Magazine media have the highest ROI in mediamix campaigns! They know how to capture their audience and they are very targetted: readers talk about 'my magazine'. That translates to advertising success. The average magazine budget in a mediamix campaign could be doubled before the effectiveness would diminish to the level of other media

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. 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.

6. 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)

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

11. 10 cross-media campaigns
Source: GfK Meta study Cross Media cases NDP Nieuwsmedia

12. Consumer
Questionnaire:
Radio, newspapers,
TV, magazines,
contacts and
purchases (non-
FMCG).
Electronic
measurement:
Online and
purchases
(FMCG)

13. Impact
• Exposed
• Per contact
class
Reach
• Exposed
Costs
•Cost per GRP
Return on
Investment

14. Effect per medium

15. Cost based on Nielsen and Mediaxim gross figures

16. Highest ROI for magazines and newspapers

17. 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.”

18. Source: Mediamixer, Magazines.nl

19. 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.

20. Results of this crossmedia ROI
study match magazine effects in
international studies.

21. 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

22. Magazines are rarely used to their
full potential.
Improve your ROI today with a more
balanced media mix!

23. E-mail: info@magazines.nl
Twitter: @magazinespuntnl
Facebook: facebook.com/Magazines.nl
Linkedin: magazines.nl groep