Magnetic’s New Influencer Ecosystem research topped the FIPP Insight Awards presented at the annual FIPP Insight Awards presented at the FIPP World Congress in London on 11 October 2017. Gold award winners included Magazine Networks Australia’s Passion Response Study and Time Inc. UK’s Live the Passion research.
The 8th FIPP Insight Award winners were presented by James Hewes, FIPP president and CEO and Esther Braspenning, chairwoman of the FIPP Insight Committee and content manager of The Ppress in Belgium. The awards reward the use of magazine media as an advertising medium anywhere in the world and publicly acknowledge outstanding research, spread knowledge about successful studies, and stimulate ideas for further projects.
The award winners were:
Influencer marketing is increasingly being used in the media mix and this trend only seems set to grow with 84 per cent of marketing professionals worldwide expecting to launch a campaign involving an influencer in the next 12 months. The influencer ecosystem is evolving, with brands exploring new strategies and commercial opportunities. Magnetic set out to explore the role of magazine media in this new influencer ecosystem and the impact they have in terms of reach and engagement compared to other channels.
From its research across three sectors – fashion, beauty and motoring – Magnetic discovered that magazine brands were not only engaging consumers but also managing to achieve reach – something that magazines are often accused of not doing. We believe this success in the influencer marketing space is because of the deep and rich engagement that magazine brands have with their readers and consumers on- and offline.
The judges said that this was a hot issue, and one of the most important strengths of magazines and that it was “very good to compare magazines with bloggers/vloggers”.
The Passion Response Study looked at general data on who reads magazines online and offline, the overlap between online and offline , time spent and other metrics, but it also delved deeper by title genre to look at the data across fashion , home, health, food , lifestyle and weekly titles online and offline. In addition, the ad recall section covered the implications on the path to purchase.
The judges said: “The concept was simple but applicable to all magazine publishers. Although there was perhaps a lost opportunity to involve advertisers. It provided strong evidence for magazine media.
Time Inc. UK commissioned Crowd DNA to conduct a research study on exploring passions, the role magazine media plays within them and the influence/effectiveness of passionate audience. Using a mixture of highly in-depth qualitative and quantitative, with supplementary analysis from a respected anthropologist, Time Inc and Crowd DNA carried out a 10-day in-depth online community study comprising highly passionate people, supplemented by a quantitative survey to more than 3,000 additional passionate people, allowed them to understand some key areas in order to define a passion and study the evolution of a passion.
Live The Passion showed that the importance of a passion cannot be overstated – it’s an integral part of the audience that was spoken to. It provides people with many of the facets required for a happy life. Purpose, joy, comfort are just three of the dozens that could be listed. People trust magazine media with one of the most important things in their life (a close second behind children). And advertising in magazine media has a massive spectrum of opportunity. Finding the right relevance is key to success
The judges said: “I love the link this research makes between passion and magazines!” and that it was an excellent piece of complex research, difficult to replicate but with important indications.
Silver Award Winners included:
- The Economist Group - Thought Leadership Disrupted: New rules for the content age
- NEWBASE - The Format Effect Series
- Time Inc. UK - Developing the Native Story
- Time Inc. UK - TRESemmé Beauty Full Volume
Further information from Helen Bland at FIPP.
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