Metrics that matter 2016

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Information about Metrics that matter 2016

Published on November 2, 2016

Author: magazinemediaBE

Source: slideshare.net

1. vs Short term Long term What are the metrics that matter?

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. 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. We discovered that printed magazines are a powerful driver of brand equity

5. METRICS THAT MATTER Findings from a unique study into magazines contribution to brand KPI’s

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. Prestige KnowledgePresence Trust Quality Relevance Some metrics are harder for media to move HARD EASY

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. Relevancy and quality are hard to move but important for brand KPI’s + Relevancy Quality

10. Magazine media channels are most able to move brand perceptions of relevancy Magazine Brands TV Social 1. 2. 3.

11. Very delivers relevancy by… +

12. TV, magazine brands & newsbrands drive quality perceptions TV Magazine Brands Newsbrands 1. 2. 3.

13. Phillips delivers quality through... +

14. TV and outdoor deliver the most impressive result for presence TV OOH Radio 1. 2. 3. (Magazines = No.6)

15. Magazine brands deliver a meaningful connection

16. Understanding the contribution of our different assets

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. This is because of their ability to impact multiple brand attributes in particular.... + Trust Innovation

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. Printed magazines present the stronger opportunity for brands to express relevancy

21. Magazine brands online provide the stronger opportunity for brands to express quality

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. Attention and quality of engagement online Interaction rate 18% 30% Interaction time Source: Moat

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. THANK YOU www.magnetic.media/spark

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