Product Portfolio: AdMeasure – MRI Debuts Magazine Advertising Ratings

On June 15th, magazine measurement took a giant step forward; MRI rolled out AdMeasure, a suite of metrics that estimate the audiences for specific ads in specific magazines. Advertisers increasingly expect proof that their print ads are working and are reaching their target audience. They want metrics that can tell them how many consumers saw their print ads, how many read them thoroughly, and how many took action as a result of seeing the ads. AdMeasure focuses on evaluating the reach and performance of print ads…because that’s what advertisers are focusing on.

“Historically, a magazine’s total readership was accepted as a proxy for ad exposure,” said MRI President and CEO Kathi Love. “But accountability-focused advertisers are demanding more direct measurement of the reach of their ad campaigns. MRI’s AdMeasure sharpens the focus of magazine accountability by moving the needle from measuring the ‘opportunity to see’ a print ad to measuring how many readers actually saw the ad, as well as how many took action as a result of seeing it. This goes a long way to answering the industry’s desire for greater accountability for print advertising.”

AdMeasure’s print ad ratings are derived from three key sources:

• MRI’s Survey of the American Consumer, the industry standard for measuring the average issue audience of consumer magazines;
• MRI’s Issue Specific Readership Study, which measures readership for individual issues of magazines;
• MRI Starch, the leader in ad readership research.

The combination of these three studies results in AdMeasure: MRI uses the Survey of the American Consumer to statistically determine what reader variables drive ad readership and then projects the MRI Starch data so they reflect an issue’s actual audience profile. Then MRI overlays the Starch ad readership scores with Issue Specific audience levels to create AdMeasure’s print ad ratings.

Time Inc. is the first publisher and Starcom USA is the first media agency to sign up for AdMeasure. AdMeasure metrics are available through an easy-to-use online deliverable. Data begins with magazines issued in October 2008; in 2009, AdMeasure will provide ad audience ratings for all national ads one-third of a page or larger that appear in the approximately 646 consumer magazine issues measured by MRI Starch.

Questions? Comments? Please email info@mediamark.com.

Creative Client: GQ Media Panel Creates Online Community to Connect Brands with Brand Advocates

Customer relationship management is all about getting your best customers to also be your best advocates. That’s why the marketing team at GQ partnered with MRI to develop an online community that bridges advertisers with GQ readers who are brand enthusiasts.

Launched in June, the GQ Ambassadors Program gives advertisers access to GQ’s select and influential readership. “In addition to looking for sharper ROI metrics, brands need to better understand existing customers and develop high quality leads using multi-layered databases,” said GQ Associate Publisher of Marketing Scott Carlis. “The Ambassadors Program was built to address those goals by offering a quantifiable marketing tool which identifies consumers who are not only passionate about certain brands, but have agreed to work as brand advocates to build awareness and encourage others to come onboard.”

Building On What Already Works

GQ worked with the Market Solutions Group, the custom and analytical arm of MRI, to create the “GQ Insider” panel which conducts nearly 40 surveys each year among its 12,000 panel members. The Brand Ambassadors Program is a sub-segment of this panel; participants are pre-screened for both brand affinity and brand advocacy. So far, more than 500 brands are represented. The Ambassadors Program also includes online forums to cultivate community involvement and activism to keep ambassadors engaged.

Tapping into the Influentials

Engaging opinion leaders is a must for marketers; Influentials amplify marketing messages and drive word-of-mouth conversations that often lead to broad acceptance of a brand. “The Ambassadors Program helps us leverage GQ’s influential audience,” said Carlis. “GQ Ambassadors are on the panel because they are early adopters who want to see and be seen, and online communities are part of their social environment. These opinion leaders are purveyors of what’s cool and what’s next, and we want them to work for our marketing partners. Being part of a community which has similar lifestyle interests is what will keep them engaged in the Ambassadors Program.”

Participating advertisers can view their ambassadors’ profiles online to learn more about their lifestyle interests, purchasing habits and demographic characteristics. Since panelists are early adopters, these insights can be used for a variety of purposes:

• Promote/test new product launches
• Word-of-mouth marketing at events or online
• Street team marketing
• Online focus groups and panel discussions
• Build awareness among colleagues and peers
• On-site interviews, focus groups, and public advocacy
• Test new ad campaigns

“We’re very excited about the potential this approach promises,” said Carlis. “This panel helps find brands’ most engaged consumers; thereby providing our marketing partners with a potent CRM tool that leverages the power of the Internet and social media to help a brand’s most loyal and enthusiastic customers spread the word and influence others.”

Highlight on GfK: Measuring In-Store Marketing Through Audits & Surveys’ Controlled Store Tests

In-store marketing can have a huge impact on sales. But predicting the ROI for each tactic is tricky: should marketers add new displays or lower their prices – or both? Controlled Store Tests, provided by GfK Audits & Surveys, can improve ROI and limit the risk of ineffective marketing.

Controlled Store Tests help marketers understand consumer response to in-store marketing such as new products or line extension introductions, changes in selling price and changes in shelf facings/positioning. Impact of displays and merchandising (signage, shelf danglers, coupon dispensers, etc.) also are measured. “Since these tests take place in a ‘real life’ environment–real markets, real stores, real products and real consumers–clients get real results,” said Jim Fleckenstein, VP, account services at GfK A&S.

Through the use of matched panel study designs, in-store observations & interviews and other techniques such as LocationScan™, GfK A&S helps both retailers and manufacturers fine-tune their marketing.

Matched Panel Design

The matched panel design uses two (or more) panels of stores matched on pre-set criteria during a non-test “base” period. After the test variable (line extension, new package design, display, etc.) is introduced into one of the panels, the test period results for both panels are compared to the base period and are analyzed for actual and covariant differences.

Other statistical techniques, such as regression modeling, may also be used if unanticipated competitive activity or other uncontrollable conditions occur during the test. Also, a post-test period may be measured to determine longer-term effects as well as to evaluate if, and to what degree, test conditions cannibalized potential future sales.

Additional In-Store Services

Other in-store research services include:

• Store visits during test periods to monitor test conditions, out-of-stocks, shelf inventory, competitive activity/price reductions, etc;
• Digital capture of in-store conditions;
• In-store surveys for immediate reactions after shoppers experience test conditions;
• Store personnel interviews to gauge opinions on the impact of test conditions.

All data are collected at the individual UPC/SKU level that can be aggregated to provide results by types, formulas, sizes, brands, etc. up to and including the overall product category.

LocationScan™

LocationScan™ measures sales and shares from every location where a product/category is located within a store. This technique allows for evaluation of a product’s performance across the multiple locations where it’s stocked – critical information for products such as batteries which may be found in 4, 5 or more sections of a store. Potential incremental sales to be gained by adding new locations can also measured with this technique.

For more information about GfK Audits & Surveys’ in-store marketing research, please contact us.

New and Noteworthy Issue Specific Readership Study Shortens Release Time

As part of MRI's continuing effort to provide the print industry with more timely data, the Issue Specific Readership Study has reduced its release time–the date from when a publication goes on sale until the date it is reported by the Issue Specific Readership Study. For example:

• Weeklies: reported within 6 weeks, down from 8 weeks
• Biweeklies: reported within 8 weeks, down from 10 weeks
• Triweeklies: reported within 9 weeks, down from 12 weeks
• Monthlies: reported within 9 weeks, down from 12 weeks
• Bimonthlies: reported within 12 weeks, down from 18 weeks
  

MRI Starch Sponsors Kelly Awards' Ad Effectiveness Category

MRI Starch is proud to have sponsored the 2009 MPA Kelly Awards' Ad Effectiveness category. Chosen by top creative directors and marketing leaders, the winners are selected based on creativity and results that lift brand awareness. Below is an ad from the Ad Effectiveness category winner, BBDO for Armstrong Flooring.