CC1 How to Use Quality Data to Differentiate Yourself as a ...€¦ · Via Social Media Via Other...

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Speakers:

Joan Brehl

Sara Hill

Tim Peel

CC1 How to Use Quality Data to

Differentiate Yourself as a

Premium Publisher

Presented by

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Joan Brehl

VP/General Manager, AAM Canada

Joan is based in Toronto overseeing AAM’s

Canadian business. In this role Joan collaborates

with a wide range of traditional and digital media

from Canada’s publishing, advertising and ad tech

industries.

Joan has spent more than three decades in the

media business – editorial, research, media

buying/planning, publisher, sales and

volunteerism.

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Sara Hill

President and CEO, Vividata

Sara Hill is President and CEO of Vividata,

Canada’s authoritative source of print and

digital audience measurement for

magazines and newspapers. Sara joined

Vividata in November 2014, with the

amalgamation of NADbank and PMB.

Prior to joining Vividata, she was a media

agency executive.

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Tim Peel

Vice President, CCAB/BPA Worldwide

Tim Peel is VP of CCAB, and oversees

BPA Worldwide’s operations in Canada.

Tim started as a Media Auditor in 1999 and

held various positions since this time. He

is the main liaison with BPA’s Canadian

committees and boards.

He has also worked in banking, as well as

at Advertising Standards Canada in

membership and communication.

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Alliance for Audited Media

An organized not-for-profit

with tripartite governance process

designed to establish trust

in media transactions

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Help sellers sell and buyers buy

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In 2014, Canada’s newspaper + magazine media

measurement organizations amalgamated as one; with a

mandate to deliver single source, cross-platform

audience measurement.

+ =

A New Organization

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Publishers

Agencies Advertisers

Other

Media

Structured for Quality + Trust

• Vividata is Governed

by a Board and a

Technical Committee

representing media

buyers and sellers.

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IntelligentTrustedTransparent

• Tripartite not for profit

association of 500+

members

• Readership metrics

• Demographics +

behavioural insights

• Brand/product/retail

insights

• Quarterly releases

• 40,000+ Canadians

• 52-week measurement

• Probability based

sample – not a panel

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Magazine

TelevisionInternet

Newspaper Radio

Out Of Home

A Complete Media Profile

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A Complete Readership Profile

Formats: Print, Digital, Print + Digital

Devices: Computer, Tablet, Smartphone

65 Magazines 70 Newspapers+

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A Complete Picture Of Canadians

Demographics Psychographics

RetailersProducts

Life Events

Leisure Activities

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CCAB, Division of BPA Worldwide

• CCAB - Canadian division of BPA Worldwide

• Offices in 5 countries, audit work spanning more than 20

countries

• CCAB has two fully staffed offices

• Founded as a not-for-profit in 1931

– Board structure composed of Advertisers, Media

Agencies and Publishers

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Take a look around us …

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Advertising as we know it has been

disrupted

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“Right now, job one is leading media

transparency. We need to clean up – now

We hold agencies and publishers equally

responsible for placing our ads only where

they belong and keeping them away from

objectionable content.”

-Marc Pritchard Procter & Gamble Chief Brand Officer

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As Digital Ad Spend Increases, So Does the Need

for Transparency

$30B

$29B

$16B

$8B

329MM Sites

Google Search

Facebook Display

Other

0 5 10 15 20 25 30 35

Total 2017 Digital Ad Spend at $83B*

EMARKETER, MARCH 2017: GOOGLE, FACEBOOK INCREASE THEIR GRIP ON DIGITAL AD MARKET

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Top 3% 0f 329MM Sites Get Most Human

Pageviews*

*VERISIGN Q4 2016 DOMAN NAME INDUSTRY BRIEF MARKETING SCIENCE CONSULTING GROUP, 2017 RESEARCH

Sites with Most Human Pageviews

Sites of Questionable Quality

Ad fraud $ 30-50%

318 MILLIONEstimated Questionable Sites

11 MILLIONEstimated Legitimate Sites

ajc.combizjournals.comchicagotribune.comeconomist.comelle.comespn.comfitnessmagazine.comforbes.commacleans.canytimes.com

philly.comrealsimple.compeople.comsacbee.comsilive.comstltoday.comtheglobeandmail.comtennessean.comusatoday.comwashingtonpost.com

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Identify and focus spend on sites that are truly “premium” through AAM Quality Certification

Solution:Increase ad spend

on publishers’ sites with human

audiences

Certified publishers invest in quality publishing

Buyers advertise on Quality Certified sites

Reach Human TargetsIncrease ROI

Attract Human Audiences

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AAM Quality Certification is a Validation of High-Quality Audiences

Business Process Review

Quantity Verification

Quality Verification

3-Step Publisher Certification Process

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PMP Exchange

• B2B Media Exchange is a co-op of

publishers

• Participating sites are audited (technology

and human review)

• Two companies earn >60% of all digital

advertising budgets globally, publishers

are finding ways to compete

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PMP Exchange

• Only audited, quality inventory is allowed in platform

– Traffic quality, NHT, page quality, ad clutter, etc…

• Publishers afforded brand protection

– Category exclusions, permitting and declining specific advertisers

• Opportunity for advertisers to access unique audiences at premium rates

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What does ‘premium publisher’

mean, anyway?

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“A premium publisher is defined by the brand

equity that a particular publisher offers. While so

much discussion recently surrounds audience, we

often forget that there is also an equity exchange

between a publishing brand and an advertiser

brand that can be very valuable. Properly

executed alignment with a premium publisher

should pay dividends for a brand beyond simple

message reach.”- John AnselmoSVP, managing director of digital innovation at MediaVest

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“I think it relates to the commitment a consumer

gives a publisher. Today with more and more

media consumption across multiple platforms

that commitment is not just money, it’s time.

Paywalls can be a proxy for ‘premium’, but really

the focus should be on the content from publisher.

Brands that audiences spend a

disproportionate amount of time with and

advocate for.” - Paul RossiPresident, The Economist Group

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“It’s mainly about what is most important to someone — the

popularity of content, the value or utility an experience

provides, the uniqueness of a particular perspective or

voice. What is “premium” to one brand or publisher may

very well not be valued the same way by others …

– Adam Shlachter chief investment officer, DigitasLBi

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How can a premium publisher’s data tell

a quality story?

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Vividata Metrics:

• Print & Digital readership

• Platform metrics

• Time spent

• Digital readership by device

• Source of copy

• Frequency of reading

• Number of occasions read

• Media reliance for purchasing decisions

Vividata + AAM/CCAB:

• Readers per copy

• Readers by source of copy

• Collaboration on digital metrics

How Vividata Can Tell Your Story

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While readership behaviour has changed,

Magazine brands still reach 7 of 10 adults.

74%43%

25%

2011* 2016

74% 74%6%

Print Only

Digital Only

Sources: Vividata 2016 Q3 Readership and Product DatabaseBase: All Respondents 18+, Average Issue Readers*2011 Magazine data is from the PMB 2010/2011 Study (18+)

Both

Any Magazine, Average Issue Readers (18+)

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Print/Digital AIR (18+)General Interest

Magazine A

General Interest

Magazine B

Average Age 46 49

Bachelor’s Degree + 54% 41%

MOPEs 41% 32%

Avg. Household Income $103,000 $89,000

Avg. Securities & Savings $161,000 $168,000Source: Vividata 2016 Q3 Readership and Product Database Base: Respondents aged 18+, Print/Digital Average Issue Readers

Reader profiles differ from

Magazine brand to magazine brand.

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67%

13%

10%

6%2%

1%1%

Composition of Boomer Readers (50-69) Any Magazine Print/Digital AIR:

44%

29%

4%

11%

7%

1%4%

Print Only

Print & Computer & Mobile

Print & Computer Only

Print & Mobile Only

Computer & Mobile Only

Computer Only

Mobile Only

Composition of Millennial Readers (21-34) Any Magazine Print/Digital AIR:

Millennials and Boomers are reading

Magazine brands differently.

Source: Vividata 2016 Q3 Readership and Product Database Base: Respondents aged 18+, Any Magazine - Print/Digital Average Issue Readers

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24% 24%

19% 20%

8%

5%

18%

25%27%

18%

6% 6%

Direct toWebsite

Via SearchEngine

Via SocialMedia

Via OtherWebsites

Via an App Some OtherWay

Magazine A Magazine B

See how readers are

accessing Your digital content.

Ways of Digital Access (18+)

Source: Vividata 2016 Q4 Readership and Product Database Base: Respondents aged 18+, Ways of digital access

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Readers of undisclosed Fashion Magazine:

“I like to change my

appearance with Cosmetics.”(186)

Source: Vividata 2016 Q3 Readership and Product Database Base: Respondents aged 18+, Print/Digital AIR, Agree to statement (1-3 out of 10)

Understand how your readers think.

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Magazines are the most relied

on media by women to make

fashion purchasing decisions.* (132)

Source: Vividata 2016 Q3 Readership and Product Database Base: Women aged 18+, Rely on Magazines for Purchase Decisions-Fashion*Excluding “Other websites”

Understand what media consumers rely on.

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Readers of undisclosed Entertainment Magazine:

“When shopping for clothes

I look for designer labels.”(150)



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Readers of undisclosed Shelter Magazine:

“I consider myself to be a

risk-averse investor.”(159)



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Leader

Connector

Source: Vividata 2016 Q3 Readership and Product Database Base: Respondents Aged 18+, Print/Digital Average Issue Readers

Magazines Titles, Print/Digital AIR (18+)

Observer

Functional

Business:

General Interest:

Lifestyle &

Entertainment:

Digital Segments

Magazine Titles

Readers of Lifestyle & Entertainment Magazines

are Digital Influencers.

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How AAM Can Tell Your Story

• AAM’s database houses verified

print and digital data from

premium media brands

• more than 3,200 active users

• unlimited access for both

competitive analyses and brand

positioning

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Access Magazine AnalyzerKnow your distribution

when meeting with buyers

Analyze cross-media dataTell a fuller brand story

Review issues and audienceAnalyze markets and competitors

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Brand View AAMPLIFIES Your Profile

• an interface that allows you to tell

your story with your data in your

way for potential buyers

• combines verified stats from your

print, web, social, email and event

channels

• packaged in one interactive profile

that to be discovered by buyers

and distributed by your sales team

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Measured titles have their fans

Publications not audited do not have the kind of transparency agencies and their clients are looking for. If you are audited, you are often in the Tier I consideration list.

It’s worth getting noticed. It’s worth getting that asterisk by your site or magazine name in a media plan, referencing you are audited. Approximately 9 out 10 publications that I have recommended over the years for companies, such as GE, Siemens, EY, Lockheed Martin, to name a few, have been backed by audits.

-Kevin ArshamPartner, MediaCom

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Multichannel Brand Report

• First introduced format in 2007

– Pick-up was low as the everything centred

around the publication/magazine

• As publishers sought out other revenue

sources, demand increased

• Roughly half of membership reports

multiple channels

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Multichannel Brand Report

Mag

Web

Email

EventsTLP

App

Social

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CCAB Multichannel Brand Report

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CCAB Multichannel Brand Report

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BPA Multichannel Brand Report

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Thank You!

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