- How do I tell if my magazine advertisement works?
- Why should I include a magazine in my overall media plan?
These two questions lie at the heart of the magazine industry today as they continue to plague brand owners, advertising agencies, and publishers.
The first question is an accountability question. It is a perennial issue, once again thrust under the limelight as media options grow exponentially and the quest to choose the right medium that gives maximum returns becomes more challenging.
In Singapore, the existing print industry metric — readership — no longer suffices.
Title readership does not connote ad viewership within, and the wide range of print ad options means that some ads are likely to be more memorable than others even within the same issue. To justify advertisers’ return on investment (ROI), we need ......[more]
30 June 2014 · by Erik Grimm
Physiological research conducted at Erasmus University in Rotterdam, the Netherlands, has delivered new insights that can help print ads to deliver better results. Most striking in this study is insight into the processing speed of the human brain.
Within 0.3 seconds, a consumer can decide whether an advertisement is relevant or not. While observing an ad, the brain delivers a quick response depending on the appreciation of the image. It only takes one-third of a second to distinguish the good (relevant) creatives from the bad (irrelevant).
This is the outcome of research from Erasmus University using physiological techniques such as electroencephalography (EEG) to measure the brain’s electrical response to advertising. In this study, initiated by branched organisation Magazines.nl, a total of 150 ads representing five branches — automotive, cosmetics, fashion, food, and electronics — were observed.
Positive and simple: The most intensive brain reactions were measured when the observed ads contained ......[more]
22 June 2014 · by Erik Grimm
A well-balanced multi-media strategy will help the advertiser to achieve his communication goals. Within this challenge, the concept of “paid, owned, and earned media” is becoming more and more popular.
Undoubtedly, you will have heard of this model. It seems a wise thing to do for advertisers to take their own media (e.g. your Web site or magazine) and earned media (free publicity) into account.
On the other hand, the model of paid-owned-earned seems to have become dogma, as well. Pitching on earned media has become a new practice and seems to have become the ultimate goal. Trade press articles, MarCom awards, and proud seminar speakers are giving testimonials of successful brands that are reaching millions of consumers, at almost no cost, just by developing successful Internet virals or using other forms of guerrilla marketing.
The message is clear: You would be a thief of your own advertising budget not to utilise the power of earned media.
Impact of using earned media: Is it wise for an advertiser to rely more and more on owned and earned media and reduce paid media at the same time? And what are the consequences for the media?
It’s evident that less paid media will harm media houses. But only few media professionals are aware that ......[more]
27 April 2014 · by Erik Grimm
More and more advertisers demand a good return on investment (ROI) evaluation of their media budget. The most solid analysis is achieved by comparing media investment with the incremental sales.
Confident about their advertising impact, the Dutch news media published the top-level results of its ROI project. Based on a wide range of media campaigns, print media appeared to have the best ROI. With €1.20 of incremental sales per spent euro, print media even surpassed bannering and TV advertising.
Great buzz: This publication has led to great buzz among media owners all over the world. But now, two months later, it’s time to add some nuances to the conversation and deliver more insights, as analysis of performance data also makes it possible to find some useful leads to optimise the (news) media usage.
In the media campaigns analysed by GfK Research, ROI improvements of up to 30% were reported just by optimising the contacts of chosen media channels. So, without changing the budget, these advertisers are able to boost their ROI considerably.
Below you’ll find some sense-making recommendations per media channel....[more]
07 April 2014 · by Irene Fogarty
In recent years, Lidl, the hard-discounter supermarket, has done an excellent job of repositioning its brand perception in the Irish middle-class mindset.
The brand has successfully targeted affluent customers and continues to pull them away from soft discounters through a number of smart initiatives.
By championing organic foods and local produce, along with the addition of in-store bakeries and the release of a “deluxe” range of goods, Lidl has achieved substantial growth of its Irish grocery sector market share, particularly among “high social class” consumers.
Correspondingly, research undertaken by The Irish Times into grocery shopping habits of our traditionally middle-class readership shows a highly engaged audience for Lidl’s advertising. We tested reader reaction to 11 brochure format advertisements for Lidl via our representative reader panel.
Our research reveals average reader recall of 71% for this format of ad. Meanwhile, 46% of readers who see a Lidl brochure express purchase interest.
Publication last November in The Irish Times of a highly appealing Lidl “deluxe” range brochure (targeting the 2013 Christmas market) prompted us to undertake some “extra-value” research on behalf of the supermarket brand....[more]
09 February 2014 · by Ilse Peeters
Nowadays, market research is being confronted with the new reality of media consumption. Newspapers are no longer merely a printed medium; readers also have access to digital versions on Web sites, tablets, and mobile.
We are facing the major challenge of mapping out all of these media touchpoints as accurately as possible.
Knowing and understanding “digital” terminology and the confusion surrounding it among consumers is a key part of this process.
What does “digital” mean to the man in the street, and do marketeers use the same language as consumers when talking about media use?
De Persgroep wants to gain a clearer insight into this issue, so it kicked off the year by researching what the concept of “digital newspapers” meant to newspaper brand users and how they referred to various touchpoints. A total of 1,376 adult respondents completed the survey.
Misconceptions about the “digital newspaper” concept: Nine out of 10 respondents claim to know what digital newspapers are. However, there are a fair number of misconceptions about what exactly qualifies as a digital newspaper....[more]
04 February 2014 · by Erik Grimm
Are advertising budgets well spent?
In times of economic crisis especially, it is tempting to focus on costs. Media budgets are limited in general, and print advertising in particular is experiencing a considerable decline. Online advertising is flourishing, while TV seems to maintain its share.
But what about the return on investment of advertising in these media channels? Is the shift toward online a rational decision? A media campaign should not be judged solely on costs, discount, or reach.
It is results that count. How can the yield of advertising be judged?
In the last few years, return on investment (ROI) has become the most popular key performance indicator to evaluate the selected media mix.
Thorough method of measuring media ROI: Following the example of a German study, Dutch news media and GfK Research have studied the options to optimise media usage.
In a study of 10 different multi-media campaigns, the additional sales of brands is compared to the media spend to calculate the yield of the advertising euro.
And the insights from this study appear to be similar to earlier results: By fine-tuning the chosen media channels, much more media effectiveness can be realised.
Remarkably, the print media are delivering the best returns. Beside these interesting observations, some useful additional insights can be derived....[more]
06 January 2014 · by Erik Grimm
The fast growth of tablet use has changed news consumption radically. That is the conclusion drawn from the sixth edition of GfK’s study, “Trends in Digital Media.”
In December 2013, the majority of the Dutch population owns a tablet. And one in three people uses this device for news, several times a week. Other trends that accelerate digital news consumption are the widespread use of news alerts and the confrontation with news items on social media.
With the rapid growth of tablet ownership (with an average news consumption of 1 hour per week), news consumption has developed into a multi-media activity; cross-media publishing has become the standard. The majority of the Dutch use both news print and online news. The group that uses only newsprint has shrunk to 20%.
Remarkably, digital only news consumption is even smaller: only 15%. The old assumption that digital news cannibalises newsprint is no longer valid; with their entire portfolio, news brands serve 90% of the Dutch population, far bigger than in print’s glory days.
Tablets, news alerts, and social media: So the largest growth of news reading is caused by the tablet. In one year’s time, there were 2.5 million new users. Total ownership has grown to 6.8 million people, with 4 million of them using their devices for news....[more]
01 December 2013 · by Irene Fogarty
In 2013, with the aid of our business partner, Research and Analysis of Media AB (RAM), INMA’s research expert group conducted a European Newspaper Reader Survey, exploring the trust and value readers place in their newspaper of choice.
The survey attracted participation from nearly 30,000 readers across 80 different European print titles.
One of many interesting reveals from our survey is the gender difference in reader receptiveness to newspaper advertising. While our overall findings have many positive insights for newspapers in this regard, high engagement among female readers vis a vis newspaper ads stands out, compared with their male counterparts....[more]
17 November 2013 · by Bart de Proost
In 2012, Cebuco and Intomart Gfk conducted research on trust and value that showed readers have a strong connection to and confidence in the newspaper they read.
To prove the positive effect this strong connection and trust have on advertisers, De Persgroep Advertising in the Netherlands asked Ruigrok-NetPanel to carry out further research.
This is what they found:
Execution of the research: To register which effect the environment has on an advertisement, researchers presented some participants with advertising in the context of a printed newspaper. Other test subjects were shown advertising in an online environment. A third group was shown an ad on its own.
The research was carried out quantitatively online for readers and non-readers of newspapers and for visitors and non-visitors of Web sites.
The importance of likeability: Consumers now are being flooded with advertising messages. Advertisements are not always noticed by the target group, which is why the message doesn’t always reach the consumer.
Between consumer reach and the actual effect on brand recognition, brand preference, and purchase intent are a number of barriers that need to be broken. Likeability plays a major role.
What the target group intends with the likeability of an advertisement is the extent to which an advertisement is positively appreciated. When a consumer thinks an advertisement is fun, kind, or sympathetic, he or she touches a susceptible mood and is open for new things.
This mental state benefits the absorption of the communicated message (Franzen & Bouwman, 1990).
High trust and value among readers: Readers attach great value to the newspaper they read. Nearly four-fifths of readers (78%) indicated the newspaper gives them knowledge, and three-quarters (73%) said reading the newspaper represents a moment for themselves.
Readers have great confidence in their newspaper. Of those surveyed, 70% indicated they trust the information they reading in their newspaper. More than half (56%) believe the newspaper offers them high-quality content they don’t find elsewhere.