media pack
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Media PackJune 08
Brand Overview
Research & Statistics
Case Studies
Channel Overview
Brand Overview
ENGAGEMENT
MailOnline users spendmore time on our site
Meaning they spend more time engaging with your brand
Source:BMRB Feb 08/ Feb 08/ **Comscore March 08
Brand overview
GROWTH
MailOnline’s UK user base
has grown by over170% year on year
Over one million unique users a day visit the
site
Source:Intellitracker Jan 07-Feb 08
Brand overview
More daily visitors than any other UK
newspaper site
GROWTH
In the last 12 months the MailOnline has grown to be the No.1 UK newspaper in
terms of share of visits
Source:Hitwise Oct-Dec 07
Brand overview
This means our users come back to the site more
regularly than any other news sites
SPENDING POWER
MailOnline users are more responsive
to your advertising
82% of users have purchased online in the
last 3 months- Index 114
They also earn 11% more than the online
national average
“Advertising helps me choose what I buy”
Source: AND Profiling Study /Survey Interactive 2007/ TGI.Net Wave 14
Brand overview
SPENDING POWER
They make higher value purchases
across a number of sectors
Brand overview
Source: TGI.Net Wave 14
LOYALTY
53% of the Mail’s audience
do not visit any other major newspaper site
MailOnline providesaccess to a hard to
reachaudience
Source: AND Profiling Study / Survey Interactive 2007
Brand overview
LOYALTY
71% of MailOnlineusers also read the
newspaper
Reinforce your brand message within the
same trusted content, all day
Brand overview
Source: AND Profiling Study / Survey Interactive 2007
TRUSTED CONTENT
MailOnline offers morecontent to engage with
Trust the content:Trust your brand
Source: Mail Online April
Brand overview
Research & Statistics
Reaching a successful active audience Research & Statistics
Source: AND Profiling Study / Survey Interactive 2007/ TGI Wave 14
Acorn Group- Wealthy Executives/achievers
75% consider being fit and healthy as their No.1 priority in life
71% are ABC1’s
41% have children aged 1-3
24% earn £50k+
34% more likely to do a triathlon than the online population
76% are married
24% more likely to ski than the online population
70% are 35-64
CEO’s Middle managers and Professionals
Mail Online users are more affluent than the Times, Telegraph and Guardian newspaper websitesResearch & Statistics
71% of MailOnline users are ABC1’s this is 20% more than the closest competitor (Telegraph 59%)
Source: Hitwise March 08/ AND Profiling Study / Survey Interactive 2007
0%
10%
20%
30%
40%
50%
60%
70%
80%A/ B C1 ABC1 C2 D/ E
A/ B 39% 27% 27% 27% 23%
C1 32% 31% 32% 32% 30%
ABC1 71% 58% 59% 59% 53%
C2 12% 13% 13% 12% 15%
D/ E 17% 29% 28% 29% 33%
Mail Online Times Telegraph Guardian Sun
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%18-24 25-34 35-44 45-54 55+
18-24 6% 12% 10% 12% 17%
25-34 14% 17% 15% 23% 24%
35-44 22% 20% 19% 20% 22%
45-54 27% 16% 16% 14% 15%
55+ 30% 35% 40% 30% 21%
Mail Online Times Telegraph Guardian Sun
The MailOnline reaches a higher proportion of users under the age of 55 than the Times and TelegraphResearch & Statistics
69% of MailOnline users are under 55Source: Hitwise March 08
0
20
40
60
80
100
120
140
160
180
200
Men Women 15 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
Pro
pens
ity v
s si
te a
vera
ge
News TV & Showbiz Sport Femail Money
MailOnline channel profiles vary considerably from the overall site
So what….?• Opportunity to target
by demographic and environment
Research & Statistics
Source: AND Profiling Study / Survey Interactive 2007
Source: Intellitracker March 07-March 08
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08
The MailOnline has an average of
272,072 UK visitors a day (up 163%
from Feb 07)
It has 1 million global visitors a day more than The Guardian, The Telegraph, The Times and the Sun.
The MailOnline enjoyed record web UK traffic in January by reaching over 4
million unique users
The MailOnline’s UK user base has grown by over 170% y-o-y. This is double the rate of the rest of the industryResearch & Statistics
In the past twelve months the MailOnline has attracted more UK visits than any other newspaper site
5.00%
7.00%
9.00%
11.00%
13.00%
15.00%
17.00%
19.00%
21.00%
23.00%
J an-
07
Feb-
07
Mar-
07
Apr-
07
M
ay-
07
J un-
07
J ul-
07
Aug-
07
Sep-
07
Oct-
07
Nov-
07
Dec-
07
J an-
08
Feb-
08
MailOnline Timesonline SunOnline Gua/ Obs Telegraph
11.91%Telegraph5
12.83%Guardian Unlimited/Observer4
17.97%Daily Mail1
13
12
11
10
9
8
7
6
3
2
0.22%
0.93%
1.48%
1.50%
3.20%
4.47%
4.95%
7.46%
16.04
17.04%
Share of UK Visits
FT.com
The Sun
Times Online
The London Paper
ThisisLondon
Metro
Daily Express
News of the World
Mirror
Independent
Hitwise
11.91%Telegraph5
12.83%Guardian Unlimited/Observer4
17.97%Daily Mail1
13
12
11
10
9
8
7
6
3
2
0.22%
0.93%
1.48%
1.50%
3.20%
4.47%
4.95%
7.46%
16.04
17.04%
Share of UK Visits
FT.com
The Sun
Times Online
The London Paper
ThisisLondon
Metro
Daily Express
News of the World
Mirror
Independent
Hitwise
Research & Statistics
Source: AND Profiling Study / Survey Interactive 2007/ Hitwise Jan 07-Feb 08
The MailOnline ranks No 1 for online newspaper brand awareness ahead of the Guardian, News of the World and IndependentResearch & Statistics
Times Online 35%
Telegraph.co.uk 30%
Mail Online 29%
The Sun Online 28%
Independent.co.uk 27%
Guardian Unlimited 25%
Mirror.co.uk 24%
Observer.co.uk 23%
Sunday Mirror 20%
Express.co.uk 18%
ft.com 17%
Daily Star 16%
Sunday Mail (Scotland) 14%The People / Sunday People 11%
Metro.co.uk 11%
Scotsman.com 10%
Daily Record 9%
Thisislondon 8%
Racing Post 8%
2006Mail Online 36%
Times Online 36%
The Sun Online 36%
Telegraph.co.uk 34%
Independent.co.uk 33%
Guardian Unlimited 32%
News of the World 30%
Independent.co.uk 29%
Mirror.co.uk 28%
Sunday mirror 24%
Daily Star 22%
Express.co.uk 19%
ft.com 17%The People / Sunday People 17%
Metro.co.uk 16%
Scotsman.com 12%
Daily Record 12%
Racing Post 12%
Thisislondon 9%
2008
In the last 2 years the MailOnline has seen brand awareness increase by 24%. It now ranks no.1 for online newspaper brand awareness. Source: BMRB Feb 08
The Mail website drives far higher levels of engagement than any other UK national newspaper website
0
5
10
15
20
25
Mai
l
Sun
Gua
rdia
n
Mir
ror
Met
ro
Tel
egra
ph
Tim
es
Not
W
Expr
ess
Inde
pend
ent
Min
utes
Average minutes per visitor Average minutes per visit
Minutes per visitor, minutes per visitFeb08
So what….?• Our visitors spend
more than twice as long than the average on the site reading the content and seeing your advertisers brands
Research & Statistics
Source: Comscore Feb 08
1.02.9MSN News & Weather16
1.82.3ITN.co.uk17
4.112.5The Sun5
6.420.9Daily Mail1
20
19
18
15
14
13
12
11
10
9
8
7
6
4
3
2
1.5
2.3
2.3
3.0
3.7
4.6
5.3
5.3
5.5
5.6
5.6
7.0
9.0
13.3
20.6
20.7
Average minutes per visitor
4.6Guardian
4.1FT
3.3BBC News
3.0Sky News
1.5Google News Search
1.6Orange News & Weather
1.9AOL News
3.0Times
2.7Telegraph
3.0CNN
3.0Metro
2.8Mirror
1.0Independent
0.5Express
1.8Channel 4 News
0.7Yahoo! News
Average minutes per visit
Publisher
1.02.9MSN News & Weather16
1.82.3ITN.co.uk17
4.112.5The Sun5
6.420.9Daily Mail1
20
19
18
15
14
13
12
11
10
9
8
7
6
4
3
2
1.5
2.3
2.3
3.0
3.7
4.6
5.3
5.3
5.5
5.6
5.6
7.0
9.0
13.3
20.6
20.7
Average minutes per visitor
4.6Guardian
4.1FT
3.3BBC News
3.0Sky News
1.5Google News Search
1.6Orange News & Weather
1.9AOL News
3.0Times
2.7Telegraph
3.0CNN
3.0Metro
2.8Mirror
1.0Independent
0.5Express
1.8Channel 4 News
0.7Yahoo! News
Average minutes per visit
Publisher
Highest engagement of any national news brand
So what….?• If you want quality,
edited content for your brands to appear against the Mail is the best place to go online
Research & Statistics
Source: Comscore Feb 08
24%
17%
25%
19%
53%
Telegraph.co.uk
Guardian
Times Online
Sun Online
None of the above
Over half of MailOnline audience does not visit another major newspaper website
Which of the following newspaper websites have you visited in the last 3 months?
Research & Statistics
So what….?• 53% have not visited
another newspaper site showing strong loyalty to MailOnline
• A hard to reach audience
Source: AND Profiling Study / Survey Interactive 2007
39.7%
2.96 million UVs
18%
1.3 million UVs
18.5%
1.4 million UVs
Unique user decomposition of visitors to MailOnline, Times Online & Guardian Unlimited,
January 2008
4%
300k
8%
621k
7%
512k
5.4%
402k
MailOnline delivers 1.4 million unique visitors that can not be reached by advertising on the Guardian or the Times
MailOnline
Research & Statistics
TimesOnline
Guardian.co.uk
Source: Comscore Jan 08
De-duped universe of 7.5m UV’s, January 2008
26.3%
1.6 million UVs
25%
1.6 million UVs
Unique user decomposition of visitors to MailOnline, Times Online & Telegraph.co.uk
January 2008
26%
1.6 million UVs
6%
357k
6%
383k
5%
320k
5.6%
344k
MailOnline delivers 1.6 million solus users that can not be reached by advertising on the Telegraph or the Times
MailOnline
TimesOnlineGuardian.co.uk
Research & Statistics
Source: Comscore Jan 08
De-duped universe of 6.1m UV’s, January 2008
38%
10.5 million UVs
19%
5.3 million UVs
Unique user decomposition of visitors to MailOnline, MSN.co.uk and Yahoo.co.uk, January
2008
2%
600k UVs
1%
357k
35%
9.6m
2%
509k
4%
1.1m UVs
MailOnline delivers 600,000 unique visitors that can not be reached by advertising on MSN or Yahoo Research & Statistics
Source: Comscore Jan 08
MailOnline
MSN Yahoo
De-duped universe of 27.4m UV’s, January 2008
24%
15%
16%
21%
19%
4%
3%
3%
Get (another) job
Buy a property
Move to another area
Buy a car
Take a long break / holiday
Get married / civil ceremony
Become a parent (again)
Retire
MailOnline users have a huge propensity to purchase
Which of the following life events do you expect to happen in the next 12 months?
Source: AND Profiling Study / Survey Interactive 2007
Research & Statistics
40%
21%
82%
29%
10%
9%
For research
To reserve an item for in-store
purchase
To make a purchase online
To research then purchase in shop
To research then purchase over the
phone
No
Mail Online users are more likely than the online population to purchase onlineResearch & Statistics
Have you used the Internet when purchasing any products or services in the last 3 months?
So what….?• 82% of MailOnline users have
made a purchase online in the last 3 months.This is 14% more than the online population.
• In the last 6 months MailOnline users have spent £908 online
Source: TGI Internet Wave 14 (April 2006-March 2007)
77142169105MSN
90919693Yahoo!
71103128139AOL
6975127111Telegraph.co.uk
966817491Guardian Unlimited
868157100Times Online
127131172139MailOnline
100100100100Internet population
"If buying on internet I agree it is
important to purchase
well known brands"
"On the whole well
known brands are
better than a shop one"
"Advertising helps me
choose what I buy"
"Online adverts play
a part in influencing the brands I buy" (Any
Agree)Index
MailOnline users are strongly influenced by online advertising and place a high value on well known brands website
Index of attitudes to online advertising and importance of brand, by online newspaper websites
Research & Statistics
Source: TGI Internet Wave 14 (April 2006-March 2007),
£1,210,000,000+ 8.9%£878£806Last Holiday
£1,480,000,000+ 10.1%£8,680£7,886Last Car
£ 110,000,000+ 11.3%£118£106Women’s wear
£68,000,000+ 14.1%£275£241Digital Camera
+ 20.8%
+ 24.3%
% Diff
£490,000,000
£25,000,000
Total Spend MailOnline
£1,113£921Furniture
£87£70Watches
MailOnlineAverage SpendItem
MailOnline users make higher value purchases across a number of sectors
Average online spend by online average
Research & Statistics
Source: TGI Internet Wave 14 (April 2006-March 2007),
91112114152124MSN
10012399157120Yahoo!
998384170138AOL
891388584105Telegraph.co.uk
731779391119Guardian Unlimited
10213387117140Times Online
138168117171141MailOnline
100100100100100All Adults
Own a Rolex watch
Buy Bombay Sapphire Gin
Use Clarins makeup/lotions
Own an Audi Own a Sony TV
Index
Source: TGI Internet Wave 14 (April 2006-March 2007),
Propensity to agree/own/use by brand
MO Users are 63% more likely to strongly agree with the statement, “If buying on the Internet it is important to buy well known brands”
MailOnline visitors are more likely to buy quality, branded productsResearch & Statistics
% of online users who read newspaper – based on various insertion counts
38.2%
60.5%
70.8%
56.1%
46.1%
52.2%53.9%
MailOnline & DML MailOnline & MoS
AIR
Weekly
Monthly
Typical Ad Campaign (3 insertions)
MailOnline presents opportunity for advertisers to build frequency within strong brand environmentsResearch & Statistics
Source: AND Profiling Study / Survey Interactive 2007
So what….?• Over a month 71% of Mail
Online users also read the newspaper
• Reinforce your brand message within the same trusted content, all day
5,811,4745,397,462
8,506,942
1,603,5261,551,538
1,984,058
2,949,8843,001,872
2,569,352
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
11,000,000
12,000,000
MailOnline & DML MailOnline & MoS MailOnline, DML & MoS
Online Solus
Paper & Online
Paper Solus
40% uplift from online
43% uplift
24% uplift
Building frequenc
y
Based on a typical offline campaign
10,364,884 9,950,872Total Campaign Reach
13,060,352
Online contributes greater reach and frequency to a typical offline campaign
Source: AND Profiling Study / Survey Interactive 2007
Research & Statistics
8 14 12
17
80
69
0
10
20
30
40
50
60
70
80
90
Trustworthy Reliable
MailOnline
Daily Mail
Both
Cross-Platform combines quality trusted brand contentResearch & Statistics
Thinking about the Daily Mail and Mail Online, which of the two is more reliable/trustworthy
Source: AOP Dual Consumption Study April 07
So what….?• Trust is in the brand-
rather than the platform.
• Positive associations for your advertisers
% %
80% think both platforms are
equally trustworthy
Mail TiM Metro TiL Loopy GDFF Loot Thisis T.Hols
Mail - 31% 34% 40% 7% 6% 11% 15% 15%
TiM 7% - 8% 11% 2% 1% 4% 4% 5%
Metro 6% 6% - 21% 2% 2% 7% 3% 5%
TiL 8% 10% 22% - 2% 2% 8% 3% 5%
Loopy 2% 2% 2% 2% - 42% 5% 2% 4%
GDFF 1% 1% 2% 2% 40% - 3% 2% 4%
Loot 2% 3% 6% 6% 3% 2% - 1% 3%
Thisis 10% 12% 11% 12% 7% 6% 5% - 14%
T.Hols 4% 6% 7% 6% 4% 6% 6% 5% -
Teletext
2% 3% 3% 3% 1% 1% 3% 2% 9%
Proportion of audience duplication in UK (October 2007)
% vertical
Source: AND Profiling Study / Survey Interactive 2007
Low site duplication highlights further opportunities for cross-promotion across the AND portfolioResearch & Statistics
• Deeper and richer content• Putting every article in the print
edition online• More articles per day than any other
UK newspaper website• We spend more on images than any
other newspaper site
So what….?• Your advertisers can feel confident
that their brand will positioned against quality content
Investing in high-quality contentResearch & Statistics
Source: Mail Online April 04
Offering online advertising media firsts
• Media first ad formats available, i.e. Belly-bands and Super V’s
• Integrate sponsorship placements to allow advertisers to get as close as possible to the content
So what….?• More creative and integrated
solutions for advertisers
Research & Statistics
Source: Mail Online April 04
Channel Overview
News
• Our news channel is updated constantly throughout the day to reflect breaking news and developments in current stories.
• The most-read articles are highlighted and the site is fully interactive, encouraging and receiving comments from readers on every story. Plus a daily poll, soliciting opinion on one of the major topics engaging the nation.
• Visitors can choose to view home or world news, headlines or the news in pictures.
• Registered users have the added advantage of receiving a regular newsletter and a daily headlines bulletin to their e-mail inbox.
User Profile
• Slight female bias - 52% Female v 48% Male
• 71% ABC1
• 38% more likely than the online average to access news content on their mobile phones
• 42% more likely than the online average to consume news via newsletters as well as using the website
Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14
TV & Showbiz
• As you would expect, the TV & Showbiz channel is packed with stories and gossip from the world’s celebrity hotspots. The latest videos and photos are available, updated through the day.
• Visitors can choose to view the latest showbiz headlines or most-read stories. The A-Z Star Search function allows them to search by their favourite celebrities.
• Comment is invited on every story and they can vote in an entertainment-related poll. The latest film and theatre reviews are on offer, the Screening Room shows the latest film trailers and Soap Box keeps viewers up to date with the latest happenings in their favourite soaps. User Profile
• Heavy female bias - 71% Female v 29% Men
• 73% ABC1
• 147% more likely to access entertainment content over their mobile phone than the internet average
• 60% are heavy entertainment consumers
Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14
Sport
• All the latest news and behind the scenes insight into Britain’s favourite sports with plenty to read and do.
• Have Your Say invites visitor comment on one of the major topics of the day; reader poll; What the Back Pages Say; On This Day in Sport and regular columns from well-known pundits.
• Plus there’s a free to enter Fantasy League, the latest football stats and Hatchet Man – the game’s toughest columnist.
User Profile
• Heavy male bias - 89% Male v 11% Female
• 72% ABC1
• 53% are very interested in sports, this is 5% higher than the online average
• 58% partake in sports/exercise weekly
• 33% more likely than the online average to be a rugby club member
Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14
Femail
• This is the MailOnline’s female–oriented channel,packed with a vast range of articles that are relevant to today’s woman; the latest fashion, beauty, health, celebrity stories and horoscopes.
• Visitors can comment on every story, there's a daily poll and Have Your Say invites opinions on a current hot topic .
• You magazine’s latest stories and favourite columnists are on offer plus some fairly lively message boards.
User Profile
• Female bias - 64% Female v 36% Men
• 76% ABC1
• 66% of users look after their appearance and are concerned about their image
•22% more likely than the online average to shop in high-class boutiques
Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14
Health
• Heavy female bias - 73% Female v 27% Men
• 73% ABC1
• 45% more likely than the online average to access health content online
• 50% of Mail Online users are prepared to pay extra for healthy food produce
Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14
• Keeping users up to date with the latest wellbeing advice and ideas for all the family
• Health is of great interest to MailOnline users, millions of them take health supplements every day and over 700,000 of them are members of a gym or health club.
• Our coverage is wide-ranging, featuring all aspects of adults' and children's well-being, offering positive advice and ideas on how to improve our lives through healthier living
Case Studies
Background
Campaign Objectives
ResultsAND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the on/offline activity.
The campaign successfully reached the target audience of 35+ year olds
• Robust sample sizes – 3,500 respondents
Chevrolet Captiva wanted to raise awareness of the new Chevrolet Captiva SUV model amongst their target audience of UK adults aged 35 years or more, as well as encourage footfall and test-drives at Chevrolet dealers.
•Promote “Captiva”•Change SUV brand perception• Increase ‘call to action’
……and shifted key branding metrics
•Spontaneous brand awareness increased by 150%
•Spontaneous SUV awareness increased by 550%
•Behaviour intent increased by 213%
Summary
The Daily Mail and the MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.
Cross media case study
“The Chevrolet campaign not only successfully targeted the ideal demographic but also supported overall brand marketing efforts.”
“The Mail brands were a perfect partnership for Chevrolet. The campaign successfully demonstrated cross media advertising effectiveness, with a 550% increase in SUV brand awareness.”
Chevrolet
Campaign demonstrates cross media ad effectiveness of the Mail brand with a 550% increase in SUV awareness following campaign
Spontaneousaw areness
Campaignaw areness
Behaviourintent
MailOnline Daily Mail
Case Study
Source: Survey Interactive 2007
Background
Campaign Objectives
ResultsAND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the online activity.
The campaign successfully reached the target audience of 40+ year olds
• Robust sample sizes – 1,740 respondents
ING wanted to raise awareness of their new savings account, as well as encourage “ call to action.”
•Promote “ING”•Raise awareness of the savings
account• Increase ‘call to action’
……and shifted key branding metrics
•Prompted brand awareness increased by 26%
•Campaign awareness increased by 64%
•Behaviour intent increased by 52%
Summary
The MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.
Online case studyING
Campaign demonstrates online ad effectiveness of the Mail brand with a 77% increase in online campaign awareness
Spontaneousawareness
Campaignawareness
Behaviour intent
Exposed Non-Exposed
Case Study
Source: Survey Interactive 2007
“The ING campaign confirms that the MailOnline provides an excellent platform for brands to engage with consumers.”
“We were delighted with the results of our campaign on the MailOnline. The campaign successfully communicated the benefits of ING savings products.”
Background
Campaign Objectives
ResultsAND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the cross media activity.
The campaign successfully reached the target audience of 40+ year olds
• Robust sample sizes – 4,500 respondents
•Promote “Auris”•Change Auris brand perception• Increase ‘call to action’
……and shifted key branding metrics
•Spontaneous brand awareness increased by 94%
•Prompted brand awareness increased by 51%
•Campaign awareness increased by 204% for online and 175% for newspapersSummary
Cross media case studyToyota
Campaign demonstrates effectiveness of the Mail brands with a 94% increase in spontaneous awareness
Spontaneousawareness
Promptedawareness
Behaviour intent
Exposed Non-Exposed
Case Study
Source: Survey Interactive 2008
“The Mail's campaign for Auris was really strong - both form a creative and results perspective. Daily Mail readers and users are really responsive and helped us achieve great ROI on this campaign”
“ The Auris campaign was perfectly targeted using the mail brands as it delivered the right audience for Toyota, and successfully communicated brand marketing efforts .”
The Daily Mail and the MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.
Toyota Auris wanted to raise awareness of the new Auris model amongst their target audience of UK adults aged 40 years or more, as well as encourage footfall and test-drives at Toyota dealers.