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…
LONDON23h 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
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