“We can’t manage what we can’t measure”, says GfK MRI CEO at FIPP Ibero-American Conference
Kathi Love, CEO, Gfk/MRI
, USA urged attendees at the FIPP Ibero-American Magazine Media Conference
today (31 October 2012) to measure the engagement of their magazine brands.
“If we believe engagement in magazine brands is important”, said Love, “we need to start developing metrics that show that. We can’t manage what we can’t measure – I truly believe that.”
Love shared results from GfK MRI’s iPanel, which is conducted each month and measures attitudes and activities on tablet and e-reader devices. “We are able to link ad exposure and engagement to whether the consumer took action as a result of seeing an ad”, said Love.
Some of the highlights included:
• 71 per cent of tablet owners are interested in reading a digital magazine
• 70 per cent of those who have read a digital magazine like the ads that are personalised to their interests
• 67 per cent say they prefer electronic version
• 65 per cent say they miss paper
“We are finding that advertisers are interested in these kinds of engagement metrics to feed into their ROI models”, said Love. “Now, we need to roll out a consistent methodology to measure engagement globally.”