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Do’s & Don’tsmagazine ads.magazine ads.
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• Tijdschriften facts
• Reclamebeleving tijdschriften
• Factoren effectief adverteren
• Innovaties
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Tijdschriften
Facts.Facts.
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Hoeveel publiekstijdschriften telt Nederland?
1.200
Hoe lang leest men gemiddeld in het favoriete tijdschrift?
60 min.60 min.
Hoeveel tijdschriftennummers lezen we per inwoner per jaar?
33
Bronnen: NUV Groep Publiekstijdschriften, Productwaarderingsmonitor Sanoma Media, Nom Printmonitor
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Hoeveel exemplaren van tijdschriften worden er jaarlijks
verkocht?
456 miljoen
Hoeveel % van de Nederlandse bevolking leest tijdschriften?
90%90%
Welke 3 bladen hebben het grootste bereik in Nederland?
Kampioen, Veronica Magazine,
Libelle
Bronnen: HOI, Nom Printmonitor
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Hoeveel keer ziet een lezer gemiddeld een bepaald nummer van
een tijdschrift in? (hanteringsfrequentie)
gem. 3,1 keer
Waar lezen we het liefst?
Op de bank
Bron: Onderzoek ‘Contact’ Groep Publiekstijdschriften/NUV, Nielsen
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Reclame
beleving beleving tijdschriften.
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Hoe ervaren mensen
reclame binnen de
verschillende
Bron: Mediabelevingsonderzoek, TNS NIPO, reclamebeleving anno 2011/12
verschillende
mediumtypen.
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Positieve houding ten aanzien van ten aanzien van
tijdschriftreclame.
Bron: Mediabelevingsonderzoek 2011/2012 TNS NIPO
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83
7065
61
41
32 292530
40
50
60
70
80
90
100Reclame in mediumtype ergerde me (in %)
2925
18
0
10
20
30
Bron: Mediabelevingsonderzoek, TNS NIPO, reclame ergernis anno 2011/12
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Tijdschriftreclame gepercipieerd
als: duidelijk, origineel,
geloofwaardig, nuttig geloofwaardig, nuttig
en enthousiasmeert.
Bron: Mediabelevingsonderzoek 2011/2012 TNS NIPO
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http://bit.ly/A46A8uhttp://bit.ly/A46A8u
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De
communicatiekrachtcommunicatiekrachtvan magazine ads.
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Een advertentie krijgt minder
dan 1 seconde om de 1 seconde eerste aandacht te trekken.
Giep Franzen
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De advertentie moet aandacht
trekken en aandacht
vasthouden.
Vraag: hoe doe ik dit ?
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Op basis van ad impact
studies en eyetrackingstudies eyetrackingzijn succesfactoren gedefinieerd.
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Magazine advertising effect is
measurable with very similar
learnings across europe.learnings across europe.
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Welke factoren Welke factoren
bepalen het succes
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Creative is the strongest predictor
of ad effectiveness.of ad effectiveness.
Bron: Knowledge Networks on behalf of DRAFTFCB and Meredith Corporation
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Formaat.
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5865
72
40%
50%
60%
70%
80%
ad noticed (%)
0%
10%
20%
30%
40%
1/2 f.c. 1/1 f.c. 2/1. f.c
Bron: RRO database Sanoma Media 2000-2011
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Bron: GFK MRI Starch Advertising Research (March 2012)
Opvallen met afwijkend formaat of door herhaling
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Ad noticed 75% Ad noticed 67%
Bron: GFK MRI Starch Advertising Research (March 2012)
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Creative formats.
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Ad noticed (%)
Bron: Stopwatch, Medialogue België
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Positie.Positie.
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67 64 63
40%
50%
60%
70%
80%
Ad noticed (%)
0%
10%
20%
30%
1ste deel 2de deel 3de deel
Bron: RRO database Sanoma Media 2000-2011
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6468
30
40
50
60
70
80
Ad noticed (%)
0
10
20
30
links rechts
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8 most featured ad sizes Noted
Inside front cover double page spread 70%
Outside back cover 64%
Inside front cover 63%
Double page spread – colour 60%
Inside back cover 59%
Single page - colour 52%
Half page - vertical 45%
Half page - horizontal 42%
Average (all ads) 54%
Bron: Magnify UK 2011
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A strong creative execution will
perform well regardless of it's
placement in the magazine.
A "bad ad" will not perform well even
if it is in the front of the book.
Bron: MPA
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Passendheid uiting in blad.
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66%
50%
30%
40%
50%
60%
70%
Ad noticed (%)
0%
10%
20%
30%
ja nee
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Informatie (hoeveelheid tekst).
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Ad noticed (%)
Bron: Stopwatch
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The Golden The Golden The Golden The Golden
RulesRules..
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1. Size matters. Grotere formaten betekent meer
aandacht
2. Use teasers. Herhaling werkt ook
3. Creative formats. Ware impact boosters
4.4. Visual trekt aandacht. Dus niet teveel tekst
5. Positie geen grote invloed. Alleen advertenties
op coverposities worden sneller herkend
6. Zorg voor passende uiting. Verhoogt effect
Bron: ad impact studies uit verschillende landen
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7. Originaliteit maakt de advertentie aantrekkelijker.
8. Advertenties met personen werken beter dan
advertenties zonder.
9. Grotere productafbeeldingen beϊnvloeden.
impact positief en worden meer geapprecieerd.impact positief en worden meer geapprecieerd.
10. Prijsaanbieding betekent meer aandacht.
11. Kinderen en dieren trekken de aandacht.
12. Celebrities impactvoller dan onbekende
personen.
Bron: ad impact studies uit verschillende landen
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13. Plaats een headline in de advertentie (en geef
informatielading aan de headline).
14. Duidelijke branding werkt: aandacht neemt toe als
merk vaker wordt genoemd (duidelijk leesbaar logo).
15. Umfeld zeer bepalend (tegenoverliggende pagina)15. Umfeld zeer bepalend (tegenoverliggende pagina)
Kleurgebruik trekt aandacht advertentie weg (met
name rood).
16. Beperk de afstand tussen merk, visual en
tekstelementen.
Bron: eyetracking onderzoek, Intomart/GFK, Universiteit van Amsterdam
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#1 in United States#1Meest effectieve advertenties.
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Kraft Natural
Cheese
in Redbook
Action taken
86%
Bron: GFK MRI Starch Advertising Research
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Action taken
70%
McDonald’s
McCafé Real Fruit Smoothies
in InStyle
Bron: GFK MRI Starch Advertising Research
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Fruit of the Loom
Panties
in Ladies’ Home
Journal
Action taken
60%
Bron: GFK MRI Starch Advertising Research
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Apple Ipad Tablet
Computer
in Macworld
Action taken
60%
Bron: GFK MRI Starch Advertising Research
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Innovaties.
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What’s the future of magazine
advertising?
• It will deliver personal
experiences
• It will be interactive and• It will be interactive and
engaging
• It will be multiformat and
creative
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QR-codes engage the
reader to connect with the
advertisement. It offers the
customer additional information
and special content…
and it offers publishers a potential
for value added service offerings
and to reinforce partnerships with
advertisers
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Bron: comScore
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Augmented Reality enables an even more profond
interactive connection with the reader
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Dank voor de AANDACHT.