance’

PROOF OF PERFORMANCE: OBJECTIVES

* To review some of the research-based evidence on how consumers

are using printed and digital magazine content around the world;

* To demonstrate the effectiveness of the advertising these media

carry;

* To present a narrative of the case for magazine media –

a narrative which will apply in any country and could be populated

with local research evidence;

* To stimulate ideas for publishers and others in planning their own

research programmes.

Republic, Greece, Finland, France,

Germany, India, Indonesia,

Ireland, Malaysia, Netherlands,

Russia, Singapore, Spain, Sweden,

Taiwan, Thailand, UK, USA,

Australia, Belgium, Brazil, Canada,

Chile, Czech Republic, Greece,

Finland, France, Germany, India,

Indonesia, Ireland, Malaysia,

Netherlands, Russia, Singapore,

Spain, Sweden, Taiwan, Thailand,

UK, USA, Australia, Belgium,

Brazil, Canada, Chile,Czech

Republic, Greece, Finland, France,

Germany, India, Indonesia,

Ireland, Malaysia, Netherlands,

Russia, Singapore, Spain, Sweden,

Taiwan, Thailand, UK, USA,

Australia, Belgium, Brazil, Canada,

Chile, Czech Republic, Greece,

Finland, France, Germany, India,

Indonesia, Ireland, Malaysia,

Netherlands, Poland, Russia,

Singapore, Spain, Sweden, Taiwan,

Thailand, UK, USA,

POP v2 presents

evidence from

122 studies from over

30 countries

TOPICS

o Connected consumers

o Digital editions

o Publishers’ websites

o Social media

o Established values of print still continue

o Magazines and other media

o Proof of performance: KPIs and sales

o Media mix models

CONNECTED CONSUMERS FIG 1. Where I am affects the channels I use

Base: Multi-platform users of 7 IPC brands: Marie Claire, InStyle, Ideal Home, Woman & Home, Now, Look, NME

Source: Connected Consumers, IPC Media, UK, 2013

DIGITAL EDITIONS FIG 34. Time spent reading digital & print editions (minutes)

Source: Survey of the American Consumer, GfK MRI, USA, 2013

DIGITAL EDITIONS FIG 38. Digital ads provoke more action than print ads

Base for Action Taken scores: those who noted ad. Source: GfK MRI Starch & Starch Digital, USA, 2013

DIGITAL EDITIONS FIG 44. Interactivity gives tablet ads extra dimension

Definitions: Static: no interactive features. URL: link added. Video: video fully integrated into ad so no internet

connectivity needed. Gallery: extra images added. Hotspot: areas to tap to show extra information.

Source: Adobe Analytics, reported in Digital Edition Advertising, IPC, UK, 2014

Average time spent per user (indexed on static ads)

WEBSITES FIG 57. Digital-only campaigns: sales lifts per campaign

Source: Meredith Executive Summary June 2014, Meredith/Nielsen, USA, 2014

WEBSITES FIG 58. Consistent branded platforms improve ad response

Note: measurements taken 15 seconds into exposure to online ad. Source: Heat - A Journey Into Neuroscience, Bauer Media, UK, 2013.

Response to online advertising after seeing ad in Heat magazine

SOCIAL MEDIA FIG 60. Conversation catalysts: users of online media

Index shows proportion of users of medium who qualify as Conversation Catalysts, indexed on proportion for All Adults

Source: TouchPoints 4, IPA, UK, 2013

Index: All adults = 100

SOCIAL MEDIA FIG 69. Media whose ads stimulate conversations about brands

Base: consumers saying

conversation about brand was

stimulated by advertising – they

were asked in what media?

Source: Brand Buzz Survey, OPPA,

Belgium, 2013

ESTABLISHED VALUES OF PRINT STILL CONTINUE FIG 4. Matchmakers – how magazines and readers discover a certain chemistry

MAGAZINES AND OTHER MEDIA FIG 73. Media which command consumers’ full attention

Source: Click Here, Adobe Systems, USA, 2012

% who rated their attention level 4 or 5, on a scale of 1-5

MAGAZINES AND OTHER MEDIA FIG 75. Feeling in control and using time well

Source: Media Connections Study, Magazines Canada, 2013

Indexed on TV=100

MAGAZINES AND OTHER MEDIA FIG 76b. Attitudes to the ads in media: India

Base: All adults. Source: AIM Engagement Survey, India, 2011

KPIs FIG 82. Return on investment: food

Source: Media Connections Study, Magazines Canada / BrandSpark, 2013

KPIs FIG 88. Share of spending versus share of effect

*Aggregating data on 6 KPIs: unaided & aided ad recall, brand awareness/appeal/usage, purchase intention.

Base: 906 brand models, each spending > 1 million euros in consumer magazines and > 2 million euros in total.

Source: AIM Brand Tracking 2010, Germany

Share of spending Share of effect*

KPIs FIG 89. Index of ROI: 906 brand models (Germany)

Based on data in Figure 88: share of effect divided

by share of spending. Indexed on TV = 100.

Source: AIM Brand Tracking 2010, Germany

SALES FIG 91. Meredith print magazine campaigns: tracking of sales

Source: Meredith Executive Summary June 2014, Meredith/Nielsen, USA, 2014

Average of 31 campaigns

SALES FIG 94. Magazines had highest ROI

Source: Mindshare/Ohal, Magonomics, UK, 2012

ROI index by medium, aggregated from 77 FMCG campaigns

SALES FIG 111. Print has highest ROI for 10 Dutch brands

Source: GfK Meta study, Magazines.nl,

The Netherlands, 2014

DIMINISHING RETURNS FIG 95. Diminishing returns response curves

Source: Mindshare/Ohal, Magonomics, UK, 2012

DIMINISHING RETURNS

* FIG 96. Diminishing returns analysis: Real-life campaign A

Source: Mindshare/Ohal, Magonomics, UK, 2012

Mixed media modelling FIG 115. Example of modelling in practice (3):

Schwarzkopf’s established products, Sweden

Source: Ohal econometric modelling for Schwarzkopf, Sweden, 2012 [108]

CONCLUSION

The established brand values of printed magazines continue to exist

The brand values carry over to the digital platforms

Digital editions are used by consumers in much the same way as print

Digital edition ads are read as intensely as print ads

Interactivity leads to more time spent on digital ads

Ads on publisher websites sell products

Magazine readers are active participants in social media

They are ‘conversation catalysts’

Magazines yield high ROI in terms of KPIs and of sales

Under-investment in magazines (and over-investment elsewhere) is

often the explanation

On average, at least double the investment in magazines in mixed

media campaigns

Correct input into mixed media modelling is vital (including

readership accumulation; weekly magazine ratings)

CONCLUSION (2)

DIGITAL COPIES: Distributed free to all FIPP members

Available free to all others on request

Downloadable from www.fipp.com/POP

PRINTED COPIES: Order from www.fipp.com/publications.

Bulk orders & translation rights: Helen Bland at FIPP: helen@fipp.com

POP MICROSITE which includes other related material: www.fipp.com/POP

DISTRIBUTION OF POP V2

Digital edition: courtesy of PressReader

Interactive elements of POP v2: courtesy of viewa

POP V2

9TH FIPP RESEARCH FORUM:

18-19 May 2015 in Amsterdam, The Netherlands

6TH FIPP RESEARCH AWARDS:

Call for entries will be published in November 2014

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