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TODAY’S SPEAKERS

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’.

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TODAY’S SPEAKERS

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  1. TODAY’S SPEAKERS CHRIS LLEWELLYN President & CEO, FIPP ESTHER BRASPENNING Media Knowledge Manager, The Ppress, BelgiumChair, FIPP Research Committee GUY CONSTERDINE CEO, Guy Consterdine Associates, FIPP Research ConsultantAuthor of ‘Proof of Performance’

  2. 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.

  3. 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

  4. TOPICS • 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

  5. 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

  6. DIGITAL EDITIONS FIG 34. Time spent reading digital & print editions (minutes) Source: Survey of the American Consumer, GfK MRI, USA, 2013

  7. 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

  8. 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

  9. WEBSITES FIG 57. Digital-only campaigns: sales lifts per campaign Source: Meredith Executive Summary June 2014, Meredith/Nielsen, USA, 2014

  10. 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.

  11. 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

  12. 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

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

  14. 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

  15. MAGAZINES AND OTHER MEDIA FIG 75. Feeling in control and using time well Indexed on TV=100 Source: Media Connections Study, Magazines Canada, 2013

  16. MAGAZINES AND OTHER MEDIA FIG 76b. Attitudes to the ads in media: India Base: All adults. Source: AIM Engagement Survey, India, 2011

  17. KPIs FIG 82. Return on investment: food Source: Media Connections Study, Magazines Canada / BrandSpark, 2013

  18. 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

  19. 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

  20. SALES FIG 91. Meredith print magazine campaigns: tracking of sales Average of 31 campaigns Source: Meredith Executive Summary June 2014, Meredith/Nielsen, USA, 2014

  21. SALES FIG 94. Magazines had highest ROI ROI index by medium, aggregated from 77 FMCG campaigns Source: Mindshare/Ohal, Magonomics, UK, 2012

  22. SALES FIG 111. Print has highest ROI for 10 Dutch brands Source: GfK Meta study, Magazines.nl, The Netherlands, 2014

  23. DIMINISHING RETURNS FIG 95. Diminishing returns response curves Source: Mindshare/Ohal, Magonomics, UK, 2012

  24. DIMINISHING RETURNS • FIG 96. Diminishing returns analysis: Real-life campaign A Source: Mindshare/Ohal, Magonomics, UK, 2012

  25. Mixed media modelling FIG 115. Example of modelling in practice (3): Schwarzkopf’s established products, Sweden Q: Compare TV and magazines for creating purchase intention A: Magazines are more effective than TV Source: Ohal econometric modelling for Schwarzkopf, Sweden, 2012 [108]

  26. 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

  27. 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)

  28. 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

  29. POP V2 • Digital edition: courtesy of PressReader • Interactive elements of POP v2: courtesy of viewa

  30. 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 FIPP INSIGHT EMAILED NEWSLETTER: Free, every month. Register at www.fipp.com/subscribe

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