Amanda Wigginton Director of Insight, Time Inc. (UK)fipp.s3. Consumers 2 آ  Amanda Wigginton Director

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  • What we did:

    Multi-platform magazine brands Amanda Wigginton

    Director of Insight, Time Inc. (UK)

  • Constantly connected via multiple platforms

    Connecting with consumers more than even before

  • Extensive programme of research

    HOW, WHEN, WHERE AND WHY

    CONSUMERS CONNECT WITH OUR BRANDS

    REACHING BIGGER & BETTER

    AUDIENCES THROUGH OUR

    MUTLI-PLATFORM BRANDS

    THE ROLE OF MAGAZINE BRANDS WITHIN THE PURCHASE JOURNEY

  • Magazine brands are enduring

    “I took a screengrab of a

    recipe to make sure

    I had it saved, easy to

    have on my phone

    whilst I was cooking”

    “I have read Look

    for so long that I

    know what to expect

    and the quality that

    will always be at the

    forefront of

    the magazine”

    Memory banking Keeping

    up to date

    Over 4 in 10 of our consumers connect with our

    brands several times a day

    Core brand attributes extend across all platforms

  • Traditional ‘me time’ has evolved

    Our brands now fulfil different needs at different times of the day

    “Different times of the day will

    often dictate the platform I use”

  • 3 new mind states

    1. CATCH UP

    TIME

    2. FOCUS

    TIME

    3. DOWN

    TIME

    GETTING UP

    TO SPEED TIME DEPRIVED ESCAPISM

  • Influencing each stage of the journey

    SPARK SEARCH SHOP SHARE

  • How is the audience

    across platforms different, if at all?

    Who are our Connected Consumers?

    How many of these connected consumers do we reach?

  • Run independently by CrowdDNA across 10 Time Inc. brands’ platforms.

    What we did: DUPLICATION SURVEY

  • Analytics UK UUs, PVs

    Duplication Survey

    telmar

    Digital

    Edition

    What we did: THE DATA

  • Let us take you back to the year 2007

  • 12million

    Back in the year 2007

  • The relationship has

    CHANGED! • Adopting NEW platforms

    • ENHANCING our traditional offering

    MORE MOMENTS FOR US TO SHARE OUR CONTENT THAN EVER BEFORE

    Since then…

  • Now…

  • LONDON 23h 50mins

    AUCKLAND, NZ

    If you laid them end to end from the centre of London, they would go past Auckland, NZ

  • Could fill Wembley Stadium 157 times

  • 5.5 times bigger than the total capacity (every venue, every round) at the RWC 2015

  • MOBILE MAGAZINE Print & Digital Edition

    WEB Desktop & Tablet

    How do our audiences engage with our brands?

  • Each add to the overall monthly reach of the brand

    9,867,000 +13%

    +5%

    +10%

    +3%

  • GAIN OVER PRINT

  • 14,100,000

    Using multiple platforms clearly helps to boost the reach of campaigns

  • But who are you reaching?

  • In simple terms

    Younger More

    Affluent Decision Makers

    (5 years) (+15%) (2 in 3)

  • Using all platforms is key to reaching the best audience

  • However, there is so much more

    MORE INFORMATION

    ATTITUDES

  • +22% +44% +22% +26%

    People come to them for ADVICE

    They SHARE CONTENT

    they like online

    They’re the FIRST TO KNOW what’s going on

    Influencers

  • Ads help them CHOOSE what to buy

    Influenced by REVIEWS

    Often NOTICE online ads

    +20% +20% +22%

    Engaged

  • Love to BUY NEW

    gadgets

    Important their houses are EQUIPPED

    with technology

    KEEP UP with tech

    developments

    Early Adopters

    +18% +21% +19%

  • Big Spenders

    +22% +38%

    +17% +38%

    SPEND without thinking

    Enjoy owning GOOD QUALITY

    goods

    SPEND a lot on clothes

    PAY EXTRA to personalise

    their style

  • Our magazine brands influence our audience across the entire purchase journey

  • are at the heart of the purchase

    journey…

    Spark

    76% Search

    70%

    Shop

    73% Share

    62%

  • Spark

    RetailBeauty Homes

    ‘Inspiration’ ‘Ideas’

    92%

  • Homes Retail

    BeautyFood & Drink

    Spark

    91% 75%

    91% 88%

    Spark

  • Beauty Retail Homes Food & Drink

    Tech

    Search

    ‘Explored’ ‘Visited website’

    4 in 5

  • Food & Drink

    Homes Tech

    Beauty

    79% 72%

    78% 87%

    Search

    Search

  • Beauty Retail Homes Food & Drink

    ‘Purchased’ ‘Tried’

    4 in 5

    Shop

  • Retail

    Food & Drink

    Tech

    Beauty

    83% 67%

    69% 81%

    Shop

    Shop

  • Beauty Retail Homes Food & Drink

    Tech

    Share

    ‘Recommended’ ‘Posted online’

    3 in 4 ‘Talked about’

  • Retail Food & Drink

    Tech Homes

    75% 59%

    69% 76%

    Share

    Share

  • HOW, WHEN, WHERE & WHY

    TOTAL REACH, DUPLICATION & AUDIENCE INSIGHT

    PURCHASE JOURNEY INFLUENCE

    Connected Consumers – key insights

    FOR MULTI-PLATFORM MAGAZINE BRANDS

  • How are we using it?

    MARKETING THE MAGAZINE MEDIUM MARKETING TIME INC.

    AGENCY ROADSHOW CLIENT MEETINGS PITCH RESPONSE CONFERENCES

    BRANDS PLATFORMS

    PURCHASE JOURNEY AD CATEGORIES

  • Connected Consumers 2 Calculator

    connectedconsumers.co.uk

  • What we did:

    THANK YOU