inserts nuts and bolts presentation 11 july

Inserts nuts and bolts:

Understanding inserts in the

modern media landscape

Lateral Group

Thursday 11 July 2013

#dmainserts

Agenda3.00pm - Registration and networking

3.30pm - Welcome from the chair

CJ, Managing Director, All Response Media

3.45pm - Inserts – Why inserts are still relevant in a multi channel age?

Nick Barnard, Head of Inserts, TMG

4.10pm - 'BLIPP Your Inserts!' how augmented reality can enhance

engagement, interaction, conversion and sale!

Stephen Shaw, Opportunities Director, Blippar

4.35pm - Effective insert planning tips - The basics

Lucy Stafford, LSBS Consulting

5.00pm – Refreshment break

5.10pm - The changing face of print

Nick Barbeary, Client Experience Director, DST Group

5.35pm - Affordable creativity and special print mechanics

James Brook, Head of Inserts & DR, Mail Newspapers

Simon Buckenham, Inserts Sales Manager, Bauer Media Group

6.00pm - Closing comments from chair CJ, Managing Director, All Response Media

6.30pm – Inserts Summer Drinks

Nuts ‘n Bolts Introduction

CJ – Chair: Inserts CouncilManaging Director: All Response

Media

Insert volumes

Bill

ions

Source: DMA Inserts Monitor

0

1

2

3

4

5

6

2008 2009 2010 2011 2012

Source: All Response Media

What type of inserts?

- “Big or Small”

• More reliance on smaller, lower cost formats

% ‘B

ig’

Weekend Papers / Supplements

What type of inserts?

- “Big or Small”

• 2013 seeing high number of inserts per week

• Increasingly smaller formats (8pp and under)

Source: All Response Media

Am

ou

nt

pe

r w

ee

ke

nd

Weekend Papers / Supplements

%

Response

online

Online response 2011/12

research summary

Ave.

20% 59% 83% 50% 32% 56%

2010 % 52%

Inserts - Why inserts are still

relevant in a multi-channel

age?

Nick Barnard

Head of Inserts, TMG

What do we mean by

relevant?

They work….

• Total insert volume across the

magazine and newspaper sectors

in 2012 was over

4.7bn*

*DMA 2013 Inserts Monitor

Perception?

What do the pubic actually think?

• 52% of adult population recalled Inserts in

Newspapers and magazines

• In top group of recalled channels

(4th)alongside such traditional media as

TV, door drops and direct mail

• 20% higher than Internet and almost twice

the number of warm email

*British Population Survey - The British Marketing Survey

What do the pubic think?

• Seen as more ‘acceptable’ than

Internet and warm email.

• Again, traditional sectors such as TV,

National Press, Consumer magazines

also rank highly


What do the pubic think?

• In terms of age, people who find

inserts ‘acceptable’ are over

represented in the younger age

groups - 15 – 24 years & 25 – 49 year

old age brackets


Does that differ from what marketers think?

• Consumers – 52.9% would

miss print vs. 34.1% missing

online

• Marketers – 40.6% would miss

print vs. 41.9% missing online

*fast.MAP gap 2012

• Print underestimated

• Consumers still value print

About Inserts…

Responsive

• They can deliver 4-8 times more response than space advertising alone.

Cost Effective

• Relatively cheap CPT

• Delivery dates later so ideal for distress campaigns

Intrusive

• Put catalogue into reader’s hands – interaction.

• Provides an immediate call to action.

Flexible, Engaging and tactile

• Inserts break away from the formal constraints of space advertising. Post-it notes, bound-ins, tip-ons, scent strips, lenticulars etc.

Test-friendly

• Low volume, low risk testing with huge roll-out potential.

About Inserts?

Measurable and trackable

• Easy to track response by creative, title, region, etc.

Offer Mass market coverage or regional targeting

• Not necessary to use full print run; possible to concentrate on strongest regions only.

• Use wholesalers to target by postcode - Mosaic

• Use niche magazines.

Exclusivity

• Advertise in solus environment

Compatible with other media

• Drive response online

• 56% of response goes online*

* DMA 2011

Summary

• Still relevant

• Inserts work

• Valued by Consumers

• Lots of opportunities

'BLIPP Your Inserts!' how

augmented reality can enhance

engagement,

interaction, conversion and

sale!

Stephen Shaw, Opportunities Director, Blippar

Effective insert planning tips –

The basics

Lucy Stafford, LSBS Consulting

Inserts…

However….

4.9bn inserts in mags and papers in 2011

6.97bn inserts distributed D2D in 2011

1.06bn inserts booked via newshare in 2011

Agenda

• Tips to maximise response

• Timings

• The brief

• Planning the campaign

• Tracking the campaign

Maximising Insert Response

Use a wide range of titles

Avoid Wastage

Regionality

Subs v. Newsstand

Test Small Volumes

*DMA Inserts Council

Run in selected core areas

Test both

Subs can deliver 2x response*

Sales vs print run ratio

30%-75% more responsive in key periods*Consider Seasonality

Maximising Insert Response

Low duplication, rates comparable to Nat press

Format/Creative

3rd Party / PD

1 Stage v 2 Stage

Regional Press

*DMA Inserts Council

Targeted, delivered to home, receptive audience, often 2x response of newsstand publications

Ave. 50% more response with 2 stage*

Test variations- Achieve standout through unusual format/creative

- Loose v bound v tip-on

Getting down to it…

Timings!!!!

The brief

Planning the campaign

Analyse previous results

Competitor data

Format

Media planning tools

Agency Data Bank

Regional press

Door to door

Compile candidate listNational press

Magazines

Third Party

Remember to test!


Competitor data


Media planning tools

Agency Data Bank

Why is targeting essential ?

• Nothing is targeted at everyone

• Cost

• Environmental concerns (99.9% are “wasted”)

• In order to achieve business dynamics – CPR, CPA, ROI etc

Targeting influences

• Title audience – TGI, NRS vs clients current customer base

or target market

• Cost of the title

• Responsiveness of the title (if used before)

• Minimum test volume allowed/required

• Roll-out potential

• Regionality ?

• Seasonality ?

• Format required/allowed by title

• Previous experience – does the title “work” for other clients ?


Format

Format

• Size, weight, pagination, paper stock…

• Limitations of candidate list (especially Third Party)

• Format tests?

• Be involved in the creative brief

• Including quality considerations – what impression are you trying to give?

280mm

148mm

280mm

148mm

280mm

148mm


Regional press

Door to door

Compile candidate listNational press

Magazines

Third Party

LARGE

COVERAGE

The role of National Press

The role of Regional Press

LOCALISED

NATIONAL

UPWEIGHT

TARGETED

The role of magazines

The role of third party/PD’s

?

VOLUME

PERSONALLY

ADDRESSED RESPONSIVE

DEMOGRAPHIC

SEASONAL

The role of door drops

?

VOLUME

COVERAGE

TARGETING

ZONING


Remember to test!

Handling and assessing response

• Ensure codes correctly allocated

• Test response handling and attribution (essential for

assessing results and future planning)

• Remember – a lot of your response will have been

delivered online

• Large untapped market

• Planning and timings are key

• Nail the brief

• Use all available data to plan

• Consider format carefully

• Consider all insert opportunities

• Track the campaign

• TEST, TEST, TEST AND TEST AGAIN

Summary

Refreshment Break

Copyright © 2012 DST Output

Print in an increasingly

online world

Nick Barbeary

11/07/2013


A closer look at the

changing face of print


Digital print…our saviour!


The Market continues to change


2005

“Traditional channels form the

mainstay of organisation’s

communication programmes”


2009

“Increasing penetration of

internet , combined with cost

effectiveness in a recession

leads to an increased use of

online communication

channels”


Now

“An increased understanding

of multi-channel effectiveness

leads to a more balanced use

of channels in customer

communication”


Driven by the consumer and the

technology they use

Among 16-to-24 year olds, more time is

spent on the Internet than in front of the

television - increasingly accessed by mobile

technology

Source: Boston Consulting

However

One fifth of the adult population have never

gone online, although these individuals are

typically from lower income groups living in

rural areas distanced from London

About 60 percent of those aged 65 or older

have never used the Internet

97 percent of e-mails globally are unwanted

Source Microsoft Security Intelligence Report

On the other hand

More than half of new Internet users over

the past year were aged 50 or older

30.1 million adults use the Internet every

day or nearly every day, accessed via a

wide range of technology

54% of adult

internet users also bank online

Consumers benefit from the Internet by

purchasing products offline which they

researched online

(approx £40 billion per year)


However

Copyright © 2012 DST Output …and let’s not forget Social!

http://www.worldometers.info/


Changing media expectations

In the format & channel

that I prefer (at that time)

When I want it

Relevant


If the consumer is changing

…..what is happening to print?


Digital and Inkjet Advances

• Hardware

• Software

• Inks

• Resolution

• Automation

• Processes

• Costs

Faster Bigger Better


2010 - HP T350 1,200 dpi., 762mm web, 183 mpm.

3,927 bespoke A4s per minute


Speed of Progress

2011 HP T400 1,200dpi., 1067mm web, 183 mpm.

5,500 bespoke A4s per minute


Print runs are getting smaller in size,

but there are more of them!


This is how customers are connected to

their world

Twitter

YouTube

Video

Google

Vimeo

LinkedIn

Skype

Music

Sharing

Yahoo!

Facebook

Blogging

Websites

Direct

Mail

Mobile

AdvertisingPinterest

Gamification

Press

SponsorshipTV

Digital Billboard

Email

Firefox

World of Mouth

Cinema

Radio

Posters

Augmented

Reality

Pinterest


Print embraces the

Multi Channel World


Department of Health

• Change4Life program

• Blends print in all formats with

data driven multi channel

communications.

• The most successful campaign

ever commissioned by DoH

• ROI on print and DM

campaigns captured through

calls to action on and offline


Average increase in response rates over

print only campaigns


Environmental Influences and

Best Practice


Why it is important

• Meets clients corporate and social responsibility (CSR) objectives

• Protects brand values

• Perpetuates self regulation

• Introduces efficiencies and improves ROI


Council objectives

• Support reduction in biodegradable waste sent to landfill to 7.5

million tonnes by 2013 and to 5.2 million tonnes by 2020.

• Create a greater understanding of environmentally friendly

operations

• Change bad habits

• Supply simple, jargon free advice following best practise

guidelines


Perceived Benefits

A: 75.7% consumers think better

about print on recycled paper

B: 63.1% welcome steps taken

by companies to offset CO2

C: 64.7% consumers would give

more business to companies

certified as eco friendly

less waste = less cost = greater ROI


Materials - best practise

• For every tree that is logged in managed forests, three to four trees

are replanted, as young trees grow they absorb CO2

• Purchase through reputable sources avoid buying illegally imported

unaudited stock ….. ask the question ??

• As a minimum standard material must be purchased from approved

sustainable sources. Suppliers must be able to provide evidence of

this – FSC / PEFC Accreditations


• Reduce grammage – better yield or more copies per tonne

• Reduced weight reduces CO2 in delivery

• Utilise recycled stocks

• Use standard sizes and reduce grammage when you can..

Materials - best practise


Size is everything – 50-70% of a print job is material cost

200mm

190mm

210mm

Wastage - best practise


• Manage your supply chain - push ISO14001 downstream

• Minimise and Audit wastage within all processes - check all

stages

• Ink and Finishes – minimise ink, use coated stock, avoid

laminates

• Use logos to promote environmental credentials – promote

recyclability

Printing - best practise


Making Print Work


Business Services – UPS

• Working closely with UPS’s agency to deliver global new customer campaign

•Takes customer through a “journey” using relevant languages and imagery

•Integrated workflow to simplify global approval process

Local nuances


Leisure – Gala Coral

• Working closely with agencies to deliver creative Direct Marketing

•Utilising both mono and colour digital data led technologies to optimise response rates

•Utilises range of finishing techniques to deliver customer impact

Format


Retail – High Volume Dynamic DM

•Using latest high speed inkjet print technology

•Enables efficient production of variable colour digital print

•Large national individually tailored campaigns returning significant ROI

Drive to data and measurability


Automotive – Mercedes Customer Retention

• Recognising the customer, their car and profile

• Targeted model & finance to engage at point of potential new purchase

• Impressive response from hybrid print output

Quality an issue?


Associate Benefits - M&S Reward Statement

• Integration of six documents into one (better communication and cost)

• Dynamic and relevant content for every employee

• Supported by graphic representation of data

Not only colourNot only variable colour


Takeaway!

……………….Print is not a commodity anymore!


More than half of the 1.9 million new

Internet users over the past year were aged

50 or older

It is becoming increasingly valued in a

world of mass communication


Thank you & questions

[email protected]

tel: 0845 8590000

mobile : 07979 500295

Affordable creativity and

special print mechanics

James Brook, Head of Inserts & DR, Mail Newspapers

Simon Buckenham, Inserts Sales Manager, Bauer Media Group

The majority of inserts sold are ‘single sheet’ A5 or

‘multi page’ catalogues:

Single Sheets: Multi Page Sheets:

Loose inserts:

but paperweights are playing a bigger part . . .

Size and paper can make the difference

Paper technology increases impact and

engagement

The product becomes the advertising vehicle

‘Bound in’ inserts maintain the creative flexibility

of loose inserts, becoming an integral part of the

magazine:

Bound inserts:

Another Bound in

example

Tip - Ons

Tip on inserts gives clients a perfect sample opportunity whilst retaining high efficiency.

Post-It

Post-it notes afford a quirky response mechanism. Great standout, low production and cost efficient.

Leaflets and brochures are taken notice of by

women who read magazines.

76% look at loose inserts and leaflets in magazines

Leaflets and brochures provoke a call to action

38% have used a coupon

reply card printed on an

insert

34% have used a discount code printed on an insert

44% have visited the

website address printed

on an insert

41% have bought

something as a direct

result of reading an

insert or leaflet in a

magazine

74% have purchased a

fashion item as a result

of reading an

insert/leaflet

71% have redeemed

coupons on leaflets in-

store

32% of which have kept the insert for future reference

Mail Readers respond well to Insert

advertising

79%say inserts in the

Mail are good quality

42%say inserts in the

Mail are a useful

source of information

30%say they sometimes

keep the Inserts that

appear in the Mail

68% Readers look

through them

Inserts are a credible source of advertising…

Which of the following words or phrases would you generally associate with advertising in, or on, the following media?

…they are not as intrusive as other media

Online

Newspapers

Radio

TV

36%

5%

18%

26%

Inserts are not viewed negatively by readers …

Intrusive

Cheap

Low quality

23%

19%

20%

About Special Mechanics

10 different special mechanics were

measured in the Magnify Study.

All of these mechanics have individual

strengths, and performance of such

mechanics can vary depending on

advertising category.

Special mechanics that perform

particularly well include:

• ads containing

samples

• food coupons

• scent strips

An advert which utilises

unique characteristics or

has the goal of driving a

specific reader actionwhich sets them apart from

standard display advertising

Special Mechanics: PPA Research

Optimising advertising performance: Bigger

is better

Harness the

editorial glow

Front of book better

than back of book

Not all categories

perform equallySpecial mechanics

enhance performance

Providing actual samples gets respondents’

attention in comparison to an offer of a sample or

a trial

Positive brand disposition

PurchaseConsideration

+37%+160%+50%

Sampling:

Boost trial of a product

Increase visibility and interaction with an advert

Further increase product purchase by 11%

3 times more likely to be clipped and saved compared to normal food ad

On average 1 in 4 of those who remember the ad will use the coupon

42% of those who remember the ad go on to recommend the product

Food Coupons:

1

Scent strips outperform ads without this mechanic significantly across all

key metrics

catch the eye

draw readers into the copy

get them to engage with content

Fragrance

Strip

20%More visible

58%More engaging

67%uplift in effectiveness score

Consideration

+36%

Purchases

+66%

Positive brand disposition

+11%

Scent strips:

Scent Strips:

Other Print

Mechanics…

Print (inserts) is the only medium capable of

targeting all of the 5 senses

Micro – encapsulation:

Various terms include:

• Scent Seal

• CBL Liqua Touch

• Liqua Touch “Midi”

• Fragrance Bottle or Box

• Scent Strip

• Scratch & Sniff

Smell

Fragrance:

Clarins Thierry Mugler

(Alien) fragrance spray

campaign

• Creative is a credit card sized

‘tip on’ delivering up to 6 sprays

of the exact fragrance.

Smell

Tracing Paper Overlay:

Touch & Sight

Pop Up’s:

Touch

Texture:

Touch & Sound

Lenticular / Holographic:

Sight

Book Mark & Tip On:

Z Books:

Print & Inserts are still innovating!

From 3D covers and "intelligent photos", to talking ads, "click to

buy" technology and augmented reality, media owners continue

to innovate

Special mechanics

E-ink covers

Embedded videos

Holographic covers

The Webkey:

• A unique way of bridging physical

media and the digital world.

• Engages recipients with content

offline, then connects them online to

learn more.

• Just plug it into a USB port to

seamlessly launch any URL.

• Allows marketers to create

personalized online experiences

whilst tracking campaign

performance in real time.

The Webkey:

The Web Key integrated with scent:

Video-in-Print:

https://www.youtube.com/watch?v=Ght7xAPXrYk

https://www.youtube.com/watch?v=Ght7xAPXrYk

Digital Print Interactivity:

QR Codes: NFC Enabled:

Inserts tagged with touch technology

can be tracked & measured for their

effectiveness

Magnets & Interaction:

http://www.youtube.com/watch?v=hjnpp_PzRDs

http://www.youtube.com/watch?v=hjnpp_PzRDs

Summary:

The media landscape is changing but INSERTS still has an important role.

Inserts provide scale, efficiency, relevance and creativity.

Just ask Google…

Thank you.

Inserts Summer Drinks