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Magazines and Online:Working together
tx portfolioContents
• The Debate
• The case from America
• UK Research
• Magazine brands live on - online
• Summary
tx portfolioSummary
• It has been proved conclusively in both the US and UK that offline media drive online search and purchase
• Magazines are the strongest medium in the US for driving consumers online
• In the UK, they are equal to TV - but arguably at 1/3rd to ½ the capital cost
• Engagement with the medium proves a crucial element in leading to eventual purchase
• Major magazines brands have evolved into major digital brands – online, radio and TV
tx portfolioThe Debate
• As consumer web traffic increases, online is becoming much more important and vital part of the media mix– And proof that advertising has driven web traffic and
search has become imperative
• Can offline media do this?– Which medium does it best?
• Doesn’t the current digital boom mean the death for the traditional magazine?– How have magazine brands embraced digital?
The Debate
"The consumer continues to be a moving target and marketers who employ outdated media models will find it difficult to achieve increased ROI for their marketing dollars.
The key for advertisers will be the integration or holistic allocation of new media with traditional based upon their customers media consumption.
For example, many marketers recognize the value of internet search but it's also important to understand which of the traditional media can be used to trigger online search for their consumer target.“
Gary Drenik, President & CEO of BIGresearch
tx portfolioHas ‘old’ media given way to new?• Online advertising or search can be tracked right
through to sale
• It is also (generally) cost effective
• ROI can be accurately calculated and campaigns tweaked to maximise efficiency
• So who needs traditional media?
• Well, where are those consumers searching online coming from?
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The evidence from America
The recent evidence to date
• 67% of online population driven to search by offline channels (iProspect ’07)
• Magazines are the primary driver of online search (RAMA ’07)
• Magazines are the primary driver of web traffic (AAF ’06)
• 39% of searchers influenced by offline make a purchase online (iProspect ’07)
• Magazines and WOM most effective at generating online purchases
(iProspect ’07)
26
17.8 16.413.7
118.2 6.8
0
5
10
15
20
25
30
Magazine
s
Terres
trial TV
Multi-ch
annel T
V (cabl
e)
Newspaper
sRad
io
Out of H
ome
Other
Source: American Advertising Federation (AAF)
Magazines – most effective at driving consumers online
That’s according to the American Advertising Federation (AFA) who conducted a survey and asked a range of marketers which medium they considered the most effective
Effectiveness of Media at Driving Consumers to the Web
51.647.7
44.2 41.335.6 35.3 33.8
30.3 29.3 28.2
0
10
20
30
40
50
60
Magazine
Ad
Read a
n artic
leTV
ad
Newspaper
ad
Cable a
d
Face to
Face
communi
cation
Coupon
s
adverti
sing
Direct M
ailRad
io
Source: BIGresearch, USA, Aug 2007
Magazines – best at influencing search
BIGresearch conducted a study for the Retail Advertising and Marketing Association (RAMA) to help advertisers understand which media perform best at influencing consumers to start a search for goods online
Top 10 Media that Trigger an Online Search
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Is this true in the UK?
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• UK media trends often replicate what is happening in the US
• So does this research showing the strength of magazines at driving online search and sales hold true in the UK?
• The PPA have conducted their own research to find out …
Where America goes …
tx portfolioOffline advertising does drive online search
70% of online adults have been prompted to search by offline messaging
Source: PPA research, Sept 07
tx portfolioMagazines and television are equally influential
32 3332 33
21 22
10 11
Adults ABC1 Adults
TV Ads Magazine Ads Newspaper Ads Radio Ads
TV and magazines are as strong as each other for driving online purchasing amongst adults
"Did any of the following help you with ideas or information on any of the online purchases you made?“
Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying and have made an online purchase.
Source: PPA research, Sept 07
tx portfolioPurchasing by category
0
10
20
30
40
50
60 TV Ads Magazine Ads Newspaper Ads Radio Ads
"Did any of the following help you with ideas or information on any of the online purchases you made?“Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying and have made an online purchase.
Source: PPA research, Sept 07
tx portfolioNo better medium than magazines
• Magazine advertising is as strong as TV for driving online purchasing
• In over 70% of product categories magazine advertising is the primary driver of online purchase.
Magazines top the categories of: Cosmetics, Fashion Accessories, Toiletries, Food, Clothing, Music, Entertainment Tickets, Hobbies, Travel Tickets, Holiday
Source: PPA research, Sept 07
tx portfolioEngagement makes difference
Source: PPA research, Sept 07
32
55
32
43
21
46
10
26
0
10
20
30
40
50
60
70
Overall Favourites
Magazines Ads TV Ads Newspapers Ads Radio Ads
Those consumers with strongest media engagement are much more likely to purchase online as a result of offline advertising exposure.
Base: 16-64 online adults who have a favourite … (Magazine, TV programme, Radio programme, Newspaper) and have gone online in last 12 months to look for info on products considering buying and have made an online purchase
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IPC Insight’s Women’s Space Research
tx portfolioAdvertising – which types have prompted visits to a website
Source: PPA research, Sept 07
IPC Insight’s Women’s Space research used the nationally representative Origin Panel to ask mass market women about their behaviour on the web
Which types of adverts have prompted you to visit a website?
48
39
20
11
0
10
20
30
40
50
60
70
TV Magazine Newspaper Radio
tx portfolioAdvertising – which types have prompted to purchase from a website
Source: PPA research, Sept 07
Which types of adverts have prompted you to buy a product or service online in the last month?
21
18
8
4
0
5
10
15
20
25
TV Magazine Newspaper Radio
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The magazine is dead…long live the magazine
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• A lot has been said about digital being the death of print
• But magazine brands live on! And have so for many years in digital forms
• Many magazine brands are so strong they can evolve in into major brands on TV, Radio and online
Magazine brands live on…
tx portfolioMagazine brands have the strength to move into other areasMagazine brands have the presence to branch out from their prints forms – online, TV and radio
tx portfolioSummary
• It has been proved conclusively in both the US and UK that offline media drive online search and purchase
• Magazines are the strongest medium in the US for driving consumers online
• In the UK, they are equal to TV - but arguably at 1/3rd to ½ the capital cost
• Engagement with the medium proves a crucial element in leading to eventual purchase
Magazines and Online:Working together
