PRINT WORKS.

HIGH ROI

STRONG BRAIN RESPONSE

PRINT WORKS.BRAIN RESPONSE

EEG

Source: Erasmus Centre for Neuroeconomics van de Rotterdam School of Management, Erasmus University, Magazines.nl

Print works in 0.3 secondsWithin 0.3 seconds the consumer decides

whether a magazine ad is interesting or not. There is a very fast reponse in the

brain to seeing the ad.

Average brain activity for bottom 10 and top 10 ads;based on likeability for frontally (Frontal:F3,Fz,F4) and centrally placed electrodes (Central: C3,Cz en C4)

Brain response is closely related to the likeability of an ad

Ads that are highly appreciated, show the strongest brain response. Likeability probably is a good predictor of the

impact of an ad.

Brain response is related to brand awareness

The advertised brand also affects the successfulness of an ad. High brand

awareness ensures a fast brain response (recognition).

Ranking based on brain activity

Top 20

Bottom20

10 cross-media campaigns

Consumer

Questionnaire:

Radio, newspapers, TV, magazines, contacts and purchases (non-FMCG).

Electronic measurement:

Online and purchases (FMCG)

Return on Investment

Effect per medium

Cost based on Nielsen and Mediaxim gross figures

Highest ROI for magazines and newspapers

Success factors:

1)Together with newspapers, magazines generate the highest ROI of all media;

2)Internal pacing, targeting and fitting environment all leverage the advertising effect and increase ROI;

3)Sales oriented campaigns work relatively well in magazines;

Success factors of magazines

Laurent de Groof, Consultant GfK:“Hoewel op kleine schaal ingezet hebben de tijdschriften ons verrast. Net als bij dagbladen is internal pacing een succesfactor, alsook de doelgroepselectiviteit en het passende umfeld bij een advertentie.”

Source: Mediamixer, Magazines.nl

Insights

• Do not overspend on 1 medium; a well-balanced media mix puts all media to work to the maximum of their potential

• Optimization of OTS is important; (too) many exposures are not cost efficient (diminishing return on investment)

• Print deserves a bigger role in the media mix. Whether the objective is sales or branding, a good print ad with sufficient exposure will lead to an uplift in ROI.

Results of this crossmedia ROI study match magazine effects in

international studies.

International studies

• MEP GfK Germany: targeted media like magazines, deliver high ROI

• Sanoma Belgium based on GfK panels: magazine ads can deliver sales uplifts in the short term

• Meredith Corporation USA: every dollar invested in Meredith titles, delivered an ROI of $7.81.

• Magonomics UK: on average magazines realize a higher ROI than (most) other media

Magazines are rarely used to their full potential.

Improve your ROI today with a more balanced media mix!

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