Finding your Marketing Compass - darkroom.magnetic.media

Finding your Marketing Compass How we have lost our way How to move forward What this means for magazines Sue Elms Skin The Cat Ltd AN ERA OF CHALLENGING HEADLINES Facebook audiences / walled gardens Viewability / Verification / Bots Overcharging for digital /supply chain Transparency /Rebates/ Buy driving plan Failure of precision targeting Context errors Sue Elms

6 MASSIVE THINGS WE HAVE LOST SIGHT OF Audience Measurement Audience Experience Creative Experience The Long Term Brand as Growth Engine Real peoples media lives KEY ADVERTISER BEARINGS 1.How many people will actually see my activity?

2.How well will my media choices be received? 3.How well will my creative impact brand relationship? 4.How will this deliver short and long term value? 5.How to avoid being a brand that no-one cares about? 6.How to understand my consumers real media lives? Sue Elms MAGAZINES: PUSH THE CLIENTS BRAND ADVANTAGE Brands with high levels of meaningful difference grow levels Salient SALE

S Meaningful 2x those with low Different PRICE PREMIUM Sue Elms Source: Magnetic/Millward Brown 2015 MAGAZINES: HELP CLIENTS GET OUT OF THE ECHO CHAMBER 30% vs 10%

London media leaders and young planners media consumption are not representative their peers in the real world Sue Elms Source: Newsworks/IPA July 2016. IPA TouchPoints 2016 MAGAZINES: POSITION YOUR VALUE IN THE MEDIA MIX Media ranking by metric (top 3 shown) Salient Magazines TV

3 2 3 2 Newspapers Online Display Radio OOH Cinema Online Video

1 Salience Meets Needs Meaningful Brand affinity Unique 1 3 2

1 2 3 1 1 2 3 Difference Sets Trends Sue Elms

Source: Magnetic/Millward Brown 2015 MAGAZINES: EXPLOIT MEDIA SYNERGY The Extension Effectiveness Events s of magazine brands Social Print Digital Sue Elms

MAGAZINES: CONNECT THE FULL CUSTOMER EXPERIENCE Clarks engage a fashion conscious audience encouraging reappraisal of the brand Sue Elms PUMP UP THE VALUE OF QUALITY ENVIRONMENTS Magazine online environments have higher attention and quality of engagement online compared to other environments 18%

INTERACTION RATE 30% INTERACTION TIME Magazine brands online deliver a stronger impact on brand KPIs 41% MAGAZINE BRANDS ONLINE VS OTHER DIGITAL ENVIRONMENTS Sue Elms MAGAZINES: OFFER A TARGETING ADVANTAGE NET POSITIVE

NET NEGATIVE Sue Elms MAGAZINES: CHAMPION THE POWER OF QUALITY CONTENT At Cannes Lions 2016.campaigns judged as highly creative are 6x as efficient in driving effectiveness results as those campaigns failing the creative test. Sue Elms CONCLUSION

True North is the consumer as the Receiver in the age old model*: Magazines know them intimately as humans Magazines know how content engages them Magazines have strong channel value among them Clients are recalibrating their world view, using their own compass, and this is good news! * Sender, Message, Channel, Receiver Sue Elms Sue Elms Skin The Cat Ltd +44 7748657318

[email protected] https://uk.linkedin.com/in/sue-elms-89649a3 https://twitter.com/@Sue_Elms Sue Elms