1. Inserts nuts and bolts:
Understanding Inserts in the
modern media landscape
DMA House
Thursday 31 January 2013
#DMAinserts
2. Inserts nuts and bolts: Understanding inserts
in the modern media landscape
9.00 Registration and networking
9.30 Welcome from the chair
Steve Hickman, Media Director, RAPP
9.45 Inserts – Why inserts are still relevant in a multi channel age?
Declan Boyle, Ad Director, IPC Media Ltd and Nick Barnard, Head of Inserts,
The Telegraph Media
10.15 Coffee Break
10.30 Effective insert planning tips - The basics
John Stevens, Director, Amra Direct
11.00 The changing face of print
Nick Barbeary, Group Sales Director, DST Group
11.30 Affordable creativity and special print mechanics
Declan Boyle, Ad Director, IPC Media Ltd and Nick Barnard, Head of Inserts,
The Telegraph Media
12.15 Closing comments from chair
Steve Hickman, Media Director, RAPP
5. What type of inserts?
Higher % are now
smaller / single
sheet inserts
6. Why Inserts?
Nick Barnard
Head of Inserts,
The Telegraph Media
@nicksb36
7. Why Inserts
• Tried and tested medium that still delivers results.
• 52% of adult population recalled Inserts in Newspapers
and magazines* - top group of recalled channels.
• Seen as more acceptable* than Internet, consumer
magazines and cinema.
• In terms of age, people who find inserts acceptable are
over represented in the younger age groups - 15 – 24
years & 25 – 49 years*
*British Population Survey - The British Marketing Survey June 2011
8. Why Inserts
• Total insert volume across the magazine
and newspaper sectors in 2011 was 4.9bn
• Up 6% from 4.6bn in 2011*
• Impressive as inventories are falling and
paper costs are rising
• Four out of five sectors were up (only
Sunday supplements down – NotW)
*DMA 2011 Inserts Monitor
9. Why Inserts
Responsive
• They can deliver 4-5 times more response than space advertising
alone*
Cost Effective
• Relatively cheap CPT
• Delivery dates later so ideal for distress campaigns
Intrusive
• Put catalogue into reader’s hands – interaction.
• Provides an immediate call to action.
Flexible, Engaging and tactile
• Inserts break away from the formal constraints of space advertising.
Post-it notes, bound-ins, tip-ons, scent strips, lenticulars etc.
10. Why Inserts
Test-friendly
• Low volume, low risk testing with huge roll-out potential.
Measurable and trackable
• Easy to track response by creative, title, region, etc.
Offer Mass market coverage or regional targeting
• Not necessary to use full print run; possible to concentrate on strongest
regions only.
• Use wholesalers to target by postcode - Mosaic
• Use niche magazines.
Exclusivity
• Advertise in solus environment
Complimentary with other media………..
13. However….
4.9bn inserts in mags and papers in 2011
1.06bn inserts booked via newshare in 2011
6.97bn inserts distributed D2D in 2011
14. Maximising Insert Response
Test Small Volumes Use a wide range of titles
Regionality Run in selected core areas
Consider Seasonality 30%-75% more responsive in key periods*
Format/Creative Sales vs print run ratio
Subs v. Newsstand Test both
Subs can deliver 2x response*
*DMA Inserts Council
15. Maximising Insert Response
Regional Press Low duplication, rates comparable to
Nat press
Targeted, delivered to home, receptive
3rd Party / PD audience, often 2x response of
newsstand publications
Test variations
Format/Creative
- Achieve standout through unusual format/creative
1 Stage v 2 Stage Ave. 50% more response with 2 stage*
*DMA Inserts Council
18. Planning considerations
• Timings – physical commodity etc
• 2/3 month window
• Availability – finite capacity
• Third Party not necessarily monthly/can be irregular
19. Loose v Bound
• Loose will almost always be more responsive
– Look at publisher volumes!
• Bound are more problematic in terms of print
– Different spec for each title
– RAPP Media results suggest that on average bound will be
about 20% less responsive
• Tip-ons
– Limited creative spec
21. Planning the campaign
Analyse previous results
Competitor data
Remember to test!
Compile candidate list Media planning tools
National press
Magazines Agency Data Bank
Third Party
Regional press
Door to door Format
24. Why is targeting essential ?
• Nothing is targeted at everyone
• Cost
• Wastage
• Environmental concerns (99.9% are “wasted”)
• In order to achieve business dynamics – CPR, CPA, ROI
etc
25. What level of targeting is required ?
• Depends on the product
• Targeting costs – creative, media etc
• The more niche the product the higher the level of
targeting
• High margin products can sustain a higher level of
targeting
26. Targeting influences
• Title audience – TGI, NRS vs clients current customer base
or target market
• Cost of the title
• Responsiveness of the title (if used before)
• Minimum test volume allowed/required
• Roll-out potential
• Regionality ?
• Seasonality ?
• Format required/allowed by title
• Previous experience – does the title “work” for other clients ?
28. Format
• Size, weight, pagination, paper stock…
• Limitations of candidate list (especially Third Party)
280mm
• Format tests?
280mm
280mm
• Be involved in the creative brief
• Including quality considerations – what impression are
you trying to give?
148mm
148mm
148mm
36. Handling and assessing response
• Ensure codes correctly allocated
• Test response handling and attribution (essential for
assessing results and future planning)
• Remember – a lot of your response will have been
delivered online
37. Print
• Involve the printer in the format discussion
• The largest expense of the campaign
• Savings can be higher than media
• Consider print/media deals with publishers
38. Making Inserts Work Harder
• Scaleability vs. highly targeted
• Short term
• Third party – over 100 programmes
• CPR inserts !
• Subs vs. newsstand
• Regional Press
• Print prices
• Experience and knowledge based planning
39. The changing face of print
Nick Barbeary,
Group Sales Director, DST Group
@DST_UK
80. Loose insert format:
The majority of inserts sold are ‘single sheet’ A5 or
‘multi page’ catalogues:
Single Sheets: Multi Page Sheets:
81. Despite the publics negative perception inserts /brochures
are taken notice of by women who read magazines.
76% look at loose inserts
and leaflets in magazines
32% of which have kept the
insert for future reference
Inserts/brochures provoke a call to action!
38% have used a coupon 74% have purchased a
34% have used a discount
reply card printed on an code printed on an insert fashion item as a result
insert of reading an
insert/leaflet
44% have visited the 41% have bought
website address printed something as a direct
result of reading an 71% have redeemed
on an insert coupons on leaflets in-
insert or leaflet in a
magazine store
85. Bound insert format:
‘Bound in’ inserts retain much of the creative flexibility of loose inserts
but become an integral part of the magazine:
86. Special Mechanics: PPA Research
10 different special mechanics were measured in
the Magnify Study.
All of these mechanics have individual
strengths, and performance of such mechanics
can vary depending on advertising category.
An advert which utilises
Special mechanics that perform particularly well
unique characteristics or
include:
has the goal of driving a
specific reader action
which sets them apart from
• ads containing samples
standard display advertising • food coupons
• scent strips
87. Bigger
is better
Optimising advertising performance:
Front of book better
than back of book
Special mechanics
enhance performance
Not all categories
perform equally
Harness the
editorial glow
88. Sampling:
Providing actual samples gets respondents’ attention in
comparison to an offer of a sample or a trial
+50% +160% +37%
Consideration Purchase Positive brand
disposition
89. Food Coupons:
Boost trial of a product
Increase visibility and interaction with an advert
Further increase product purchase by 11%
3 times more likely to be clipped and saved compared to normal food
ad
On average 1 in 4 of those who remember the ad will use the coupon
42% of those who remember the ad go on to recommend the product
90. Scent Strips:
Scent strips outperform ads without this mechanic significantly across all key metrics
58%
More engaging
20% 67%
More visible uplift in effectiveness score
1
Scent strips:
+36% +66% +11%
Fragrance catch the eye
Strip draw readers into the copy
get them to engage with content
Consideration Purchases Positive brand
disposition
120. Print & Inserts are still Innovating!
From 3D covers and "intelligent photos", to talking ads, "click to
buy" technology and augmented reality, media owners continue to
innovate
Special mechanics Embedded videos
E-ink covers Holographic
covers
122. The Webkey:
• A unique way of bridging the
physical print media and the digital
world.
• Engages recipients with content
offline, then connects them online
to learn more.
• Just plug it into a USB port to
seamlessly launch any URL.
• Allows marketers to create
personalized online experiences
whilst tracking campaign
performance in real time.
133. Bound Inserts: Olay Case Study
Challenge
Drive awareness and trial of Regenerist as a product
that could offer ‘super cream’ results without the hefty
price tag
Create an engaging paper mechanic using luxurious
imagery and finish
Exude authority, prestige and scientific beauty
credentials
Results:
High unprompted awareness and recall
62% of the Marie Claire sample
remembered seeing the Olay/Olay
Regenerist advertising
When prompted, 88% recalled seeing
the ad vs 44% of the readers of competitive
titles
Strong standout and differentiation
Solution 48% said it was highly noticeable and
By developing a ‘Fish Eye’ paper mechanic in Marie 29% said it was very distinctive
Claire, printed on 3D holographic lenticular paper and 21% had never seen an ad like this
using red on black to create a space age feel before
The reverse side communicated the scientific and
luxury brand values Strengthened product credentials
Sample thought the ad made Olay seem
‘more modern and up to date’
134. Bound Inserts: John Frieda Case Study
Challenge
Strengthen John Frieda’s premium brand image
Communicate John Frieda’s unique positioning
Create stand-out in a cluttered market
Results
High standout and brand attribution - over a
third of readers recognised the de-branded
creative and nearly 7 out of 10 who recognised it
associated the ad with John Frieda unprompted
Solution Aspirational status - 8 out of 10 agreed the
creative made John Frieda look like an upmarket
By developing a high impact campaign in the form of a and premium brand
bespoke glossy bound-in insert on premium heavy stock
paper Increased likelihood to purchase - 99% of
This was a solus creative partnership in both Marie readers who identified the creative on behalf of
Claire and InStyle John Frieda planned to buy John Frieda products
in the future
136. Upcoming events
Data Protection 2013
- 8th February
What does data sharing mean to consumers
- 27th February
You can see more DMA Events at
www.dma.org.uk
#DMAinserts
