TOOLS YOU CAN USE. Submitted By: Nancy Telliho, Interim President and CEO, MPA Date: November 2015

Transcription

1 TOOLS YOU CAN USE Submitted By: Nancy Telliho, Interim President and CEO, MPA Date: November 2015

2 MEMBER MATERIALS Magazine Media 360 Brand Audience Report Highlights and Custom Charts (Six slides) Neuroscience White Paper Highlights (Seven slides) TOOLS YOU CAN USE The Print Campaign Analysis by Millward Brown Highlights (Five slides) Print Magazine Sales Guarantee Methodology & Rollout (Eleven slides)

3 PRINT+DIGITAL EDITIONS WEBSITES (DESKTOP/LAPTOP/MOBILE) VIDEO GFK/MRI or Ipsos ComScore or Nielsen ComScore or Nielsen A monthly industry report utilizing reputable third-party data to capture magazine media audiences across multiple platforms and formats

4 TOTAL AUDIENCE INSIGHTS PUBLISHED MONTHLY BY MPA

5 TOTAL AUDIENCE INSIGHTS PUBLISHED MONTHLY BY MPA

6 GRAPHING TEMPLATES DISTRIBUTED MONTHLY BY MPA

7 GRAPHING TEMPLATES DISTRIBUTED MONTHLY BY MPA

8 GRAPHING TEMPLATES DISTRIBUTED MONTHLY BY MPA

9 WHY. HOW. PROOF. PRINT MAGAZINES PLAY A UNIQUE AND UNPARALLELED ROLE IN THE MEDIA ECOSYSTEM

10 WHY. HOW. PROOF. FACT: People process print content with greater focus of attention and with intense emotional reverberations vs. the screen format FACT: Print is the cornerstone of the optimum multiplatform advertising buy FACT: Print holds a unique power to drive sales with the highest ROIs of all media FACT: PRINT offers the only industry-wide sales guarantee What Can Neuroscience Tell Us About Why Print Advertising Works? By Scott McDonald, PhD, July 2015 The Print Campaign Analysis A meta-analysis of nearly 100 advertisercommissioned ad effectiveness studies. By Millward Brown, 2015

11 WHAT CAN NEUROSCIENCE TELL US ABOUT WHY PRINT MAGAZINE ADVERTISING WORKS? A Review of Cognitive Science Research on Differences Between Reading on Paper & Reading on Screen 150 peer-reviewed papers, books & experimental reports Finds surprising degree of scientific consensus on differences in how human brains process information gathered by reading on paper vs. reading on screen Could provide a neuroscience-based explanation for robust ROI of Print advertising

12 NEUROSCIENCE KEY FINDINGS Reading Speeds Differ Screen reading more often in scan mode, searching for nuggets to store ( squirreling ). It is more superficial. By contrast, paper-based reading tends to be slower, more deliberate.

13 NEUROSCIENCE KEY FINDINGS Paper-Based Reading Associated With Higher Comprehension and Recall Conclusion of 26 out of 31 studies that measured comprehension Much of this research took place in university settings using difficult texts Recent experiments in Israel (Ackerman et.al. 2011) also took account of time constraints When students were under time pressure, the print/screen differences diminished However under the more natural (more magazine-like) conditions of no time constraints, comprehension differences were great. Printbased readers were better able to monitor their own learning, slow down, and comprehend

14 NEUROSCIENCE KEY FINDINGS Paper May Stimulate Emotions & Desires A recent study of direct mail by neuroscientists at Temple University (Dimoka et al, 2015) compared responses to on-paper vs. on-screen advertisements using measures of attention (eye tracking), arousal (skin conductance and heart rate), and neural activity (fmri).

15 NEUROSCIENCE KEY FINDINGS Majority (Even of Millennials) Prefer Print-on- Paper Reading Nearly every study found in this scan that asked respondents direct questions about their preferred format for reading, paper came out on top even among digital natives

16 NEUROSCIENCE KEY FINDINGS Paper-Based Reading Benefits From More Focused Attention, Less Distraction Digital environments characterized as noisy and more prone to attention deficits Research in this vein often focuses on the problem of cognitive load the attentional and emotional demands placed by having to decide whether to stay with what you are reading or branch off on a hyperlink The review identified 20 cognitive science studies that identified hyperlinks as a reason for lower recall and comprehension among screen-based readers

17 NEUROSCIENCE KEY FINDINGS Tactility of Paper Contributes to Its Impact on Readers The review found a body of research focused on the haptics of reading the way we use our sense of touch and motor skills to supplement the cognitive components of reading

18 MILLWARD BROWN PRINT CAMPAIGN ANALYSIS Meta-analysis focusing on role of Print when used in combination with TV and Web advertising Nearly 100 studies of cross-platform ad effectiveness, commissioned and paid for by advertisers from Reinforces the already prevalent finding that Print advertising boosts advertiser results especially for persuasion metrics Impact is statistically significant in CPG, Financial, Auto and Entertainment categories

19 METHODOLOGY: THE HIERARCHY OF ADVERTISING EFFECTS How do you measure where consumers are in the continuum? First, consumers need to be aware 1 of a brand. Then they need to understand the value to them, or what the 2 product is used for. BRAND AWARENESS/FAMILIARITY Measures the level of familiarity respondents have with the brand (aided and unaided) MESSAGE ASSOCIATION Measures the extent to which respondents can match the messages and/or concepts in the creative to the brand The consumer forms an opinion about the 3 brand. Finally, the consumer decides whether he or she is likely to 4 purchase the brand. Source: Millward Brown Digital BRAND FAVORABILITY Measures the extent to which respondents have a positive or favorable opinion of the brand PURCHASE INTENT Measures the likelihood of respondents to purchase the brand in the future

20 PRINT GENERATES HIGHEST LIFTS IN PERSUASION METRICS 30% Channels by Delta 25% 20% 15% 10% 5% 3% 3% 4% 2% 8% 5% 10% 11% 11% 11% 7% 5% 6% 8% 8% 5% 4% 4% 0% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Online Delta Print Delta TV Delta Source: Millward Brown Digital significant increase at 95% confidence Online Print TV Number Respondents 253,421 88, ,479

21 PRINT SIGNIFICANTLY BOOSTS EFFECTIVENESS OF CROSS-PLATFORM CAMPAIGNS 30% 25% Channels by Delta 20% 15% 10% 5% 6% 4% 3% 4% 15% 13% 10% 6% 11% 11% 10% 11% 11% 7% 15% 15% 12% 11% 10% 8% 9% 17% 17% 15% 14% 10% 11% 7% 8% 0% Unaided Awareness Aided Awareness Online Ad Awareness Print Ad Awareness TV Ad Awareness Message Association Brand Favorability Purchase Intent Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta Source: Millward Brown Digital significant increase at 95% confidence Print + Online Online + TV Print + TV Print + Online + TV Number Respondents 30,588 91,019 24,563 10,967

22 PRINT ADVANTAGE ACCELERATED AT 5+ EXPOSURES Frequency Impact on Brand Favorability Data is Delta 20% Online Print TV 15% 14% 17% 10% 10% 6% 6% 8% 5% 5% 0% 3% 1-2 Exp Delta 3-4 Exp Delta 4% 5+ Exp Delta Source: Millward Brown Digital

23 PRINT ADVANTAGE ACCELERATED AT 5+ EXPOSURES Frequency Impact on Purchase Intent Data is Delta 20% 15% Online Print TV 14% 18% 10% 5% 0% 10% 7% 1-2 Exp Delta 6% 3% 4% 3-4 Exp Delta 5+ Exp Delta 9% 5% Source: Millward Brown Digital

24 Industry-wide money-back or space-back guarantee of advertising performance PRINT MAGAZINE SALES GUARANTEE

25 METHODOLOGY: QUALIFY ADVERTISER BRAND/PRODUCT Must have available data: Brands/Products with UPC codes captured in homescan or shopper card databases Brands/Products found in standard credit card sales databases

26 METHODOLOGY: QUALIFY ADVERTISER BRAND/PRODUCT Must have available data: Brands/Products with UPC codes captured in homescan or shopper card databases Brands/Products found in standard credit card sales databases Commit to print magazine campaign minimum 150 GRPs against adults 18+ within 12 months

27 METHODOLOGY: QUALIFY ADVERTISER BRAND/PRODUCT Must have available data: Brands/Products with UPC codes captured in homescan or shopper card databases Brands/Products found in standard credit card sales databases Commit to print magazine campaign minimum of 150 GRPs against adults 18+ within 12 months Represents a Y-O-Y ad revenue and/or ad page and/or share increase

28 QUALIFY RUN PRINT CAMPAIGN TEST/ CONTROL CAPTURE GAINS CALCULATE ROI PRINT MAGAZINE SALES GUARANTEE

29 THE GUARANTEE IF INCREMENTAL SALES ARE LESS THAN AD INVESTMENT NEGATIVE ROI THE DIFFERENCE WILL BE REBATED

30 LAUNCHED: OCTOBER 12, 2015

31 LAUNCHED: OCTOBER 12, 2015

32 LAUNCH: PRESS While many industries have sat back and lamented the disruption caused by technology, magazine media leadership has twice now put aside its wildly competitive culture to aggressively lead and transform the marketplace, Magazine publishers say it is an offer advertisers can t refuse. Their money back or free ad pages if sales don t increase after running print ads in their publications. "We are confident in our product, its future and the unique role that print magazines play in our multiplatform ecosystem to drive ROI and lift advertisers' brand sales" The premise is simple. If advertisers do not see an increase in their sales after undertaking a magazine campaign, they will get their money back. Major magazine publishers are mounting an ambitious industry-wide initiative to guarantee return on investment for print advertising

33 ROLLOUT: ANA CONFERENCE OCTOBER 14-17, 2015

34 ROLLOUT: ANA CONFERENCE OCTOBER 14-17, ,000-12,000 print magazines distributed Print Magazine Sales Guarantee: Promoted FAQ distributed Highlighted by ANA President & CEO Bob Liodice, main stage conference opener Research highlights distributed

35 TOOLS YOU CAN USE Questions? Contact: Nancy Telliho, Interim President and CEO, MPA