Are Media has launched a podcast series investigating the content that captivates Australian women, as exclusive Kantar research reveals a six-fold increase in top of mind awareness for advertising created by Are Media brands in print, digital and social media.
Hosted by author, TV presenter and criminologist, Dr Xanthé Mallett, the ‘Captive!’ series talks to leading editors and content creators, including Nicole Byers, editor-in-chief of The Australian Women’s Weekly and editor of marie claire, Elle Lovelock, editor-in-chief of Home Beautiful and Real Living, Gourmet Traveller editor Joanna Hunkin, Alex Bruce-Smith, digital managing editor of ELLE and marie claire, and Clare Catt, head of creative at Are Media.
The three-part podcast looks at risk taking and rule breaking content, what motivates women and keeps them coming back for more and ways brands can use commercial creativity and Are Media’s data, research and insights to drive audience engagement.
Nicky Briger and Elle Lovelock
Watch and listen to the podcasts:
Making MAGic – Stories behind the covers
The Knowing – Connecting across digital and commercial creative
The Zeitgeist – Setting and following the agenda
Across four Are Media created branded content pieces Kantar tested, top of mind awareness rose on average 29% when compared to a control group, with message association up 25%, brand favourability rising by 13%, online ad awareness increasing by 10% and purchase intent and consideration lifting by 11%.
Kantar said: “The strength in these results are a testament to the well-crafted fit for purpose content that shows understanding of how the media are being consumed as well as the influence of some of Australia’s most beloved mastheads. This combination has also proved Are Media’s ability to take consumers through the full purchase funnel.
“Our eye tracking data further proved how engaged the respondents were as the images of the print executions drew the respondent in, but then they stayed for the highly persuasive content – with three out of four finding the content relevant to them (1.5 times Kantar norms) and 88% who felt that the content provided them with new information (1.5 x Kantar norms).”
Are Media partnered with Kantar to measure the impact its creative has on lifting brand metrics in print, digital and social media, across key titles including The Australian Women’s Weekly, Country Style, marie claire, and Gourmet Traveller. For each campaign, 300 women were shown a replicated website, magazine or Instagram feed, one which included placebo ad content (control group) and one with the ad included (exposed group). Results from the exposed group were compared to the control baseline to determine the media effect.
A native display video Are Media developed for L’Oreal featuring singer Jess Mauboy talking about self-worth running on marie claire’s mobile website, saw top of mind awareness rising by more than 50%, message association increasing 34% and brand favourability up by 12%.
For Porter’s Paints, Are Media created a feature in Country Style magazine including advice on colour selection and its product range. Kantar’s research showed the advertising content shifted all brand attributes with 45% saying the advertising inspired them to try something new, up 28% on the control group; more than half (51%) saying Porter’s Paints had high quality products and four in ten (44%) saying it was an inspirational brand.
Kantar tested Porter’s Paint feature
Andrew Cook from Are Media said: “It’s no secret that magazine media outperforms others when it comes to brand awareness. The latest research from Kantar is proof that adding the right creative in context across our ecosystem of print, digital and social channels, can deliver powerful results right through the purchase funnel.
“The Kantar research goes beyond just revealing brand awareness, but includes key metrics such as purchase intent, brand favourability and message association not only for magazines, but our other channels including social media.”
In addition to the podcast series, ‘Captive! An investigation into creative that works’ campaign will run in trade media, with a direct marketing campaign for agencies and advertisers.