Magazines canada media connections study

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Magazines canada media connections study

  1. 1. MAGAZINES CANADA MEDIA CONNECTIONS STUDY
  2. 2. WE TALKED TO 3,000 RANDOMLY SELECTED CANADIAN CONSUMERS. A FOCUS ON ACTIVE SHOPPERS IN THREE CATEGORIES OF INTEREST… AUTO BEAUTY FOOD INCLUDING HABITS AND ATTITUDES TOWARDS ALL CONSUMED MEDIA, AND THE ROLE ADVERTISEMENTS PLAY IN THEIR PURCHASE DECISIONS. Source: Magazines Canada Media Connections Study 2013, BrandSpark International 2
  3. 3. HIGHLIGHTS • Magazine Media, both print and digital, are the most effective channels at reaching and engaging with Early Adopters and Category Influencers. • Magazine advertising is seen as a positive part of the magazine experience, capturing and holding the attention of readers. • Magazines build deep connections with their audience, with readers more likely to be inspired and persuaded by advertising. • Magazine media is able to play a role at all stages of a consumer’s path to purchase. • Magazines are among the most efficient media channels at converting advertising dollars into actual influence in purchase decisions. Source: Magazines Canada Media Connections Study 2013, BrandSpark International 3
  4. 4. ADVERTISING IN MAGAZINES GIVES YOU ACCESS TO HIGH VALUE CONSUMERS. 4
  5. 5. NOT ALL CONSUMERS ARE CREATED EQUAL. I like to be the first to try new products! I like being recognized as an authority! EARLY ADOPTERS INFLUENCERS BrandSpark International’s proprietary Early Adopter segmentation identifies consumers who actively seek out and purchase new products. Influencers are perceived category experts, these consumers take pride in informing themselves and others about these product categories. Reaching Early Adopters is key to driving uptake of your new product. Source: Magazines Canada Media Connections Study 2013, BrandSpark International Reaching Influencers is key to leveraging word of mouth. 5
  6. 6. MAGAZINES DELIVER EARLY ADOPTERS & CATEGORY INFLUENCERS MOST EFFECTIVELY! % Composition Early Adopters Category Influencers 40% Magazines (digital) BRAND LOYALTY WORD OF MOUTH 47% Magazines (print) 37% 41% Social Media 36% 40% General Websites 35% 39% SOCIAL NETWORKING Radio 32% 38% Newspapers 32% 36% Television 32% 35% BRAND ADVOCATES Leveraging print and digital Magazines in your campaign will give you access to the key customer segments you need. k Source: Magazines Canada Media Connections Study 2013, BrandSpark International 6
  7. 7. PRINT MAGAZINE ADVERTISING CAPTURES AND HOLDS ATTENTION, WHILE DIGITAL MAGAZINES PERFORM WELL RELATIVE TO DIGITAL COUNTERPARTS. How often do you pay attention to advertising in…? Influencer Total Print Magazines 32% 27% TV Direct Mail Paid News Free News 21% 19% 15% Radio 15% Web Search 15% Social Media 15% Source: Magazines Canada Media Connections Study 2013, BrandSpark International Magazine Websites 13% Magazine Apps 12% Out of Home 9% Mobile 8% Online Games 6% 3% Not only are magazines more efficient at reaching influencers, advertisements in magazines are better able to capture their attention. 7
  8. 8. ADVERTISING IN MAGAZINES GIVE YOU ACCESS TO CONSUMERS THAT… • ARE LOOKING FOR NEW PRODUCTS • ARE INFLUENCERS AMONGST THEIR PEERS •PAY ATTENTION TO ADVERTISING Source: Magazines Canada Media Connections Study 2013, BrandSpark International 8
  9. 9. ADVERTISING IN MAGAZINES ALLOWS YOU TO DEEPLY CONNECT WITH CONSUMERS. 9
  10. 10. UNDERSTANDING THE MEDIA-CONSUMER CONNECTION: MEDIA CONNECTIVITY MODEL RELATIONSHIP What mind-state is the audience in when they are consuming media from this channel? • Do they feel engaged? • Do they feel in control • Are they valuing the time they are spending? • Do they trust information from this channel? RECEPTIVITY How do they process content from this channel? • Does the channel have their full attention? • Does the channel inspire them? • Are the advertisements a good part of the experience? PERSUASION Does this channel drive its audience to act? • Is the content relevant to them? • Are the advertisements relevant? • Are they looking to learn about products? Source: Magazines Canada Media Connections Study 2013, BrandSpark International 10
  11. 11. RELATIONSHIP Advertising in Magazines allows you to reach people who are feeling in control, are valuing their time, and trust the information they are receiving. Indexed to TV Television Print Magazines Online Feeling engaged 100 Feeling in control 100 140 Feel it’s a good use of my time 100 145 Has information I trust 100 Source: Magazines Canada Media Connections Study 2013, BrandSpark International 106 96 113 119 181 158 11
  12. 12. RECEPTIVITY Magazine readers are comparatively more likely to give their full attention, be inspired, and to see advertisement as a good part of their experience. Indexed to TV Print Magazines Television Has my full attention 100 Inspiring 100 Advertisements are a good part of the experience 100 Source: Magazines Canada Media Connections Study 2013, BrandSpark International Online 107 76 122 107 86 48 12
  13. 13. PERSUASION Compared to TV, Magazines are seen by consumers as better avenues for relevant content, including new products. Indexed to TV Television Print Magazines Learning things that are relevant to me 100 Has relevant advertisements 100 A source to learn about new products 100 Source: Magazines Canada Media Connections Study 2013, BrandSpark International Online 135 107 124 127 54 124 13
  14. 14. THE NATURE OF THE MAGAZINE EXPERIENCE PROVIDES MAGAZINE ADVERTISEMENTS A HALO OF… TRUST INSPIRATION Source: Magazines Canada Media Connections Study 2013, BrandSpark International RELEVANCE 14
  15. 15. MAGAZINE MEDIA HAS A ROLE TO PLAY THROUGH ALL STAGES OF CONSUMERS’ PATH TO PURCHASE. 15
  16. 16. A PATH TO PURCHASE FRAMEWORK WAS USED TO UNCOVER MEDIA’S INFLUENCE ON CONSUMER DECISION MAKING. What is available? CONSIDERATION How do they compare? EVALUATION Source: Magazines Canada Media Connections Study 2013, BrandSpark International Which is right for me? PURCHASE 16
  17. 17. FOR AUTO PURCHASES, MAGAZINE MEDIA IS STRONGEST AT GETTING BRANDS AND MODELS ONTO CONSUMERS’ CONSIDERATION SETS. Auto Purchases Consideration Evaluation Purchase Ads in Print Magazines 15% 11% 9% Ads on Magazine Websites 14% 9% 9% 8% 7% 7% Ads on Magazine Apps STATED IMPORTANCE OF MAGAZINE MEDIA (TOP TWO-BOX) Source: Magazines Canada Media Connections Study 2013, BrandSpark International 17
  18. 18. ALONG THE FOOD PATH TO PURCHASE, MAGAZINE MEDIA IS STRONGEST AT THE EVALUATION AND PURCHASE STAGES. Food Purchases Consideration Evaluation Purchase Ads in Print Magazines 10% 17 % 17 % Ads on Magazine Websites 7% 14% 11% Ads on Magazine Apps 5% 10% 10% STATED IMPORTANCE OF MAGAZINE MEDIA (TOP TWO-BOX) Source: Magazines Canada Media Connections Study 2013, BrandSpark International 18
  19. 19. MAGAZINE MEDIA HAS THE STRONGEST IMPACT AT THE FINAL STAGES OF THE BEAUTY PATH TO PURCHASE. Beauty Purchases Purchase Consideration Evaluation 17 % 19% 24% Ads on Magazine Websites 8% 16% 19% Ads on Magazine Apps 5% 9% 11% Ads in Print Magazines STATED IMPORTANCE OF MAGAZINE MEDIA (TOP TWO-BOX) Source: Magazines Canada Media Connections Study 2013, BrandSpark International 19
  20. 20. ADVERTISING IN MAGAZINE MEDIA CAN PLAY AT ALL STAGES ALONG A CONSUMER’S PATH TO PURCHASE. Ads in Print Magazines Ads on Magazine Websites Ads on Magazine Apps MAGAZINE MEDIA Consideration Source: Magazines Canada Media Connections Study 2013, BrandSpark International Evaluation Purchase 20
  21. 21. MAGAZINE ADVERTISING GENERATES THE STRONGEST IMPACT ON PURCHASE PER MEDIA DOLLAR SPENT. 21
  22. 22. BY REVEALING THE IMPORTANCE OF ADS IN CONSUMER PURCHASE DECISIONS ACROSS MULTIPLE CATEGORIES, WE CAN UNDERSTAND WHICH MARKETING SPENDS ARE HAVING THE GREATEST IMPACT. $ MEDIA INVESTMENT Source: Magazines Canada Media Connections Study 2013, BrandSpark International IMPACT ON PURCHASE DECISION 22
  23. 23. EVEN WITH FEWER MEDIA DOLLARS INVESTED THAN TELEVISION, MAGAZINES HAVE A BIGGER IMPACT ON CONSUMER BEAUTY PRODUCT DECISIONS. Beauty Purchases $ INVESTMENT IN CHANNEL IMPACT ON PURCHASE DECISIONS Proportion of 2012 Ad Spend Stated Importance of Ads in Recent/ upcoming purchase decision Television 45% Print Magazines Online 19% 35% 16% 20% 8% IMPACT EFFICIENCY (Indexed to TV) 1.0 1.3 1.2 Other channels accounting for 4% of total media spends Source: Magazines Canada Media Connections Study 2013, BrandSpark International 23
  24. 24. FOR FOOD PRODUCTS, MAGAZINES AND OOH ARE THE MOST EFFICIENT CHANNELS TO IMPACT PURCHASE DECISIONS. Food Purchases $ INVESTMENT IN CHANNEL IMPACT ON PURCHASE DECISIONS Proportion of 2012 Ad Spend Stated Importance Of ads in Recent/ upcoming purchase decision Television 75% Print Magazines 8% Online 8% 20% Out of Home 5% 15% 9% 11% IMPACT EFFICIENCY (Indexed to TV) 1.0 6.7 4.2 8.7 Other channels accounting for 4% of total media spends Source: Magazines Canada Media Connections Study 2013, BrandSpark International 24
  25. 25. MAGAZINES AND OOH ARE THE MOST EFFICIENT SPEND IN AUTO COMPARED TO OTHER CHANNELS. Auto Purchases $ INVESTMENT IN CHANNEL IMPACT ON PURCHASE DECISIONS Proportion of 2012 Ad Spend Stated Importance Of ads in Recent/ upcoming purchase decision 61% Television Print Magazines 3% Out of Home Radio Newspaper 11% 12% Online 14% IMPACT EFFICIENCY (Indexed to TV) 1.0 16.5 3.3 9% 11% 5% 14% Source: Magazines Canada Media Connections Study 2013, BrandSpark International 12.0 11% 4% 9.6 16% 5.0 25
  26. 26. ACROSS ALL CATEGORIES, ADVERTISING IN MAGAZINES IS AN EXTREMELY EFFICIENT WAY FOR MARKETERS TO IMPACT PURCHASE INTENT. 26
  27. 27. FOR MORE INFORMATION, CONTACT MAGAZINES CANADA AT ADINFO@MAGAZINESCANADA.CA OR 416.596.5382 Magazines Canada acknowledges the support of the Ontario Media Development Corporation.

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