Media planners will soon be able to plan smarter investments in magazines and hit specific reach targets thanks to an upgrade in Roy Morgan Research’s media planning software, ASTEROID.
Magazine Audience Accumulation is designed specifically to provide insights into how magazine audiences grow over time, and aims to give agencies and advertisers a more accurate reflection of the return on investment from the print magazine component of a campaign, according to Roy Morgan.
The research company first measured magazine audience accumulation in Australia 15 years ago in collaboration with the Magazine Publishers of Australia (now Magazine Networks).
This year, Roy Morgan validated the main findings of the earlier research in a study incorporating 105 weekly, monthly, bi-monthly, quarterly and newspaper-inserted magazine titles – a collaborative project with Bauer Media and Pacific Magazines.
Roy Morgan said the research identified many distinct paths to full readership, typically called ‘accumulation curves’. These curves have now been built into ASTEROID, and can be run against all of Roy Morgan’s extensive profile data, from car buying intention to frequent cosmetic purchasers and Helix Personas.
The mathematics underpinning these accumulation curves model the variation in how different magazines’ audiences grow, and accurately reflect how many readers will have had the opportunity to see the advertising at any point across the campaign period, the research house said.
“Agencies and their advertisers know how many people in total will have the opportunity to see the advertising, but until now have not had a tool to sensibly apply the progressive reach over weeks when creating an advertising campaign featuring magazines,” Michele Levine, CEO of Roy Morgan, said.
“Our research showed that not all magazines accumulate readers at the same rate, so the solution was to develop and apply accumulation curves. The accumulation curves demonstrate the benefits of putting magazines first when constructing an advertising campaign also featuring ‘quick hit’ media such as TV and online.
“Agencies now have an enhanced trusted tool that enables them to better align print magazine advertising placement with advertisers’ expectations of response to their advertising campaign.”
The new software add-on will be available from 23 August 2016.
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]