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FIPP Award winner: Conscious Reach, the new planning metric

Axel Springer won a gold FIPP Insight Award in the category Best Use of Insight B2B. Their Award entry shows the development of a new metric for media effectiveness: ‘Conscious Reach’. The old metrics are not enough in times of Google and Facebook, Axel Springer says. ”Conscious Reach“ is their new approach to analyze, evaluate and optimize media planning strategies and channel decisions. « For the first time ever, cause-effect relationships can be included in media planning alongside purely descriptive features such as reach, CTP and affinity. »

Quality of contact drives advertising impact

Reach, affinity and CPT are commonly used to evaluate the effectiveness of media channels. Reach must be more qualified, because the quality of the contact drives the advertising impact, according to Axel Springer. That is the reason they started this study to find a new metric, better suited to today’s media landscape.

For this project, the media company formed a partnership with a media agency, advertising clients, science and research institute to combine knowledge and to promote the establishment of a new standard to measure and compare media effectiveness. Their award winning work is only the first step and will be followed by more in-depth research this year.

A new measure based on real impact

A first study in 2018 showed that social media does not come close to classic media brands in terms of “Conscious Reach”. Classic media like print-based brands or TV are more top-of-mind and more likely to receive the relevant attention from the reader/user.

Graph most important and reliable news sources

A lot of relevant data is available for classical media, like print media, TV, radio and so on within market-media studies in Germany. But there is no comparable standard for social media and Google. Axel Springer states that qualitative weighting factors are therefore needed, based on the real impact for individual media genres in order to create a predictable measure.
Graph advertising recall per media type

This new measure, including reach, affinity and CPT, enables a transparent, comparative positioning of TV, print, radio and social media. Axel Springer promotes the “Conscious Reach” as a new standard to evaluate media effectiveness for all media – classical and social. Advertisers will get a deeper understanding of the advertising effectiveness, but also have the possibility to spend their advertising money better and more effectively.

Reach, reputation, attention, content

The “Conscious Reach 2.0” project leverages a multi-method study design combining a secondary meta-analysis of applied and scientific research (approx. 1800 studies, verified sources that investigate causal relationships), qualitative interviews and focus group discussions(110 interviewees / participants) as well as a combination of explicit and implicit (psychophysiological) methods.

As the first main result of the analysis it can be stated, that the “Conscious Reach” consists of four relevant drivers: reach, reputation, attention and content.

Graph conscious reach media types

Next steps?

These dimensions for the “Conscious Reach 2.0” now need to be further validated. A new measure, a new index, for the media industry is to be developed in an application- and practice-oriented way.

This index has to be incorporated into media planning as a weighting criterion thereby including cause-effect relationships in media planning alongside reach, CTP and affinity. All advertising impact effects that are normally documented ex-post are bundled in advance and incorporated into the planning process as a key decision criterion.

Axel Springer hopes to spark an international debate in the media industry with their Conscious Reach study, which will result in the aim of setting a new international standard.

Source: Axel Springer

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FIPP Award winner 2019: Magazines offer high quality attention at a lower cost than other media

The overall winner of the FIPP Insight Awards 2019 was Magnetic, the UK magazine industry initiative promoting the medium (similar to Magazine Media). For the jury, consisting of marketing and research people from magazine media companies all over the world, the Pay Attention project is a textbook example of how magazine media associations can influence the dialogue and dynamic around the medium in the advertising market. 

On the dedicated Pay Attention website (click here to view) all insights from their own and third party research can be consulted and downloaded: « Why magazines? Discover why attention matters and the role magazines play in the modern marketing mix. » Everything is ready to use and easy to download for agencies, sales houses and advertisers.

Why are magazine relevant for advertising?

The first report that resulted from the Pay Attention project, published early 2019, lists the insights from recent research:

  • Magazine readers are more likely to give their full attention when reading magazines than when engaging with other media
  • 82% of readers welcome magazine advertising
  • 58% of readers said they don’t do anything else whilst reading a magazine (third behind cinema and newspapers)
  • 43% agreed that magazine advertising is relevant; more than any other channel
  • 57% agreed that magazine advertising is part of the experience; more than for any other channel
  • Magazines offer high quality attention at a lower cost than other media
  • Magazines provide an environment where advertising is welcomed as part of the experience and where consumers exercise prolonged engagement with the material. In a world where there are increasing demands on our attention, magazines offer a very valuable opportunity to reach engaged audiences in a meaningful way. When CPT data is considered, the value of magazines really shows.

Optimising for profit

The second report in 2019, called ‘Optimising for profit’, focuses on ROI effects of magazine advertising. We already discussed the findings in this article: Un investissement magazine optimal peut augmenter le ROI de 164 %.

Maybe the biggest achievement of Magnetic Media was to convince a selection of media experts and industry leaders with the new found insights to testify for magazine media in the Pay Attention campaign.

Gavin Sheppard - Magazines WorkTom George - Group MPay Attention campaign: Mike FlorenceIn the video below a selection of industry leaders share their thoughts on why attention matters in today’s media and communication landscape. 

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FIPP Award Winner: Positive people buy advertised products

Positivity really does matter for advertising: positive people consuming positive media are much more engaged, open-minded, purposeful and productive. They take more action and are more likely to buy advertised products. This is the main conclusion of the Gold Award winning research from Hearst in the UK. Based on these insights Hearst designed a positivity index and started a new ad product and proposition: Hearst Purpose.

« We instinctively knew that it must be good for brands to appear amongst positive content in front of people who were feeling more positive », says Hearst in their Award entry. But instinct isn’t always enough to turn the heads of the media and client community. The results from this research supported their instincts and hypothesis.

Hearst defines their purpose as helping people get more out of life. « Every piece of content we create, experience we deliver, product and service we provide is designed to help consumers enjoy their lives more and get so much more from it. We are a beacon of positivity in a turbulent and transformational world. »

Are positive people more attractive?

The company asked Theobalds Road consulting to help answer the following questions: 1.Are there any positive people out there in the UK, if so, who are they and how many are there? 2. Are positive people more attractive to advertisers. If so, why? 3. And finally which media brands deliver the most positive media experiences and audiences?

Watch the video for a short summary of the results

They found that 58% of the UK public have a positive outlook in life. 77% of these take some form of action after consuming media compared to 63% of those feeling less positive (+22% higher). They are also 90% more likely to try new things and 35% more likely to buy an advertised product.

When it comes to advertising, we see an 18% increase in brand favourability and a 6% increase in brand consideration.  Hearst And Theobalds Road could prove that by increasing brand consideration by 6% points this leads on average, to a 4% improvement in an ad campaign’s ROI. The conclusion is clear, if you want your advertising to work harder then engage with positive people.

Hearst_The Power of Positivity_2. Positive ROI_Hearst (002) (1)

Hearst Purpose turns positivity to profit

In addition, the findings gave Hearst permission to launch a brand new ad product and proposition around Hearst being a force for good: Hearst Purpose. A brand can work with the company to promote and support a good cause that can help consumers get more out of life. This has resulted in over £2 million of new revenue in 2019 alone. Positivity really does work.

They were also able to show that 69% of Hearst consumers had a positive outlook on life and that their brands provided the most positive experiences. Hearst consumers take more action after consuming their content than all the major radio, TV, social and newspaper brands surveyed. Hearst launched the first media positivity index, charting how positive consumers are feeling when engaging with different types of media. Hearst_The Power of Positivity_4. Hearst positivity index (002) (2) More information on this research here.

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Big Mag -role of print magazine

FIPP Insight Award: The power of magazine brands is stronger than ever

The digital era has disrupted offline media in more ways than anyone may have expected. The perception of different media is changing as a result of the changing role in consumer lives. Marketers and agencies are re-evaluating magazine media more negatively than they deserve based on the data and appreciation of readers (also read: Re-evaluation media in Belgium). 

The Dutch MMA concluded that it was high time to research the current role and unique value of magazine brands. They presented the result at MAGnify 2019 and  won a FIPP Insight Award in Texas earlier this month.

Also read: Nancy Detrixhe, MMA : « Avec les magazines, on décide soi-même de son propre algorithme »

The role of magazine brands

In the current media landscape, magazines have transformed to magazine brands with a range of offline and online channels. The main questions of the research was: what is the strength of magazine brands in the current turbulent media landscape? How is consumption changed? What is the value and relevance of magazine brands in comparison with other media? The research includes a qualitative and quantitative part. By using an online community –  an interactive platform – the idea was to get an in depth look at the motivations and associations of consumers to different media (internet, tv, radio, books, social media) and especially magazine brands. For the quantitative approach, MMA used the outcomes of the online community to quantify results in general and per magazine categories. The results were used for promotional purposes.

Summary of the main results: 88% say that magazines are indispensable!

The unique value of magazine brands

…lies in the individual character of reading a magazine. A magazine moment is a special moment for readers. Readers fully recharge themselves (relaxation, time out, digital detox). No other medium gives that feeling. These moments are very important, valuable and needed. So in the digital age, the strength of magazines hasn’t changed. The function of relaxation/me time has always been an important strength of magazines, but the research learned that this strength is even more powerful than ever.

With magazines you determine your own algorithm.

The research showed that the reading experience is a very important part, not to be underestimated. The reading experience is very intense and the fact that you can determine when, how, where to read is a big advantage in comparison with other media. Other media are often consumed linear or there is a lot of negative diversion and interruptions. That’s not the case with magazines

Magazines give readers satisfaction

Magazine readers believe there is a good balance between time spent and the gain from it. Magazines give you the feeling that you’re up to date and that you haven’t missed anything (because there is a beginning and an end). Internet gives a lot of information but it never stops, so the feeling that you miss things is bigger here.

Young people appreciate offline moment

Young people appreciate the strengths of magazines as mentioned above, in part even more than older target groups. (Also read: Le print est de retour sans jamais être parti). Having an offline moment without any interruption is an important motivation for young people for reading magazines. (Press Pause: read more here)

Shift to online channels

‘Passive’ ways of following magazine brands. like online, social, turn out to be important triggers for people to connect with magazine brands (offline and online). Online channels of magazine brands make the brands more visible and more accessible. Readers follow their favorite brands often in more passive ways like social media and newsletters. The reasons for more ‘active’ ways of following a magazine brand (like website visit) are mostly information and inspiration. Big Mag - use of social media - app- website

Different functions for different channels

In general online channels fulfill the need for readers to stay up-to-date in real time. Social channels are also consumed to fight boredom (like waiting room and commuting moments). Print magazines are a relaxation and me-time/quality time medium. The combination of the offline and online channels make magazine brands attractive. Big Mag - different media different roles

Magazine advertising is no mood killer

82% has the opinion that advertising belongs to the content of magazines. In other media advertising is perceived as interrupting. This result confirms results from other studies. The next step for the MMA is to use the insights from the research to develop a campaign for the promotion of magazine brands in the Netherlands in 202o. Related articles: 

More information about the research method The study involves all channels of magazine brands.  An online community: an interactive platform especially developed for this research where 135 respondents conducted several exercises to get in depth insights from consumers about the power and value of magazine brands. The community offers a lot of space for creativity and discussion, for example uploading of photos and videos, quotes. Goal is to expose the subconscious and collect deep insights of the consumption of magazine content, changes in consumption of magazine media, the role and value of magazines compared to other mediatypes, imaging of magazines and magazine platforms (online, social). Fieldwork from 8-19 April 2019 Online panel survey: 1,007 respondents have been questioned. In this part of the study results of the online community were quantified and further deepened. The quantitative part of the survey is also important for promotional purposes. Fieldwork from 6-14 May. Target group for both studies: male/female, 18-65 years, all consume once or more times in a month magazine media (offline and/or online), spread over different magazine categories.

Radiant woman with grey hair in brown dress - Defiant

FIPP Insight Awards: Defiant, are 50+ women invisible?

Logo FIPP Insight AwardsOne of the FIPP Insight Award winners this year is an interesting project from Bauer Australia: Defiant, I am who I am. 50+ women are an influential, powerful and affluent target group which seems to be totally overseen by brands. Bauer conducted a research into the lives of these women. The presentation on the Australian market led to more focus on the target by marketers.  

Also read: The power of magazine brands is stronger than ever

Society has not come to terms with the fact that everyone is leading much longer lives. Ageing is still associated with catastrophe and we are still coming to grips with the fact that women are living longer and the opportunities this might present to brands and marketers. But the way we represent a women in her 50s has barely changed. As the Bauer researchers say: we need to re-frame longevity.

‘Invisible’ women

Despite women 50+ making up almost 20% of the population, having greater financial clout, increased life expectancy and a refusal to grow old the ways their parents have –few brands target them directly or if they do -revert to older stereotypes that are out of step with reality. You may have even heard that this women is ‘invisible’.

Bauer embarked on a research journey to understand the real story surrounding this women’s life and if in fact she really did feel ‘invisible’?

Growing, not growing old

 

What they found through the research was not in line with the narrative we were anticipating. What they uncovered was a group of women supremely confident, recreating social norms, leading the way and ‘growing’ not ‘growing old’. This woman was having one hell of a secret life party that no marketers or advertisers were invited to.

37% of 50+ women in the research said no categories were doing a good job of representing women like them in their advertising. In fact less than 5% of these women feel technology and automotive brands represent them. Because when advertisers do turn up, they treat her like she’s “my mother”, “an idiot”, “technologically inept” and “fighting against who I am supposed to be”. This is a group of women challenging and recreating social norms. She is leading the way, influencing and showing other women her age what life could look like. And of course she has the confidence to be leading the way. All you need to see is what has lead her to this point in her life…

Read more in the Defiant white paper below:

Not only do the results from the research tell a brand new narrative, we have also seen an increase in advertising briefs received targeting women over 50. The research has been requested by and presented over 35 times (and counting) to a wide range of direct client and agency audiences across Australia with requests to see the research still being received.

The winners were announced at the Opening Reception of the FIPP World Media Congress, taking place in Las Vegas on 12 November 2019. Check out the full award winners list here

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Logo FIPP Insight Awards

FIPP Insight Awards 2019: these are the winners!

Some great, interesting and very divers insight projects were entered into the 2019 version of the FIPP Insight Awards. The winners were announced at the Opening Reception of the FIPP World Media Congress, taking place in Las Vegas on 12 November 2019. We will discuss the projects which are most relevant to our Belgian market in the next few weeks on this website.

These were the shortlisted projects and winners per category this year:

Magazine Media Promotion

Gold: Pay Attention, Magnetic, UK
Silver: Inspiration Points, ARI – the Spanish Magazine Association, Spain
Silver: #WakeUp&Create, Condé Nast Spain

Commercial Outcome

Gold: The Power of Positivity, Hearst UK
Silver: House & Leisure, Associated Media Publishers, South Africa

Primary Research Project B2B

Silver: Heart of Britain, TI Media/Differentology
Silver: Defiant, Bauer Media Australia
Silver: Big Mag, MMA – the Dutch Magazine Association, The Netherlands

Use of Insight B2B

Gold: Conscious Reach, Axel Springer, Germany

The FIPP Insight Awards 2019, kindly supported by UPM, recognise the best in research and insight from the global media industry.

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