nancy detrixhe - does print work?
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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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