Measuring the influence and impact of newspaper advertising across all channels

Mediatel Future of Media Research Conference: February 2016

Sean Adams,

Head of Insight, News UK Commercial

@NewsUK_Sales

@seanadams13

0

5

10

15

20

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014f

Total ad spend

Internet ad spend

Newspaper ad spend

UK

ad s

pend £

bn

Source: Advertising Association, WARC, Group M Forecast

The problem we face….

Hypothesis:

In a world obsessed by final click attribution, we

believe that what you read has a major influence

on what you go on to do, both online and offline.

Methodology

A 4-week study of the online and offline behaviour of a sample of Times subscribers throughout November 2014

Passive Tracking Meters

Diary App

Content...

Advertising...

Search...

Social...

Conversations…

Offline activity...

Purchases… Multi-Platform

Subscribers

MON

21

70

Big Data: 1,300,000 rows of data collected

44,000+ interactions

183,427 pages consumed

3,000+ interactions

1,400 WOM impressions for

brand/events/destinations

A digitally hungry and curious audience

2,819

4,592

Time Spent Online (Minutes)

4,111

6,446

Pages Viewed per Person

Source: News UK Project Footprint 2015; Comscore MMX data

+63%

+57%

They are more active online… …and when online, they are more enquiring

4.3%

9.6%

16.0%

4.3%

+372% -56%

Advertising Exposure

Times readers were exposed to a wide range of advertising across the month with

the retail, auto and travel categories especially prominent

Category behaviour brought to life

AUTO TRAVEL FINANCE

RETAIL ENTERTAINMENT

Driving Brand Choice

…or how Brian turned towards BMW

Brian’s exposure to Auto advertising during November

Brian’s Journey

BMW Winter Tyres and Wheels

New BMW i3, 2 day free trial through brochure

Search for BMW

BMW Ad

Road signs ‘discriminate against the elderly’

Court ruling will speed curbs on diesel cars

Driverless cars ‘at risk of cyberattack’

Wife’s traffic rage drove man to build road

Dirty diesel death toll hits 60,000

Brian’s Journey

BMW Winter Tyres and Wheels

New BMW i3, 2 day free trial through brochure

Search for BMW

BMW Ad

Road signs ‘discriminate against the elderly’

Court ruling will speed curbs on diesel cars

Driverless cars ‘at risk of cyberattack’

Wife’s traffic rage drove man to build road

Dirty diesel death toll hits 60,000

24th/25th BMW dealer test drive

Outcome: Decides on BMW as brand choice for next purchase & would recommend BMW

Nov 3rd

Nov 24th/25th

Nov 24th Nov 22nd Nov 14th

Nov 14th Nov 14th

Nov 9th

Nov 5th

Nov 30th

Online behaviour

Conversation Action

We learned…advertising works across several dimensions

…advertising works strongly for Auto category

Ad exposure

Reinforces Primes

Drives

Advocacy

Stimulates Provokes

65% of auto brand advocates saw

ads from their preferred car brand

Exposure to BMW advertising

drove 300% uplift in site

visitation/search for BMW

16% of those exposed to an Audi ad

took some form of offline action for

Audi during the month

Those exposed to a VW ad had 67%

higher conversation levels about VW

Ad exposure strongly correlates with Brand Advocacy

See the ad

Recommend the brand

More likely to More likely to

86% 65% 95% 75%

Supermarkets Banking Airlines Cars

Represents % of brand advocates who viewed ad for brand

Advocacy

Advocacy Beneficial regardless of

causality

Ad exposure drives higher Conversation levels

+150% +114% +67%

+36% +28% +16%

Note: Uplifts based on % talking about brand, comparing ad exposed versus non ad exposed groups

Ad exposure drives higher Online Behaviour

13%

11%

9%

36%

24%

13%

19%

9%

7%

% searching or visiting advertiser site.

Ad exposure drives higher Offline Action

72% took action 18% took action

16% took action

21% took action

11% took action

Note: Uplifts based on % taking offline action (purchasing or making brand choice), comparing ad exposed vs. non ad exposed groups

(+7% vs. non exposed) (+163% vs. non exposed) (+80% vs. non exposed)

(+33% vs. non exposed) (+10% vs. non exposed)

The holy grail…advertising that generates Multiple Effects

Over just one month, the proportion of total exposed respondents both having a conversation

and visiting/searching online in a variety of categories were:

40% 14% 13% 7%

Banking Auto Film Retail

Moving forward

Just because you can measure clicks doesn't

mean you should

Seth Godin

Digital content influences offline buzz

% of Offline Conversations Referencing Digital Content

Source: Keller Fay Group's TalkTrack® Britain

0%

5%

10%

15%

20%

25%

30%

4% of ALL brand conversation reference an online ad

25% reference some digital

content

Challenges

How can we build a more ‘real world’ view that recognises the way people move seamlessly between online and offline?

How can we assign full credit for our premium online audiences – not just what they do online?

How can we work together to provide greater insight as to how advertisers can best navigate this complex ecosystem?

Sean Adams,

Head of Insight, News UK Commercial

@NewsUK_Sales

@seanadams13