The document analyzes data from over 500 econometric campaigns to determine the effectiveness of print media in integrated media plans. It finds that newspapers and magazines can increase campaign effectiveness and revenue ROI when used optimally, with newspapers most effective between 5-12% of budget for FMCG and over 17% for services, and magazines over 4% for services. Door drops and direct mail also see higher ROI at larger budget shares.
KING VISHNU BHAGWANON KA BHAGWAN PARAMATMONKA PARATOMIC PARAMANU KASARVAMANVA...
Brand science by printpower
1. MEASURING THE
EFFECTIVENESS OF
PRINT MEDIA IN AN
INTEGRATED MEDIA PLAN
BRUSSELS, MAY 2014
THE RESULTS OF AN ANALYSIS OF
500 + ECONOMETRIC EVALUATED CAMPAIGNS
2. 2
WHAT IS META ANALYSIS?
META ANALYSIS is the “analysis of individual analysis results”, pooled
and re-analysed so as to gain deeper insights from wider experience.
Using the BrandScience results vault of previous econometric model studies,
we can:
• Understand how different print media deliver for clients across different categories
• Understand how different print media affect the performance of a campaign
• Identify the rules to improve the use of print media in future campaigns
3. OBJECTIVES
3
WHICH RESULTS CAN BE GENERATED?
• Typically return on investment (ROI) measures the
incremental profit generated by €1 investment
• Reported in ROI; sales generated from €1
invested, medium by medium
• So a €1 ROI means that €1 invested in media will
generate €1 incremental profit return. A higher
than €1 ROI means immediate payback of the
investment
• However, the BrandScience Results Vault
measures Revenue ROI (RROI) as it is often hard
to get profitability information from clients
• So, a €5 RROI means each €1 invested in
advertising delivers €5 of incremental revenue
• Effectiveness of newspapers
magazines, direct mail and door drops
• Compare the effectiveness of these
print media to other media
• Consider the impact that the weight of
print media has on its effectiveness
and overall campaign effectiveness
• Understand how this has changed
over time
5. 5
EFFECTIVENESS ALL MEDIA
Total FMCG Category – Europe
1.51
1.86
0.90
1.55
3.31
1.61
2.30
€0.0
€0.5
€1.0
€1.5
€2.0
€2.5
€3.0
€3.5
TV
Radio
Outdoor
Online
Cinema
Newspaper
Magazine
Door
drops
Direct
mail
Revenue
ROI
6. 6
EFFECTIVENESS ALL MEDIA
Total Services Category – Europe
11.57
7.41
8.43
9.93
5.71
9.43
8.29
3.78
4.91
€0
€2
€4
€6
€8
€10
€12
€14
TV
Radio
Outdoor
Online
Cinema
Newspaper
Magazine
Door
drops
Direct
mail
Revenue
ROI
7. 7
EFFECTIVENESS ALL MEDIA
FMCG - Food and Drink Category - Europe
1.76
2.48
0.99
1.58
3.10
1.85
3.27
€0.0
€0.5
€1.0
€1.5
€2.0
€2.5
€3.0
€3.5
TV
Radio
Outdoor
Online
Cinema
Newspaper
Magazine
Door
drops
Direct
mail
Revenue
ROI
8. 8.07
7.86
7.45
9.71
9.08
8.80
8.48
6.33
5.33
€0.0
€2.0
€4.0
€6.0
€8.0
€10.0
€12.0
TV
Radio
Outdoor
Online
Cinema
Newspaper
Magazine
Door
drops
Direct
mail
Revenue
ROI
8
EFFECTIVENESS ALL MEDIA
Retail Category - Europe
9. 9
EFFECTIVENESS ALL MEDIA
services Technology Category – Europe
2.44
1.21
0.71
1.97
3.10
2.21
4.62
2.66
3.80
€0.0
€0.5
€1.0
€1.5
€2.0
€2.5
€3.0
€3.5
€4.0
€4.5
€5.0
TV
Radio
Outdoor
Online
Cinema
Newspaper
Magazine
Door
drops
Direct
mail
Revenue
ROI
11. 11
EFFECTIVENESS NEWSPAPERS
FMCG - Europe
Newspapers RROI by
tertile – best at 5-12%
Example: when newspapers
advertising represent 5-12 % of
the media mix the RROI is 1.71
1.29
1.71
1.34
€0.0
€0.5
€1.0
€1.5
€2.0
Low
Medium
High
1
–
5%
5
–
12%
12
–
55%
12. 12
EFFECTIVENESS MAGAZINES
FMCG - Europe
Magazines RROI by
tertile – use limited
budget
1
–
4%
4
–
10%
11
–
36%
1.98
1.44
1.76
€0.0
€0.5
€1.0
€1.5
€2.0
€2.5
Low
Medium
High
13. 13
EFFECTIVENESS NEWSPAPERS
Services - Europe
1
–
7%
7
–
17%
18
–
61%
4.33
6.05
14.60
€0.0
€2.0
€4.0
€6.0
€8.0
€10.0
€12.0
€14.0
€16.0
Low
Medium
High
Newspapers RROI by
tertile – use
substantial budget
14. 14
EFFECTIVENESS MAGAZINES
Services - Europe
0
-‐
2%
2
-‐
3%
4
–
11%
2.15
3.81
4.58
€0.0
€0.5
€1.0
€1.5
€2.0
€2.5
€3.0
€3.5
€4.0
€4.5
€5.0
Low
Medium
High
Magazines RROI by
tertile - ideal more
than 4%
15. 15
EFFECTIVENESS DIRECT MAIL
Total Services - Europe
1
–
5%
6
–
11%
11
–
29%
4.88
4.11
4.41
€3.6
€3.8
€4.0
€4.2
€4.4
€4.6
€4.8
€5.0
Low
Medium
High
Direct mail RROI by
tertile – go niche or
over 11%
16. 16
EFFECTIVENESS DOOR DROPS
Total Services - Europe
8
–
12%
12
–
14%
15
-‐
25%
2.49
3.34
5.34
€0.0
€1.0
€2.0
€3.0
€4.0
€5.0
€6.0
Low
Medium
High
Door drops RROI by
tertile – best over 15%
17. 17
HOW NEWSPAPERS AFFECTS TOTAL
CAMPAIGN EFFECTIVENESS
FMCG - Europe
1
–
5%
5
–
12%
12
–
55%
0.78
1.50
1.18
0.86
€0.0
€0.2
€0.4
€0.6
€0.8
€1.0
€1.2
€1.4
€1.6
No
newspapers
Low
Medium
High
At any budget tertile
newspapers increase the
campaign effectiveness
18. 18
HOW MAGAZINES AFFECTS TOTAL
CAMPAIGN EFFECTIVENESS
FMCG - Europe
0
–
4%
4
–
9%
10
–
26%
0.83
1.33
1.37
1.11
€0.0
€0.2
€0.4
€0.6
€0.8
€1.0
€1.2
€1.4
€1.6
No
magazines
Low
Medium
High
At any budget tertile
magazines increase the
campaign effectiveness
19. 19
HOW NEWSPAPERS AFFECTS TOTAL
CAMPAIGN EFFECTIVENESS
Total Services - Europe
0
–
7%
7
–
17%
17
–
59%
3.87
3.13
5.12
9.51
€0.0
€2.0
€4.0
€6.0
€8.0
€10.0
No
newspapers
Low
Medium
High
Over
double
increase
of
RROI
at
highest
terNle
of
newspaper
use
in
campaign
20. 20
HOW MAGAZINES AFFECTS TOTAL CAMPAIGN
EFFECTIVENESS
Total Services - Europe
0
-‐
1%
1
-‐
3%
3
–
42%
6.80
2.57
3.47
7.06
€0.0
€1.0
€2.0
€3.0
€4.0
€5.0
€6.0
€7.0
€8.0
No
magazines
Low
Medium
High
Spend
nothing
or
at
least
3%
21. 21
HOW MAGAZINES AFFECTS TOTAL CAMPAIGN
EFFECTIVENESS
FMCG - UK
1
–
4%
4
–
7%
9
–
12%
0.76
0.70
1.75
1.54
€0.0
€0.4
€0.8
€1.2
€1.6
€2.0
No
magazines
Low
Medium
High
Spend
at
least
4%
of
budget
22. 22
HOW NEWSPAPERS AFFECTS TOTAL
CAMPAIGN EFFECTIVENESS
TOTAL SERVICES - UK
1
–
4%
4
–
7%
9
–
12%
3.28
5.21
7.53
10.45
€0.0
€2.0
€4.0
€6.0
€8.0
€10.0
€12.0
No
newspapers
Low
Medium
High
Always
include
newspapers,
the
more
the
beTer
23. 23
HOW DIRECT MAIL AFFECTS TOTAL CAMPAIGN
EFFECTIVENESS
TOTAL SERVICES - UK
1
–
14%
15
–
18%
18
–
39%
7.83
8.74
5.18
3.05
€0.0
€2.0
€4.0
€6.0
€8.0
€10.0
No
direct
mail
Low
Medium
High
Best
spend
between
1-‐14%
of
budget
24. 24
CLEAR EVIDENCE THAT USING ANY PRINT
IMPROVES CAMPAIGN EFFECTIVENESS
Optimal use of Print media will deliver more revenue, but using it
at any level of investment is always beneficial to a campaign
Overall
campaign
effecNveness
always
higher
when
magazines
are
used
Including
newspapers
always
improves
overall
campaign
effecNveness
25. 25
THE IMPACT OF PRINT MEDIA
ON THE EFFECTIVENESS OF
OTHER MEDIA TYPES
26. 26
PRINT’S IMPACT ON TV EFFECTIVENESS
FMCG - Europe
0.95
1.53
1.74
1.77
0.87
1.37
1.61
1.50
€0.00
€0.20
€0.40
€0.60
€0.80
€1.00
€1.20
€1.40
€1.60
€1.80
€2.00
TV
alone
TV
with
print
TV
with
online
TV
with
online
and
print
Revenue
ROI
TV
RROI
Total
Comms
RROI
27. 27
PRINT’S IMPACT ON TV EFFECTIVENESS
FMCG - Europe
5.15
11.32
7.75
8.81
7.66
9.46
6.34
7.64
€0.00
€2.00
€4.00
€6.00
€8.00
€10.00
€12.00
TV
alone
TV
with
print
TV
with
online
TV
with
online
and
print
Revenue
ROI
TV
RROI
Total
Comms
RROI
28. 28
NEWSPAPERS IMPACT ON TV EFFECTIVENESS
FMCG - UK
4.82
7.59
€0.0
€1.0
€2.0
€3.0
€4.0
€5.0
€6.0
€7.0
€8.0
No
newspapers
With
newspapers
TV
RROI
29. 29
MAGAZINES IMPACT ON TV EFFECTIVENESS
FMCG - UK
0.89
1.18
€0.0
€0.2
€0.4
€0.6
€0.8
€1.0
€1.2
€1.4
No
magazines
With
magazines
TV
RROI
30. 30
NEWSPAPERS IMPACT ON ONLINE
EFFECTIVENESS
UK
6.41
9.61
€0.0
€2.0
€4.0
€6.0
€8.0
€10.0
€12.0
No
newspapers
With
newspapers
Online
RROI
38. 38
METHODOLOGY OF THE META ANALYSIS
Meta analysis is the “analysis of individual
analysis results”, pooled and re-analysed
so as to gain deeper insights from wider
experience
Using the BrandScience results vault of previous
econometric model studies as our universe it is
possible to:
• Understand how different print media deliver for
clients across different categories
• Understand how different print media affect the
performance of a campaign
• Identify the rules to improve the use of print media
in future campaigns
Market mix modelling is a statistical method
for examining the relationship between one
dependent variable and a set of several
explanatory variables
• Originally used to analyse the economy, now to
analyse marketing mix
• Create a formula or recipe for your sales:
• Sales = C + X*Distribution + Y*Price + Z*Market
trend + W*Advertising + …
• Help understand all the factors driving sales (not
just communications), not just factors under your
control
39. 39
ECONOMETRIC MODELS NEED TO CONSIDER ALL
THE FACTORS THAT COULD INFLUENCE THE KPI
Advertising
New product/
packaging
changes
Price mix/
promotions
Competitors
External coverage/
PR/WOM
Availability/
distribution
Economic/
market trends
Your Brand
Key Metric
40. 40
METHODOLOGY OF THE META ANALYSIS
Individual econometric models
from Ominicom media clients
FMCG Europe
• Av spend = x
• % Print = y
• TV RROI = z
Services UK
• Av spend = x
• % Print = y
• TV RROI = z
Goods Europe
• Av spend = x
• % Print = y
• TV RROI = z
41. 41
SAMPLE SIZES AND INFORMATION ON
COUNTRIES IN THE ANALYSIS
ANY PRINT
RROI
NEWSPAPER
RROI
MAGAZINE
S RROI
DOOR
DROPS RROI
DIRECT
MAIL RROI
Europe 377 337 99 27 42
UK 123 112 19 27 30
Germany 31 20 16
Belgium 4 4
Czech Republic 6 6
Denmark 91 83 25 1
Spain 32 32 7 2
Finland 7 4 3
France 7 7
Ireland 5 5
Italy 4 4
Norway 40 39 18 1
Portugal 3 1 3
Sweden 24 20 8 8
42. 42
RESULTS AVAILABLE BY MARKET AND CATEGORY
CATEGORY EUROPE UK GERMANY
FMCG + + +
SERVICES - - +
GOODS +
SUB CATEGORY EUROPE UK GERMANY
HOUSEHOLD -
HEALTH AND BEAUTY +
FOOD/DRINK + +
AUTOMOTIVE -
FINANCIAL SERVICES -
LEISURE & ENT -
RETAIL + _
TECHNOLOGY + +
TRAVEL + +
43. 43
More information:
Ulbe Jelluma
ulbe.jelluma@printpower.eu
www.printpower.eu
#printpower #ulbe
Print Power Ltd
Icon Centre
Eastern Way
Daventry
NN11 OQB
United Kingdom
