nancy detrixhe - does print work?

PRINT WORKS.

HIGH ROI

STRONG BRAIN RESPONSE

PRINT WORKS. BRAIN RESPONSE

EEG

Source: Erasmus Centre for Neuroeconomics van de Rotterdam School of Management, Erasmus University, Magazines.nl

Average brain activity for bottom 10 and top 10 ads;

based on likeability for frontally (Frontal:F3,Fz,F4)

and centrally placed electrodes (Central: C3,Cz en C4)

Print works in 0.3 seconds

Within 0.3 seconds the consumer decides whether a magazine ad is interesting or not. There is a very fast reponse in the

brain to seeing the ad.

Brain response is closely related to the likeability of an ad

Ads that are highly appreciated, show the strongest brain response. Likeability probably is a good predictor of the

impact of an ad.

Brain response is related to brand awareness

The advertised brand also affects the successfulness of an ad. High brand

awareness ensures a fast brain response (recognition).

Ranking based on brain activity

Top 20

Bottom

20

10 cross-media campaigns

Source: GfK Meta studyCross Media cases NDP Nieuwsmedia

Consumer

Questionnaire:

Radio, newspapers,

TV, magazines,

contacts and

purchases (non-

FMCG).

Electronic

measurement:

Online and

purchases

(FMCG)

Impact • Exposed

• Per contact class

Reach • Exposed

Costs •Cost per GRP

Return on

Investment

Effect per medium

Cost based on Nielsen and Mediaxim gross figures

Highest ROI for magazines and newspapers

Success factors:

1) Together with newspapers, magazines generate the highest ROI of all media;

2) Internal pacing, targeting and fitting environment all leverage the advertising effect and increase ROI;

3) Sales oriented campaigns work relatively well in magazines;

Success factors of magazines

Laurent de Groof, Consultant GfK:

“Hoewel op kleine schaal ingezet hebben de tijdschriften

ons verrast. Net als bij dagbladen is internal pacing een

succesfactor, alsook de doelgroepselectiviteit en het

passende umfeld bij een advertentie.”

Source: Mediamixer, Magazines.nl

Insights

• Do not overspend on 1 medium; a well-balanced media mix puts all media to work to the maximum of their potential

• Optimization of OTS is important; (too) many exposures are not cost efficient (diminishing return on investment)

• Print deserves a bigger role in the media mix. Whether the objective is sales or branding, a good print ad with sufficient exposure will lead to an uplift in ROI.

Results of this crossmedia ROI study match magazine effects in

international studies.

International studies

• MEP GfK Germany: targeted media like magazines, deliver high ROI

• Sanoma Belgium based on GfK panels: magazine ads can deliver sales uplifts in the short term

• Meredith Corporation USA: every dollar invested in Meredith titles, delivered an ROI of $7.81.

• Magonomics UK: on average magazines realize a higher ROI than (most) other media

Magazines are rarely used to their full potential.

Improve your ROI today with a more balanced media mix!

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