March 2014By:
2
Contents
Page
1. Digital Atenea Background 3
2. Digital Atenea Objetives 6
3. Digital Atenea: Level of Analysis 8
4. Methodology and Technical Specifications 12
5. Results: Image of Websites 17
6. Results of campaigns: Magazines Websites vs Non Magazines Websites 21
A. Segment: Non readers of Magazines-paper 20
Example: PANTENE 22
B. Segment: Readers of Magazines-paper 29
Example: PANTENE 30
3
Digital Atenea:
Background
4
Atenea Background:
Promoters & The way to implementing
� Atenea was founded in 2005 (on its test phase) on the initiative of
three major publishing groups
Two consulting firms have been working
on its design and implementation
Two consulting firms have been working
on its design and implementation
In charge of the design of the study,
fieldwork, crosstabulation and analysis
In charge of the modeling área and the
web tool
� Atenea was born with the aim to prove quantitatively how advertisements in magazines
improves the efficiency of any ad campaign on Television.
� Since then, we run the study twice a year, providing a model and an online tool to help media
planners to predict campaign efectivness.
5
Digital Atenea Background
� In 2011 (first test) Hearst Magazines, GPS and RBA Revistas, the
publishing groups supporting Atenea, wanted to take a step forwards and
research the effectiveness of the advertising communication of magazine
website through internet.
� Thus, with the help of the technical design of CIMEC (also responsible for
online data collecting, data processing and analysis), DIGITAL ATENEA was born as an ongoing survey about the advertising effectiveness of the magazine websites.
6
Digital Atenea
Main Objectives
7
Digital Atenea: Main Objetives
� DIGITAL ATENEA is a continuous survey by waves, to test and analyze
online campaigns planned on the magazine websites, it allows us:
o To Compare the image of the Websites of Magazines with the other Websites as
advertising media.
o To Compare their results with those obtained in other campaigns planned into No
Magazine Websites, showing the effectiveness of the online magazine sites compared to
other sites.
o To Demonstrate the leverage factor and synergies that occur between web
magazines and their paper magazines, that is, the Cross Media Value under the same
magazine´s brand.
o To prove that the web magazines campaigns have a strong impact on people with
leadership and prescription capacity and therefore get more powerful Word of Mouth,
amplifying more and better the message and brand values to other websites.
8
Digital Atenea:
Analitical work
9
A. Between Internet user No Paper Magazine readers :
• MAGAZINE WEBSITES vs OTHER WEBSITES
B. Between Internet user Paper Magazine readers : Cross Media effect analyze (Cross
media value under the same Brand magazine), by comparing:
• PAPER MAGAZINE+ MAGAZINEWEBSITE vs
PAPER MAGAZINE+OTHER WEBSITE
A brief summary of benchmarking and analytical work
� The analysis is intended to reveal two main types of information :
1
2
10
Online Advertising Campaigns: Sales Pitches
Atenea Digital has been built to work and enforce the sales pitches of the
publishing groups involved in the survey:
A. Websites comparison between Internet user No Paper Magazine readers:
Efectiveness analysis of Magazine websites vs Other Webs:
• Sales pitch:
� “If you are planning an online advertising campaign - Although you
are not going to include paper magazine in your media planning -
planning magazine websites is more efective than other websites”
11
Online Advertising Campaigns: Sales Pitches
B. Websites Comparison between Online Paper Magazine readers :
Magazine Websites vs. Other webs + Cross Media effect analysis (Cross
media value under the same Brand magazine), by comparing:
• Sales pitches:
� “The cross media planning using magazines brand ( Webs+ paper magazine)
add an efectiveness added value”.
� “If you are planning paper magazine and you also want to plan internet.
Planning on Magazine websites not only is more effective than other
websites but you get an aditional value finding synergies and leveraging the
global effects of your campaign”.
12
Methodology &
Technical Specifications
13
Methodology
� Only specific campaigns are tested.
� These should be campaigns planned into Magazines web sites, taking into account:
o If these campaigns have been planned in other web sites
o If these campaigns have been planned in their paper magazines
� There can be investment in other media (TV, Outdoor, …)
� The study is carried out during the campaign
� Surveys are carried out from two segments of similar socio-demographic
characteristics, with the only difference that:
o One segment is exposed to ad in Magazine and not to other websites with the same ad
campaign during the last week)
o The other segment is not exposed to Magazine website, though they are exposed to ad in
other websites with the same ad campaign
� Within each segment two sub-samples of readers and non-readers of the paper
magazines (based on whether the campaign has appeared in them or not) are also
controlled
� For a given (Male or Female) target, the maximum segmentation is four subsamples
14
A brief summary of segmentation analysis
They are exposed to the
campaign across neither
Magazines websites nor
paper magazines
ONLY EXPOSED TO
OTHER WEBSITES
They are exposed to the
campaign across paper
magazines, but not
Magazines websites
EXPOSED TO OTHER
WEBSITES
+ PAPER MAGAZINES
They are exposed to the
campaign across both
Magazines websites and
paper magazines
EXPOSED TO MAGAZINE
WEBSITES + PAPER
MAGAZINES
They are exposed to the
campaign across Magazines
websites , but not paper
magazines
ONLY EXPOSED TO
MAGAZINE WEBSITES
Four subsamples are perfectly comparable to be chosen with the same sociodemographic
characteristic. They may also be exposed to other media (TV, outdoor, ...)
Four subsamples are perfectly comparable to be chosen with the same sociodemographic
characteristic. They may also be exposed to other media (TV, outdoor, ...)
INTERNET USERS NOT EXPOSED TO ADVERTISE
IN MAGAZINES SITES (IF OTHER WEBS)
INTERNET USERS EXPOSED TO INTERNET
ADVERTISING MAGAZINES SITES (NO OTHER
WEBS)
NO PAPER MAGAZINE
READERS
PAPER MAGAZINE
READERS
NO PAPER MAGAZINE
READERS
PAPER MAGAZINE
READERS
S1 S2 S3 S4
15
Technical Specifications
� Universe: Men and Women internet users, from 14 to 54 years old, visitors of magazinees websites
and other website, where the testing campaign is planned.
� Technique: Computer aidded Web interview (CAWI), 20 minutes long.
� Sample:
o 4 possible sub-samples of at least 120 interviews each.
o WEBS OF MAGAZINES :
• Magazine Webs Visitors where advertising has appeared ( and at least in the last week have
not had the opportunity to be exposed to campaign across the other Sites. No Paper magazine
readers.
• Magazine Webs Visitors where advertising has appeared ( and at least in the last week have
not had the opportunity to be exposed to campaign More Sites where there appeared the
campaign) . Paper magazine readers where the campaign has been published
• Extracted from the web pages of magazines
o PANEL OF INTERNET USERS :
• Magazine Webs No visitors, but they have visited other sites where tested advertising
campaigns has appeared . No Paper Magazines Readers .
• Magazine Webs No visitors, but they have visited other sites where tested advertising
campaigns has appeared . Paper Magazines Readers where the campaign has been published
• Extracted from internet panel.
16
Advertising awareness
Purchase intention
Communication impact &
Brand Reconition
(Internet & Magazines & TV)
Brand awareness
WOM (Word Of Mouth)
Effective WOM
Advertising
investmentPlanning & Ad media
Impacted people's profil
(Champions, transmitters
& receivers)
effects of the
campaign on the
consumer
Total Net impact
(All Media)
Analyzed indicators (for each campaign)
17
Results:
Image of web sites
18
Image of Websites as a Advertising Platform
� Internet users make a comparison between different websites
� Each person answers on the specific type of Web page that has visited the last
week (portals, newspapers, magazines, ...)
� After that, we add all the answers related to magazine websites and all the
answers related to other websites
Magazine website Value as a Magazine website Value as a
advertising location
Magazines Websites are better perceived as
than the Other Websites
By internet users
19
Magazines Websites vs Other Websites Image
26,5
24,5
36,1
20,6
19,1
22,8
60,5
63,1
77,6
47,6
62,8
72,5
Otros sites Sites de revistas
Unit: % Agree (completely + something ). Base: Total: Magazines Websites (n=484), Non-magazines Websites (n=363)
AROUSES INTEREST
IMPROVE RECALL
QUALITY AS SUPPORT
CREDIBILITY CONTRIBUTION
CUSTOMIZATION
MATCH SUPPORT/CONTENTS
Data WomenTarget _Wave 1-2013
20
31,7
31,0
42,4
22,4
16,9
27,0
46,2
53,7
64,8
40,9
47,9
52,5
Otros sites Sites de revistas
Data Men Target _Wave 1-2013
Unit: % Agree (completely + something ). Base: Total: Magazines Websites (n=125), Non-magazines Websites (n=318)
Image Magazines Websites vs Other Websites
AROUSES INTEREST
IMPROVE RECALL
QUALITY AS A ADVERTISING VEHICLE
CREDIBILITY CONTRIBUTION
CUSTOMIZATION
MATCH SUPPORT/CONTENTS
21
Main Results by campaign:
Magazines Websites/
non-magazines Websites
22
Segment: No Paper Magazine
readers
“If you are planning an online advertising campaign - Although you are not going to include
paper magazine in your media planning - planning magazine websites is more efective than
other websites”
A)
23
Pantene
Internet+TV
Data WomenTarget _Wave 1-2013
24
Pantene_1
83,8
94,8
45,3
97,7
97,6
69,6
Advertising
awareness
Brand awareness
Purchase intention
Non-magazines Websites (+TV) Magazines Websites (+TV)
% INCREASE
+16,6%
+3,0%
+53,6%
%. Total Internet users non readers of magazines-paper. Non-magazines websites (n=241), Magazines websites (n=130).
Internet users Non-
readers of Magazines
25
Pantene_2
85,4
84,3
20,6
19,6
87,8
85,0
44,3
41,4
TV spot impact
Brand Recognition
Spot Impact
Brand Recognition
Non-magazines Websites (+TV) Magazines Websites (+TV)
+2,8%
+0,8%
TV SPOT
INTERNET SPOT
IMPACT (SPOTS TV & INTERNET) IMPACT (SPOTS TV & INTERNET)
AND BRAND RECOGNITION
% INCREASE
+115,0%
+111,2%
%. Total Internet users non readers of magazines-paper. Non-magazines websites (n=241), Magazines websites (n=130).
Internet users Non-
readers of Magazines
26
Pantene_3
84,3
86,0
TOTAL NET
IMPACT * (TV+INT)
Non-magazines Websites (+TV) Magazines Websites (+TV)
% INCREASE
+2,0%
TOTAL CAMPAIGN
TOTAL NET IMPACT
(*) They remind one of the two ads (Internet or Tv) and they remember correctly advertised brand.
%. Total Internet users non readers of magazines-paper. Non-magazines websites (n=241), Magazines websites (n=130).
Internet users Non-
readers of Magazines
27
Pantene_4
IMPACTED PEOPLE’S PROFILE AND WORD OF MOUTH (WOM)
+312,8%
% INCREASE
2310,9
61,3
51,2
15,6
37,9
Non readers Readers
Champions
Other
transmitters
Receivers
Word of Mouth (WOM) among
Impacted by the campaign(Average number of persons with those who
have spoken)
6,56,5 26,926,9
%. Internet users, not reading of Magazines-paper , impacted by the Ad. Non-magazines websites (n=203), Magazines websites (n=112).
Internet users Non-
readers of Magazines
Non-magazines
Websites
Non-magazines
Websites
Magazines
Websites
Magazines
Websites
Champions: Talk to many
people and could give large
amount of information
and very or quite likely to
convince others
Other transmitters: WOM
potential but less than
Champions.
Receivers: Don´t Talk to
many people and couldn´t
give large amount of
information about brands and
products
28
Pantene_5
IMPACT AND WOM: SUMMARY
% INCREASE
+2,0%
+312,8%
TOTAL NET IMPACT * (% Total Sample) 84,3%84,3% 86%86%
Non-magazines
Websites
Non-magazines
Websites
Magazines
Websites
Magazines
Websites
WOM: data among impacted
(average number of persons with those who have spoken) 6,56,5 26,926,9
Effective WOM (data deflated) 6,06,0 23,923,9 +297%
(*) They remind one of the two ads (Internet or Tv) and they remember correctly advertised brand.
Internet users Non-
readers of Magazines
29
Segment: Readers of
Magazines-paper“The cross media planning using magazines brand (
Webs+ paper magazine) add an efectiveness added value”.
“If you are planning paper magazine and you also want to plan internet.
Planning on Magazine websites not only is more effective than other
websites but you get an aditional value finding synergies and leveraging
the global effect of your campaign”.
B)
30
Internet+Magazines+TV
Pantene
Data WomenTarget _Wave 1-2013
31
Pantene_1
85,3
99,4
56,6
96,8
99,2
69,8
Advertising
awareness
Brand awareness
Purchase intention
Non-magaz Websites (+TV+Mag) Magaz Websites (+TV+Mag)
% INCREASE
+13,5%
-0,2%
+23,3%
Internet users Readers
of Magazines-paper
%. Total Internet users readers of magazines-paper. Non-magazines websites (n=122), Magazines websites (n=354).
32
Pantene_2
86,2
86,2
24,4
21,5
23,6
22,4
91,6
91,0
43,6
40,3
53,6
52,6
TV spot impact
Brand Recognition
Spot Impact
Brand Recognition
Spot Impact
Brand Recognition
Non-magaz Websites (+TV+Mag) Magaz Websites (+TV+Mag)
+6,2%
+5,5%
TV SPOT
MAGAZINE SPOT
IMPACT (SPOTS TV, MAGAZINES & INTERNET)
AND BRAND RECOGNITION
INTERNET SPOT
+78,6%
+87,4%
+127,1%
+134,8%
Internet users Readers
of Magazines-paper
% INCREASE
%. Total Internet users readers of magazines-paper. Non-magazines websites (n=122), Magazines websites (n=354).
33
Pantene_3
88,2
93,0
TOTAL NET
IMPACT*
(TV+MAGAZ+INT)
Non-magaz Websites (+TV+Mag) Magaz Websites (+TV+Mag)
+5,4%
Internet users Readers
of Magazines-paper
% INCREASE
TOTAL CAMPAIGN
TOTAL NET IMPACT
(*) They remind one of the three Ads (Internet or Tv or Magazines-paper) and they remember correctly advertised brand.
%. Total Internet users non readers of magazines-paper. Non-magazines websites (n=241), Magazines websites (n=130).
34
Pantene_4
+235,5%
15,17,7
58,4
47,1
26,6
45,2
Non readers Readers
Champions
Other
transmitters
Receivers
8,68,6 29,029,0
Internet users Readers
of Magazines-paper
IMPACTED PEOPLE’S PROFILE AND WORD OF MOUTH (WOM)
Word of Mouth (WOM) among
Impacted by the campaign(Average number of persons with those who
have spoken)
% INCREASENon-magazines
Websites
Non-magazines
Websites
Magazines
Websites
Magazines
Websites
%. Internet users, reading of Magazines-paper, Impacted by the Ad. Non-magazines websites (n=108), Magazines websites (n=329).
Champions: Talk to many
people and could give large
amount of information
and very or quite likely to
convince others
Other transmitters: WOM
potential but less than
Champions.
Receivers: Don´t Talk to
many people and couldn´t
give large amount of
information about brands and
products
35
Pantene_5
+5,4%
+235,5%
88,2%88,2% 93%93%
8,68,6 29,029,0
8,08,0 27,627,6 +247%
Internet users Readers
of Magazines-paper
(*) They remind one of the three Ads (Internet or Tv or Magazines-paper) and they remember correctly advertised brand.
WOM: data among impacted
(average number of persons with those who have spoken)
IMPACT AND WOM: SUMMARY
Effective WOM (data deflated)
TOTAL NET IMPACT * (% Total Sample)
% INCREASENon-magazines
Websites
Non-magazines
Websites
Magazines
Websites
Magazines
Websites
36
El arte de la investigación
www.cimec.es
Av. Labradores, 1, 4º, Of. 6
28.760 Tres Cantos (Madrid)
Tlf: 91 448 65 49
Fax: 91 448 65 77
Top Related