Effectiveness Optimisation Range of resources Ongoing testing Individualised

Effectiveness

Optimisation

Range of resources Ongoing testing Individualised strategies

Key questions answered • What is the gap in investment across the market? • What are optimum levels of investment for advertisers? • How well do magazines perform on profit ROI?

Profit ROI analysis

You need to rebalance the media mix

We are going to focus on two categories today

164% improvement in PROI

BEAUTY

Magazines are the no. 1 channel for profit ROI for beauty brands

Beauty brands are big supporters of magazines 42% Invest Average investment £ 240 k a year

Campaign PROI for beauty brands £ 0, 60 £ 0, 50 96% £ 0, 40 Uplift 0, 49 £ 0, 30 0, 25 £ 0, 20 £ 0, 10 £ 0, 00 No Magazines Use Magazines

Campaign PROI for beauty brands £ 0, 70 0, 66 £ 0, 60 £ 0, 50 96% 164% Uplift 0, 49 5% of your budget £ 0, 40 £ 0, 30 0, 25 £ 0, 20 £ 0, 10 £ 0, 00 No Magazines Use Magazines Optimum Magazines

• Magazines top performer on channel profit ROI for beauty • A beauty brand already investing in magazines can have confidence in their decision • Beauty brands not using magazines should move investment into

68% improvement in PROI

Finance brands are currently less likely to invest in magazines Average investment 22% Invest £ 120 k a year

Finance brands are most likely to invest in TV, Digital and Outdoor

Magazines drive profit ROI for finance brands

Campaign PROI for finance brands 0, 33 £ 0, 35 £ 0, 30 £ 0, 25 32% Uplift £ 0, 20 £ 0, 15 £ 0, 10 £ 0, 05 £ 0, 00 No Magazines Use Magazines

£ 0, 45 Campaign PROI for finance brands 0, 42 32% £ 0, 40 £ 0, 35 Uplift 0, 33 68% Uplift £ 0, 30 £ 0, 25 6% of your budget 0, 25 £ 0, 20 £ 0, 15 £ 0, 10 £ 0, 05 £ 0, 00 No Magazines Use Magazines Optimum Magazines

Magazines deliver quality attention at exceptional value

Yet magazines only receive 3% of adspend TV Digital Display OOH Digital Search Newspaper Radio Magazine Cinema Digital Video 9% 11% 4% 3% 3% 1% 1% 29% 39%

‘Pay Attention’ raised the issue that magazines are undervalued

A £ 220 million increase in magazine investment across the market would deliver optimum profit ROI

Taking magazine ad spend back to 2015 levels 5%

Avg. no. very large business effects Magazines work well in combination with other channels Magazine multiplier effects with TV 2 1, 9 1, 8 Uplift 34% 1, 6 1, 4 1, 2 1, 4 1 0, 8 0, 6 0, 4 0, 2 0 TV without magazines TV with magazines Media combination Source: IPA Databank, 2012 -2016 UK cases

Avg. no. very large business effects Magazines work well in combination with other channels Magazine multiplier effects with online video 2 1, 8 Uplift 44% 1, 6 1, 4 1, 2 1, 8 1, 3 1 0, 8 0, 6 0, 4 0, 2 0 O/L Videos without magazines O/L Videos with magazines Media combination Source: IPA Databank, 2012 -2016 UK cases

% Reporting very large business effects Magazines really deliver on customer acquisition Detailed business effects uplifts 60% Uplift 23% Uplift 74% Uplift 161% 50% 44% 42% 40% 35% 30% 20% 17% 10% 0% Sales gain Market share NOT using magazines Customer acquisition Using magazines Source: Bridging the long and short term divide, Peter Field, Magnetic 2017

Conclusions • There is an opportunity to optimise campaign profit ROI by investing 5% into printed magazines • This is about re-balancing the media mix • Beauty brands can be confident in their investment • A strong case for finances brands to consider magazines