The strategic value of magazine

advertising

Insights from the database

Bernard Cools, SPACE

May 19th, 2015

Pulsar promise: What’s the

of the brand perception in the consumer space

and how can we connect more effectively ?

Already a series

Online Dec 2012-Jan 2013

Total n= 5,229 (rotating questions)

140 brands in 16 categories

40 touchpoints

Online Aug-Sep 2014 Total n= 2,487

(rotating questions) 40 touchpoints

Agenda

Immanuel Kant (1724-1804)

Brands in Pulsar

The concept

Discover eNgage Act D

Discover eNgage Act D

vitality

relevance

credibility

quality

empathy

seduction

innovation

status

superiority

differentiation

awareness inform

implication

opinion fan

Consideration

Pay more

The race of touchpoints

N A D

Touchpoints: the way

Strategic benefit

Category neutral

Reasonable number

Addressed (e)mail Branded shops Flyers or brochures Free samples In store ads POS ad Reco by friends or relatives Search engines Shared brand content SMS ads/offers Social media conversations Special POS offer

Discover

eNgage

Act

Overview of touchpoints: our DNA classification

Ads in social media Ambient OOH Banner ads Cinema ad FLP ads Magazines ads Mobile ad Newspaper ad Online video ads OOH ad in public transport Radio ads Special offers in media Street poster ad TV ad Product placement TV

Brand content in magazines Brand content newspapers Brand page on FB Brand website

Recommendation by experts Reco by media editorial Smartphone apps Sponsored events Sponsored radio programme Sponsored TV programme Sponsored website sections Branded TV programme Radio editorial

Addressed (e)mail Ads in social media Ambient OOH Banner ads Brand content in magazines Brand content newspapers Cinema ad FLP ads Magazines ads Mobile ad Newspaper ad Online video ads

Sponsored website sections Street poster ad TV ad Product placement TV Branded TV programme

OOH ad in public transport POS ad Radio ads SMS ads/offers Special offers in media Sponsored radio programme Sponsored TV programme

Brand page on Facebook Brand website Branded shops

Flyers or brochures Free samples In store ads

Smartphone apps Special POS offer Sponsored events

Reco by experts Reco by friends or relatives

Reco by media editorial Search engines

Shared brand content Social media conversations

Radio editorial

Paid

media

Owned

touchpoints

Earned

touchpoints

Overview of touchpoints: the classic POE approach

13

• can encourage conversations amongst

consumers

• can help consumers choose

• bring people into direct contact with the

brand

• give brands the chance to ask consumers

about their purchasing habits

• give the brand the chance to reward

customers for their fidelity

• allow brands to do their customers a

service

• give brands the chance to show that they

take their customers’ expectations into

account

• give brands the chance to be in the right

place at the right time

• can give a brand a good image

• can present novelties

• allow companies to address, ask

questions to consumers

• give the impression that the

brand is omnipresent

• give brands the chance to be

present in their consumers’

thoughts

• stimulates consumers’ curiosity

• can make a brand dynamic

• can show the popularity of a

brand

• encourage dreaming

• give the consumer the chance to

develop their status

Discover eNgage Act D N

vitality

relevance

credibility

quality

empathy

seduction

innovation

status

superiority

differentiation

awareness inform

implication

opinion fan

Consideration

Pay more

This TP

can help

consumers

choose

This TP gives

brands the chance

to be in the right

place at the right

time

This TP

can make

a brand

dynamic

This TP

can

present

novelties

This TP allows

brands to

reward

consumers for

their loyalty

Managing complexity…

Brand in control

Consumer in control

One to one One to many

Comms task Discover eNgage Act

Magazine ad

Brand in control

Consumer in control

One to one One to many

Brand content Mag

Comms task Earned TP OwnedTP Paid media

Brand content Mag Magazine ad

Brand in control

Consumer in control

One to one One to many

Focusing on magazines…

good image

brand dynamic popularity of the brand

present novelties

ask questions to consumers

encourage conversations

encourage dreaming

help consumers choose

develop status

direct contact with the brand

reward customers

service consumers

take customers’ expectations into account

brand omnipresent

ask about purchasing habits

right place right time

present in consumers’ thoughts

stimulate curiosity

95

100

105

110

115

4 4.5 5 5.5 6 6.5 7

What the touchpoint does WELL

What the touchpoint does BETTER than the other

ones

Comparable to TV

Ex aequo with TV

Best paid medium Ex aequo with TV

Slightly lower than TV ad Direct competitor = NP

Magazine ads

good image

brand dynamic popularity of the brand

present novelties

ask questions to consumers

encourage conversations

encourage dreaming

help consumers choose

develop status

direct contact with the brand

reward customers

service consumers

take customers’ expectations into account

brand omnipresent

ask about purchasing habits

right place right time present in consumers’

thoughts

prick curiosity

85

90

95

100

105

110

115

120

4.5 4.7 4.9 5.1 5.3 5.5 5.7 5.9 6.1 6.3 6.5

What the touchpoint does BETTER than the other ones

What the touchpoint does WELL

Magazines editorial as seen now: emotional, interactive, open

Magazine editorial

The question of attention

• When I see a commercial on TV, I’m attentive for the message

conveyed by the brand.

• When I watch TV, I pay attention to the brand that sponsors a

television program (e.g. the weather forecast sponsored by Van den

Borre)

• When I watch TV, I notice the presence or the mentioning of a brand in a TV

broadcast.

• When I watch a program on TV made by a brand (e.g. JBC “The Designers”), I

pay attention to the message of that brand.

• When I read the newspaper and I see a publicity, I pay attention to the message of the

brand.

• When I read the newspaper and I see a content distributed by a brand (e.g. games,

articles, report,…), I pay attention to that content.

• When I see a promotion in the media (coupons, offers,…), I pay attention to these offers. • When I listen to the radio and I hear a commercial, I pay attention to the message conveyed by that

brand.

• When I listen to the radio and I hear a radio program sponsored by a brand, I pay attention to the

message conveyed by that brand.

• When I listen to the radio, I notice the mentioning of a brand during a radio program.

• When I read a magazine and I see an ad for a brand, I pay attention to the message conveyed by that brand.

• When I read a magazine and I see editorial content of a brand (e.g. testimonials), I pay attention to that content.

Attention is specific to the second wave

Attention scores: magazine vs TV ads

24

% % %

High attention 10 1.4 2.2 2.3

9 2.3 2.6 2.7

8 5.9 6.3 7.1

7 12.8 11.2 11.5

6 14.1 12.5 12.9

5 18.2 16.7 17.5

4 10.3 10.7 10.1

3 14.0 11.5 12.5

2 9.6 12.6 10.9

Lowest attention 1 11.4 13.8 12.6

Average score /10 4.61 4.49 4.59

Magazine ads Paid mediaTV adAttention scores

Attention scores: details magazines

25

% %

High attention 10 2.1 1.4

9 4.1 2.3

8 9.0 5.9

7 12.7 12.8

6 14.7 14.1

5 16.0 18.2

4 10.8 10.3

3 11.7 14.0

2 10.3 9.6

Lowest attention 1 8.6 11.4

Average score /10 4.95 4.61

Magazine adsBrand content in magazinesAttention scores

Avg attention levels: voluntary exposure works best

4.59

5.33

5.03

Paid Owned Earned

POE segmentation

4.6 4.55

5.42

Discover eNgage Act

DNA classification

Consumer vs advertisers

The consumer’s view The advertiser’s view

TV ads vs magazine ads

TV ad

Newspaper ad Magazine ads

Free sheets ad

Cinema ad

OOH Radio ads

Online 3.9

4.1

4.3

4.5

4.7

4.9

5.1

0 200 400 600 800 1000 1200

AV

ERA

GE

AT

TEN

TIO

N S

CO

RE

RATECARD VALUE (MDB 01/10/2013 30/09/2014) COMMERCIAL ADVERTISERS ONLY

MILLION EUR

Illustrating the advertiser’s view

“Magazines have simply become a poor relation in which advertisers under-invest creatively, in both research and dollars. Print schedules are seen as background” Simon BROADBENT (1999 !)

And this is not new

«its labours must remain ever incomplete, because new questions never cease to present themselves » 1st edition of Critique of Pure Reason (Kritik der reinen Vernunft), 1781

« This is not a love song »

« Media agnostic » survey

Paid media as good and affordable compromise for brands

Fair measurement of possible connection points

Magazines seen at least « as good as TV » by consumers

Next step: further demonstrate effectiveness…

http://adage.com/article/media/wpp-ceo-martin-sorrell-lends-support-print-media/297807/

Good news:

process of

demonstrating

effectiveness

maybe has

already begun…

Thank you !!

bernard.cools@space.be