how brand advertising in newspapers works best bonds september 2009
TRANSCRIPT
How BrandAdvertising in Newspapers works best
Bonds
September 2009
About The Newspaper Works
• Established in 2006 by the major Australian newspaper publishers:– News Limited
– Fairfax Media (including Rural Press)
– APN News and Media
– West Australian Newspapers
• Represents paid national, metropolitan, regional and community titles.
• Primary aims:– To promote newspapers as a powerful medium for advertisers
– To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape
• To measure and identify the effectiveness of newspaper campaigns
• To improve understanding of how to use newspapers effectively
• To improve our understanding of the roles advertising can effectively play in newspapers
• To improve the standard of newspaper creative
• To provide a consistent metric that is accepted as the industry standard
Why has The Newspaper Works developed an Effectiveness metric?
Case studiesNewspaper
creative benchmarking
Category deep dives
Pre/post effectiveness studies, measuring in-market effects
Comparison of creative against category averages
Comprehensive analysis of how newspapers can best be used to influence purchase behaviour
Applications for the metric
The Newspaper Works’ effectiveness partner:
Recognised industry measures +
Newspaper measures
Creative benchmarking measures
Ad Recognition
Brand Linkage
Brand Equity Impact
Role Map
Newspaper Creative Diagnostics
Proprietary newspaper measures
The Newspaper Works’ effectiveness partner:
Proprietary newspaper measures
Newspapers are a powerful medium to utilise across a broad range of strategic roles.
Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics.
Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested.
All newspaper norm
The second proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.
All newspaper norm
Newspaper Creative BenchmarkingSeptember 2009
September 2009 research details
• 9 newspaper ads tested– The ads ran between July 25 and September 6, 2009
– 8 ran in EGN, 1 in Health section
– Ads were selected from Sydney, Melbourne, Brisbane and Perth newspapers
– They were tested in the market from which they were sourced
• Sample: Australians 16+
• n=107 for Bonds (n=579 in total)
• Fieldwork: September 18 – October 1, 2009
• Conducted online by Ipsos MediaCT
• Benchmarks used: All newspaper norm/ Retail average
Ad tested
Market: SydneySize: FPCPosition: EGN
Top line measures
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Recognition and interest are at or above newspaper norms, a good result for a topical
ad. People attribute the ad to Bonds.Significantly different to All Newspaper Norm at 90% c.l.
*
* Caution – small sample size (n=21)
The ad is generating affinity with Bonds and stimulating reappraisal. It
links well with TV.
All Newspaper NormBonds
Comments
• The Bonds ad is eye catching and scores above norm for recognition, despite being a one-off for Father’s Day.• People associate the ad with Bonds.• The ad is generating affinity with Bonds
and stimulating reappraisal. It links well with TV.• The ad is contributing to brand equity,
making Bonds seem different and relevant.• The Bonds ad illustrates advertising
around calendar events can be effective.
Best practice ads (RoleMap)September 2009
4.6x Higher than
norm
4.7x Higher than
norm
1.8x Higher than
norm
2.9x Higher than
norm
4.6x Higher than
norm
3.8x Higher than
norm
All newspaper norm. As at Dec 2009. (Updated monthly)
Best performing ads