Magazines not only offer a unique proposition to advertisers as a standalone platform but a recent study reveals that they are also highly-effective when used with other media as part of the overall advertising mix.
In this feature we delve deeper into the recent AdSense research from IPC Media, to analyse how consumers interact with magazine advertising in relation to other media; the relationships that combined magazine, online and television advertising enjoy and the benefits.
It looks at how the different platforms can combine effectively together and the impact they have on driving consumer behavior and brand awareness.
The findings are based on the AdSense study, which was conducted over a four month period amongst a nationally representative sample of over 6,500 UK women aged 16-65 years.
Magazine and online advertising
- AdSense found that magazines and online help to drive purchase decisions and both are used by women as a source of ideas and inspiration.
- A third of women said combined magazine and online advertising help them decide what to buy – 60% higher than the media average.
- Combined the two platforms significantly boost brand recall and understanding of the campaign.
56% of women remembered the brand more after seeing magazine and online ads and 45% said they understood the ad more after seeing both the magazine and online executions.
Magazine and TV advertising
- Magazines were found to be just as powerful a medium as TV among female respondents on the key metrics of communication and engagement.
- When it came to effectively communicating key messages, magazines scored an average of 71% as did TV - the average positive engagement scores were also identical at 35%.
- The findings were much different when it came to advertising irritation scores however - magazines received only a 5% rating compared to 14% for TV.
- When combined, the study found that magazine and TV advertising produced highly effective results.
61% of respondents were more likely to remember the brand and 47% were more likely to understand the advert.
Thirteen brands - including Persil, Clarks, Howdens, Veet, Boots, Corsodyl, Ribena, Vera Wang fragrance, E45 and Batiste - across six categories were included in the collaborative project.
- AdSense evaluated two different advertisements for each brand and analysed the impact the ads had on consumers.