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Make the Connection with Magazines

Make the Connection with Magazines. It’s all about Engaging the consumer. The Advertising Research Foundation has defined the meaning of Engagement

leonard-acevedo
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Make the Connection with Magazines

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  1. Make the Connection with Magazines

  2. It’s all about Engaging the consumer

  3. The Advertising Research Foundation has defined the meaning of Engagement “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context” Source: Advertising Research Foundation – Definition of Engagement, March 21, 2006

  4. More than ever, Advertisers want Communication platforms that Engage the consumer Leverage Consumer Needs & Passions

  5. It’s no longer just about Hitting the Numbers and Delivering the Eyeballs

  6. It’s aboutdelivering quality of audience Relevance Relationship Engagement Receptivity

  7. “In a world with so much consumer choice and with all the challenges they face, marketers need to make sure their advertising works.... The issue is how advertisers can connect with people. It is now aboutEngagement. — Wenda Harris Millard, Chief Revenue Officer, Yahoo!

  8. Today’s Reality: We are witnessing an unprecedented explosionin consumer choice

  9. Every day YOU are bombarded by up to 3,000 ads

  10. Street Art/Graffiti Bathroom Ads Books Elevator Ads Flyers Packaging Inserts Mall Yellow Pages Murals Magazines Benches Sampling Television POP YOU Cinema Posters Radio Newspapers Signage Telephony iPod DVDs Transit Floor Ads Product Placement Internet Direct Mail Garbage Cans Doctor’s Offices

  11. Street Art/Graffiti Bathroom Ads Books Elevator Ads Flyers Packaging Inserts Mall Yellow Pages Murals Magazines Benches Sampling Television POP YOU Cinema Posters Radio Newspapers Signage Telephony iPod DVDs Transit Floor Ads Product Placement Internet Direct Mail Garbage Cans Doctor’s Offices Most Media Ambush Have No Control!

  12. Too much information vying for consumer ATTENTION

  13. Telecommunications bandwidth is NOT a problem, but human bandwidth IS Consumers seek to take control over media consumption

  14. Consumers Want to be in Control 90% 81% 73% “I’d be interested in a product, device or service that would skip/block…” TV Ads Online Ads Radio Ads Source: Forrester Research

  15. Digital Video Recorders Consumers are willing to pay for Control

  16. 90% of consumers, in homes with DVR’s, are zapping commercials All commercials 37% Most commercials 25 90% zap some/most/all ads Some commercials 28 A few commercials 5 Almost none/never 5 Appointment-viewing programs (with highest CPMs) are most susceptible 18% (U.S.) household DVR penetration today Penetration of DVR’s is projected to grow to 25% of households by 2007; 50% by 2009 ExampleDVRs - consumers pay to take control Source: Myers Group, June 2004; TiVo

  17. Why does control matter? The consumer is paying attention S/he is more receptive to your ad message There is a connection

  18. The result: “A shift towards Permission Marketing” - James R. Stengel, Global Marketing Officer, P&G The consumer is in Control. The medium & ads are invited. Source: James R. Stengel, Global Marketing Officer, Procter & Gamble

  19. When and where your customers are ready to Engage Magazines Deliver when the Consumer is Ready

  20. Engagement It takes many forms, contributing to business success Attention Emotional Connection (Passion and Relevance) Reading Process Receptivity to Ads

  21. Attention

  22. Advertisements don’t just compete against each other for share-of-voice…

  23. …Advertisements compete against everything that hopes to gain our attention

  24. Attentionis an increasingly scarce commodity Its value is increasing

  25. Emotional Connection

  26. Magazines are all about the Reader

  27. Magazine Editorsspend their livesstudying & understandingReader Needs

  28. Magazines feed consumer needs and passions

  29. “The targeted nature of magazines typically results in a close relationship between the magazine and the reader and inspires a high degree of active reader involvement.” Outdoor Video Magazines You Newspapers Radio Cinema TV Magazines Connect to Passions at a Personal Level Source: The Henley Centre

  30. Art / Antiques Fashion Automobiles Food Boating Gardening Family / Children Health/Wellness Bridal General Interest Business / Finance Women’s/Men’s Outdoors / Recreation Music Home News Entertainment Travel Youth / Seniors Sports, and more There’s a magazine for every passion and a passion for every MagazinePassions lead to attention & personal engagement

  31. “It is never boring to read an issue” “The magazine stimulates my thinking about things” “It’s an escape” “When I read this magazine, I lose myself in the pleasure of reading it” “It is an avenue to learning about new products” “I trust it to tell the truth” “Advertising in this magazine says something about the brand being advertised” “I like the ads as much as articles” Engagement: It’s an Emotional Connection Top Reader Usage Experiences Source: Northwestern University Media Management Center

  32. Why Magazines Engage • Magazines deliver a one-two punch: • Info required to get through • the day-to-day • Inspiration to be who you • want to be Reader Need Hierarchy Self- Enhancement 32% 21% Enlightenment Analysis 15% Day-to-Day 32% Source: The Henley Centre, Magazines Into 2000

  33. Consumers Identify Most With Magazines “Which medium would you most want to be identified with?” 61% 56% BBDO Brand Fitness Study 44% 40% 40% Magazines The Internet Newspapers Radio TV Source: BBDO New York, Brand Fitness Study

  34. Ad Receptivity

  35. Editorial environment is key but…

  36. …what’s going on in the reader’s head at time of impact is the most important environment of all

  37. …what’s going on in the reader’s head at time of impact is the most important environment of all

  38. Are they Receptive to advertising messages?

  39. I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s record. I don’t know your company’s reputation. Now – what was it you wanted to sell me?

  40. The Editorial Environment provides a frame of referencethat delivers greater reader receptivityto brand advertising

  41. Magazines Audiences Are Receptive to Magazine Advertising Average Average Monthly Prime-Time Product Category Magazine TV Show New Domestic Car Intender 115 110 PC Intender 118 114 On-line Service Intender 125 112 Fitness Equipment Intender 133 125 Gone to a Movie (past 2 months) 110 110 Bought Music CD/Tapes 122 113 Use a Brokerage Firm 120 89 Have a Home Mortgage 167 119 Have a Credit Card 167 130 Have a Mutual Fund 151 107 Drink Wine 158 123 Use Greeting Cards 133 126 Source: Advertising Receptivity Pilot Study, Next Generation Research LLC, March 2002)

  42. Magazines Audiences Are Receptive to Magazine Advertising Average Average Monthly Prime-Time Product Category Magazine TV Show Use OTC Cold Remedy 143 133 Use Headache Remedy 153 126 Use Cold Cereal 127 125 Buy Frozen Pizza 152 125 Buy Margarine 133 116 Buy Laundry Detergent 130 121 Eat at Fast Food Restaurants 138 127 Shop at Apparel/Clothing Stores 133 114 Shop at Electronics Stores 132 123 Bought Women’s Designer Clothes128 124 Use Long Distance Phone 146 129 Use Cellular Phone 146 127 Source: Advertising Receptivity Pilot Study, Next Generation Research LLC, March 2002)

  43. Consumersare Receptiveto Magazine Advertising

  44. Magazine Ads are Seen as Essential Among adult readers of all magazine types, 65% agree with the statement: “The ads are an essential part of this magazine” Source: Media Values, Research Services Ltd.

  45. Magazine Ads Are Seen as Essential Starcom Research Readers were asked to pull 10 pages that best exhibited the essence of the magazine they were reading 3 of 10 were Advertisements Source: Starcom, In-home Consumer Interviews, 2004

  46. Consumers Are Accepting of Magazine Ads 71% Percentage of persons who find advertising quite acceptable 44% 11% Network TV Magazines Internet Source: Media Choices 2000, Erdos & Morgan

  47. Consumers are Accepting of Magazine Ads 40% 38% 34% “Places you would be in support of eliminating marketing and advertising” 23% 16% 10% Cable TV Websites Network TV Radio Magazines News- papers Source: Yanlelovitch Omniplus, 2004

  48. Saving a Magazine ad page proves a high level of connectivity, engagement & advertising receptivity 73% of readers regularly/sometimes save a Magazine page for future reference Source: Media Effectiveness Study, Thompson Lightstone

  49. The Reading Process

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