Ulbe Jelluma - Is trust the differentiator?


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Ulbe Jelluma - Is trust the differentiator?

  1. 1. Is Trust the Differentiator?Sanoma Brussels, May 2013
  2. 2. 2what is print power?• We promote the use of print media among media decision makersby•Promoting the effectiveness of print (Print Power)•Demonstrating the environmental friendliness of print (TwoSides)
  3. 3. 3what is print power?What makes Print Power initiative unique?Promoting benefits and taking away barriersB2B audience and B2CCovers various print media channels (advertising in newspapers andmagazines, direct mail, customer magazines, door drops and catalogues)Lean central organisation - country organisations in 13 countriesEntire value chain involvedProduction Distribution Printing Content DeliveryPaper manufacturers Paper merchants Printers Publishers Postal operators
  4. 4. 4Two brandswhat is print power?Effectiveness campaign Sustainability campaign
  5. 5. 5Print Power - campaigns
  6. 6. 6Print Power - Campaigns
  7. 7. 7Print Power - active countries
  8. 8. 8Magazines under pressureMagazines under attack of many forcesAgenciesConsumers MagazinesMagazinesAdvertisers
  9. 9. 9Advertising Expenditures Western-EuropeGrowth and decline of advertising expendituresSource: ZenithOptimedia April 2013
  10. 10. 10Advertising Expenditures- Western-EuropeMarket shares media typesSource: ZenithOptimedia April 2013%
  11. 11. 11Advertising Expenditures- Country differencesMarket shares media in selected countries (2013)Source: ZenithOptimedia April 2013$ mio10%50%40%30%20%52,4%36,6%31,9%25,1%24,6%22,2%48,7%%PrintShare
  12. 12. 12Advertising Expenditures BelgiumGrowth of advertising expenditures per capitaSource: ZenithOptimedia April 2013$
  13. 13. 13Advertising Expenditures BelgiumEvolution media typesSource: ZenithOptimedia April 2013$ mio
  14. 14. 14Consumers downloading or reading newspapers and magazinesonlineConsumer reading patterns - SubsititionSource: Eurostat 201269-91%55-69%47-55%36-47%30-36%
  15. 15. 15Time used to consume media and media investmentsMartin Sorrell: media investments should be inline with the time consumersspent reading or watching media
  16. 16. 16Time used to consume media and media investmentsHowever where does this leave us withHow to correct for differences in cost/GRPHow to correct for attention for adsHow to correct for situational factorsHow to correct for objectives of advertisementsDoes simultaneous media use has the same value as single focusHow to correct for trust level of media brand
  17. 17. 17Cost per 100 GRPs in five major countriesCost per GRP comparison - magazinesSource: WARC 2012€ 000
  18. 18. 18UK - cost per 100GRPsCost per GRP - UKSource: WARC 2012€ 000
  19. 19. 19Indexed evolution cost per GRPCost per GRP - UKSource: WARC 2012
  20. 20. 20Multitasking # productivityWorker 2 - The distractedProcrastinatorWorker 1 - A Manager’s DreamSource: HBR 2013
  21. 21. 21Multitasking - Simultaneous media useWhat is the effectiveness of a TV commercial when you’re at the sametime checking your email?
  22. 22. 22Multitasking - Simultaneous media useSimultaneous media consumption requires bite-size informationWatchers and readers can only scan the surfaceCapacity for deep reading and deep thinking will reduce
  23. 23. 23Consumers and their preference for PaperResearch in Belgium: preference for paper version of newspapers 62% andmagazines 83% (Source:ivox 2013)Research among 4,500 consumers in EuropeResults Digital Natives (18-24):Source: IPSOS 2012Reading from paper is nicer than off screenPrint is more pleasant to handle and to touchPrefer to keep important documents on paper
  24. 24. 24Trust dimensionsTrust essential in human relationsAlso in media and brand relationsOf increasing importance with online conversationsTrusTrusttPeopleMediaInstitutionsBrandsAdvertising inmedia
  25. 25. Aim of SurveyEvaluating the role of printed media inconsumers’ everyday life as well as theirattitudes towards advertising indifferent channelsMagazineNewspaperTVRadioInternetDM addressedDM non-addressedCatalogueSocial MediaMedia covered
  26. 26. Slow BonsVivants- Older people than other segments- Printed media most important channel- Advertising in print media is judged as useful- Advertising in print media is used to support purchasingdecisions
  27. 27. - Largest consumer segment- Larger family size and more children (<18y)- Wealthy segment- Very attached to print media- Digital media is part of their everyday life- Advertising in various channels is judged useful, with printmedia on top- Magazines and Internet first sources of information supportingpurchasing decisionsBusy Mix-and-Matchers
  28. 28. - Younger people, less money to spend- Appreciate to choose from a variety of media- More positive attitude towards digital media- Advertising in variety of media useful, with magazines andnewspapers on top- Although advertising on Internet first source of informationfor purchase decisions, print media remain importantTolerant Surfers
  29. 29. - Younger people, mostly from the cities- Internet is dominant channel- Advertising on Internet judged as most useful, magazines,newspapers and catalogues more useful than social media- Print media most trustworthy advertising channelYouthful Digilovers
  30. 30. Proportions of different age groupsin consumer segments%
  31. 31. Trust towards advertising63%25%41%
  32. 32. Slow BonsVivants and theirtrust in advertising%
  33. 33. Youthful Digilovers and theirtrust in advertising%
  34. 34. Print media are most trustedadvertising media%
  35. 35. Trust in advertising: direct mail vs social media%
  36. 36. Trust in advertising: catalogues vs Internet%
  37. 37. Thank you for your attentionulbe.jelluma@printpower.eu#Printpower#ulbe