At its press conference on 7 July 2021, DemainLaPresse unveiled the first econometric study of the business efficiency of the press.
This new study, commissioned by the ACPM, is being carried out by Ekimetrics, the European leader in data science and marketing science.
An innovative methodology
The methodology used is that of Marketing Mix Modeling. This is a global statistical approach that makes it possible to isolate and individually measure the impact of the various marketing levers (media, price, product, promotions, etc.), while neutralising a multitude of external factors (state of the market, macroeconomic indicators, seasonal effect, etc.).
The effectiveness of the Press
Thanks to this methodology, the study makes it possible to distinguish the Press from other media and to prove its effectiveness for advertisers. The results represent a global view of the Press media (Paper Press and Digital Press). The sector benchmark has been validated by the CESP (Centre des supports de la publicité).
To carry out this econometric study, the ACPM chose to focus on 5 major sectors, including Luxury Goods and Telecommunications.
Within these 5 sectors, the scope of the study includes 54 advertiser brands and 128 econometric models, representing more than 500 different advertising campaigns between January 2015 and December 2020. The study highlights two key indicators:
The 1st is Contribution: this indicator shows the contribution made by the Press (Print and Digital) to additional sales generated out of total media activations.
The 2nd is Total ROI (Short-term Return on Investment X long-term multiplier): the impact of all the short- and long-term effects of media activations.
For each euro invested, we know the amount in € of additional sales. Short-term ROI x Long-term Multiplier = Total ROI
Sales and brand image
The study reveals that in the 5 major sectors studied, the press is one of the media that contributes most to sales and plays a major role in building the brand over the long term.
In the luxury sector, the press is the media that contributes most to brand image, generating a record contribution of almost 50% to media sales. Also in this sector, the Press is effective for branding campaigns, generating in-store traffic, and also for product campaigns, boosting ROI on sales.
In the telecoms sector, the press is in a particularly interesting position, being the 3rd largest contributor to media sales, with a very high return on investment.
The press plays a key role in the advertising mix:
- It is the 2nd largest contributor to media sales, with €1 invested generating €5.7 in average revenue across the 5 key sectors studied.
- La Presse demonstrates its short- and long-term impact
- Proven synergies that boost the return on investment of campaigns that include the press.
- An effective medium for all types of advertiser (small, medium and large)
Objective: Maximise advertisers’ return on investment!
ITPROCOM, publisher of the B2B publication “SMART DSI” – driving the digital transformation of the enterprise – has been committed for many years to providing its advertisers – IT players and NSEs – with a high added-value mixed communications offering, with a print press media as well as its digital media iTPro.fr.
IT PROCOM invites you to discover the June 2021 issue of “SMART DSI”, the professional magazine for IT & Business decision-makers.
We look forward to hearing from you soon!
Christophe ROSSET
crosset@itpro.fr
Directeur Associé Groupe IT PROCOM – Agence COM4MEDIAS
Edition & Marketing pour les Acteurs IT
