1. Brand impact

2. MAGAZINES DELIVER UNBEATABLE BRAND IMPACT
Millward Brown has done extensive work to understand and define the mechanics involved in how consumers’ perception and choice of brands are determined. This work has been distilled into what the company refers to as the Meaningfully Different Framework. Magnetic has done further work with Millward Brown to define the impact – or level of message stickiness - that different channels have on each consumers within this framework.

3. 5 KEY METRICS FOR SALES SUCCESS
Consumers feel they will perform well and meet their needs
Consumers feel an affinity for them
They are seen as different or unique in the category
They are dynamic and set category trends
They are top of mind to consumers
Salient
MEANINGFUL
DIFFERENT
SALIENT
The 5 key metrics were further distilled into 3 dimensions which were then in turn used to create a Brand Power : a one number summary for each brand in market allowing you to monitor brand strength easily between brands and over time
Millward Brown tapped into their global databases, to develop the hypothesis for the Meaningfully Different Framework. This work was then launched with a global pilot interviewing more than 8000 people in 5 countries about 300 different brands. The work identified and refined the 5 key metrics which are most likely to influence consumer perception and behaviour. These metrics were then further distilled into 3 dimensions using factor analysis. The work was linked back to consumers’ purchase behaviour highlighted a strong correlation between stimulating these dimensions and sales success in the market.
Source: Magnetic/Millward Brown: Meaningfully Different Impact 2015

4. VOLUME SHARE CORRELATES WITH POWER SCORES
Brand Power correlates very closely to sales, giving a reliable metric to evaluate volume share delivered through Brand Equity
Millward Brown tapped into their global databases, to develop the hypothesis for the Meaningfully Different Framework. This work was then launched with a global pilot interviewing more than 8000 people in 5 countries about 300 different brands. The work identified and refined the 5 key metrics which are most likely to influence consumer perception and behaviour. These metrics were then further distilled into 3 dimensions using factor analysis. The work was linked back to consumers’ purchase behaviour highlighted a strong correlation between stimulating these dimensions and sales success in the market.
Source: Magnetic/Millward Brown: Meaningfully Different Impact 2015

5. Media ranking by metric (top 3 shown)
MAGAZINES RANK IN THE TOP 3 PERFORMERS ACROSS ALL METRICS
Media ranking by metric (top 3 shown) TV
Online Display
Magazines
Newspapers
Radio
OOH
Cinema
Online Video
Meets Needs
Brand Affinity
Differentiation
Sets Trends
Salient 3 2 1 3 2 1 2 3 1 1 2 3 3 2 1
Magazines are unique in that they are able to strongly impact all of the 5 key metrics which forms the basis of the Meaningfully Different Framework. Despite the stellar performance the area, or dimension in which magazines excel is in creating differentiation. This dimension of crucially important for brands because it will ultimately determines why consumers chooses one brand over another in the final stages of the purchase journey.
Source: Magnetic/Millward Brown: Meaningfully Different Impact 2015

6. % Uplift in metric post exposure
MAGAZINES DELIVER THE MOST MEANINGFULLY DIFFERENT IMPACT 2%
+1.77%
% Uplift in metric post exposure
+1.59%
+0.89%
+0.42%
+0.77%
+0.76%
+0.58%
+0.48%
Magazines
Cinema TV
Radio
Newspapers
OOH
Online Video
Online Display
When performance across all 5 metrics are distilled into a single figure to represent the Meaningfully Different Impact (MDI) each delivers, magazines and cinema are shown to be the most impactful media per person reached
Source: Magnetic/Millward Brown: Meaningfully Different Impact 2015

7. MAGAZINES DELIVER MDI MOST EFFICIENTLY
3.03%
0.25%
0.52%
0.58%
1.05%
0.36%
1.56%
0.72%
Magazines deliver a 3.03% MDI uplift amongst those exposed for a £500k investment
Magazines TV
Newspapers
Online Display
Radio
OOH
Cinema
Online Video
MDI Measure, number of case studies referenced by channel:
Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9* *Low base size
Magazines were not only shown to deliver the strongest MDI per person reached, but also does so more cost efficiently. For an investment of £500k magazines were shown to deliver a 3.03% MDI uplift amongst those exposed.
Source: Magnetic/Millward Brown: Meaningfully Different Impact 2015