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Deniz Sariyildiz

MAGnify 2020: The role of different media in the mix today (Kantar)

Deniz Sariyildiz, Director Creative & Media Effectiveness at Kantar, explores the roles of different media channels from a brand building perspective. In a world of extreme digital fragmentation, do we still have tools to create quality reach? With data from a range of Kantar research sources.

Read our interview with Deniz Sariyildiz here

In this part of the presentation Deniz Sariyildiz talks about the role that different media play in the media mix zooming in specifically on the benefits of magazine media for brand campaigns:

We have cut the presentation by Deniz Sariyildiz (and the other speakers!) into short form videos per subject. In the first part Deniz talked about the changing global media landscape, the second video covers results from the COVID-19 barometer.

You can access all 6 videos by Deniz here.

The other subjects of the short videos are:

  • Receptivity and Trust
  • Influence of context
  • Key take-outs

Watch the MAGnify debate, part 3, about the disruptiveness of programmatic

The other two key note speeches, divided into short form video you can find here:

MAGnify 2020: Results from Kantar’s COVID-19 Barometer

Deniz Sariyildiz, Director Creative & Media Effectiveness at Kantar, explores the roles of different media channels from a brand building perspective. In a world of extreme digital fragmentation, do we still have tools to create quality reach? With data from a range of Kantar research sources.

Read our interview with Deniz Sariyildiz here

In this video Deniz Sariyildiz shows some results of Kantar’s global COVID-19 Barometer. Covid changed the dynamics: we are consuming more media and to cut through the clutter with brand communication is more important than ever. Relevant content is always appreciated by people, concludes Deniz.

We have cut the presentation by Deniz Sariyildiz (and the other speakers!) into short form videos per subject. In the first part Deniz talked about the changing global media landscape.

You can access all 6 videos by Deniz here.

The other subjects are:

  • The rol of magazines and other media in the mix
  • Receptivity and Trust
  • Influence of context
  • Key take-outs

Watch Danny Devriendt discuss local media with his guests (part 3)

The other two key note speeches, divided into short form video you can find here:

Deniz Sariyildiz MAGnify 2020

MAGnify 2020: Kantar on the changing global media landscape

Deniz Sariyildiz, Director Creative & Media Effectiveness at Kantar, explores the roles of different media channels from a brand building perspective. In a world of extreme digital fragmentation, do we still have tools to create quality reach? With data from a range of Kantar research sources, a.o. their COVID-19 Barometer.

Read our interview with Deniz Sariyildiz here

In this first part Deniz shows research based evidence about the changing global media landscape. 40% of advertisers and media-experts are not sure they use the opmital balance between online and offline channels.

We have cut the presentation by Deniz Sariyildiz (and the other speakers!) into short form videos per subject. You can access all 6 videos by Deniz here.

The other subjects are:

  • Results of the COVID-19 Barometer
  • The rol of magazines and other media in the mix
  • Receptivity and Trust
  • Influence of context
  • Key take-outs

Watch Danny Devriendt discuss local media with his guests (part 2)

The other two key note speeches, divided into short form video you can find here:

MAGnify 2020: all speakers are live!

You can now watch all MAGnify 2020 shows on www.magnify.be/video! All speakers are being introduced by Marcel Van Thilt in his incomparable way.  After the speakers you can enjoy the incredible creativeness of our StuMPA contestants from the 2020 competition.  Watch, enjoy and learn!

MAGnify Part I: Advertising Attention Alpha -All in one day?

This is not just a keynote speech by two renowned Belgian researchers (which would and should be enough to capture your attention!). But with our host Marcel Vanthilt introducing the first speakers in his incomparable way; and with a creative highlight from our last StuMPA contest at the end, we have added entertainment value. Because we are all worth it! Because we are all worth it! And we need some humour and laughter in these orange and red Fall days.

Sit back and enjoy for the first and the last part, but most of all watch and learn from Bruno Liesse and Bernard Cools! (read their interview here in Dutch / here in French)

MAGnify Part II: The changing global media landscape

In her presentation from the comfort of her own home, Deniz explores the roles of different media channels from a brand building perspective with a particular focus on planning the role of magazines in the media mix. She will address the big question for marketing and media professionals: do we still have tools to create quality reach?

Expect evidence based argumentation from the Director Creative & Media Effectiency at KantarDespite the changing media behaviour you will find that professionally edited, original content that focuses on a particular passion point shared by the brand and the reader, does not lose it’s value.

Watch and learn from Deniz Sariyildiz! (read her interview here in Dutch / here in French)

MAGnify Part III: Contentmarketing = Contextmarketing

Roger Verdurmen is Strategy Director at DPG Media in the Netherlands and responsible for Brand Studio. With 15 years of experience as a marketing communications strategist he is a likely advocate for a conceptual approach to branded content. Preferably long term, cross media and with maximum contextual relevance.

In his presentation Roger explains why content marketing is all about context. He builds his case with evidence from research human behaviour and own business cases.

Watch and learn from Roger Verdurmen! (read our interviewwith him here in Dutch / here in French)

You can read the interviews with all our speakers:

MAGnify 2020: watch Part II now with Deniz Sariyildiz

You can now watch Part II of the MAGnify 2020 show with Deniz Sariyildiz, Kantar on www.magnify.be/video!

Value of consumer magazines in the Media Mix”

In her presentation from the comfort of her own home, Deniz explores the roles of different media channels from a brand building perspective with a particular focus on planning the role of magazines in the media mix. She will address the big question for marketing and media professionals: do we still have tools to create quality reach?

Expect evidence based argumentation from the Director Creative & Media Effectiency at Kantar. Despite the changing media behaviour you will find that professionally edited, original content that focuses on a particular passion point shared by the brand and the reader, does not lose it’s value.

Watch and learn from Deniz Sariyildiz! (read her interview here in Dutch / here in French)

P.S. Any questions you have, please send them to info@magazinemedia.be. They will be answered here on this website (we will notify you) and some questions will be discussed in the ‘Chair’ session on 22nd October by Danny Devriendt and his guests.

MAGnify 2020 Part I is still available for you to watch! Bernard Cools and Bruno Liesse talk about the Alpha Index here

You can read the interviews with all our speakers:

This is what you can expect from MAGnify 2020!

MAGnify 2020 goes digital

MAGnify 2020 starts on 1st October when you can view the first presentation on the conference website www.magnify.be. Every week on Thursday, 1, 8, 15 and 22 October, a new recording will be published. Don’t miss a thing! Register here for the Magazine Media newsletter to receive a notification when a new recording goes live.

Learn more about the genuine assets of magazine media:

  • Magazines offer you engaged audiences.

    The power of a media brand affects the brands that advertise in it. That’s why your ad will benefit from the trust that the magazine has built with its readers.
  • Brands use magazines’ creative possibilities to stand out.

    An ad you can smell or taste? A packshot that glows in the dark? In magazines anything that tickles the five senses is possible!
  • Magazine-makers are storytellers by nature.
    They are pioneers and experts in keeping the right balance between editorial and commercial content. This is where native advertising fits in your content strategy. People love beautiful stories. And for a brand it’s great to be part of such a story.
  • Magazine ads are not intrusive: readers see them as complementary info.
    The word “magazine” is derived from the French word “magasin”, a place of commerce where customers take the initiative. A shop is inspiring and not intrusive. No wonder then that magazines are the most trusted medium for consumers.
  • Cross-media solutions in magazine media enhance ROI substantially.

    The cross-media approach of magazine publishers offers you more chances to reach your target groups via different platforms.

International and national speakers will guide you through these insights. They will prove how magnificent magazine media are for brands.

All information about the speakers and the subject of their speeches can be found on www.magnify.be

You can already read the interviews with our speakers:

Deniz Sariyildiz

MAGnify 2020: “Een goed gemaakt magazine geeft een boost aan de relatie tussen klant en merk”

Magazines vinden minder eenvoudig hun plek in het hedendaagse medialandschap dan pakweg 25 jaar geleden. Hoe passen magazines in de hedendaagse mediaplanning? 4 vragen aan Deniz Sariyildiz, Director Creative & Media Effectiveness bij Kantar, en spreker op MAGnify 2020, het vierde jaarlijkse Magazine Media congres.


Watch and listen to Deniz Sariyildiz here

Hoe passen magazines vandaag de dag nog in de mediaplanning?

“Wanneer we kijken naar hoe de investeringen de afgelopen jaren zijn veranderd, valt het des te duidelijker op dat digitaal een opgang maakt, vaak ten koste van print media. Dat heeft uiteraard ook betrekking op magazines. In de hedendaagse, digitaal gedreven wereld, kunnen we er echter vanuit gaan dat waardevolle en originele content, gefocust op een passie die gedeeld wordt door zowel het magazinemerk als de lezer, zal blijven voortbestaan.

De digitalisering gaat steeds sneller en er is een overvloed aan informatie. Net daardoor kan een (customer) magazine een geweldige manier zijn om uw klanten te bereiken. Het is een uniek format, op de ideale plek en het ideale moment: in het huis van de lezer, net wanneer zij op zoek zijn naar die specifieke informatie. Maar merken moeten wel zeker zijn dat er een match is tussen de krachtige capaciteiten van het medium en de brand KPIs, zodat ze voldoende budget kunnen toewijzen.”

Beschikken julli over data die het belang van magazines aantoont?

“Als we kijken naar de CrossMedia en Touchpoint-analyses die we tot nu toe deden, krijgen we een duidelijk beeld van wat magazines precies bijdragen voor merken in de media mix. Zo valt het op dat magazines, samen met nieuwere formats als Facebook en online video’s, het meest kosten effectief zijn over de verschillende objectieven van een merk. Bovendien blijkt het ook dat lezers van magazines ertoe neigen een sterkere band te hebben met een merk. Wanneer een magazine goed gemaakt is, geeft dat een enorme boost aan de relatie tussen klant en merk.”

Wat waren de verschillen met België tijdens COVID-19?

“Wat opviel tijdens de coronacrisis, was het feit dat lockdown ertoe leidde dat mensen meer media gingen consumeren, vooral TV en online dan. Dat was ook niet onverwacht en een eerder logisch gevolg. Maar wat interessant was, is dat Belgen niet zoveel zijn afgeweken van de traditionele media in vergelijking met anderen. Hoewel ook Belgen meer online aanwezig waren, viel het op dat Belgen trouw bleven aan de traditionele media wanneer het ging over het verkrijgen van informatie.”

Welk advies heeft u voor de Belgische adverteerders?

“Vandaag de dag bestaat er echter een duidelijke twijfel bij marketeers wat de juiste mix van media is. En die twijfel is volledig gerechtvaardigd, niet enkel voor online, maar ook voor offline kanalen. Adverteerders moeten zich de vraag stellen wat de belangrijkste merk objectieven zijn. Het werk dat daarop volgt, is het creëren van sterke content. De dag van vandaag is content overal en de aandacht van mensen is de beloning waar adverteerders naar moeten werken. En dat is de moeite van het werk waard.”

Kijk en luister op 8 oktober naar Deniz Sariyildiz tijdens MAGnify 2020. Het volledige programma vindt u hier

Deniz Sariyildiz

Lees ook de interviews met onze andere sprekers:

Bekijk ook de terugblik op MAGnify 2019: