4. EEG
Source: Erasmus Centre for Neuroeconomics van de Rotterdam School of Management, Erasmus University, Magazines.nl
5. Average brain activity for bottom 10 and top 10 ads;
based on likeability for frontally (Frontal:F3,Fz,F4)
and centrally placed electrodes (Central: C3,Cz en C4)
6. Print works in 0.3 seconds
Within 0.3 seconds the consumer decides
whether a magazine ad is interesting or
not. There is a very fast reponse in the
brain to seeing the ad.
7. Brain response is closely related to
the likeability of an ad
Ads that are highly appreciated, show the
strongest brain response. Likeability
probably is a good predictor of the
impact of an ad.
8. Brain response is related to brand
awareness
The advertised brand also affects the
successfulness of an ad. High brand
awareness ensures a fast brain response
(recognition).
17. Success factors:
1) Together with newspapers, magazines
generate the highest ROI of all media;
2) Internal pacing, targeting and fitting
environment all leverage the advertising
effect and increase ROI;
3) Sales oriented campaigns work relatively
well in magazines;
Success factors of magazines
Laurent de Groof, Consultant GfK:
“Hoewel op kleine schaal ingezet hebben de tijdschriften
ons verrast. Net als bij dagbladen is internal pacing een
succesfactor, alsook de doelgroepselectiviteit en het
passende umfeld bij een advertentie.”
19. Insights
• Do not overspend on 1 medium; a well-balanced media mix
puts all media to work to the maximum of their potential
• Optimization of OTS is important; (too) many exposures are
not cost efficient (diminishing return on investment)
• Print deserves a bigger role in the media mix. Whether the
objective is sales or branding, a good print ad with sufficient
exposure will lead to an uplift in ROI.
20. Results of this crossmedia ROI
study match magazine effects in
international studies.
21. International studies
• MEP GfK Germany: targeted media like magazines, deliver
high ROI
• Sanoma Belgium based on GfK panels: magazine ads can
deliver sales uplifts in the short term
• Meredith Corporation USA: every dollar invested in Meredith
titles, delivered an ROI of $7.81.
• Magonomics UK: on average magazines realize a higher ROI
than (most) other media
22. Magazines are rarely used to their
full potential.
Improve your ROI today with a more
balanced media mix!
