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Pesquisa Proof of Performance

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Apresentação de Marius Cloete (Diretor de Pesquisa / The Professional Publishers Association - GB) no VII Fórum ANER de Revistas

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Pesquisa Proof of Performance

  1. 1. IMPACT OF ADS IN DIGITAL FORMATS
  2. 2.  110 evidence-based studies  23 countries  116 pages PROOF OF PERFORMANCE www.fipp.com/POP  This is extract from a 5- set presentation: the additional slide sets are available at:  Full (free) digital edition available from:  Order print copies from: Proof of Performance was written for FIPP by Guy Consterdine
  3. 3. Source: PwC Global Media and Entertainment report 2013
  4. 4. 84% 23% 52 % High Speed Internet Access Tablet Ownership Smartphone Ownership Source: IPSOS Mori/AA Online attracts 32% of ALL advertising spend in the UK. It get’s more revenue than TV!!
  5. 5. The UK’s Association of Online Publishers investigated dimensions of website engagement which had the strongest relationship with consumers’ behaviour towards advertising. The dominant dimension was… In this respect, original content sites were seen to perform well ahead of portals and social networking sites
  6. 6. AOP’s follow-up study (2012, comScore) ACTIONS TAKEN AFTER SEEING DISPLAY ADS (%) Communication / advocacy Talk about a brand, visited / followed them on social media websites or recommended the product Active engagement Researched product online or in store, entered a competition or watched a video Direct contact Clicked on a link, searched for the brand, visited a brand’s site or bought the product online or in store
  7. 7. AOP concluded:
  8. 8. Tablet ownership set to exceed 50% by 2017 Source: Nvision 2012 0% 10% 20% 30% 40% 50% 60% 70% 2010 2011 2012 2013 2014 2015 2016 2017 2018 Observed Forecast
  9. 9. Source: PPA/Toluna 2012
  10. 10. +260% titles +93% ave. circ SALES ABC y.o.y Source: ABC Feb 2013
  11. 11. Across markets typical readers of digital magazines – and owners of tablets :
  12. 12. Digital magazine readers are receptive to advertising on their devices and believe relevant interactive ads offer more information than in print, while more than a third thought them ‘fun to engage and interact with”. However, relevance is key. There is a strong chance that ads that don’t strike a chord with the reader and are perceived as interrupting the reading experience will be considered “annoying”
  13. 13. *Base: those who noted ad. Actions taken include visiting advertiser’s website, speaking to someone about product/service¸ purchase consideration, purchase, etc. Source: Measuring the Effectiveness of Ads in Digitally Delivered Magazines, May-August 2011, GfK MRI, USA, 2011
  14. 14. Source: iPad Media Impact Study, by Axel Springer, Germany, 2011 %
  15. 15. 0.2% 0.45% 0.8%
  16. 16. Make content relevant  Create connections to the surrounding editorial content and to users’ personal interests Invite with immersive visuals  Interactivity is very important. Full-screen video and other visuals are welcomed when the content is substantial enough to entertain/interest What’s New for News? Brussel & Sirkin, USA, 2011 Position as partner  Play up the advertiser’s role as a sponsor or provider of the surrounding content Be non-intrusive  Allow people to select the depth of brand and content engagement they would like to have, when they want it
  17. 17. ❤ New technologies offer publishes the opportunity to expand their audiences across emerging platforms as consumers continue to seek out the reliable, high quality content magazines offer ❤ The core strengths of printed magazines such as engagement, levels of trust, the ability to influence and spur consumers into action remain intact on all platforms, including web and digital editions ❤ Magazines continue to offer advertisers an oasis of engagement, irrespective of the content platform they use

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