According to the study, magazine media brands online delivered a significantly stronger impact on brand KPI's than other online environments, with a 41% increase in impact on KPI's, such as purchase consideration, purchase intention and recommendation. The ability to drive associations of quality and relevance for brands was particularly strong for magazine media, building on their trusted environment and credible content. Looking at separate data conducted by Magnetic with digital analytics company Moat, there are similar findings - Magnetic member sites were found to have an interaction rate 18% higher compared to other online environments, with interaction times 30% higher.
Metrics That Matter also looked at the full multiplatform impact of magazine media, with the ability to double brand KPI's by using both print and digital magazine media assets.
Looking more in depth at ways advertisers can work with magazine media, campaigns with both display and advertorial or native activity were found to be 20% more impactful on brand KPI's than those with purely display. This is due to their ability to impact multiple brand attributes - in particular trust and innovation.
Printed magazines remain the strongest opportunity for brands to express relevancy, reasserting the impact of print within magazine media.
Sue Todd, CEO of Magnetic, said : "It's clear that across environments, magazine media delivers against the metrics that truly matter to brands. It's pleasing to see that online magazine media is 41% more effective at delivering brand KPIs than other online environments. Magazines achieve deep human connections with their audiences, leading to a more attentive consumer who is more open to commercial messaging and more inclined to trust what they discover there. In an age of adblocking and declining receptivity to advertising, this is a powerful environment for brands."
