3. Questions? What is magazine reader engagement? How do you model it? How do you measure it? the hell How do you plan around it? <
4. Leo Burnett (October 21, 1891 – June 7 1971) The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
25. Strength of emotional connection and/or response The extent to which the material draws readers in and how much of their attention itoccupies at the moment of consumption Theimpact/effect the material has on the reader Prompts re-reading
26. All readers engage with their title of choice The nature of the engagement is different
28. Reader CLUSTERS 3 defined groups I like to enjoy life and not worry about the future I find I’m easily swayed by other people views I often do things on the spur of the moment I have a practical outlook You should seize opportunities in life It is important to be well informed about things It is important ot be well informed about things I am happy with my life as it is I am perfectly happy with my standard of living I find I am easily swayed by other peoples views I like taking risks I like to enjoy life and not worry about the future It is importanttobe well informed about things You should seize opportunities It is important to feel respected by my peers I am happy with my life as it is There is little I can do to change my life I am pefectly happy with my standard of living . Carefree and spontaneous Assured and considered Longing opportunity seeker
29. Magazine functionCLUSTERS 3 defined magazine groupings South Africa A “Here & Now” view of reality. Reflective & relevant to my life & lifestyle. Educates, developes and advises on real life circumstances. Fashion and beauty advice all directed to ME as a Black Woman. Empowers and builds self esteem. Pushes me and builds independance through challenging content Entertainment, current news & trends, scandal & gossip. Broad spectrum of topics. At times pratical but also taboo. A way to escape. Current World MAGAZINES Beyond the local world. My magazine entices me - giving me a glimpse into someone else's world . It informs me of global contemporary news and trends. Provides expert & professional advice. Pushing me beyond the tangible or accessible. Immediate World MAGAZINES Expanded World MAGAZINES
30. SPHERES OF INFLUENCE EXPANDED WORLD SOME INSTITUTIONS CURRENT WORLD EVERYDAY CONTACTS FREINDS COMMUNITY FAMILY IMMEDIATE WORLD
31. THE ROLE OF MAGAZINES Magazines are crucial to people generating points of view Magazines are triggers for conversations between friends and exhibit many of the same characteristics as friends
32. THE ROLE OF MAGAZINES Magazines are a trusted agent Trust is a principal driver of brand developmentand reinforcement
33. MATCHING TYPES READERS AND MAGAZINE CLUSTERS Magazines target like no other media Assured and considered CLUSTER = IMMEDIATEWORLD Carefree and spontaneous CLUSTER = CURRENTWORLD Longing opportunity seeker CLUSTER = EXPANDEDWORLD Drives engagement and ROI
34. MATRIX OF ENGAGEMENT READER SEGMENT PSYCHOGRAPHICS (Quant/Qual) CAREFREE & SPONTANEOUS ASSURED & CONSIDERED CURRENT IMMEDIATE REFLECTIVENESS OF CONTENT LONGING & OPPORTUNITY SEEKER PEOPLE DIFFERENT TO ME PEOPLE LIKE ME EXPANDED LEVEL OF LIFESTYLE STABILITY DIFFERENT LIFE MY LIFE
35. MATRIX OF ENGAGEMENT BRAND CLUSTERS IN SEGMENTS – MY WORLD Black female CURRENT MARKET SIZE (2,5M) IMMEDIATE MARKET SIZE (4.0M) TRUE LOVE MOVE REAL BONA SOUL YOU (27%) DRUM (47%) TV PLUS (62%) REFLECTIVENESS OF CONTENT COSMOPOLITAN (18%) OPRAH FAIRLADY ELLE GLAMOUR FEMINA PEOPLE DIFFERENT TO ME PEOPLE LIKE ME EXPANDED MARKET SIZE (1.2M) SOURCE: AMPS 2008B TGI 2008C LEVEL OF LIFESTYLE STABILITY DIFFERENT LIFE MY LIFE
36. MATRIX OF ENGAGEMENT READER NEEDS - RATIONAL & EMOTIONAL DRIVERS RESPECTS DIVERSE EDUCATES NURTURE PRACTICAL STORIES SKILLS DIRECTION CHALLENGES SUFFICIENT INFORMATION & ENTERTAIN PRACTICAL GUIDE TABOO CONFIDENCE & SECURITY ESCAPISM REFLECTIVENESS OF CONTENT INDEPENDENCE GROWTH WORLDLY CONTEMPORARY PEOPLE DIFFERENT TO ME PEOPLE LIKE ME EXPERT & EXPERIENCED ADVICE NOT READILY DISCUSSED LEVEL OF LIFESTYLE STABILITY DIFFERENT LIFE MY LIFE
37. MATRIX OF ENGAGEMENT READER SEGMENTS – CONTENT INTERACTION CONTENT AFFINITY CURRENT IMMEDIATE REFLECTIVENESS OF CONTENT EXPANDED PEOPLE DIFFERENT TO ME PEOPLE LIKE ME LEVEL OF LIFESTYLE STABILITY DIFFERENT LIFE MY LIFE
43. MESSAGE PLANNING IDEA & MESSAGE NEEDS HELP & INFORM REFLECT Immediate SAMPLE REPRESENTATIVE POSITIVE RELEVANT TEMPT ENTERTAIN PRODUCT EXPOSE QUALIITY SAMPLE UNIVERSAL INTRIGUE PRICE BEYOND NOVEL TRENDS PROUDLY SA Current Expand
44. RISK MATRIX IDEA, MESSAGE + MEDIA COMBINED EFFECTIVENESS RISK High Risk EXPANDED WORLD CURRENT WORLD IMMEDIATE WORLD HELP & INFORM AD AFFINITY TEMPT ENTERTAIN Low risk Medium Risk
49. RISK MATRIX ENGAGEMENT ATTRITION Actual Risk AD AFFINITY ENGAGEMENT ATTRITION The diminishing efficacy of an ad and an increase in risk ENGAGEMENT PREDICTABILITY If the message and the environment are NOT perfectly synchronised ENGAGEMENT ATTRITION is the result. Highrisk LowRisk Medium Risk
51. Spheres of INFLUENCE ENGAGEMENT & ROI CONTENT AFFINITY ENGAGEMENT ATTRITION ENGAGEMENT PREDICTABILITY MARKET SIZE RETURN ON INVESTMENT AD AFFINITY Campaign
52. Conclusions Different markets (titles) have different levels of SYSTEMIC risk and return You can’t remove risk from a segment You can reduce risk in a segment You can complement strategy across segments You can’t move from one segment to the next with the same message and execution
53. MATRIX OF ENGAGEMENT POSSIBLE ROI OUTCOMES BRAND X ROI IMMEDIATE WORLD MARKET SIZE SYSTEMIC RISK Eachsegment has its own level of sytemmic risk CURRENT WORLD EXPANDED WORLD ENGAGEMENT ATTRITION
There is a perfect marriage between message and media
What was the driver behind commissioning Project Engage
This concept drives how we think about engagement at Thought24
This is not a presentation about creative but it is one about relationships and specifically the relationship you have with our target market and the impact this should have on the choice of message and where that message goes.
Consumer engagement with advertising has emerged as a key discussion point in the ongoing effort to improve advertising accountability. Publishers able to contribute to this debate in a more meaningful way than any other media.
Every aspect of publishing magazines is driven by complex layers of engagement.
Engagement is complex because a variety of exposure and relationship factors affect engagement, making simplified rankings misleading. Typically, engagement with a medium often differs from engagement with advertising, according to an analysis conducted by the Magazine Publishers of America. The function whereby engagement impacts a brand is is wrapped up in what we call HOW.
No measure of Engagement Mapping is like walking into a dark room. Engagement Mapping lets you see the colour of the walls, the texture of the carpet etc
Our goal is to offer a map against which you can simply and effectively assess important engagement variables.
We are currently conducting research on LSM 9-10. Our data is married with Quant from TGI.
Engagement is impacted by a number of factors
The model reflects the relationship between meaningful content engagement and impact.
People are influenced by multiple factors, magazines cross over all of these spheres of influence
Reader types are drawn in by certain rational and emotional benefits offered by different magazines. This define the groupings of magazines they buy and read.
These different clusters and groups can be plotted as above. There is a relationship between a readers level of lifestyle and the reflectiveness of the content they choose to read.
These are the magazines the fit into the quadrants. The bold titles are the ones included in the qual research. Market size differs considerably.
Each quadrant is made up by the rational and emotional drivers.
The relationship between the 2 axes drives Content Affinity. This reflects a similarity of characteristics suggesting a strength of relationship and defines how a magazine is consumed and the nature of engagement.The video clip in the next slide reflects this inherent conflict.
The nature of Content Affinity also corresponds to a very important variable. The nature of content affinity dictates the volume of content selected by the readers to read within a given magazine. The more intangible the content the more selective is the overall read, whereas the more tangible the content the more complete the need. This drives the level of Engagement Predictability. When this is high the chance of an ad being seen is also higher. This metric drives the phenomenon of best upfront RHP – this being the most highly predictable place in a magazine. When advertisers are unsure about environment in magazines that are read selectively best upfront RHP is a good way to reduce risk.Engagement Predictability is illustrated in the next interview, which highlights the different attitudes of engagement by one reader.
If there is no strategic intent on engagement then flat line because they have no a heartbeat.
There are three broad categories of message the resonate most strongly with different reader clusters.
Don’t try to take one message and make it work for different readers otherwise ad affinity diminishes and you get higher levels of effectiveness risk. The next 3 pages show:Perfect tempt ad from YouPerfect entertain ad from OprahPerfect help and inform ad from True Love
Engagement Predictability and Ad Affinity interact to define the overall risk of any campaign. The lower both of these the higher the level of Engagement Attrition and the incumbent level of overall risk.
The influences on ROI interplay.
There are rules.
You can reduce levels of Engagement Attrition but market size will always influence ROI. You can maximise return in any given layer but returns are highest where there are low levels of attrition and big markets.
