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Magazines and Online. Working Together. Contents . The debate The case from America UK Research Magazine brands live on - online Summary. Summary of Findings. It has been proved conclusively in both the US and UK that offline media drive online search and purchase

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Presentation Transcript
slide1

Magazines and Online

Working Together

slide2

Contents

  • The debate
  • The case from America
  • UK Research
  • Magazine brands live on - online
  • Summary
slide3

Summary of Findings

  • 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
slide4

The 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?
slide5

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"The consumer continues to be a moving target and marketers who employ outdated media models will find it difficult to achieve increased ROI for their marketing dollars.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

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How Has ‘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 Recent Evidence

  • 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)

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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

Source: American Advertising Federation (AAF)

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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

slide12

Where America Goes…

  • UK media trends often replicate what is happening in the US
  • So does the 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 …
slide13

Offline Advertising Does Drive Online Search

70% of online adults have been prompted to search by offline messaging

Source: PPA research, Sept 07

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TV and magazines are as strong as each other for driving online purchasing amongst adults

Magazines and Television Are Equally As Influential

"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

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Purchasing By Category

"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.

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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.

No Better Medium Than Magazines

Magazines top the categories of:

Cosmetics, Fashion Accessories, Toiletries, Food, Clothing, Music, Entertainment Tickets, Hobbies, Travel Tickets, Holiday

Source: PPA research, Sept 07

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Those consumers with strongest media engagement are much more likely to purchase online as a result of offline advertising exposure.

Engagement Makes A Difference

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

Source: PPA research, Sept 07

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Types of Advertising That Have Prompted Visits To A Website

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?

Magazines second only to TV

Source: IPC Women’s Space 2008

slide20

Types of Advertising That Have Prompted To Purchase From A Website

Which types of adverts have prompted you to buy a product or service online in the last month?

Magazines again second only to TV and ahead of National Press and Radio by some distance

Source: IPC Women’s Space 2008

slide21

The Magazine Is Dead…

…Long Live The Magazine!

slide22

Magazine Brands Live On

  • 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
slide23

Magazine Brands Have The Strength To Move Into Other Areas

Magazine brands have the presence to branch out from their prints forms – online, TV and radio

slide24

Summary of Findings

  • 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