P1248711744TjgAY

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Connecting With Consumers
in an age of interruption, when consumers are
rejecting commercial messages with the click of a
mouse or the push of a button, magazines are the
medium of engagement CEO of Magazine Publishers
of America (MPA)
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The Debate

• How do advertisers connect with consumers
• in this age of media fragmentation and
• diminished attention spans?
• And how important is it to connect with consumers
  anyway?
• Is media important in the relationship between
  consumer and brand?
• How do different media deliver this connection?
• What are the strengths of each media
• Where do magazines fit into the argument?
• What benefits do they bring to help build
  relationships between advertisers and their
  consumers?
• Is media the only thing thats important in
  delivering sales result or does creative play a
  part too?

3
Summary of Findings

• Connecting with Consumers is all about reaching
  the right people at the right time in the right
  way
• The stronger the connection, the better the
  result of advertising activity
• Engagement therefore is an essential component of
  all campaigns
• Time pressure and media fragmentation consumer
  choice and selection
• Media and advertisers have to change
• Need to work harder than ever to reach target
  audience effectively
• Magazines deliver a highly engaged audience
• Personally selected and paid for
• Targeted
• Least multi-tasked
• Trusted
• Relevant
• Media is only the gatekeeper though creative is
  the final piece in the jigsaw

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Contents

• What is Engagement?
• Why is it important?
• Media Proliferation
• Brand Consumer Connection
• How Magazines Fit In
• Media v. Creative

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What Is Advertising Engagement?
In its simplest form, engagement is
Brand
Consumer
Making a connection between brand and consumer
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The Engagement Triangle A Three-way relationship
Brand
Media acts as a conduit for communications
Engagement
Consumer
Media
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What Affects Engagement?

• Message i.e. quality of advertising creative
• Relevance
• Clutter/avoidance
• Media environment attributes of medium that
  affect advertising receptiveness
• Enjoyment/likeability
• Trust
• Receptive mind
• Consumer mindset and physical situation that
  affect advertising receptiveness
• Multi-tasking
• Time spent with medium

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Four Steps To Engagement

• Understand the consumer!
• Understanding Insight
• Tailor communication to reach consumer
• At the right time
• In the right place
• In the right way
• When THEY are receptive to receiving it

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Why Is This Important?
Why is engagement so important? In a world with
so much consumer choice and with all the
challenges they face, marketers need to make
sure their advertising worksThe issue is how
advertisers can connect with people. It is now
about engagement. Wenda Harris Millard, CRO,
Yahoo!
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Media Explosion The 1975 Landscape
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Media Explosion The 2009 Landscape
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The Audience Have Taken Control

• Developments in technology mean more editorial
  control than ever for consumers
• VoD, EPG, PVR, iPod.
• We can now edit broadcast media and tailor it to
  our own individual taste
• Like a magazine
• Not to mention Consumer Generated Content
  (blogging, online communities) where consumers
  have their say about media and brands.

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Which means

• Media Proliferation
• Which leads to
• Pick n Mix Discrimination
• Which in turn leads to
• Personalisation

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Brand Consumer Connection
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Most consumers arent looking for engagement
with most brands anyway
While brands want more engagement with
consumers, most brands play just a small part in
consumers lives. Consumers use them as a means to
an end, with each brand acting as just one small
component of a larger solution Alan Mitchell,
Marketing Week
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Changing The Way We Cut Through To Consumers
1999 (the old way)
2009 (new model)

• Creating Brand Awareness Creating Brand Demand
• One way Two Way, reciprocal
• (brand consumer) (brand consumer)
• Major mass media Any consumer touchpoint
• Media centric Consumer centric
• Interruption (repeat) Engagement (relevance)

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Push and Pull
Push Strategy Push/Pull Strategy (Advertisers
forces (Consumer seeks out message on
consumer information from advertiser) Opport
unities to see Opportunities to engage (change
thinking) Brand Demand Co-ownership
of brand
Source Bob Greenberg
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How Consumers Process Advertising Messages The
Traditional View
First Consumer absorbs the message
Second Consumer considers the information
Third Consumer takes action
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How Consumers Process Advertising Messages New
Model
First Advertising activates relevant frame of
mind in consumer Second Advertising creates
emotional response Third Advertising fosters
creation of personally relevant stories and
enriches brands messaging Fourth Advertising
interacts with prior experience in mind and
is enhanced by surrounding context Fifth Emotion
al response adds enrichment to brand
meaning So emotional engagement requires
consumers to experience a subjective feeling in
response to advertising
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New Model For Reach and Frequency
(Engagement Trust) x target contact brand
impact Idea Media Brand Media
The consumer is running the show
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Where Media Fits In
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Media Is The Gatekeeper
It provides the environment
It matches up likeminded brands and consumers
The more targeted the media, the better the
potential fit
Erwin Ephron
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Television

• Let ourselves be entertained - consumer is often
  switching off
• Most passive media
• Neutral or slightly positive mood depending on
  attention to programming
• Company

Its just a way of switching off from reality
... just watching TV for a few hours and
forgetting everything.
Its on 24 hours a day but I never watch it.
Its just something in the background
Im sure ours is on seven days a week but Im
not sure if anyone actually watches it
Source PPA Absorbing Media 2002
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Internet

• Functional
• Consumer in active search mode, businesslike mood
  
• Sterile

If youve got a problem, anything, just go on
the internet
Youve got no kind of relationship with it You
just click on and hope your computer doesnt
crash
I dont smile when Im on the internet.
Source PPA Absorbing Media 2002
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Outdoor

• The last true broadcast medium
• Impossible to edit
• But no editorial context to add saliency
• And therefore no mood stimulation

It brightens up the landscape
Source OAA
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Radio

• Medium of trust companionship
• Used to lift mood e.g. breakfast shows when
  getting up
• But its the most multi-tasked medium
• Often in the background
• Not given full attention

My radio is like a friend
I dont really listen to the radio, I just have
it on
Source RAB
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Magazines
Magazines give the reader control which makes
the advertising more welcome. And magazines
target readers which makes the advertising more
relevant. That is why consumers are engaged
more by advertising in magazines than in any
other media
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Magazines Do It All!

• Provide environment
• Match up likeminded brands and consumers
• Match an individuals need
• Treasured break from the everyday
• Targeted
• Absorbed at a pace which suits the reader
• Chosen to express personality more than any other
  medium
• Brands in their own right
• Already edited for you by the editor!
• Other media becoming more like magazines, weve
  always been there

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Consumer Attitudes To Media
I agree This medium is usually tailored to my
needs
You feel like youre taking it in better,
instead of just sitting there and staring,
youre actually reading it and thinking, I didnt
know that.
Source PPA Absorbing Media 2002
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How Magazines Fit Into Readers Worlds
Traditional Model
Source Future Foundation
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How Magazines Fit Into Readers Worlds New Model
Magazines
Magazines are still at the centre of the
consumers lives
Source Future Foundation
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How and Why Readers Read
The relationship with magazine is not necessarily
aspirational, but rather a reflection of a better
you
Source IPC Research
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How Magazines Fit Into Readers Lives
Home
You dont have to read it all in one go. You
can read a bit and then go and put the dinner on
Reading Mood Feet Up What is prized is the
experience of being taken out of the everyday.
Relationships
Work
Source IPC Research
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What Magazines Give Consumers

• Choice The choice of how to spend our media
  leisure time have exploded and yet magazine
  sales continue to rise. Magazines need time and
  money to be enjoyed they are a self-selected,
  paid-for, opt-in medium
• Relevance There are 3,224 magazines in the UK.
  Readers buy them because they are relevant to
  them and they want to read what they have to
  say, including the ads
• Control If readers are not interested in what
  they see, they turn the page. Magazines
  physical nature means content consumption is
  non-prescriptive, thus it can be neither
  intrusive, nor annoying the reader has control

Magazines are actively chosenan investment of
money and time
Source Henley Centre
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How Men and Women Are Different
Emotional versus functional approach

• More functional approach strong bonds tend to
  be limited to sport or other special interest
• emphasis on reading as an activity
• more passive, lean back judgement

Source IPC Research
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Different Magazines Play Different Roles

• Glossy Monthlies
• Indulge
• Escape
• Aspire
• Titles have become brands which in turn both
  reflect, and influence, lifestyle
• But readers are learning as well as relaxing

You get engrossed. You get lost in it .. You
sort of want to be part of the lifestyle contents
of it
Whilst youre relaxing youre actually doing
something that is enjoyable as well as
informative
Source Absorbing Media/ PPA
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Different Magazines Play Different Roles

• Practical Glossies
• Mix of information and indulgence
• Inspire
• Practical Help

they open your mind a bit more you get ideas
and you ask yourself questions as you are
reading it
You can say guess what I read about. Or if you
know someone whos interested in gardening youve
got something to talk to them about.
Source Absorbing Media/ PPA
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Different Magazines Play Different Roles

• Weeklies
• A best friend
• Trusting loyal reader relationship
• A weekly fix
• Providing the reader a mixture of topical
  entertainment, information advice.

I look forward to reading it, its a nice break
from the hustle of daily life. Its makes me laugh
and gives me loads of handy tips Womans weekly
reader
My TV mag helps me plan my weeks viewing, gives
me all the TV gossip and best of all previews the
weeks soaps! TV magazine reader
Source Absorbing Media/ PPA
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Magazine Advertising
The Science Bit!
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Factors Affecting Consumer Engagement

• Multi-tasking
• Trust
• Enjoyment
• Relevance
• Affinity
• Ad-avoidance
• Accountability

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Multitasking

• Magazines are the least multi tasked medium
• Consumers now do 5.8 hours more activities than
  there are hours in the day!
• Fewer activities and media receive undivided
  attention
• Consumer attention flows from life activities
  to media and back again, with activities flowing
  from background to foreground
• The attention need to read means magazines are
  the least multi-tasked

Source MindShare MORe Panel, Adults 18
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Trust
Percentage of Adults Age 18 54 who trust Ads in
Medium Magazine Advertising 21 TV
Commercial 12 Internet/Online advertising 7
Source Hearst Magazines Engagement Factor Study
2005
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Television

• What role does interruption play in enjoyment?
• For magazine readers advertising is part of
  pleasure of the experience
• However, the more avidly involved viewers are in
  a TV programme, the more likely they were to be
  annoyed by commercial interruptions
• And thus more likely to respond by channel
  zapping, multitasking etc

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Relevance

• 59 of consumers say most marketing and
  advertising has very little relevance to them
• Magazine advertising bucks this trend and is
  deemed double the relevance of online

Source Hearst Magazines Engagement Factor Study
/ Erwin Ephron
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Affinity

• Respondents asked to take 10 pages from a
  magazine that represented its essence chose
  1/3 ad pages
• This shows that advertising is considered
  relevant and a valued part of magazine content
• Tailoring ad to the medium enhances this effect
  further
• Recall of ads tailored specifically to Golfing
  magazine

Mastercard Mastercard Rolex Rolex
Av Recall Index v. Category Av Recall Index v. Category
Category Norm 42 100 53 100
Broader Creative 45 107 43 81
Golf Genre Creative 67 160 65 127
Source Hearst Magazines Engagement Factor Study
/ Starcom
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Ad-Avoidance

• 54 of consumers agree that they try to resist
  being exposed to or paying attention to
  advertising
• 69 say theyre interested in products that allow
  them to opt out of being exposed to advertising
• 56 say they avoid buying products that overwhelm
  them with marketing and advertising
• Once again though, magazines buck this trend

Yankelovich Omniplus 2004
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Accountability

• Research has shown that
• Engagement affects purchase intent
• Higher relaxation higher ad awareness
• More pressured consumers lower ad awareness
• So lower attention levels deliver lower
  inclination to buy and higher advertising
  attention levels result in higher inclination to
  buy

Source Magazine Publishers of America
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If you want engagement, you need to produce
engaging ads'.
But Its Not That Simple
Roger Baron, WARC conference New York
In a PVR world, we are looking at engagement. A
print reader is an engaged reader and an engaged
reader is more responsive to advertising.
Senior VP Starcom
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Creative is King

• Recognition of ads in an individual publication
  vary widely and evenly
• From over 60 recognition, to under 40
• And this variation tends to be broadly similar in
  all publications
• If the magazine is doing the job of engaging the
  consumer and bringing the ads to their attention,
  the only thing which can explain these
  variations is the quality of the creative

Ads, like human beings, vary widely in talent
and its this talent thats the most important
factor in determining whether theyre seen and
read, not the vehicle that transports them
Source GfK NOP, Starch Tested Copy
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How Magazines Can Help

• Engagement beyond the page
• Bespoke activity draws brands into the fabric of
  the magazine
• Gives editorial endorsement
• Allows reader to interact more fully with the
  brand
• Reduces fallibility of creative

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Creative Testing

• Importance of creative is crucial
• 70 of TV adverts are pre-tested (Source PPA)
• Only 30 of magazine adverts are
• Arguably, 400m of magazine advertising runs each
  year, and its effectiveness critiqued, without
  pre-testing
• Testing press ads would mean media budget was
  being put behind BETTER adverts
• Therefore ensuring a better chance of success

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Summary

• Media proliferation has lead to consumer
  discrimination
• This in turn has lead to personalisation
• The consumer is now their own editor
• They choose what they want to engage with, and
  when
• Magazines are the best medium for delivering
  bespoke, personalised content
• However, ultimately engagement comes from
  strength and appropriateness of creative