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The Print Campaign Analysis by Millward Brown Digital

The document presents an analysis of a print campaign's effectiveness relative to other media channels, with a focus on brand awareness and purchase intent metrics. It uses a robust methodology that includes ongoing tracking and third-party data matching to provide insights on ad performance across various demographics and channels. Key findings suggest that print media, especially in combination with TV, significantly enhances brand perception and effectiveness compared to other media types.

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The Print Campaign Analysis Prepared for MPA SEPTEMBER 2015
Table of Contents Methodology 3 Overview 7 Channel Results 9 Channel Combination Results 15 Frequency Results 20 Print Frequency Results 27 Demographic Results 36 Appendix /Using the Study 39
Methodology: Measurement of Ad Campaigns Opportunity to See OTS measures media the way it is purchased. Why: Allows for apples to apples comparison of all media; Advertising is measured based on a presence in media and not guaranteed viewing. Continuous Tracking Ongoing daily interviewing for the duration of the campaign. Why: Real time reporting, reporting at different levels of reach/frequency; understand the impact of competitive and macroeconomics Experimental Design In-market based test/control evaluations for each media vehicle Why: Multi-dimensional (factorial) experimental design isolates individual media and synergy created by each media combination. Note: It is not necessaryfor clientsto alter their media plans forresearch. 3rd Party Data Match Match to third party data sets to isolate in-market actions resulting directly from campaign exposure. M T W T F SS Name ADDRESS Test Controlvs. The Ignite Network Ongoing daily interviewing for the duration of the campaign. Why: Real-time reporting, reporting at different levels of reach/frequency; understand the impact of competitive and macroeconomics. OTS measures media the way it is purchased. Why: Allows for apples-to-apples comparison of all media; Advertising is measured based on a presence in media and not guaranteed viewing. In-market based test/control evaluations for each media vehicle. Why: Multi-dimensional (factorial) experimental design isolates individual media and synergy created by each media combination. Note: It is not necessary for clients to alter their media plans for research 3
Methodology: Millward Brown Normative Data Norms are calculated in a three-step process: One: All data from the campaigns in norms are moved to a separate database, with the final weighting scheme applied to the control/exposed respondents where applicable. Two: All responses from an individual campaign are averaged together to give one final exposed and control percentage for each metric from that campaign. Three: The final control/exposed values (averages) for each campaign are then averaged together to provide a normative average that is independent of sample size (i.e., a campaign with 100 completes is treated the same as a campaign with 10,000 completes in this step). The final result is the norms table. 4
Methodology: Millward Brown Normative Data’s Six Key Brand Metrics Unaided Awareness: When thinking of category, which brands come to mind first? Aided Awareness: Have you heard of the following category brands? Advertising Awareness*: Have you seen any ADVERTISING for the following brands within the past 30 days? Message Association: Which of the following brands of category, if any, uses the following message in its advertising? “Brand Tag Line” Brand Favorability: What is your overall opinion of each of the following brands? Purchase Intent: How likely are you to purchase any products from any of the following brands? *This question will specify the media channel used in the campaign; for example, Online, TV, Print. 5
Methodology: The Hierarchy of Advertising Effects BRAND AWARENESS/FAMILIARITY Measures the level of familiarity respondents have with the brand (aided and unaided) MESSAGE ASSOCIATION Measures the extent to which respondents can match the messages and/or concepts in the creative to the brand BRAND FAVORABILITY Measures the extent to which respondents have a positive or favorable opinion of the brand PURCHASE INTENT Measures the likelihood of respondents to purchase the brand in the future First, consumers need to be aware of a brand.1 Then they need to understand the value to them, or what the product is used for. 2 The consumer forms an opinion about the brand.3 Finally, the consumer decides whether he or she is likely to purchase the brand.4 How do you measure where consumers are in the continuum? 6
Overview Objective: To identify the strengths of Print media, as compared to Online and TV media, by evaluating the media channels separately and in combination with each other. Additional Background: Millward Brown Digital examined a series of Cross Media campaign results in aggregate: • Overall • Automotive • CPG • Entertainment • Financial Services Data collected over time, from 2007 – 2015. 7
Key Findings Advertising benefits advertisers regardless of media channel Combined exposure across TV, Print and Online channels resulted in larger observed increases • This was particularly true for the Print + TV combination, though Print + Digital also resulted in significant lifts in advertising effects Print ad exposures were especially effective at boosting the persuasion metrics – brand favorability and purchase intent • Print also significantly improved the ability of consumers to correctly associate cross-platform ad campaigns with the brands that had sponsored the ads Optimum ad exposure levels vary by channel. While TV and Online show diminishing returns after 4 exposures, Print continues to improve ad awareness and persuasion metrics at higher (5+) frequencies • This suggests that TV and Online channels may be more cost-effective at lower levels of exposure, while advertisers are likely to benefit from higher Print frequencies Print was equally effective among both males & females 8
Delivering on the Full Value of Brand Advertising RESULT S BY INDIVIDUAL CHANNEL Channel Results 9
Deltas by Channel 3% 4% 5% 5% 4% 4%3% 8% 10% 7% 11% 11% 2% 5% 11% 6% 8% 8% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Channels by Delta Online Delta Print Delta TV Delta Online Print TV Number Respondents 253,421 88,014 198,479 All channels successfully raise the metrics, however Print leads to greater increases in Aided Awareness and the persuasion metrics significant increase at 95% confidence 10
Average Deltas by Channel: Automotive sample was statistically flat significant increase at 95% confidence 3% 2% 6% 4% 4% 4% 0% 3% 7% 1% 7% 8% 3% 3% 9% 6% 6% 6% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: Automotive Online Delta Print Delta TV Delta Online Print TV Number Respondents 65,631 21,200 39,903 The trend of Print outperforming Online and TV in persuasion metrics holds true for Automotive campaigns, with 7% and 8% point increases for Brand Favorability and Purchase Intent respectively 11
Average Deltas by Channel: CPG 4% 2% 5% 4% 4% 6% 4% 3% 11% 7% 9% 10% 4% 4% 7% 9% 7% 7% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: CPG Online Delta Print Delta TV Delta Online Print TV Number Respondents 58,248 14,352 36,768 All channels were strong performers for CPG campaigns significant increase at 95% confidence 12
Average Deltas by Channel: Entertainment 7% 7% 8% 9% 5% 3% 24% 9% 13% 18% 15% 2% 7% 13% 8% 9% 10% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: Entertainment Online Delta Print Delta TV Delta Online Print TV Number Respondents 24,527 1,511 16,984 Print was notably effective for Entertainment campaigns • Note that the sample size was relatively small for Print when compared to the other channels, so the Print results should be read with that in mind sample was statistically flat significant increase at 95% confidence 13
Average Deltas by Channel: Financial 1% 4% 5% 6% 3% 2%3% 9% 8% 8% 10% 9% 0% 6% 12% 6% 7% 7% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: Financial Online Delta Print Delta TV Delta Online Print TV Number Respondents 38,971 25,139 48,784 Persuasion metrics were again most impacted by Print, followed by TV • Print also led to a higher rate of brand recognition, showing a substantial elevation in Aided Awareness significant increase at 95% confidence 14
Delivering on the Full Value of Brand Advertising RESULT S BY CO MBINAT IO NS O F CHANNELS Channel Combination Results 15
Deltas by Combinations significant increase at 95% confidence 4% 10% 11% 10% 8% 10% 11% 3% 6% 7% 12% 9% 7% 8% 4% 13% 11% 15% 11% 15% 17% 6% 15% 11% 11% 15% 10% 14% 17% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Online Ad Awareness Print Ad Awareness TV Ad Awareness Message Association Brand Favorability Purchase Intent Channels by Delta Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta Print +Online Online +TV Print +TV Print +Online +TV Number Respondents 30,588 91,019 24,563 10,967 Print was an important media channel across campaigns, driving strong increases, particularly when used with TV or both TV + Online 16
Average Deltas by Combinations: Automotive significant increase at 80% confidence significant increase at 95% confidence 1% 5% 10% 4% 2% 8% 8% 4% 4% 7% 11% 8% 6% 7% 1% 7% 4% 6% 3% 11% 12% 3% 7% 6% 2% 5% 2% 11% 13% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Online Ad Awareness Print Ad Awareness TV Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: Automotive Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta Print +Online Online +TV Print +TV Print +Online +TV Number Respondents 9,698 22,777 5,065 2,664 Print+TV and Print+TV+Online were the most successful channel combinations in driving increases in persuasion metrics, especially Purchase Intent 17
4% 5% 5% 10% 11% 9% 9% 6% 4% 7% 13% 10% 8% 11% 5% 6% 12% 23% 12% 12% 14% 7% 6% 8% 12% 20% 14% 12% 14% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Online Ad Awareness Print Ad Awareness TV Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: CPG Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta Average Deltas by Combinations: CPG significant increase at 95% confidence Print +Online Online +TV Print +TV Print +Online +TV Number Respondents 7,059 24,335 5,304 3,487 CPG campaigns saw trends similar to those seen in automotive campaigns Print + TV and the three channel exposure reported the largest increases in both Brand Favorability and Purchase Intent 18
Average Deltas by Combinations: Financial 4% 10% 11% 9% 5% 8% 7% 0% 7% 7% 11% 7% 7% 7% 3% 11% 10% 12% 12% 17% 15% 5% 16% 11% 11% 12% 7% 15% 15% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Online Ad Awareness Print Ad Awareness TV Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: Financial Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta Print +Online Online +TV Print +TV Print +Online +TV Number Respondents 6,217 15,608 7,645 2,529 Financial campaigns also benefited from Print exposure in conjunction with other media channels, especially TV sample was statistically flat significant increase at 95% confidence 19
Delivering on the Full Value of Brand Advertising CO MPARISO N TO O NLINE AND T V Frequency Results 20
Frequency Comparison: Unaided Awareness significant increase at 95% confidence 3% 5% 4% 2% 3% 4% 2% 2% 2% 0% 2% 4% 6% 8% 10% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton Unaided Awareness Data is Delta Online Print TV Unaided Awareness stabilized around mid-level exposure (3 to 4) Optimal rate of exposures for Print was 3-4 exposures 21
Frequency Comparison: Aided Awareness significant increase at 95% confidence 3% 4% 6% 7% 11% 12% 3% 4% 5% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton Aided Awareness Data is Delta Online Print TV Print again showed the greatest ability to increase awareness, even with low exposure 22
Frequency Comparison: Ad Awareness significant increase at 95% confidence 4% 7% 8% 8% 12% 18% 7% 10% 13% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton Ad Awareness Data is Delta Online Print TV As exposure continued, respondents showed a strong recollection of the Print campaign, demonstrating respondents were able to recall this exposure more readily than on Online or TV 23
Frequency Comparison: Message Association significant increase at 95% confidence 4% 5% 7% 7% 8% 12% 5% 6% 8% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton MessageAssociation Data is Delta Online Print TV All media channels were better able to relay the campaign tagline with higher levels of exposure, however Print saw the greatest uptick after 5 or more exposures, suggesting that respondents were more engaged with the Print media channel 24
Frequency Comparison: Brand Favorability significant increase at 95% confidence 3% 4% 5% 10% 14% 17% 6% 6% 8% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton Brand Favorability Data is Delta Online Print TV Brand Favorability was most effective after 5 or more exposures in general, however the delta went up the most after Print exposure 25
3% 4% 5% 10% 14% 18% 7% 6% 9% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton PurchaseIntent Data is Delta Online Print TV Frequency Comparison: Purchase Intent significant increase at 95% confidence Following the trend seen for Brand Favorability, Purchase Intent increased the most after a high level of exposure on Print 26
Delivering on the Full Value of Brand Advertising AN IN - DEPT H LO O K AT PRINT F REQ UENCY Print Frequency Results 27
Print Frequency: Awareness Metrics significant increase at 95% confidence 3% 5% 4% 7% 11% 12% 8% 12% 18% 7% 8% 12% 0% 5% 10% 15% 20% Print 1-2 Exp Print 3-4 Exp Print 5+ Exp Print Frequency Impact: Awareness Metrics Data is Delta Unaided Awareness Aided Awareness Print Ad Awareness Message Association 1-2 Exp 3-4 Exp 5+Exp Number Respondents 60,259 12,638 14,789 As shown previously, Print performed best in awareness metrics when shown 5 or more times, except for Unaided Awareness, which peaked at 3 to 4 exposures 28
Print Frequency: Persuasion Metrics significant increase at 95% confidence 10% 14% 17% 10% 14% 18% 0% 5% 10% 15% 20% Print 1-2 Exp Print 3-4 Exp Print 5+ Exp Print Frequency Impact: Persuasion Metrics Data is Delta Brand Favorability Purchase Intent 1-2 Exp 3-4 Exp 5+Exp Number Respondents 60,259 12,638 14,789 The persuasion metrics had a steady upward trajectory with additional exposure 29
0% 1% 0% 2% 7% 6%6% 12% 10% 1% 5% 7% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Print Frequency Impact: Awareness Metrics Data is Delta Automotive Campaigns Unaided Awareness Aided Awareness Print Ad Awareness Message Association Average Print Frequency: Awareness Metrics - Automotive 1-2 Exp 3-4 Exp 5+Exp Number Respondents 14,506 2,524 3,899 Automotive Print campaigns reach their peak levels in awareness metrics after a moderate level (3 to 4) of exposure sample was statistically flat significant increase at 95% confidence 30
Average Print Frequency: Persuasion Metrics- Automotive significant increase at 95% confidence 6% 12% 14% 6% 12% 17% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Print Frequency Impact: Persuasion Metrics Data is Delta Automotive Campaigns Brand Favorability Purchase Intent 1-2 Exp 3-4 Exp 5+Exp Number Respondents 14,506 2,524 3,899 Automotive campaigns in Print continued to show larger increases after a high level of exposure 31
Average Print Frequency: Awareness Metrics - CPG significant increase at 95% confidence 3% 14% 9% 3% 7% 9%6% 10% 15% 9% 12% 11% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Print Frequency Impact: Awareness Metrics Data is Delta CPG Campaigns Unaided Awareness Aided Awareness Print Ad Awareness Message Association 1-2 Exp 3-4 Exp 5+Exp Number Respondents 7,159 2,224 5,000 CPG Print awareness metrics increased at all levels of exposure Both Unaided Awareness and Message Association were optimally effective after just 3 to 4 exposures, while Aided Awareness and Print Ad Awareness continued to increase after heavy exposure 32
Average Print Frequency: Persuasion Metrics - CPG significant increase at 95% confidence 7% 6% 11% 7% 12% 9% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Print Frequency Impact: Persuasion Metrics Data is Delta CPG Campaigns Brand Favorability Purchase Intent 1-2 Exp 3-4 Exp 5+Exp Number Respondents 7,159 2,224 5,000 Increase in Purchase Intent began to diminish after 5 or more exposures, suggesting that 3 to 4 exposures were optimal to drive up the purchase of CPG items 33
Average Print Frequency: Awareness Metrics - Financial significant increase at 95% confidence 3% 4% 4% 8% 14% 14% 7% 13% 18% 8% 10% 22% 0% 5% 10% 15% 20% 25% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Print Frequency Impact: Awareness Metrics Data is Delta Financial Campaigns Unaided Awareness Aided Awareness Print Ad Awareness Message Association 1-2 Exp 3-4 Exp 5+Exp Number Respondents 18,535 3,982 2,554 Awareness metrics increased with high levels of exposure to Financial campaigns 34
9% 17% 15% 8% 14% 17% 0% 5% 10% 15% 20% 25% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Print Frequency Impact: Persuasion Metrics Data is Delta Financial Campaigns Brand Favorability Purchase Intent Average Print Frequency: Persuasion Metrics - Financial significant increase at 95% confidence 1-2 Exp 3-4 Exp 5+Exp Number Respondents 18,535 3,982 2,554 Financial campaigns benefitted from a high level of exposure, with Purchase Intent showing the largest increases after 5 or more exposures 35
Delivering on the Full Value of Brand Advertising RESULT S BY G ENDER Demographic Results 36
4% 5% 5% 4% 4% 3% 10% 8% 11% 11% 4% 10% 2% 6% 8% 7% 8% 11% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Deltas by Channel: Males Online Delta Print Delta TV Delta Deltas by Channel: Male significant increase at 95% confidence Males were influenced at nearly equal levels by TV and Print ads to purchase a brand or product post-exposure. They paid more attention to the Print ads, thus showing increased awareness metrics Online Print TV Number Respondents 107,080 39,169 80,039 37
4% 6% 5% 4% 4% 3% 8% 7% 12% 12% 3% 10% 2% 5% 7% 8% 9% 11% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Deltas by Channel: Females Online Delta Print Delta TV Delta Deltas by Channel: Female significant increase at 95% confidence Print drove up the awareness metrics among females, and similar to males, led to increased Purchase Intent Online Print TV Number Respondents 132,670 45,749 110,675 38
Delivering on the Full Value of Brand Advertising Appendix 39
Getting the Most from the Study • MPA Members may use charts/findings from this study in sales and marketing materials. • Source all charts/findings, either within copy or footnoted on charts. • Source: The Print Campaign Analysis, prepared for MPA by Millward Brown Digital, September 2015 • Any analyses based on the data, but not specifically included in the study, may not be sourced to the study without approval from the MPA and Millward Brown Digital. • MPA Members should contact Elizabeth Tighe (etighe@magzine.org) for approvals and additional information. 40
Delivering on the Full Value of Brand Advertising Ashley Gragg Senior Analyst, Insights and Analytics (415) 321-3719 ashley.gragg@millwardbrown.com Questions: 41

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The Print Campaign Analysis by Millward Brown Digital

  • 1.
    The Print CampaignAnalysis Prepared for MPA SEPTEMBER 2015
  • 2.
    Table of Contents Methodology3 Overview 7 Channel Results 9 Channel Combination Results 15 Frequency Results 20 Print Frequency Results 27 Demographic Results 36 Appendix /Using the Study 39
  • 3.
    Methodology: Measurement ofAd Campaigns Opportunity to See OTS measures media the way it is purchased. Why: Allows for apples to apples comparison of all media; Advertising is measured based on a presence in media and not guaranteed viewing. Continuous Tracking Ongoing daily interviewing for the duration of the campaign. Why: Real time reporting, reporting at different levels of reach/frequency; understand the impact of competitive and macroeconomics Experimental Design In-market based test/control evaluations for each media vehicle Why: Multi-dimensional (factorial) experimental design isolates individual media and synergy created by each media combination. Note: It is not necessaryfor clientsto alter their media plans forresearch. 3rd Party Data Match Match to third party data sets to isolate in-market actions resulting directly from campaign exposure. M T W T F SS Name ADDRESS Test Controlvs. The Ignite Network Ongoing daily interviewing for the duration of the campaign. Why: Real-time reporting, reporting at different levels of reach/frequency; understand the impact of competitive and macroeconomics. OTS measures media the way it is purchased. Why: Allows for apples-to-apples comparison of all media; Advertising is measured based on a presence in media and not guaranteed viewing. In-market based test/control evaluations for each media vehicle. Why: Multi-dimensional (factorial) experimental design isolates individual media and synergy created by each media combination. Note: It is not necessary for clients to alter their media plans for research 3
  • 4.
    Methodology: Millward BrownNormative Data Norms are calculated in a three-step process: One: All data from the campaigns in norms are moved to a separate database, with the final weighting scheme applied to the control/exposed respondents where applicable. Two: All responses from an individual campaign are averaged together to give one final exposed and control percentage for each metric from that campaign. Three: The final control/exposed values (averages) for each campaign are then averaged together to provide a normative average that is independent of sample size (i.e., a campaign with 100 completes is treated the same as a campaign with 10,000 completes in this step). The final result is the norms table. 4
  • 5.
    Methodology: Millward BrownNormative Data’s Six Key Brand Metrics Unaided Awareness: When thinking of category, which brands come to mind first? Aided Awareness: Have you heard of the following category brands? Advertising Awareness*: Have you seen any ADVERTISING for the following brands within the past 30 days? Message Association: Which of the following brands of category, if any, uses the following message in its advertising? “Brand Tag Line” Brand Favorability: What is your overall opinion of each of the following brands? Purchase Intent: How likely are you to purchase any products from any of the following brands? *This question will specify the media channel used in the campaign; for example, Online, TV, Print. 5
  • 6.
    Methodology: The Hierarchyof Advertising Effects BRAND AWARENESS/FAMILIARITY Measures the level of familiarity respondents have with the brand (aided and unaided) MESSAGE ASSOCIATION Measures the extent to which respondents can match the messages and/or concepts in the creative to the brand BRAND FAVORABILITY Measures the extent to which respondents have a positive or favorable opinion of the brand PURCHASE INTENT Measures the likelihood of respondents to purchase the brand in the future First, consumers need to be aware of a brand.1 Then they need to understand the value to them, or what the product is used for. 2 The consumer forms an opinion about the brand.3 Finally, the consumer decides whether he or she is likely to purchase the brand.4 How do you measure where consumers are in the continuum? 6
  • 7.
    Overview Objective: To identify thestrengths of Print media, as compared to Online and TV media, by evaluating the media channels separately and in combination with each other. Additional Background: Millward Brown Digital examined a series of Cross Media campaign results in aggregate: • Overall • Automotive • CPG • Entertainment • Financial Services Data collected over time, from 2007 – 2015. 7
  • 8.
    Key Findings Advertising benefitsadvertisers regardless of media channel Combined exposure across TV, Print and Online channels resulted in larger observed increases • This was particularly true for the Print + TV combination, though Print + Digital also resulted in significant lifts in advertising effects Print ad exposures were especially effective at boosting the persuasion metrics – brand favorability and purchase intent • Print also significantly improved the ability of consumers to correctly associate cross-platform ad campaigns with the brands that had sponsored the ads Optimum ad exposure levels vary by channel. While TV and Online show diminishing returns after 4 exposures, Print continues to improve ad awareness and persuasion metrics at higher (5+) frequencies • This suggests that TV and Online channels may be more cost-effective at lower levels of exposure, while advertisers are likely to benefit from higher Print frequencies Print was equally effective among both males & females 8
  • 9.
    Delivering on theFull Value of Brand Advertising RESULT S BY INDIVIDUAL CHANNEL Channel Results 9
  • 10.
    Deltas by Channel 3%4% 5% 5% 4% 4%3% 8% 10% 7% 11% 11% 2% 5% 11% 6% 8% 8% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Channels by Delta Online Delta Print Delta TV Delta Online Print TV Number Respondents 253,421 88,014 198,479 All channels successfully raise the metrics, however Print leads to greater increases in Aided Awareness and the persuasion metrics significant increase at 95% confidence 10
  • 11.
    Average Deltas byChannel: Automotive sample was statistically flat significant increase at 95% confidence 3% 2% 6% 4% 4% 4% 0% 3% 7% 1% 7% 8% 3% 3% 9% 6% 6% 6% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: Automotive Online Delta Print Delta TV Delta Online Print TV Number Respondents 65,631 21,200 39,903 The trend of Print outperforming Online and TV in persuasion metrics holds true for Automotive campaigns, with 7% and 8% point increases for Brand Favorability and Purchase Intent respectively 11
  • 12.
    Average Deltas byChannel: CPG 4% 2% 5% 4% 4% 6% 4% 3% 11% 7% 9% 10% 4% 4% 7% 9% 7% 7% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: CPG Online Delta Print Delta TV Delta Online Print TV Number Respondents 58,248 14,352 36,768 All channels were strong performers for CPG campaigns significant increase at 95% confidence 12
  • 13.
    Average Deltas byChannel: Entertainment 7% 7% 8% 9% 5% 3% 24% 9% 13% 18% 15% 2% 7% 13% 8% 9% 10% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: Entertainment Online Delta Print Delta TV Delta Online Print TV Number Respondents 24,527 1,511 16,984 Print was notably effective for Entertainment campaigns • Note that the sample size was relatively small for Print when compared to the other channels, so the Print results should be read with that in mind sample was statistically flat significant increase at 95% confidence 13
  • 14.
    Average Deltas byChannel: Financial 1% 4% 5% 6% 3% 2%3% 9% 8% 8% 10% 9% 0% 6% 12% 6% 7% 7% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: Financial Online Delta Print Delta TV Delta Online Print TV Number Respondents 38,971 25,139 48,784 Persuasion metrics were again most impacted by Print, followed by TV • Print also led to a higher rate of brand recognition, showing a substantial elevation in Aided Awareness significant increase at 95% confidence 14
  • 15.
    Delivering on theFull Value of Brand Advertising RESULT S BY CO MBINAT IO NS O F CHANNELS Channel Combination Results 15
  • 16.
    Deltas by Combinations significantincrease at 95% confidence 4% 10% 11% 10% 8% 10% 11% 3% 6% 7% 12% 9% 7% 8% 4% 13% 11% 15% 11% 15% 17% 6% 15% 11% 11% 15% 10% 14% 17% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Online Ad Awareness Print Ad Awareness TV Ad Awareness Message Association Brand Favorability Purchase Intent Channels by Delta Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta Print +Online Online +TV Print +TV Print +Online +TV Number Respondents 30,588 91,019 24,563 10,967 Print was an important media channel across campaigns, driving strong increases, particularly when used with TV or both TV + Online 16
  • 17.
    Average Deltas byCombinations: Automotive significant increase at 80% confidence significant increase at 95% confidence 1% 5% 10% 4% 2% 8% 8% 4% 4% 7% 11% 8% 6% 7% 1% 7% 4% 6% 3% 11% 12% 3% 7% 6% 2% 5% 2% 11% 13% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Online Ad Awareness Print Ad Awareness TV Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: Automotive Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta Print +Online Online +TV Print +TV Print +Online +TV Number Respondents 9,698 22,777 5,065 2,664 Print+TV and Print+TV+Online were the most successful channel combinations in driving increases in persuasion metrics, especially Purchase Intent 17
  • 18.
    4% 5% 5% 10% 11% 9% 9% 6% 4% 7% 13% 10% 8% 11% 5% 6% 12% 23% 12%12% 14% 7% 6% 8% 12% 20% 14% 12% 14% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Online Ad Awareness Print Ad Awareness TV Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: CPG Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta Average Deltas by Combinations: CPG significant increase at 95% confidence Print +Online Online +TV Print +TV Print +Online +TV Number Respondents 7,059 24,335 5,304 3,487 CPG campaigns saw trends similar to those seen in automotive campaigns Print + TV and the three channel exposure reported the largest increases in both Brand Favorability and Purchase Intent 18
  • 19.
    Average Deltas byCombinations: Financial 4% 10% 11% 9% 5% 8% 7% 0% 7% 7% 11% 7% 7% 7% 3% 11% 10% 12% 12% 17% 15% 5% 16% 11% 11% 12% 7% 15% 15% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Online Ad Awareness Print Ad Awareness TV Ad Awareness Message Association Brand Favorability Purchase Intent AverageChannels by Delta: Financial Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta Print +Online Online +TV Print +TV Print +Online +TV Number Respondents 6,217 15,608 7,645 2,529 Financial campaigns also benefited from Print exposure in conjunction with other media channels, especially TV sample was statistically flat significant increase at 95% confidence 19
  • 20.
    Delivering on theFull Value of Brand Advertising CO MPARISO N TO O NLINE AND T V Frequency Results 20
  • 21.
    Frequency Comparison: UnaidedAwareness significant increase at 95% confidence 3% 5% 4% 2% 3% 4% 2% 2% 2% 0% 2% 4% 6% 8% 10% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton Unaided Awareness Data is Delta Online Print TV Unaided Awareness stabilized around mid-level exposure (3 to 4) Optimal rate of exposures for Print was 3-4 exposures 21
  • 22.
    Frequency Comparison: AidedAwareness significant increase at 95% confidence 3% 4% 6% 7% 11% 12% 3% 4% 5% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton Aided Awareness Data is Delta Online Print TV Print again showed the greatest ability to increase awareness, even with low exposure 22
  • 23.
    Frequency Comparison: AdAwareness significant increase at 95% confidence 4% 7% 8% 8% 12% 18% 7% 10% 13% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton Ad Awareness Data is Delta Online Print TV As exposure continued, respondents showed a strong recollection of the Print campaign, demonstrating respondents were able to recall this exposure more readily than on Online or TV 23
  • 24.
    Frequency Comparison: MessageAssociation significant increase at 95% confidence 4% 5% 7% 7% 8% 12% 5% 6% 8% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton MessageAssociation Data is Delta Online Print TV All media channels were better able to relay the campaign tagline with higher levels of exposure, however Print saw the greatest uptick after 5 or more exposures, suggesting that respondents were more engaged with the Print media channel 24
  • 25.
    Frequency Comparison: BrandFavorability significant increase at 95% confidence 3% 4% 5% 10% 14% 17% 6% 6% 8% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton Brand Favorability Data is Delta Online Print TV Brand Favorability was most effective after 5 or more exposures in general, however the delta went up the most after Print exposure 25
  • 26.
    3% 4% 5% 10% 14% 18% 7% 6% 9% 0% 5% 10% 15% 20% 1-2Exp Delta 3-4 Exp Delta 5+ Exp Delta Frequency Impacton PurchaseIntent Data is Delta Online Print TV Frequency Comparison: Purchase Intent significant increase at 95% confidence Following the trend seen for Brand Favorability, Purchase Intent increased the most after a high level of exposure on Print 26
  • 27.
    Delivering on theFull Value of Brand Advertising AN IN - DEPT H LO O K AT PRINT F REQ UENCY Print Frequency Results 27
  • 28.
    Print Frequency: AwarenessMetrics significant increase at 95% confidence 3% 5% 4% 7% 11% 12% 8% 12% 18% 7% 8% 12% 0% 5% 10% 15% 20% Print 1-2 Exp Print 3-4 Exp Print 5+ Exp Print Frequency Impact: Awareness Metrics Data is Delta Unaided Awareness Aided Awareness Print Ad Awareness Message Association 1-2 Exp 3-4 Exp 5+Exp Number Respondents 60,259 12,638 14,789 As shown previously, Print performed best in awareness metrics when shown 5 or more times, except for Unaided Awareness, which peaked at 3 to 4 exposures 28
  • 29.
    Print Frequency: PersuasionMetrics significant increase at 95% confidence 10% 14% 17% 10% 14% 18% 0% 5% 10% 15% 20% Print 1-2 Exp Print 3-4 Exp Print 5+ Exp Print Frequency Impact: Persuasion Metrics Data is Delta Brand Favorability Purchase Intent 1-2 Exp 3-4 Exp 5+Exp Number Respondents 60,259 12,638 14,789 The persuasion metrics had a steady upward trajectory with additional exposure 29
  • 30.
    0% 1% 0% 2% 7% 6%6% 12% 10% 1% 5% 7% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+Exp Delta Print Frequency Impact: Awareness Metrics Data is Delta Automotive Campaigns Unaided Awareness Aided Awareness Print Ad Awareness Message Association Average Print Frequency: Awareness Metrics - Automotive 1-2 Exp 3-4 Exp 5+Exp Number Respondents 14,506 2,524 3,899 Automotive Print campaigns reach their peak levels in awareness metrics after a moderate level (3 to 4) of exposure sample was statistically flat significant increase at 95% confidence 30
  • 31.
    Average Print Frequency:Persuasion Metrics- Automotive significant increase at 95% confidence 6% 12% 14% 6% 12% 17% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Print Frequency Impact: Persuasion Metrics Data is Delta Automotive Campaigns Brand Favorability Purchase Intent 1-2 Exp 3-4 Exp 5+Exp Number Respondents 14,506 2,524 3,899 Automotive campaigns in Print continued to show larger increases after a high level of exposure 31
  • 32.
    Average Print Frequency:Awareness Metrics - CPG significant increase at 95% confidence 3% 14% 9% 3% 7% 9%6% 10% 15% 9% 12% 11% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Print Frequency Impact: Awareness Metrics Data is Delta CPG Campaigns Unaided Awareness Aided Awareness Print Ad Awareness Message Association 1-2 Exp 3-4 Exp 5+Exp Number Respondents 7,159 2,224 5,000 CPG Print awareness metrics increased at all levels of exposure Both Unaided Awareness and Message Association were optimally effective after just 3 to 4 exposures, while Aided Awareness and Print Ad Awareness continued to increase after heavy exposure 32
  • 33.
    Average Print Frequency:Persuasion Metrics - CPG significant increase at 95% confidence 7% 6% 11% 7% 12% 9% 0% 5% 10% 15% 20% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Print Frequency Impact: Persuasion Metrics Data is Delta CPG Campaigns Brand Favorability Purchase Intent 1-2 Exp 3-4 Exp 5+Exp Number Respondents 7,159 2,224 5,000 Increase in Purchase Intent began to diminish after 5 or more exposures, suggesting that 3 to 4 exposures were optimal to drive up the purchase of CPG items 33
  • 34.
    Average Print Frequency:Awareness Metrics - Financial significant increase at 95% confidence 3% 4% 4% 8% 14% 14% 7% 13% 18% 8% 10% 22% 0% 5% 10% 15% 20% 25% 1-2 Exp Delta 3-4 Exp Delta 5+ Exp Delta Print Frequency Impact: Awareness Metrics Data is Delta Financial Campaigns Unaided Awareness Aided Awareness Print Ad Awareness Message Association 1-2 Exp 3-4 Exp 5+Exp Number Respondents 18,535 3,982 2,554 Awareness metrics increased with high levels of exposure to Financial campaigns 34
  • 35.
    9% 17% 15% 8% 14% 17% 0% 5% 10% 15% 20% 25% 1-2 Exp Delta 3-4 Exp Delta 5+Exp Delta Print Frequency Impact: Persuasion Metrics Data is Delta Financial Campaigns Brand Favorability Purchase Intent Average Print Frequency: Persuasion Metrics - Financial significant increase at 95% confidence 1-2 Exp 3-4 Exp 5+Exp Number Respondents 18,535 3,982 2,554 Financial campaigns benefitted from a high level of exposure, with Purchase Intent showing the largest increases after 5 or more exposures 35
  • 36.
    Delivering on theFull Value of Brand Advertising RESULT S BY G ENDER Demographic Results 36
  • 37.
    4% 5% 5% 4%4% 3% 10% 8% 11% 11% 4% 10% 2% 6% 8% 7% 8% 11% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Deltas by Channel: Males Online Delta Print Delta TV Delta Deltas by Channel: Male significant increase at 95% confidence Males were influenced at nearly equal levels by TV and Print ads to purchase a brand or product post-exposure. They paid more attention to the Print ads, thus showing increased awareness metrics Online Print TV Number Respondents 107,080 39,169 80,039 37
  • 38.
    4% 6% 5% 4%4% 3% 8% 7% 12% 12% 3% 10% 2% 5% 7% 8% 9% 11% 0% 5% 10% 15% 20% 25% 30% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Deltas by Channel: Females Online Delta Print Delta TV Delta Deltas by Channel: Female significant increase at 95% confidence Print drove up the awareness metrics among females, and similar to males, led to increased Purchase Intent Online Print TV Number Respondents 132,670 45,749 110,675 38
  • 39.
    Delivering on theFull Value of Brand Advertising Appendix 39
  • 40.
    Getting the Mostfrom the Study • MPA Members may use charts/findings from this study in sales and marketing materials. • Source all charts/findings, either within copy or footnoted on charts. • Source: The Print Campaign Analysis, prepared for MPA by Millward Brown Digital, September 2015 • Any analyses based on the data, but not specifically included in the study, may not be sourced to the study without approval from the MPA and Millward Brown Digital. • MPA Members should contact Elizabeth Tighe (etighe@magzine.org) for approvals and additional information. 40
  • 41.
    Delivering on theFull Value of Brand Advertising Ashley Gragg Senior Analyst, Insights and Analytics (415) 321-3719 ashley.gragg@millwardbrown.com Questions: 41