cobus heyl - 5th iberoamerican magazine media conference

29
Cobus Heyl, Marketing Manager, FIPP @cobusheyl Visit us at FIPP.com for more Engage @fippworld Proof of Performance Ibero-American Magazine Media Conference September 2014

Upload: aner-associacao-nacional-de-editores-de-revistas

Post on 24-May-2015

487 views

Category:

Presentations & Public Speaking


0 download

DESCRIPTION

Palestra "Proof of Performance", de Cobus Heyl, Gerente de Marketing, FIPP, Reino Unido.

TRANSCRIPT

Page 1: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Proof of Performance

Ibero-American Magazine Media ConferenceSeptember 2014

Page 2: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

A simple question

Page 3: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

According to global research

2013 20160

5

10

15

20

25

30

35

40

4540.1 39.2

18.15 19.5

2.7

7.67.9 6.4

16.913.7

7 6.86.9 6.3

0.6 0.5

TV Desktop Internet Mobile Internet Magazines Newspapers Outdoor Radio Cinema

Global share (%) of ad spend, by medium

Zenith Optimedia

2013 – 2016:Magazines: 1.5 per cent decline

Magazines ARE losing ground

Page 4: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

So is it time to fall out of love?

Page 5: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Or is perception part of the problem?

Print = dying

And magazines = print

So, magazines = dying

I’m telling the world!

Page 6: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Perhaps it needs a deeper look

Zenith Optimedia

Magazines’ share of ad spend depicted here denotes print advertising

What of magazine brands’ opportunity in desktop and mobile Internet? Not to mention further platforms

2013 201605

1015202530354045

18.15 19.5

2.77.67.9 6.4

TV Desktop Internet Mobile Internet Magazines Newspapers Outdoor Radio Cinema

2013 – 2016:

Desktop Internet: 1.35 per cent growthMobile Internet: 4.9 per cent growthMagazines: 1.5 per cent decline

Page 7: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

More emphasis on a different reality

The Media Guy, AdAge 2013

Magazine

Print

Live

Mobile

DesktopRadio

Social

Tablet

TV

Magazines Are Dead, or Why There’s No Such Thing as a (Mere) Magazine Company Anymore

Magazine

Print

Page 8: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

And a change in the conversation

Magazine Diaries is the idea of

Peter Houston – follow his blog at flippingpagesblo

g.com

Business Week - Debate

Nymag.com

Economist

Guardian

Fewer such headlines More of these headlines

Page 9: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Evidence to support a different realityDrawn

from 150+ studies

around the world

Presented, analysed discussed

at FIPP RF&A

RF&A = FIPP’s annual Research Forum and Awards

Page 10: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

STUDY # 1: The Connected Consumer

Study by Time Inc. (UK), previously IPC Media

Conducted in 2013 3,543 interview respondents Asked about experiences using 7 of Time Inc. (UK)’s core multi-platform brands

Marie Claire, InStyle, NME, IdealHome, woman&home, Now, LOOK

timeincuk.com/advertise/insight/

Page 11: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

How engagement with ‘readers’ has changed

Time Inc. (UK) … now connecting with consumers in more places than ever

250 million

# of interactions across 60 brands per

year

8 - 10

# of interactions per second

Page 12: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

It happens more often, in different ‘states of mind’

Magazine media brand engagement across platforms, at different times of the day

Getting up to speed Time deprived Escapism

4 in 10

connect with Time Inc. (UK) brands several

times a day

Page 13: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

And in more places than beforeMagazine media brand engagement across platforms, in different environments

Page 14: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Brand affinity increases across platformsResult

Page 15: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Multi-platform magazines impact all stages of purchase journey

Discover /

Awareness

Research / knowledge acquisition

/ Familiarity

Forming opinion / influence

form others

Purchase

consideration or intent

Purchase

Post-purchas

e evaluati

on

Bonding; ambassador Influences others

Dissident Influences others

Result

Get ideas

Search for info

Create sales

Share with

friends

Page 16: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

STUDY # 2: A journey into neuroscience

bauermedia.co.uk/research

Research Study by Bauer Media, UK

180 female participantsAged 18-34

Page 17: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

heat … a multiplatform brand

Print Web

Social (7) App

Digital edition

Newsletter & email

TV Radio

Page 18: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

One

Why is it important for brands to drive an emotional response?

Two

Is an advertising message enhanced by using a common brand across platforms?

Three

Can a lead medium prime response to other platforms?

Using neuroscience … heat set out to answer 3 questions

Page 19: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

To assess commercial effects

Print magazi

ne

Online TV Radi

o

heat

Brand A Brand B Brand C Brand DPrint magazi

ne

Online TV Radi

o

vs.

Page 20: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Multiplatform magazine media brands work

Responses to advertising messages across platforms are stronger for those linked by the heat brand than those without

I.e.Advertising with a single magazine media brand across multiple platforms

works better than with different brands on particular platforms

Result

Page 21: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

In summary

Page 22: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Magazines only print

Magazine

Print

Live

Mobile

DesktopRadio

Social

Tablet

TV

Magazine

Print

And we are starting to see real evidence of how multi-platform magazines add value

Recap

Page 23: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Multi-platform benefitsConsumers

Recap

Reach and engagement • Expands reach• Creates multiple touch points, 24/7

Satisfaction and affinity• Deepens brand relationships• Multiplatform satisfaction scores even higher

than single platform

Page 24: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Multi-platform benefitsAdvertisers

Recap

• Multiple ad solutions• 24/7 engagement opportunitySolutions and engagement

• Brand affinity positively impacts ad receptiveness across platforms

• Higher responses to ads with single brand across platforms than different brands – creates multiplier effect

Ad receptiveness

• Impacts throughout all stages of the purchase journey – idea, evaluation, purchase, influencingImpact purchase journey

Page 25: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

So, isn’t it time we make people fall in love with magazine media again?

Page 26: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Accept challenges. But address perception

And we have evidence to show we’re doing so effectively.

Magazine media is evolving.

Page 27: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

This is why POP exists:Arm yourself with evidence to make the case

Drawn from 150+

studies around the

worldPresented, analysed discussed

at FIPP RF&A

RF&A = FIPP’s annual Research Forum and Awards

Page 28: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

For more:

Deep-dive and questions

Join FIPP for a POP v2 launch webinar on

4 November 2014 at 15:00 GMTfor an in-depth look and an opportunity to

ask questions of POP Author Guy Consterdine and

FIPP Research Committee Head Esther Braspenning

For more research, insights and conversation, visit FIPP.comTo find out about POP translation rights, contact Helen Bland at [email protected]

Webinar and launch of POP V2Save the date

Page 29: Cobus Heyl - 5th Iberoamerican Magazine Media Conference

Cobus Heyl, Marketing Manager, FIPP@cobusheyl

Visit us at FIPP.com for moreEngage @fippworld

Obrigado Gracias

Thank you