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vs
Short term Long term
What are the metrics that matter?
Magazine media moves the metrics
that matter because it achieves
deeper more meaningful connections
with consumers and tha...
TV
Cinema
+1.77%
+0.89%
%Upliftinmetricpostexposure
+1.59%
Magazines
Source: Magnetic/Millward Brown 2015 MDI Measure: Mag...
We discovered
that printed
magazines are a
powerful driver of
brand equity
METRICS THAT MATTER
Findings from a unique study into
magazines contribution to brand KPI’s
ICE works by understanding how media & other
touchpoints drive brand perceptions and KPI’s
Competitor Media
TV
Magazines
D...
Prestige
KnowledgePresence
Trust
Quality
Relevance
Some metrics are harder for media to move
HARD EASY
Some metrics make a bigger impact on
brand KPI’s than others
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
Percentagecontributiontobra...
Relevancy and quality are hard to move but
important for brand KPI’s
+
Relevancy Quality
Magazine media channels are most able to
move brand perceptions of relevancy
Magazine Brands TV Social
1. 2. 3.
Very delivers relevancy by…
+
TV, magazine brands & newsbrands
drive quality perceptions
TV Magazine Brands Newsbrands
1. 2. 3.
Phillips delivers quality through...
+
TV and outdoor deliver the most impressive
result for presence
TV OOH Radio
1. 2. 3.
(Magazines = No.6)
Magazine
brands deliver
a meaningful
connection
Understanding the contribution of our
different assets
Campaigns with magazine display and advertorial/ native
are almost 20% more impactful than display alone
Partnerships are ...
This is because of their ability to impact multiple
brand attributes in particular....
+
Trust Innovation
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
0.18
AveragemediaKPIcontribution
Campaigns with magazine print & digital are twic...
Printed
magazines present
the stronger
opportunity for
brands to express
relevancy
Magazine brands online provide the stronger
opportunity for brands to express quality
Magazine brands online deliver a stronger impact on
brand KPI’s
Magazine digital n=12 Non-Magazine Digital n=26
Averagemed...
Attention and quality of engagement online
Interaction rate
18% 30%
Interaction time
Source: Moat
•  Magazine media delivers meaningful connections
•  Relevancy is an important but challenging metric to move,
magazine me...
THANK YOU
www.magnetic.media/spark
Metrics that matter 2016
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Metrics that matter 2016

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Launched at Spark and commissioned with Carat – Metrics That Matter – looks at the impact of the full range of magazine media assets across both print and digital, including display and advertorial and native solutions.

Published in: Business
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Metrics that matter 2016

  1. 1. vs Short term Long term What are the metrics that matter?
  2. 2. Magazine media moves the metrics that matter because it achieves deeper more meaningful connections with consumers and that’s what delivers strong brand KPI’s
  3. 3. TV Cinema +1.77% +0.89% %Upliftinmetricpostexposure +1.59% Magazines Source: Magnetic/Millward Brown 2015 MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9 Meaningfully different impact
  4. 4. We discovered that printed magazines are a powerful driver of brand equity
  5. 5. METRICS THAT MATTER Findings from a unique study into magazines contribution to brand KPI’s
  6. 6. ICE works by understanding how media & other touchpoints drive brand perceptions and KPI’s Competitor Media TV Magazines Digital Radio Experience Word of Mouth Consideration Purchase intent Recommendation Preference
  7. 7. Prestige KnowledgePresence Trust Quality Relevance Some metrics are harder for media to move HARD EASY
  8. 8. Some metrics make a bigger impact on brand KPI’s than others 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% PercentagecontributiontobrandKPIS Evaluation of ICE database made up of 65 studies from 2010 - 2015
  9. 9. Relevancy and quality are hard to move but important for brand KPI’s + Relevancy Quality
  10. 10. Magazine media channels are most able to move brand perceptions of relevancy Magazine Brands TV Social 1. 2. 3.
  11. 11. Very delivers relevancy by… +
  12. 12. TV, magazine brands & newsbrands drive quality perceptions TV Magazine Brands Newsbrands 1. 2. 3.
  13. 13. Phillips delivers quality through... +
  14. 14. TV and outdoor deliver the most impressive result for presence TV OOH Radio 1. 2. 3. (Magazines = No.6)
  15. 15. Magazine brands deliver a meaningful connection
  16. 16. Understanding the contribution of our different assets
  17. 17. Campaigns with magazine display and advertorial/ native are almost 20% more impactful than display alone Partnerships are included in advertorial /native in this instance where the content is relevant D & A = 19 D = 8 AveragemediaKPIcontribution Campaigns with display & advertorial/ native Campaigns with display only 0 0.02 0.04 0.06 0.08 0.1 0.12 0.14 17%
  18. 18. This is because of their ability to impact multiple brand attributes in particular.... + Trust Innovation
  19. 19. 0 0.02 0.04 0.06 0.08 0.1 0.12 0.14 0.16 0.18 AveragemediaKPIcontribution Campaigns with magazine print & digital are twice as impactful on brand KPI’s as print alone 54% Campaigns with dig & print N=10 – Magazines with print only N= 29 Campaigns with digital mag & print Campaigns with print mag only
  20. 20. Printed magazines present the stronger opportunity for brands to express relevancy
  21. 21. Magazine brands online provide the stronger opportunity for brands to express quality
  22. 22. Magazine brands online deliver a stronger impact on brand KPI’s Magazine digital n=12 Non-Magazine Digital n=26 AveragemediaKPIcontribution 0 0.02 0.04 0.06 0.08 0.1 0.12 Magazine brands online Other digital environments 41%
  23. 23. Attention and quality of engagement online Interaction rate 18% 30% Interaction time Source: Moat
  24. 24. •  Magazine media delivers meaningful connections •  Relevancy is an important but challenging metric to move, magazine media plays an enduring role here •  There is a significant synergistic effect when combining our assets •  Digital magazine environments outperform other digital environments on quality metrics
  25. 25. THANK YOU www.magnetic.media/spark

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