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 p...
Print works in 0.3 seconds
Within 0.3 seconds the consumer decides
whether a magazine ad is interesting or
not. There is a...
Brain response is closely related to
the likeability of an ad
Ads that are highly appreciated, show the
strongest brain re...
Brain response is related to brand
awareness
The advertised brand also affects the
successfulness of an ad. High brand
awa...
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:
Onli...
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, targeti...
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 potentia...
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 pan...
Magazines are rarely used to their
full potential.
Improve your ROI today with a more
balanced media mix!
E-mail: info@magazines.nl
Twitter: @magazinespuntnl
Facebook: facebook.com/Magazines.nl
Linkedin: magazines.nl groep
Nancy Detrixhe - Does print work?
of 23

Nancy Detrixhe - Does print work?

Published on: Mar 3, 2016
Published in: Marketing      Technology      Business      
Source: www.slideshare.net


Transcripts - Nancy Detrixhe - Does print work?

  • 1. PRINT WORKS.
  • 2. HIGH ROI STRONG BRAIN RESPONSE
  • 3. PRINT WORKS.BRAIN RESPONSE
  • 4. EEG Source: Erasmus Centre for Neuroeconomics van de Rotterdam School of Management, Erasmus University, Magazines.nl
  • 5. 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)
  • 6. 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.
  • 7. 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.
  • 8. 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).
  • 9. Ranking based on brain activity Top 20 Bottom 20
  • 10. 10 cross-media campaigns Source: GfK Meta studyCross Media cases NDP Nieuwsmedia
  • 11. Consumer Questionnaire: Radio, newspapers, TV, magazines, contacts and purchases (non- FMCG). Electronic measurement: Online and purchases (FMCG)
  • 12. Impact • Exposed • Per contact class Reach • Exposed Costs •Cost per GRP Return on Investment
  • 13. Effect per medium
  • 14. Cost based on Nielsen and Mediaxim gross figures
  • 15. Highest ROI for magazines and newspapers
  • 16. 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.”
  • 17. Source: Mediamixer, Magazines.nl
  • 18. 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.
  • 19. Results of this crossmedia ROI study match magazine effects in international studies.
  • 20. 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
  • 21. Magazines are rarely used to their full potential. Improve your ROI today with a more balanced media mix!
  • 22. E-mail: info@magazines.nl Twitter: @magazinespuntnl Facebook: facebook.com/Magazines.nl Linkedin: magazines.nl groep

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