Impact of ads in digital formats
- 1. IMPACT OF ADS IN DIGITAL FORMATS
- 3. In 2010, the UK’s Association of Online Publishers investigated dimensions of website engagement which had the strongest relationship with consumers’ behaviour towards advertising. The dominant dimension was… In this respect, original content sites were seen to perform well ahead of portals and social networking sites
- 4. AOP’s follow-up study (2012, comScore) ACTIONS TAKEN AFTER SEEING DISPLAY ADS (%) Communication / advocacy Active engagement Direct contact Talk about a brand, visited / followed them Researched product online or in store, Clicked on a link, searched for the on social media websites or recommended entered a competition or watched a video brand, visited a brand’s site or bought the product the product online or in store
- 6. “It is vital that media planners consider consumer trust levels in each placement they use. Original AOP concluded : content sites continue to earn the highest levels of consumer trust versus other categories of online publisher, and consistently outperform those publisher categories in their ability to impact consumer attitudes and actions.”
- 8. Across markets typical readers of digital magazines – and owners of tablets :
- 9. Digital magazine readers are receptive to advertising on their devices and believe relevant interactive ads offer more information than in print, while more than a third thought them ‘fun to engage and interact with”. However, relevance is key. There is a strong chance that ads that don’t strike a chord with the reader and are perceived as interrupting the reading experience will be considered “annoying”
- 10. *Base: those who noted ad. Actions taken include visiting advertiser’s website, speaking to someone about product/service¸ purchase consideration, purchase, etc. Source: Measuring the Effectiveness of Ads in Digitally Delivered Magazines, May-August 2011, GfK MRI, USA, 2011
- 11. *Base: those who noted ad. Actions taken include visiting advertiser’s website, speaking to someone about product/service¸ purchase consideration, purchase, etc. Source: Measuring the Effectiveness of Ads in Digitally Delivered Magazines, May-August 2011, GfK MRI, USA, 2011
- 12. *Base: those who noted ad. Source: Advertising Best Practices in a Multi-Platform World, Hearst Magazines/Ipsos, USA, 2011
- 13. % Source: iPad Media Impact Study, by Axel Springer, Germany, 2011
- 14. Advertising Best Practices in a Multi-Platform World. Hearst Magazines/Ipsos, USA, 2011
- 15. Make content relevant Position as partner Create connections to the surrounding editorial Play up the advertiser’s role as a sponsor content and to users’ personal interests or provider of the surrounding content Invite with immersive visuals Be non-intrusive Interactivity is very important. Full-screen video Allow people to select the depth of brand and other visuals are welcomed when the content and content engagement they would like is substantial enough to entertain/interest to have, when they want it What’s New for News? Brussel & Sirkin, USA, 2011
- 16. According to ‘UK Connected Devices’ (Nielsen Report, UK, 2012) “Report shows tablets are changing Advertising is more memorable, acceptable and enticing on tablets consumer behaviour than smartphones, e.g.: and presenting great ❤ UK users agreed that “advertising is more acceptable on their tablet (40%) than on their smartphones (30%)” potential for ❤ Users remember ads better on their tablet, with 48% recalling advertisers…” seeing an ad on their tablet ‘about once a day’ or more often, compared to 37% on their phone Nielsen
- 17. Magazines are in a particularly strong position to mediate messages between brands and consumers Magazines, with the strong personal relationships and trust which they create, can generate the buzz needed to give a brand some prominence in the social media arena
- 18. Publishers are experimenting, expanding and 12% of adults in the US enhancing their presence on social media are accessing magazine-branded networks… social media sites each month …it is early days and there is an element of trial and error… On average they visit 3 different magazine- …but according to Affinity Research’s American branded social networks per month Magazine Study (2011)… 23 brands were attracting 1 million or more visitors per month to their social media areas
- 19. ❤ Analysts from Experian in the USA are saying that social media communities are becoming less about friendships and more about common interests ❤ This is precisely what magazine brands are all about – communities with common interests ❤ This puts publishers in a good position to make the most of social media
- 20. PROOF OF PERFORMANCE 110 evidence-based This is the third of a 5- set presentation: the studies additional slide sets are available at: 23 countries Full (free) digital edition available from: www.fipp.com/POP 116 pages Order print copies from: Proof of Performance was written for FIPP by Guy Consterdine