{"id":4465,"date":"2015-08-19T08:00:37","date_gmt":"2015-08-19T07:00:37","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=4465"},"modified":"2015-08-18T15:44:10","modified_gmt":"2015-08-18T14:44:10","slug":"slechte-data-verstoren-mediamix-modelling-van-bureaus","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/slechte-data-verstoren-mediamix-modelling-van-bureaus\/","title":{"rendered":"Slechte data verstoren mediamix-modelling van bureaus"},"content":{"rendered":"<p><img decoding=\"async\" class=\"  wp-image-4471 alignright\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/MPA-logo-resized-300x143.jpg\" alt=\"MPA logo\" width=\"231\" height=\"110\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/MPA-logo-resized-300x143.jpg 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/MPA-logo-resized.jpg 600w\" sizes=\"(max-width: 231px) 100vw, 231px\" \/>Door real-time wekelijkse data over magazinecontacten in mediamix-modellen te stoppen, komt de ware effectiviteit van magazines bovendrijven. Dat toont Nielsen aan in het kader van een econometrische studie.<\/p>\n<p>Eerst even de prestaties van magazines op een rijtje:<\/p>\n<ul>\n<li>de hoogste ROI van alle campagnemedia (+168%!)<\/li>\n<li>verdubbeling van de bijdrage aan verkopen (van 10% naar 23%)<\/li>\n<li>18% hogere ROI van televisie bij inzet samen met magazines<\/li>\n<li>13% hogere ROI van online video en digital display.<\/li>\n<\/ul>\n<p>Deze conclusies trekt Nielsen op basis van een econometrische modelling-studie naar drie grote FMCG-merken. In de meeste modellen wordt het gemiddeld bereik van magazines gebruikt, maar in dit geval was er zeer gedetailleerde informatie over de wekelijkse magazineconsumptie in de afgelopen drie jaar beschikbaar*. Door betere data in het model te stoppen en daarmee magazines op het niveau van andere media te brengen, bleken de resultaten volledig anders (lees: beter).<\/p>\n<p>Waar magazines op basis van gemiddeld bereik de laagste ROI leverden, bleken ze met deze real-time data het meest effici\u00ebnte medium te zijn. Bovendien verdubbelde het aandeel in het sales-effect van de campagne en bleek het synergie-effect met zowel televisie, online video als digital display veel hoger.<\/p>\n<p>We zien hier nogmaals (<a href=\"http:\/\/www.magazinemedia.be\/nl\/gooi-geen-reclamebudget-weg\/\" target=\"_blank\">lees onze\u00a0eerdere post<\/a>) bevestigd hoe belangrijk de juiste data bij modelling zijn. Indien de input-data het werkelijke mediagedrag van de consumenten beter reflecteert, is de grote kracht van magazines voor merkcampagnes meteen duidelijk. Mediabureaus nemen belangrijke beslissingen over de mediastrategie van hun klanten op basis van de modellingresultaten en het is dan ook in ieders belang dat deze de werkelijkheid zo goed mogelijk benaderen.<\/p>\n<p>Mary Ann Azer, MPA Director zei:<\/p>\n<blockquote><p>\u201cIt has confirmed our belief that reach is not the critical measure of success; what\u2019s critical is the business results like sales contribution and ROI, which magazines clearly continue to deliver.\u201d<\/p><\/blockquote>\n<p>Bekijk ook d<a href=\"http:\/\/printpower.eu\/UK\/martinsorrell\" target=\"_blank\">e video van Sir Martin Sorrell hier<\/a>:\u00a0&#8220;Print media penalised by measurement methods&#8221;<\/p>\n<p>Bron: <a href=\"http:\/\/magazines.org.au\/news\/nielsen-case-study-shows-magazine-advertising-delivers-strong-roi\" target=\"_blank\">MPA<\/a>, <a href=\"http:\/\/www.magnetic.media\/\" target=\"_blank\">Magnetic<\/a><\/p>\n<p><em><span style=\"font-size: 12px;\">* Sinds enkele jaren levert MAPP de Australische advertentiemarkt weekdata voor magazines op basis van innovatief onderzoek. Deze baanbrekende studie koppelt weekbereik aan andere informatie zoals re\u00eble verkoopdata, waardoor men in staat is om een inschatting te maken van de contacten van elke specifieke magazine-editie in de tijd. De studie won in 2014 een gouden FIPP Research Award.<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Door real-time wekelijkse data over magazinecontacten in mediamix-modellen te stoppen, komt de ware effectiviteit van magazines bovendrijven. Dat toont Nielsen aan in het kader van een econometrische studie. Eerst even de prestaties van magazines op een rijtje: de hoogste ROI van alle campagnemedia (+168%!) verdubbeling van de bijdrage aan verkopen&#8230;<\/p>\n","protected":false},"author":2,"featured_media":4470,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[76,96,79],"class_list":["post-4465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-fipp","tag-mediamix","tag-roi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Slechte data verstoren mediamix-modelling van bureaus - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Door betere data in het model te stoppen en daarmee magazines op het niveau van andere media te brengen, bleken de resultaten van mediamix modelling volledig anders (lees: beter).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/slechte-data-verstoren-mediamix-modelling-van-bureaus\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Slechte data verstoren mediamix-modelling van bureaus - 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