{"id":28286,"date":"2020-01-15T08:45:19","date_gmt":"2020-01-15T07:45:19","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=28286"},"modified":"2020-01-13T17:32:53","modified_gmt":"2020-01-13T16:32:53","slug":"fipp-award-winner-positive-people-buy-advertised-products","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/fipp-award-winner-positive-people-buy-advertised-products\/","title":{"rendered":"FIPP Award Winner: Positive people buy advertised products"},"content":{"rendered":"<p><em>Positivity really does matter for advertising: positive people consuming positive media are much more engaged, open-minded, purposeful and productive. They take more action and are more likely to buy advertised products. This is the main conclusion of the Gold Award winning research from Hearst in the UK. Based on these insights Hearst designed a positivity index and started a new ad product and proposition: Hearst Purpose.<\/em><\/p>\n<p>&#8220;We instinctively knew that it must be good for brands to appear amongst positive content in front of people who were feeling more positive&#8221;, says Hearst in their Award entry. But instinct isn&#8217;t always enough to turn the heads of the media and client community. The results from this research supported\u00a0their instincts and hypothesis.<\/p>\n<p>Hearst\u00a0defines their\u00a0purpose as helping people get more out of life. &#8220;Every piece of content we create, experience we deliver, product and service we provide is designed to help consumers enjoy their lives more and get so much more from it. We are a beacon of positivity in a turbulent and transformational world.&#8221;<\/p>\n<h3>Are positive people more attractive?<\/h3>\n<p>The company asked Theobalds Road consulting to help answer the following questions:<br \/>\n1.Are there any positive people out there in the UK, if so, who are they and how many are there?<br \/>\n2. Are positive people more attractive to advertisers. If so, why?<br \/>\n3. And finally which media brands deliver the most positive media experiences and audiences?<\/p>\n<p>Watch the video for a short summary of the results<br \/>\n<iframe src=\"https:\/\/www.youtube.com\/embed\/BKpuDxgYqyg\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>They found that 58% of the UK public have a positive outlook in life. 77% of these take some form of action after consuming media compared to 63% of those feeling less positive (+22% higher). They are also 90% more likely to try new things and 35% more likely to buy an advertised product.<\/p>\n<p>When it comes to advertising, we see an 18% increase in brand favourability and a 6% increase in brand consideration.\u00a0 Hearst And Theobalds Road\u00a0could prove that by increasing brand consideration by 6% points this leads on average, to a 4% improvement in an ad campaign&#8217;s ROI. The conclusion is clear, if you want your advertising to work harder then engage with positive people.<\/p>\n<p><img decoding=\"async\" class=\"  wp-image-28289 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/01\/Hearst_The-Power-of-Positivity_2.-Positive-ROI_Hearst-002-1.jpg\" alt=\"Hearst_The Power of Positivity_2. Positive ROI_Hearst (002) (1)\" width=\"699\" height=\"394\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/01\/Hearst_The-Power-of-Positivity_2.-Positive-ROI_Hearst-002-1.jpg 1080w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/01\/Hearst_The-Power-of-Positivity_2.-Positive-ROI_Hearst-002-1-300x169.jpg 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/01\/Hearst_The-Power-of-Positivity_2.-Positive-ROI_Hearst-002-1-1024x576.jpg 1024w\" sizes=\"(max-width: 699px) 100vw, 699px\" \/><\/p>\n<h3>Hearst Purpose turns positivity to profit<\/h3>\n<p>In addition, the findings gave\u00a0Hearst permission to launch a brand new ad product and proposition around Hearst being a force for good: Hearst Purpose. A brand can work with the company to promote and support a good cause that can help consumers get more out of life. This has resulted in over \u00a32 million of new revenue in 2019 alone. Positivity really does work.<\/p>\n<p>They\u00a0were also able to show that 69% of Hearst consumers had a positive outlook on life and that\u00a0their brands provided the most positive experiences. Hearst consumers take more action after consuming their content than all the major radio, TV, social and newspaper brands surveyed.\u00a0Hearst launched the first media positivity index, charting how positive consumers are feeling when engaging with different types of media.<\/p>\n<p><img decoding=\"async\" class=\"  wp-image-28293 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/01\/Hearst_The-Power-of-Positivity_4.-Hearst-positivity-index-002-2.jpg\" alt=\"Hearst_The Power of Positivity_4. Hearst positivity index (002) (2)\" width=\"709\" height=\"399\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/01\/Hearst_The-Power-of-Positivity_4.-Hearst-positivity-index-002-2.jpg 1080w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/01\/Hearst_The-Power-of-Positivity_4.-Hearst-positivity-index-002-2-300x169.jpg 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2020\/01\/Hearst_The-Power-of-Positivity_4.-Hearst-positivity-index-002-2-1024x576.jpg 1024w\" sizes=\"(max-width: 709px) 100vw, 709px\" \/><\/p>\n<p>More information on<a href=\"https:\/\/www.hearst.co.uk\/the-beacon\/power-positivity\" target=\"_blank\"> this research here<\/a>.<\/p>\n<p><em>Related articles:<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/fipp-award-winner-the-power-of-magazine-brands-is-stronger-than-ever\/\" target=\"_blank\">FIPP Award Winner: The power of magazine brands is stronger than ever<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/fipp-insight-awards-defiant-are-50-women-invisible\/\" target=\"_blank\">FIPP Insight Awards: Defiant, are 50+ women invisible?<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/fipp-insight-awards-2019-these-are-the-winners\/\" target=\"_blank\">FIPP Insight Awards 2019: these are the winners!<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/2020-ziet-toekomst-van-onze-mediabedrijven-er-zo-uit\/\" target=\"_blank\">2020: ziet de toekomst van onze mediabedrijven er zo uit?<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/zonder-context-heeft-content-geen-betekenis\/\" target=\"_blank\">Zonder context heeft content geen betekenis<\/a><\/em><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Positivity really does matter for advertising: positive people consuming positive media are much more engaged, open-minded, purposeful and productive. They take more action and are more likely to buy advertised products. This is the main conclusion of the Gold Award winning research from Hearst in the UK. Based on these&#8230;<\/p>\n","protected":false},"author":2,"featured_media":28287,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[410,360,812,2458,1978,637],"class_list":["post-28286","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-fipp-fr","tag-fipp-insight-awards-fr","tag-hearst","tag-positivity","tag-purpose","tag-roi-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>FIPP Award Winner: Positive people buy advertised products<\/title>\n<meta name=\"description\" content=\"The main conclusion of the Gold Award winning research from Hearst. 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