Download pdf - Atenea Digital - ARI

March 2014By:

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Contents

Page

1. Digital Atenea Background 3

2. Digital Atenea Objetives 6

3. Digital Atenea: Level of Analysis 8

4. Methodology and Technical Specifications 12

5. Results: Image of Websites 17

6. Results of campaigns: Magazines Websites vs Non Magazines Websites 21

A. Segment: Non readers of Magazines-paper 20

Example: PANTENE 22

B. Segment: Readers of Magazines-paper 29

Example: PANTENE 30

3

Digital Atenea:

Background

4

Atenea Background:

Promoters & The way to implementing

� Atenea was founded in 2005 (on its test phase) on the initiative of

three major publishing groups

Two consulting firms have been working

on its design and implementation

Two consulting firms have been working

on its design and implementation

In charge of the design of the study,

fieldwork, crosstabulation and analysis

In charge of the modeling área and the

web tool

� Atenea was born with the aim to prove quantitatively how advertisements in magazines

improves the efficiency of any ad campaign on Television.

� Since then, we run the study twice a year, providing a model and an online tool to help media

planners to predict campaign efectivness.

5

Digital Atenea Background

� In 2011 (first test) Hearst Magazines, GPS and RBA Revistas, the

publishing groups supporting Atenea, wanted to take a step forwards and

research the effectiveness of the advertising communication of magazine

website through internet.

� Thus, with the help of the technical design of CIMEC (also responsible for

online data collecting, data processing and analysis), DIGITAL ATENEA was born as an ongoing survey about the advertising effectiveness of the magazine websites.

6

Digital Atenea

Main Objectives

7

Digital Atenea: Main Objetives

� DIGITAL ATENEA is a continuous survey by waves, to test and analyze

online campaigns planned on the magazine websites, it allows us:

o To Compare the image of the Websites of Magazines with the other Websites as

advertising media.

o To Compare their results with those obtained in other campaigns planned into No

Magazine Websites, showing the effectiveness of the online magazine sites compared to

other sites.

o To Demonstrate the leverage factor and synergies that occur between web

magazines and their paper magazines, that is, the Cross Media Value under the same

magazine´s brand.

o To prove that the web magazines campaigns have a strong impact on people with

leadership and prescription capacity and therefore get more powerful Word of Mouth,

amplifying more and better the message and brand values to other websites.

8

Digital Atenea:

Analitical work

9

A. Between Internet user No Paper Magazine readers :

• MAGAZINE WEBSITES vs OTHER WEBSITES

B. Between Internet user Paper Magazine readers : Cross Media effect analyze (Cross

media value under the same Brand magazine), by comparing:

• PAPER MAGAZINE+ MAGAZINEWEBSITE vs

PAPER MAGAZINE+OTHER WEBSITE

A brief summary of benchmarking and analytical work

� The analysis is intended to reveal two main types of information :

1

2

10

Online Advertising Campaigns: Sales Pitches

Atenea Digital has been built to work and enforce the sales pitches of the

publishing groups involved in the survey:

A. Websites comparison between Internet user No Paper Magazine readers:

Efectiveness analysis of Magazine websites vs Other Webs:

• Sales pitch:

� “If you are planning an online advertising campaign - Although you

are not going to include paper magazine in your media planning -

planning magazine websites is more efective than other websites”

11

Online Advertising Campaigns: Sales Pitches

B. Websites Comparison between Online Paper Magazine readers :

Magazine Websites vs. Other webs + Cross Media effect analysis (Cross

media value under the same Brand magazine), by comparing:

• Sales pitches:

� “The cross media planning using magazines brand ( Webs+ paper magazine)

add an efectiveness added value”.

� “If you are planning paper magazine and you also want to plan internet.

Planning on Magazine websites not only is more effective than other

websites but you get an aditional value finding synergies and leveraging the

global effects of your campaign”.

12

Methodology &

Technical Specifications

13

Methodology

� Only specific campaigns are tested.

� These should be campaigns planned into Magazines web sites, taking into account:

o If these campaigns have been planned in other web sites

o If these campaigns have been planned in their paper magazines

� There can be investment in other media (TV, Outdoor, …)

� The study is carried out during the campaign

� Surveys are carried out from two segments of similar socio-demographic

characteristics, with the only difference that:

o One segment is exposed to ad in Magazine and not to other websites with the same ad

campaign during the last week)

o The other segment is not exposed to Magazine website, though they are exposed to ad in

other websites with the same ad campaign

� Within each segment two sub-samples of readers and non-readers of the paper

magazines (based on whether the campaign has appeared in them or not) are also

controlled

� For a given (Male or Female) target, the maximum segmentation is four subsamples

14

A brief summary of segmentation analysis

They are exposed to the

campaign across neither

Magazines websites nor

paper magazines

ONLY EXPOSED TO

OTHER WEBSITES


campaign across paper

magazines, but not

Magazines websites

EXPOSED TO OTHER

WEBSITES

+ PAPER MAGAZINES


campaign across both

Magazines websites and

paper magazines

EXPOSED TO MAGAZINE

WEBSITES + PAPER

MAGAZINES


campaign across Magazines

websites , but not paper

magazines

ONLY EXPOSED TO

MAGAZINE WEBSITES

Four subsamples are perfectly comparable to be chosen with the same sociodemographic

characteristic. They may also be exposed to other media (TV, outdoor, ...)

Four subsamples are perfectly comparable to be chosen with the same sociodemographic

characteristic. They may also be exposed to other media (TV, outdoor, ...)

INTERNET USERS NOT EXPOSED TO ADVERTISE

IN MAGAZINES SITES (IF OTHER WEBS)

INTERNET USERS EXPOSED TO INTERNET

ADVERTISING MAGAZINES SITES (NO OTHER

WEBS)

NO PAPER MAGAZINE

READERS

PAPER MAGAZINE

READERS

NO PAPER MAGAZINE

READERS

PAPER MAGAZINE

READERS

S1 S2 S3 S4

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Technical Specifications

� Universe: Men and Women internet users, from 14 to 54 years old, visitors of magazinees websites

and other website, where the testing campaign is planned.

� Technique: Computer aidded Web interview (CAWI), 20 minutes long.

� Sample:

o 4 possible sub-samples of at least 120 interviews each.

o WEBS OF MAGAZINES :

• Magazine Webs Visitors where advertising has appeared ( and at least in the last week have

not had the opportunity to be exposed to campaign across the other Sites. No Paper magazine

readers.

• Magazine Webs Visitors where advertising has appeared ( and at least in the last week have

not had the opportunity to be exposed to campaign More Sites where there appeared the

campaign) . Paper magazine readers where the campaign has been published

• Extracted from the web pages of magazines

o PANEL OF INTERNET USERS :

• Magazine Webs No visitors, but they have visited other sites where tested advertising

campaigns has appeared . No Paper Magazines Readers .

• Magazine Webs No visitors, but they have visited other sites where tested advertising

campaigns has appeared . Paper Magazines Readers where the campaign has been published

• Extracted from internet panel.

16

Advertising awareness

Purchase intention

Communication impact &

Brand Reconition

(Internet & Magazines & TV)

Brand awareness

WOM (Word Of Mouth)

Effective WOM

Advertising

investmentPlanning & Ad media

Impacted people's profil

(Champions, transmitters

& receivers)

effects of the

campaign on the

consumer

Total Net impact

(All Media)

Analyzed indicators (for each campaign)

17

Results:

Image of web sites

18

Image of Websites as a Advertising Platform

� Internet users make a comparison between different websites

� Each person answers on the specific type of Web page that has visited the last

week (portals, newspapers, magazines, ...)

� After that, we add all the answers related to magazine websites and all the

answers related to other websites

Magazine website Value as a Magazine website Value as a

advertising location

Magazines Websites are better perceived as

than the Other Websites

By internet users

19

Magazines Websites vs Other Websites Image

26,5

24,5

36,1

20,6

19,1

22,8

60,5

63,1

77,6

47,6

62,8

72,5

Otros sites Sites de revistas

Unit: % Agree (completely + something ). Base: Total: Magazines Websites (n=484), Non-magazines Websites (n=363)

AROUSES INTEREST

IMPROVE RECALL

QUALITY AS SUPPORT

CREDIBILITY CONTRIBUTION

CUSTOMIZATION

MATCH SUPPORT/CONTENTS

Data WomenTarget _Wave 1-2013

20

31,7

31,0

42,4

22,4

16,9

27,0

46,2

53,7

64,8

40,9

47,9

52,5

Otros sites Sites de revistas

Data Men Target _Wave 1-2013

Unit: % Agree (completely + something ). Base: Total: Magazines Websites (n=125), Non-magazines Websites (n=318)

Image Magazines Websites vs Other Websites

AROUSES INTEREST

IMPROVE RECALL

QUALITY AS A ADVERTISING VEHICLE

CREDIBILITY CONTRIBUTION

CUSTOMIZATION

MATCH SUPPORT/CONTENTS

21

Main Results by campaign:

Magazines Websites/

non-magazines Websites

22

Segment: No Paper Magazine

readers

“If you are planning an online advertising campaign - Although you are not going to include

paper magazine in your media planning - planning magazine websites is more efective than

other websites”

A)

23

Pantene

Internet+TV


24

Pantene_1

83,8

94,8

45,3

97,7

97,6

69,6

Advertising

awareness

Brand awareness

Purchase intention

Non-magazines Websites (+TV) Magazines Websites (+TV)

% INCREASE

+16,6%

+3,0%

+53,6%

%. Total Internet users non readers of magazines-paper. Non-magazines websites (n=241), Magazines websites (n=130).

Internet users Non-

readers of Magazines

25

Pantene_2

85,4

84,3

20,6

19,6

87,8

85,0

44,3

41,4

TV spot impact

Brand Recognition

Spot Impact

Brand Recognition


+2,8%

+0,8%

TV SPOT

INTERNET SPOT

IMPACT (SPOTS TV & INTERNET) IMPACT (SPOTS TV & INTERNET)

AND BRAND RECOGNITION

% INCREASE

+115,0%

+111,2%


Internet users Non-


26

Pantene_3

84,3

86,0

TOTAL NET

IMPACT * (TV+INT)


% INCREASE

+2,0%

TOTAL CAMPAIGN

TOTAL NET IMPACT

(*) They remind one of the two ads (Internet or Tv) and they remember correctly advertised brand.


Internet users Non-


27

Pantene_4

IMPACTED PEOPLE’S PROFILE AND WORD OF MOUTH (WOM)

+312,8%

% INCREASE

2310,9

61,3

51,2

15,6

37,9

Non readers Readers

Champions

Other

transmitters

Receivers

Word of Mouth (WOM) among

Impacted by the campaign(Average number of persons with those who

have spoken)

6,56,5 26,926,9

%. Internet users, not reading of Magazines-paper , impacted by the Ad. Non-magazines websites (n=203), Magazines websites (n=112).

Internet users Non-


Non-magazines

Websites

Non-magazines

Websites

Magazines

Websites

Magazines

Websites

Champions: Talk to many

people and could give large

amount of information

and very or quite likely to

convince others

Other transmitters: WOM

potential but less than

Champions.

Receivers: Don´t Talk to

many people and couldn´t

give large amount of

information about brands and

products

28

Pantene_5

IMPACT AND WOM: SUMMARY

% INCREASE

+2,0%

+312,8%

TOTAL NET IMPACT * (% Total Sample) 84,3%84,3% 86%86%

Non-magazines

Websites

Non-magazines

Websites

Magazines

Websites

Magazines

Websites

WOM: data among impacted

(average number of persons with those who have spoken) 6,56,5 26,926,9

Effective WOM (data deflated) 6,06,0 23,923,9 +297%

(*) They remind one of the two ads (Internet or Tv) and they remember correctly advertised brand.

Internet users Non-


29

Segment: Readers of

Magazines-paper“The cross media planning using magazines brand (

Webs+ paper magazine) add an efectiveness added value”.

“If you are planning paper magazine and you also want to plan internet.

Planning on Magazine websites not only is more effective than other

websites but you get an aditional value finding synergies and leveraging

the global effect of your campaign”.

B)

30

Internet+Magazines+TV

Pantene


31

Pantene_1

85,3

99,4

56,6

96,8

99,2

69,8

Advertising

awareness

Brand awareness

Purchase intention

Non-magaz Websites (+TV+Mag) Magaz Websites (+TV+Mag)

% INCREASE

+13,5%

-0,2%

+23,3%

Internet users Readers

of Magazines-paper

%. Total Internet users readers of magazines-paper. Non-magazines websites (n=122), Magazines websites (n=354).

32

Pantene_2

86,2

86,2

24,4

21,5

23,6

22,4

91,6

91,0

43,6

40,3

53,6

52,6

TV spot impact

Brand Recognition

Spot Impact

Brand Recognition

Spot Impact

Brand Recognition


+6,2%

+5,5%

TV SPOT

MAGAZINE SPOT

IMPACT (SPOTS TV, MAGAZINES & INTERNET)

AND BRAND RECOGNITION

INTERNET SPOT

+78,6%

+87,4%

+127,1%

+134,8%


of Magazines-paper

% INCREASE

%. Total Internet users readers of magazines-paper. Non-magazines websites (n=122), Magazines websites (n=354).

33

Pantene_3

88,2

93,0

TOTAL NET

IMPACT*

(TV+MAGAZ+INT)


+5,4%


of Magazines-paper

% INCREASE

TOTAL CAMPAIGN

TOTAL NET IMPACT

(*) They remind one of the three Ads (Internet or Tv or Magazines-paper) and they remember correctly advertised brand.


34

Pantene_4

+235,5%

15,17,7

58,4

47,1

26,6

45,2

Non readers Readers

Champions

Other

transmitters

Receivers

8,68,6 29,029,0


of Magazines-paper

IMPACTED PEOPLE’S PROFILE AND WORD OF MOUTH (WOM)

Word of Mouth (WOM) among

Impacted by the campaign(Average number of persons with those who

have spoken)

% INCREASENon-magazines

Websites

Non-magazines

Websites

Magazines

Websites

Magazines

Websites

%. Internet users, reading of Magazines-paper, Impacted by the Ad. Non-magazines websites (n=108), Magazines websites (n=329).

Champions: Talk to many

people and could give large

amount of information

and very or quite likely to

convince others

Other transmitters: WOM

potential but less than

Champions.

Receivers: Don´t Talk to

many people and couldn´t

give large amount of

information about brands and

products

35

Pantene_5

+5,4%

+235,5%

88,2%88,2% 93%93%

8,68,6 29,029,0

8,08,0 27,627,6 +247%


of Magazines-paper

(*) They remind one of the three Ads (Internet or Tv or Magazines-paper) and they remember correctly advertised brand.

WOM: data among impacted

(average number of persons with those who have spoken)

IMPACT AND WOM: SUMMARY

Effective WOM (data deflated)

TOTAL NET IMPACT * (% Total Sample)

% INCREASENon-magazines

Websites

Non-magazines

Websites

Magazines

Websites

Magazines

Websites

36

El arte de la investigación

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