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AIM – Campaign TrackingParis, March 2011
Evidence of advertising impact
The three modules of Ad Impact Monitor
Ad Impact Monitor
The aim:Continuous reporting of the impact of print campaigns on three impact levels.
Brand trackingReturn on investment from campaigns in print, TV and online
RFID contact studyReading patterns, contact performance on the advertising medium level
Ad trackingReturn on investment on the level of
the advertisement itself
Results of the RFID contact study as a part ofAd Impact Monitor
FIVE FINDINGS ONPRINT WORKS.
HOW MAGAZINESARE READ
which measures:
All members of the household over 14 years identify themselves by pressing a button on the reading device,
4
Innovative technology
The reader and software was developed by order of FOCUS Magazin Verlag GmbH. The developers of the reader and the software respectively: RF-iT Solutions GmbH, Graz, Austria, Dominik Berger and Magellan Technology Pty Ltd in Annandale, Australia, Michael Stanton
RFID CONTACT STUDY.PRINT WORKS.
Who, when and for
which two-page spread?
how long has viewed
The Focus magazine reader
RFID measurement – the procedure
5
» Passive technical recording of
periodical usage
» Reading of copies in private households is
ascertained
» Sample n= 50 households per issue,
in total n=1,200 households
» Analysis based on title segments
» Time in the field of double each issue duration
» Personal introduction of test persons by an
interviewer
» Institute: MMA Media Markt Analysen
» 2010: Super Illu, Men’s Health
» 2011: c’t
Evaluated titles (data basis) In the field / in evaluation
Vogue 06/09 Brigitte 16/09
Cosmopolitan 06/09 Schöner Wohnen 08/09
Focus 21/09 Geo 08/09
Der Spiegel 21/09 Computer Bild 17/09
Stern 22/09 Wirtschaftswoche 32/09
Bild der Frau 25/09 ADAC Motorwelt 09/09
Tina 26/09 Auto Motor Sport 20/09
Bunte 29/09 Hörzu 38/09
OK! 29/09 Für Sie 21/09
TV Digital 22/09
TV Spielfilm 22/09
TV Movie 23/09
TV Hören und Sehen 46/09
Kicker Montag 92/09
TV direkt 25/09
6
Example: woman, 38 years of age
1
1 2
2 3 4 5
3 4 5Vogue 06/09
Six reading sessions duringeight weeks of recording
RFID CONTACT STUDY.PRINT WORKS.
7
5 FINDINGSPRINT WORKS.
>> The passive, technical recording in 1,200 reader-households involving 2,060 persons and over 290 thousand two-page contacts enables us to make a few clear statements about magazine usage:
8
>> Magazines remain for a long time in the household. They are often openly presented, for example on the coffee table in the lounge.* For this reason it is likely they are read on several occasions.
DOUBLE.PRINT WORKS.
* 72 percent of Germans say “Magazines lay around in full view in my lounge at home.” (TdW 2009, all over 14 years of age)
Six contacts of each copy on average
9
Average number of magazine contacts per readerAverage frequency of magazine reading per user within the recording period
DOUBLEPRINT WORKS.
Total: 2,060 persons (12,096 magazine contacts)Aggregated values on the basis of 24 titles
Multiple contacts: each two-page spread twice
10
Average number of contacts of each two-page spread per readerAverage contact frequency per two-page and user
DOUBLE.PRINT WORKS.
two-page spread two-pagewithout advertising
two-pagewith advertising
Total: 2,060 persons (290,299 two-page contacts)Aggregated values on the basis of 24 titles
Multiple contacts with ads: 1.8 x 33 sec.
11
DOUBLE.PRINT WORKS.
Two-page contacts per readerAverage contacts per two-page spread with advertising
Reading duration per reader (seconds)Average duration per two-page spread with advertising
Total: 2,060 persons (156,243 two-page contacts)Aggregated values on the basis of 24 titles
12
is seen more than once. On average 1.8 times
and for 33 seconds.
Finding No. 1:
Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons
>> Magazines are retained for a long time in the household. On average they are read by each user six times for a quarter of an hour each time.
DOUBLE.PRINT WORKS.
Each two-page with advertising
13
>> Magazines do not simply appear in the house. Each household pays for them and so chooses them carefully. The eagerness to read each new issue is correspondingly large.
FAST. PRINT WORKS.
Development of media penetration for all usersAccumulation: 100 percent = all first contacts over the recording period
1414
all 24 titles
FAST. PRINT WORKS.
Who pays is also keen to read
Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.
1515
Faster media penetrationAccumulation: 100 percent = all first contacts over the recording period
Weekly magazinesachieve 58% penetration aftertheir second day
Cu
mu
lati
ve p
rop
ort
ion
of
all (
mu
ltip
le)
con
tact
s
Fortnightly magazinesachieve 42% penetration aftertheir second day
Monthly magazinesachieve 47% penetration aftertheir second day
Fast for all issue periods
FAST. PRINT WORKS.
Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles (11 weekly magazines, 8 fortnightly magazines 5 monthly magazines).
Days after the first day of issue
Development of contacts Proportion of total contacts as percentages over the recording period
1616
FAST. PRINT WORKS.
Who pays is also keen to read
Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.
Reading pattern don’t depend on placement
17
Exposures by magazine quartersProportion of total contact pages as percentages
Total: 2,060 persons (12,096 issue contacts); aggregated values on the basis of 24 titles.Excluding contacts with title page and table of contents.
FAST. PRINT WORKS.
FOCUS Science (monthly)
FOCUS: Development of Contacts Number of total contacts over the recording period
1818
FAST. PRINT WORKS.
FOCUS: Three Exposures Within The First Day
Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.
Science (monthly): Development of Contacts Number of total contacts over the recording period
1919
FAST. PRINT WORKS.
Science: Three Exposures Within The First Day
Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.
20
By the end of the first two days, half of the readers have already read the magazine for
the first time.
Finding No. 2:
Magazines do not simply appear in the house. The household pays for them and so chooses them carefully. The eagerness to read each new issue is correspondingly large.
FAST. PRINT WORKS.
Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons.
21
>> An electronic advertising medium exists only for a few seconds after delivery. Adverts are an integral part of magazines – and they accompany their readers continuously.
ENDURINGLY.PRINT WORKS.
2222
Every day is magazine day
Contact distribution by days of the weekFigures as percentages of all generated contacts
ENDURINGLY.PRINT WORKS.
Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.
23
Multiple Contacts Extend EfficiencyContinous Building of Contacts100 percent = all contacts during fieldwork
Weekly Magazinesdeliever after two weeksadditional (multiple) contacts
Pro
po
rtio
ns
on
all
mu
ltip
le c
on
tact
s
Monthly Magazinesdeliever after eight weeks
additional (multiple) contacts
Days after 1st day of issue
23
ENDURINGLY.PRINT WORKS.
Bi-Weekly Magazinesdeliever after four weeksadditional (multiple) contacts
Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles
24
Multiple Contacts Extend EfficiencyContinous Building of Contacts100 percent = all contacts during fieldwork
Pro
po
rtio
ns
on
all
mu
ltip
le c
on
tact
s
Days after 1st day of issue
24
ENDURINGLY.PRINT WORKS.
Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles
25
Every Day is Magazine Day
Contact distribution by days of the week
Figures as percentages of all generated contacts
Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles Kicker: 82 persons; 6.439 two-page contacts; Geo: 93 persons; two-page contacts
NACHHALTIG.PRINT WIRKT.
TotalAggregated figures for all of the 24 issues
Geomonthly1st = last but one friday
KickerWeekly1st day = Monday
25
Hour Whole week(Mon-Sun) Workdays (Mon-Fri) Weekend (Sat/Sun)
00 – 0101 - 0202 – 0303 - 0404 - 0505 -0 606 - 0707 - 0808 - 0909 - 1010 - 1111 - 1212 - 1313 - 1414 - 1515 - 1616 - 1717 - 1818 - 1919 - 2020 - 2121 - 2222 - 2323 - 24
26
Proportion of total contacts as percentages
Prime time and weekend
ENDURINGLY.PRINT WORKS.
Proportions as percentages; total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.
Ganze Woche (Mo-So) Werktags (Mo-Fr) Wochenende (Sa/So)
0 - 1 Uhr1 - 2 Uhr2 - 3 Uhr3 - 4 Uhr4 - 5 Uhr5 - 6 Uhr6 - 7 Uhr7 - 8 Uhr8 - 9 Uhr9 - 10 Uhr10 - 11 Uhr11 - 12 Uhr12 - 13 Uhr13 - 14 Uhr14 - 15 Uhr15 - 16 Uhr16 - 17 Uhr17 - 18 Uhr18 - 19 Uhr19 - 20 Uhr20 - 21 Uhr21 - 22 Uhr22 - 23 Uhr23 - 24 Uhr
27
News Magazines
NACHHALTIG.PRINT WIRKT.
Anteile in Prozent; Total: 269 Personen (35.412 Doppelseitenkontakte); Aggregierte Werte für Focus, Spiegel und Stern
Proportion of total contacts as percentages
Ganze Woche (Mo-So) Werktags (Mo-Fr) Wochenende (Sa/So)
0 - 1 Uhr1 - 2 Uhr2 - 3 Uhr3 - 4 Uhr4 - 5 Uhr5 - 6 Uhr6 - 7 Uhr7 - 8 Uhr8 - 9 Uhr9 - 10 Uhr10 - 11 Uhr11 - 12 Uhr12 - 13 Uhr13 - 14 Uhr14 - 15 Uhr15 - 16 Uhr16 - 17 Uhr17 - 18 Uhr18 - 19 Uhr19 - 20 Uhr20 - 21 Uhr21 - 22 Uhr22 - 23 Uhr23 - 24 Uhr
28
Women Weeklies
NACHHALTIG.PRINT WIRKT.
Anteile in Prozent; Total: 165 Personen (16.593 Doppelseitenkontakte); Aggregierte Werte für Bild der Frau und Tina
Proportion of total contacts as percentages
>> An electronic advertising medium exists only for a few seconds after delivery. Adverts are a integral part of magazines – and they accompany their readers continuously.
29
Magazines are deeply embedded in the daily
lives of their readers. They read for long periods;
every day and at all hours.
Finding No. 3:
ENDURINGLY.PRINT WORKS.
Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons.
30
>> Of course, rarely is a magazine read entirely in one sitting. But by the average sixth reading session, most of the whole magazine has been ‘worked through’, page by page.
PAGE BY PAGE.PRINT WORKS.
Initial reading position by pagesProportion of all recorded sessions as percentages
3131
Half begin in the mid-section
44 percent front(first 10 pages)
54 percent mid-section
2 percent back(last 10 pages)
PAGE BY PAGE.PRINT WORKS.
Basis: 12,096 issue contacts, values based on 24 titles.
First half more often, second half longer
32
Reading pattern by magazine quartersProportion of total contact pages as percentagesAverage duration of use per two-page spread and user in seconds
PAGE BY PAGE.PRINT WORKS.
Total: 2,060 persons (12,096 issue contacts); aggregated values on the basis of 24 titles.Excluding contacts with title page and table of contents.
33
Half the readers begin with
often consult the first half, but spend longer
in the second.
Finding No. 4:
>> Of course, rarely is a magazine read entirely in one sitting. But by the average sixth reading session, most of the whole magazine has been ‘worked through’, page by page.
the mid-section of the magazine. They more
PAGE BY PAGE.PRINT WORKS.
Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons.
34
>> Anyone who works through a magazine on the average six occasions page by page, cannot miss seeing the advertising. Luckily the advertising does not annoy the readers.*
ADVERT BYPRINT WORKS.
ADVERT.
* Only 7 percent of Germans say that the advertising in magazines annoys them, whereas with television it is 73 percent (Source: Media profiles and media aptitudes, Institut für Demoskopie, Allensbach, 2008; basis: whole population aged 14-69 years).
Multiple contacts with all formats
35
ADVERT BY ADVERT.PRINT WORKS.
Two-page spread contacts Average number of contacts per user
Contact duration in secondsAverage contact duration per reading session
Basis: average contacts; total: 2,060 persons (156,243 two-page contacts).
36
All advertising formats generate multiple
longer, larger ones seen more often.
Finding Nr. 5:
>> Anyone who works through a magazine on the average six occasions page by page, cannot miss seeing the advertising.
contacts. Smaller formats are observed for
ADVERT BY ADVERT.PRINT WORKS.
Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons.
37
Each two-page with advertising is seen more than once.
On average 1.8 times and for 33 seconds.
5 FINDINGS.PRINT WORKS.
1. DOUBLE.
FAST. 2.
By the end of the first two days, half of the readers have
already read the magazine for the first time.
ENDURINGLY.3. Magazines are deeply embedded in the daily lives of
their readers. They read for long periods; every day and at all hours.
PAGE BY PAGE.4. Half the readers begin with the mid-section of the
magazine. They more often consult the first half, but spend longer in the second.
ADVERT BY ADVERT.5. All advertising formats generate multiple
contacts. Smaller formats are observed for longer, smaller ones seen more often.
Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons.
Many thanks for your timeand attention.