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Magazines in the Driving Seat
“Magazines in thedriving seat”
Research into offline drivers of online search and purchase.
Magazines in the Driving Seat
Magazines have a strong relationship with readers.
The targeting of magazines makes content and advertising relevant.
The ‘editing’ of choice in magazines helps consumers make purchase decisions.
As online search and purchase grows in importance it seems natural that magazines would form a key part in stimulating consumers’ online behaviour.
Introduction
Magazines in the Driving Seat
The recent evidence to date (USA)
67% of online population driven to search by offline channels (iProspect ’07)
Magazines are the primary driver of online search (RAMA ’07)
Magazines are the primary driver of web traffic (AAF ’06)
39% of searchers influenced by offline make a purchase online (iProspect ’07)
Magazines and WOM most effective at generating online purchases(iProspect ’07)
Magazines in the Driving Seat
Is this true in the UK?
Our hypotheses.
1. The Search Hypothesis. A significant percentage of individuals are driven to conduct an onlinesearch as a direct result of exposure to offline advertising.
2. The Purchasing Hypothesis.A significant percentage of those driven to search by these means eventually make a purchase online.
Magazines in the Driving Seat
The Research
BMRB Omnibus survey of 3,045 online adults aged 16-64.Fieldwork done in 2 waves during 23rd – 31st August 2007
Online Search and Purchase behaviourOffline Media usage Category specific online search and purchase
Analysis based on users of each medium.
Magazines in the Driving Seat
Offline advertising drives online search!
70% of online adults have been prompted to search by offline messaging.
"Which of the following have triggered you to go online when looking for information on products that you have considered purchasing?“Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying
Magazines in the Driving Seat
TV and Magazines advertising drives search!
50 50 5149
45 4642
47
3128
36
27
1719
1216
Adults ABC1 Adults Men Women
TV Ads Magazines Ads Newspapers Ads Radio Ads
"Which of the following have triggered you to go online when looking for information on products that you have considered purchasing?“Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying
Magazines in the Driving Seat
20
30
40
50
60
70TV Ads Magazine Ads Newspaper Ads Radio Ads% agree
Searching by Category
"Which of the following have triggered you to go online when looking for information on products that you have considered purchasing?“Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying
Magazines in the Driving Seat
Magazine and TV advertising drives search
Magazine and TV advertising drive search across all product categories.
Magazine advertising is the most cost efficient offline driver of online search.
Magazines in the Driving Seat
Is this true in the UK?
1. The Search Hypothesis.
A significant percentage of individuals are driven to conduct an online search as a direct result of exposure to offline advertising.
Magazines in the Driving Seat
What about purchasing?
2. The Purchasing Hypothesis.
A significant percentage of those driven to search by these means eventually make a purchase online.
Magazines in the Driving Seat
Offline advertising drives online purchase!
58% of online adults have made a purchase online as a
result of offline messaging.
"Did any of the following help you with ideas or information on any of the online purchases you made?“Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines in the Driving Seat
Magazines equal TV!
TV and Magazines are as strongas each other for driving online purchasing amongst adults.
32 3332 33
21 22
10 11
Adults ABC1 Adults
TV Ads Magazine Ads Newspaper Ads Radio Ads
"Did any of the following help you with ideas or information on any of the online purchases you made?“Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines in the Driving Seat
TV advertising is the strongest driver of online purchase for men (just).
“You can't win everything”
Beaten by a nose!
"Did any of the following help you with ideas or information on any of the online purchases you made?“Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines in the Driving Seat
Magazine advertising is the strongest driver of online purchase for women.
Beaten by a nose!
"Did any of the following help you with ideas or information on any of the online purchases you made?“Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines in the Driving Seat
0
10
20
30
40
50
60 TV Ads Magazine Ads Newspaper Ads Radio Ads% agree
Purchasing by Category
"Did any of the following help you with ideas or information on any of the online purchases you made?“Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines in the Driving Seat
No better medium than Magazines!
Magazine advertising is as strong as TV for driving online purchasing.
In over 70% of product categories magazine advertising is the primary driver of online purchase.
Magazines top the following categories: Cosmetics, Fashion Accessories, Toiletries, Food, Clothing, Music,
Entertainment Tickets, Hobbies, Travel Tickets, Holiday, Other
Magazines in the Driving Seat
Engagement makes a difference.
Those consumers with strongest media engagement are much morelikely to purchase online as a result of offline advertising exposure.
32
55
32
43
21
46
10
26
0
10
20
30
40
50
60
70
Overall Favourites
Magazines Ads TV Ads Newspapers Ads Radio Ads
Base: 16-64 online adults who have a favourite …(Magazine, TV programme, Radio programme, Newspaper) + have gone online in last 12 months to look for info on products considering buying + have made an online purchase
Magazines in the Driving Seat
Is this true in the UK?
2. The Purchasing Hypothesis.
A significant percentage of those driven to search by these means eventually make a purchase online
Magazines in the Driving Seat
Conclusions1. Offline advertising drives online search and purchase
What drives online search?
2. Magazine and TV advertising dominate the driving of search. 3. Magazine advertising is the most cost efficient offline driver of
online search.
What drives online purchase?
4. Magazine advertising is as strong as TV for driving online purchasing.5. In over 70% of product categories magazine advertising is the
primary driver of online purchase.
Magazines in the Driving Seat
Find out for yourself.
You provide;
Target Audience demographicsProduct/Brand Category
We provide;
Analysis of Offline drivers of searchAnalysis of Offline drivers of purchase
No charge for the next 4 weeks.At cost after 4 weeks.