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[ 1 ]
Date
Client
Client contact/s
Keira Braybrook, Luke Molkin
May 2017
Mary Ann Azer
Magazine Networks
Ad Blocking
Debrief
[ 2 ]
Print Magazine readers least likely to take measures to avoid advertising vs. other channel users
BASE: ENGAGE WITH THE MEDIA AT LEAST ONCE A MONTH
Channels users take active measures to avoid advertising on
45%
44%
36%
35%
28%
21%
20%
17%
14%
12%
10%
TV (live on your TV)
Internet (e.g. websites)
Social media (not including blogs)
TV (online e.g. streaming, on-demand)
Radio (live on your radio)
Radio (online, e.g. streaming, on-demand)
Newspaper (online e.g. website, digital edition)
Blogs
Magazine (online e.g. website, digital edition, social media pages)
Newspaper (print)
Magazine (print)
[ 3 ]
Perceived curation and relevance of content driving Print magazine readers to openly engage with advertising
1 in 5 magazine readers
say ads are welcome
1 in 3 print magazine readers believe the ads show them new products/ services
Ads act as a source of
inspiration for magazine readers
1/3 of print magazine readers
believe the ads are carefully selected to suite the content and channel
1 in 4 magazine readers
say the ads are relevant to their interests
Print magazine readers more likely
to pay attention to the ads
Print Magazine advertising more
enjoyable and
interesting than
advertising on other channels
[ 4 ]
Print Magazine advertising more welcome than other channels, notably so TV and Websites
SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK
Response to advertising by users of each channel
24%
21%
19%
17% 16% 16% 16% 15% 14% 14%
10%
Newspaper(print)
Magazine(print)
Magazine(online)
Radio (live onyour radio)
TV (onlinee.g.
streaming,on-demand)
Newspaper(online e.g.
website,digital
edition)
TV (live onyour TV)
Radio (online,e.g.
streaming,on-demand)
Blogs Social media(not including
blogs)
Internet (e.g.websites)
Ads are welcome
[ 5 ]
Print Magazines more likely to show readers new products/services vs. other channels
SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK
Response to advertising by users of each channel
34% 34%
30% 28%
25%
21% 20% 19% 18% 18% 17%
Magazine(print)
Newspaper(print)
Magazine(online)
TV (live onyour TV)
Radio (live onyour radio)
Radio (online,e.g.
streaming,on-demand)
Newspaper(online e.g.
website,digital
edition)
TV (onlinee.g.
streaming,on-demand)
Internet (e.g.websites)
Social media(not including
blogs)
Blogs
Ads show me new products / services
[ 6 ]
Ads are a source of ideas/inspiration to 1 in 4 magazine readers
SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK
Response to advertising by users of each channel
30%
24%
20% 18% 18% 18% 18% 18% 17%
15% 14%
Newspaper(print)
Magazine(print)
Radio (live onyour radio)
TV (live onyour TV)
Radio (online,e.g.
streaming,on-demand)
Blogs Magazine(online)
TV (onlinee.g.
streaming,on-demand)
Newspaper(online e.g.
website,digital
edition)
Internet (e.g.websites)
Social media(not including
blogs)
Ads are a source of ideas / inspiration
[ 7 ]
1/3 of Print Magazine readers believe the ads are carefully selected to suite the content and channel
SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK
Response to advertising by users of each channel
32%
27% 25%
23%
20% 18% 18% 18% 17%
15% 13%
Magazine(print)
Newspaper(print)
Magazine(online)
Radio (live onyour radio)
Radio (online,e.g.
streaming,on-demand)
Newspaper(online e.g.
website,digital
edition)
TV (live onyour TV)
TV (onlinee.g.
streaming,on-demand)
Blogs Social media(not including
blogs)
Internet (e.g.websites)
Ads are carefully selected to suit the media type or content
[ 8 ]
Ads are more relevant to readers of Print Magazines than users of any other channel
SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK
Response to advertising by users of each channel
24%
19% 18% 18% 17% 17% 16% 16% 16% 16%
14%
Magazine(print)
Radio (live onyour radio)
Newspaper(print)
Magazine(online)
Blogs Radio (online,e.g.
streaming,on-demand)
Social media(not including
blogs)
TV (onlinee.g.
streaming,on-demand)
Internet (e.g.websites)
Newspaper(online e.g.
website,digital
edition)
TV (live onyour TV)
Ads are very relevant to what I’m interested in
[ 9 ]
Print Magazine readers more likely to pay attention to ads in Magazines, than users of any other channel
SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK
Response to advertising by users of each channel
26%
23%
19% 18% 18% 18% 18% 16% 16%
13% 12%
Magazine(print)
Newspaper(print)
Newspaper(online e.g.
website,digital
edition)
Radio (online,e.g.
streaming,on-demand)
Radio (live onyour radio)
Magazine(online)
TV (onlinee.g.
streaming,on-demand)
TV (live onyour TV)
Blogs Internet (e.g.websites)
Social media(not including
blogs)
I pay attention to the ads when they appear
[ 10 ]
Print Magazine advertising more enjoyable than ads on any other channel
SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK
Response to advertising by users of each channel
22%
20% 19%
18% 17%
15% 14%
13% 13% 12% 11%
Magazine(print)
Newspaper(print)
Newspaper(online e.g.
website,digital
edition)
Radio (live onyour radio)
TV (onlinee.g.
streaming,on-demand)
Radio (online,e.g.
streaming,on-demand)
Blogs TV (live onyour TV)
Magazine(online)
Internet (e.g.websites)
Social media(not including
blogs)
I enjoy the ads when they appear
[ 11 ]
Print Magazine advertising more interesting/appealing than advertising on any other channel
SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK
Response to advertising by users of each channel
24%
21%
18% 18% 17% 16% 16%
14% 13% 13% 12%
Magazine(print)
Newspaper(print)
Newspaper(online e.g.
website,digital
edition)
Magazine(online)
Radio (live onyour radio)
TV (live onyour TV)
Radio (online,e.g.
streaming,on-demand)
Internet (e.g.websites)
Blogs TV (onlinee.g.
streaming,on-demand)
Social media(not including
blogs)
The ads are interesting / appealing
[ 12 ]
34% of Australians claim to currently use Adblocking software
BASE: USED THE INTERNET IN THE LAST MONTH *DATA WEIGHTED TO BE NATIONALLY REPRESENTATIVE OF AGE AND GENDER. INCIDENCE OF MAGAZINE READERSHIP AT LEAST ONCE A MONTH AS CAPTURED IN THE PASSION RESPONSE STUDY
[ 13 ]
Ad Blocking technology most prevalent amongst younger males
BASE: USED THE INTERNET IN THE LAST MONTH *DATA WEIGHTED TO BE NATIONALLY REPRESENTATIVE OF AGE AND GENDER. INCIDENCE OF MAGAZINE READERSHIP AT LEAST ONCE A MONTH AS CAPTURED IN THE PASSION RESPONSE STUDY
Claimed usage of Ad Blocking technology by age and gender
48%
43%
35% 34%
37% 37%
28%
22% 23%
19%
M18-29 M30-39 M40-49 M50-59 M60-64 F18-29 F30-39 F40-49 F50-59 F60-64
[ 14 ]
creates opportunities for growth
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