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Ovato launches Research and Insights division

To further support the publishing and media industry, Ovato Publishing Solutions (OPS) has announced the launch of Ovato Research and Insights (ORI). 

This new division complements the wide range of existing services OPS offers publishers to maximise profitability by leveraging Ovato’s scale. 

ORI will provide cost-effective bespoke research and insights for local publishers and media agencies, produce quantitative and qualitative magazine consumer insights to support the retail channel, and provide Ovato with analysis of key categories for the print and residential distribution businesses. 

After the uncertainty of the first half of 2020, the magazine industry responded with a flurry of bold new launches and re-launches, invigorating the category.

General Manager of OPS, Tony Edwards, says: “Retail groups saw the importance of magazines to their customers. 

“Our response, as the magazine advocate at retail, has been to extend the narrative from the transactional value of the category to the customer value that magazines provide. ORI provides us the tools to support them in their journey towards fully becoming customer driven. It allows us to engage with the retailers with fact-based evidence to help ensure the category continues to thrive.”

Andrea Mitlag

Off the back of this, Andrea Mitlag has been appointed Head of Research and Insights, bringing her vast experience in advertising, marketing, research and insights in New Zealand and overseas. 

Mitlag says: “ORI expands OPS’ service offering for publishers by creating bespoke research projects to suit your objectives and budget. We can also aggregate readership data category information and Nielsen’s Consumer Media Insights data to provide robust evidence to increase advertiser commitment and insights to ensure effectiveness of marketing and distribution strategies.

“Retailers will also benefit from this new division by having access to metrics on the level of engagement people have with catalogues and mailers, magazine point of sale analysis, Helix personas and other innovative data sources. I’m excited to bring in-depth knowledge of New Zealand audiences to help magazines better connect with their readers and publishers to generate revenue.” 

Managing Director of Ovato NZ, Paul Gardiner, says: “This is another step in our strategy to provide publishers with effective and efficient shared services, allowing them to focus on creating content. Building our research and insights capabilities also provides us the opportunity to be a stronger advocate for the publishing industry as well as supporting some of our key retail partners and media partners.”

Paul Gardiner

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