Are Media creative content takes consumers through full purchase funnel with double digit uplifts across metrics: Kantar
Kantar delves deep into Are Media’s commercial content to unpack the winning formula behind some of the media powerhouse’s best brands. Along the way, inspiration and information acted as key drivers to purchase.
A new study by Kantar has revealed Are Media’s commercial content drives brand uplift across every measure, with inspiration and information driving customers to take real action along every step of the purchase funnel.
The research was conducted to discover what consumers thought of Are Media’s content for brands including Porters Paints, L’Oreal Paris, and Tourism Queensland to understand if its content pieces impacted brands’ key campaign objectives. It revealed the combination of print, digital and social drove strong brand uplifts across every measure.
Speaking about the results, Allan Breiland, Kantar’s senior director, media said: “The strength of these results is a testament to the well-crafted fit-for-purpose content that shows an understanding of how the media are being consumed as well as the influence of some of Australia’s most beloved brands. This combination has also proved Are Media’s ability to take consumers through the full purchase funnel.”
Are Media have been influencing women across Australia and New Zealand since the 1930s when one of their most well-known brands, The Australian Women’s Weekly, began publishing. Since that time, they’ve grown to become Australia and New Zealand’s leading multi-channel publisher, connecting with 6 in 10 Australian women.
Nice ad for Are Media and Kantar here – their key case studies are shared with good results, proven by eye tracking and data.
An industry-wide study with independent benchmarking would be of value.
Seeing case studies does inspire us all however, but transparency in reporting what this data is, is a fair suggestion to make.