Download - Nancy Detrixhe - Does print work?
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PRINT WORKS.
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HIGH ROI
STRONG BRAIN RESPONSE
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PRINT WORKS. BRAIN RESPONSE
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EEG
Source: Erasmus Centre for Neuroeconomics van de Rotterdam School of Management, Erasmus University, Magazines.nl
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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)
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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.
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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.
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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).
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Ranking based on brain activity
Top 20
Bottom
20
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10 cross-media campaigns
Source: GfK Meta studyCross Media cases NDP Nieuwsmedia
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Consumer
Questionnaire:
Radio, newspapers,
TV, magazines,
contacts and
purchases (non-
FMCG).
Electronic
measurement:
Online and
purchases
(FMCG)
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Impact • Exposed
• Per contact class
Reach • Exposed
Costs •Cost per GRP
Return on
Investment
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Effect per medium
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Cost based on Nielsen and Mediaxim gross figures
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Highest ROI for magazines and newspapers
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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.”
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Source: Mediamixer, Magazines.nl
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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.
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Results of this crossmedia ROI study match magazine effects in
international studies.
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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
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Magazines are rarely used to their full potential.
Improve your ROI today with a more balanced media mix!
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