Caryn Klein, VP, Business Insights + Analytics at Time Inc. started by sharing that Time Inc. is not just a print company, and they already have more digital reach than on print. Their mission is to connect the brand and the advertisers to people and their passions. The key is result – delivering results to advertising partners.
Time Inc. developed a program called Time Inc. Works which leverages insights into actions, guaranteeing the results to advertisers. They leverage insights and proprietary data on 150mm subscribers (1 in every 2 Americans) and gather additional data via on-going proprietary research with the help of Marketing Evolution, with the guarantee of driving significant lifts in key upper funnel metrics.
Clients are asked to be platform agnostic to achieve this goal. It’s not about magazines, it’s all about reaching the consumer at scale across multiple platforms. Time Inc. wants the client to have consistent messaging and allocate messaging to consumers that are going to be most responsive to it. A lot of pre-campaign planning is involved – “and Marketing Evolution is in a partnership with Time Inc., to help us prior to campaign to really glean those insights to launch that plan.”
Being informed by data allows Time Inc. to guarantee results with these key elements:
Caryn stated that her team appreciates Marketing Evolution’s insight across platforms and benchmarks that enables them to get started in a new vertical, even if Time Inc. did not have previous insights and data. All the data comes together in the ROI BrainTM platform which optimizes toward the best result for clients by integrating Search, Mobile, Events, etc.
Caryn also shared a case study, where Toyota partnered with Time Inc. to optimize the Toyota Venza. Time Inc. provided deep psycho-graphic targeting insights, which was used for placing ads in contextually relevant areas. These insights led to a cross-channel plan, optimized on a continuous basis to continuously drive results.
The Result: a 12 point lift in Awareness against a control group, with deeper insights on how individual placements and platforms performed.
Digital is the big growth driver – and thus Time Inc. is launching digital verticals and brands via new titles and properties to continue growth, which then extends the dataset and creates more opportunities to drive results. “Difference between getting impressions, and making one” – making on drives results, which Time Inc is committed to doing.