Kantar tested Porter’s Paint feature.
Exclusive Kantar research reveals six-fold increase in awareness of ads created by Are Media brands across print, digital and social media.
Across four branded pieces of content created by Are Media and tested by Kantar, awareness increased by an average of 29% compared to a control group, with message association up 25%, brand preference up 13 %, online ad awareness up 10% and purchase intent and consideration up 11%.
Kantar said, “The strength of these results is a testament to well-crafted, fit-for-purpose content that shows an understanding of how media is consumed as well as the influence of some of the most popular mastheads in Australia. This combination also proved Are Media’s ability to guide consumers through the buying funnel.
“Our eye-tracking data further proved how engaged respondents were as images of print executions appealed to the respondent, but they then stuck for highly persuasive content – with three in four finding the content relevant to them ( 1.5 times Kantar standards) and 88% who felt the content provided them with new information (1.5 x Kantar standards).
Are Media has partnered with Kantar to measure the impact of its creation on improving brand metrics across print, digital and social media, across key titles such as The Australian Women’s Weekly, Country Style, marie claire and Gourmet Traveller.
For each campaign, 300 women viewed a replicated website, magazine, or Instagram feeds, one that included placebo ad content (control group) and one with the ad included (exposed group). Results from the exposed group were compared to the control baseline to determine the media effect.
A native Are Media display video developed for L’Oréal featuring singer Jess Mauboy talking about self-esteem running on marie claire’s mobile website, saw awareness increase by more than 50 %, message association increased by 34% and brand popularity increased by 12%.
For Porter’s Paints, Are Media created an article in Country Style magazine including advice on color selection and its product range.
Kantar’s research showed that ad content changed all brand attributes, with 45% saying the ad inspired them to try something new, up 28% from the control group; more than half (51%) said Porter’s Paints offered high quality products and four in ten (44%) said it was an inspirational brand.
Are Media’s Andrew Cook said, “It’s no secret that magazine media outperform the others in brand awareness. Kantar’s latest research is proof that adding the right creative in context across our ecosystem of print, digital and social channels can deliver powerful results throughout the purchase funnel.
“The Kantar study goes beyond simply revealing brand awareness, but includes key metrics such as purchase intent, brand preference and message association not only for magazines , but our other channels, including social media.”
The search follows the announcement that Simon Smith, a veteran media executive and former head of News Corp content agency SUDDENLY, has been appointed head of business and creative content at Are Media.
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