Magazines bring power to advertising
Aikakausmedia Powercases Advertising effectiveness proven in studies! tripod research oy as research partner M 3 Research Oy high quality panel Six convincing examples, more to come!
Case Elovena Product discontinued, case not shown in full • Campaign goal – To launch Elovena snack – To launch Elovena toast – To tell, that Elovana is not just oatmeal • • Media agency Toinen Advertising agency Family • tripod research oy carried out the study in M 3 panel – – Ad hoc 1. -15. 12. 2010 Response rate 48% Target group: women 25 -54, interested in health Number of respondents N=300
Case Skoda • Campaign goal – To showcase Skoda models • • Media agency Dagmar Advertising agency Adsek – • tripod research oy carried out the study in M 3 panel – Ad hoc 10. -20. 3. 2011 – Response rate 55% – Target group those considering to purchase a new car (within the next 2 yrs) – Number of respondents N=449
Case Skoda • Magazines: – Tekniikan Maailma – Tuulilasi – Moottori – Me Naiset – Anna – Kotiliesi – Kodin Kuvalehti – Kaksplus – Seura – Suomen Kuvalehti • Newspapers and evening press: Websites • – Ilta-Sanomat – Iltasanomat. fi – Iltalehti – Mtv 3. fi – Helsingin Sanomat – Iltasanomat. fi/autot – Turun Sanomat – Aamulehti • TV-channels – MTV 3 – Nelonen – Sub – Liv
Case Skoda media reach in campaign considering to buy a new car (within the next 2 yrs) Magazines reached 54% Websites reach 83% TV reach 96% Newspapers and evening press reach 85%
Case Skoda 60% noted having seen at least one of the ads considering to buy a new car (within the next 2 yrs) +21% improvement in noting for those that read both newspapers and evening press AND magazines compared to the ones that read only newspapers and evening press +23% +28% improvement in noting for those that both watched TV AND read magazines than those that only watched TV improvement in noting for those that both visited websites AND read magazines than those that only visited websites
Case Skoda 50% of all said their notion improved considering to buy a new car (within the next 2 yrs) +19% +28% +30% more those than now have a better notion for those that read both for those that both newspapers and watched TV AND visited websites evening press read magazines than AND read magazines AND magazines those that only than those that only compared to the ones watched TV visited websites that read only newspapers and evening press
Case Skoda 15% are likely to purchase after having seen advertising considering to buy a new car (within the next 2 yrs) +35% more puchase intent for those that read both newspapers and evening press AND magazines compared to the ones that read only newspapers and evening press +35% more puchase intent for those that both watched TV AND read magazines than those that only watched TV +41% more puchase intent for those that both visited websites AND read magazines than those that only visited websites
Case Fanta Campaign goal – To tell, that Fanta uses no preservatives Media agnecy PMI Advertising agency Skandaali tripod research oy carried out the study in M 3 panel – – Ad hoc 26. -31. 5. 2011 Response rate 55% Target group all in the age of 15 -24 plus 25 -49 grocery buyers Number of respondents N=300
Case Fanta • Magazines: – Seura – Anna – Kotiliesi – Kaksplus – KG – Deko • Outdoor • • TV – – – Nelonen Sub Liv Jim TV 5 Websites – Mtv 3. fi – Katsomo – Riemurasia – Irc galleria – Aku Ankka – Demi – Peliplaneetta – Motot – Habbo – Mesta – Petsie – Kavereita. net
Case Fanta media reach in campaign (age of 15 -24 plus 25 -49 grocery buyers) Magazines reach 23% TV reach 92% Websites reach 72%
Case Fanta 60% noted having seen at least one of the ads (age of 15 -24 plus 25 -49 grocery buyers) +32% +33% improvement in noting for those that both watched TV AND read magazines than those that only watched TV improvement in noting for those that both visited websites AND read magazines than those that only visited websites
Case Fanta 56% of all said their notion improved (age of 15 -24 plus 25 -49 grocery buyers) +25% +31% more those than now have a better notion for those that both watched TV AND visited websites read magazines than AND read magazines those that only than those that only watched TV visited websites
Case Fanta 45% are likely to purchase after having seen advertising (age of 15 -24 plus 25 -49 grocery buyers) +41% more puchase intent for those that both watched TV AND read magazines than those that only watched TV +53% more puchase intent for those that both visited websites AND read magazines than those that only visited websites
Case Danone • Campaign goal – To tel that Danone supports Mannerheim League for Child Welfare • • Media agency Happi Mindshare Advertising agency Wunderman • tripod research oy carried out the study in M 3 panel Ad hoc 12. 8 – 19. 8. 2011 – Response rate 52% – Target group 18 -50 y female, with children, grocery buyer – Number of respndents N=219
Case Danone • Magazines: – Kodin Kuvalehti – Me Naiset – Meidän Perhe – Helsingin Sanomien Kuukausiliite • TV – – – MTV 3 Sub Nelonen Liv Subjuniori Ava
Case Danone media reach in campaign (18 -50 y female, with children, grocery buyer) Magazine reach 48% TV reach 96%
Case Danone 66% noted having seen at least one of the ads (18 -50 y female, with children, grocery buyer) Magazines did not improve noting
Case Danone 43% of all said their notion improved (18 -50 y female, with children, grocery buyer) +58% more those than now have a better notion for those that both watched TV AND read magazines than those that only watched TV
Case Danone 32% are likely to purchase after having seen advertising (18 -50 y female, with children, grocery buyer) +17% more puchase intent for those that both watched TV AND read magazines than those that only watched TV
Case Eurokangas • Campaign goal – To tell, that Eurokangas provides not only materials but also planning and sowing services • • Media agency Voitto Advertising agency Folk! tripod research oy carried out the study in M 3 panel – – Ad hoc 20. 4. - 27. 4. 2012 Response rate 45 Target group women 25 -54 Number of respondents N=200
Case Eurokangas • • Magazines: – Anna – Kotivinkki – Koti ja keittiö – Divaani – Avotakka – Deko – Me Naiset – Talo & Koti TV – – – • MTV 3 Nelonen Liv Newspapers – Kärkimedia
Case Eurokangas media reach in campaign (women 25 -54) Newspapers reach 75% TV reach 95% Magazies reach 53%
Case Eurokangas 48% noted having seen at least one of the ads (women 25 -54) +73% improvement in noting for those that read both newspapers AND magazines compared to the ones that read only newspapers +51% improvement in noting for those that both watched TV AND read magazines than those that only watched TV
Case Eurokangas 50% of all said their notion improved (women 25 -54) +63% +28% more those than now have a better notion for those that read both for those that both newspapers watched TV AND magazines read magazines than compared to the ones those that only that read only watched TV newspapers
Case Eurokangas 42% are likely to purchase after having seen advertising (women 25 -54) +61% more puchase intent for those that read both newspapers AND magazines compared to the ones that read only newspapers +46% more puchase intent for those that both watched TV AND read magazines than those that only watched TV
Case Nestlé • Campaign goal – Nestlé Fitness cereals new packagign • • Media agency Mediacom Advertising agency Mc. Cann tripod research oy carried out the study in M 3 panel – – Ad hoc 20. 6. - 25. 6. 2012 Response rate 45 Target grout women 25+ Number of respondents N=200
Case Nestlé • Magazines: – KG – Cosmopolitan – Eeva – Elle – ET-lehti – Evita – Iiris – Kodin Kuvalehti – Kotiliesi – Olivia – Trendi – Yhteishyvä TV – – – MTV 3 Nelonen Liv Jim Fox
Case Nestlé media reach in campaign (women 25+) Magazines reach 76% TV reach 96%
Case Nestlé 33% noted having seen at least one of the ads (women 25+) +28% improvement in noting for those that both watched TV AND read magazines than those that only watched TV
Case Nestlé 41% of all said their notion improved (women 25+) +31% more those than now have a better notion for those that both watched TV AND read magazines than those that only watched TV
Case Nestlé 31% are likely to purchase after having seen advertising (women 25+) +6% more puchase intent for those that both watched TV AND read magazines than those that only watched TV
Magazines give a boost to your campaign, intensify the effects and increase sales. Brand notion +32% Noting +32 -33% Purchase intent +31 - 43% Brand notion +31% Purchase intent +46 -61% Brand notion +58%
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