A recent research study conducted by Millward Brown shows that improving the quality and consistency of magazine data inputs in econometric models results in better comparative ROI compared with traditional inputs.
Historically, many econometric models systematically underestimated the impact of magazine advertising on sales. This does not reflect the readership patterns and causes underestimation of magazine’s impact on sales.
Using MPA’s new analysis tool called MAPP (Magazine Audience Performance Predictor), which provides estimated weekly performance data for current issues of magazines, Millward Brown estimated that Magazine delivered +7 per cent higher ROI compared to what the traditional inputs delivered.
Millward Brown’s director of marketing science, Abhishek Shukla, said: “Having industry accepted magazine input data creates a level playing field for measuring how each channel in the media mix stacks up against each other. While traditionally we’ve used combinations of inputs to try to better represent magazine’s readership and its impact on sales, we have never before had industry accepted, historical weekly data reflecting readership accumulation patterns for the delivery of magazine campaign audiences.”
This reinforces the previous studies that were done by Nielsen across three leading FMCG brands which show magazines have been under represented with the ROI moving from the lowest at 0.34 to 0.91 – up 168 per cent, magazine’s contribution to sales more than doubled from 10 per cent to 23 per cent and synergy improvements with other mediums between 12-18 per cent.
Mary Ann Azer, MPA Director said, “The results are really not surprising; we believe that magazines drive sales and equity but unfortunately they have been underestimated in the past. Circulation is not the critical factor, what’s important are the effects on sales and the bottom line.”
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]