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.
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,
POP v2 presents
evidence from
122 studies from over
30 countries
TOPICS
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Connected consumers
Digital editions
Publishers’ websites
Social media
Established values of print still continue
Magazines and other media
Proof of performance: KPIs and sales
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
Average time spent per user (indexed on static ads)
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
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
Response to online advertising after seeing ad in Heat magazine
Note: measurements taken 15 seconds into exposure to online ad. Source: Heat - A Journey Into Neuroscience, Bauer Media, UK, 2013.
SOCIAL MEDIA
FIG 60. Conversation catalysts: users of online media
Index: All adults = 100
Index shows proportion of users of medium who qualify as Conversation Catalysts, indexed on proportion for All Adults
Source: TouchPoints 4, IPA, UK, 2013
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
% who rated their attention level 4 or 5, on a scale of 1-5
Source: Click Here, Adobe Systems, USA, 2012
MAGAZINES AND OTHER MEDIA
FIG 75. Feeling in control and using time well
Indexed on TV=100
Source: Media Connections Study, Magazines Canada, 2013
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
Share of spending
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
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
Average of 31 campaigns
Source: Meredith Executive Summary June 2014, Meredith/Nielsen, USA, 2014
SALES
FIG 94. Magazines had highest ROI
ROI index by medium, aggregated from 77 FMCG campaigns
Source: Mindshare/Ohal, Magonomics, UK, 2012
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
CONCLUSION (2)
 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)
DISTRIBUTION OF POP V2
 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
POP V2
 Digital edition: courtesy of PressReader
 Interactive elements of POP v2: courtesy of viewa
INSIGHT
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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