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Newsbrands: Unleashing the Power of Multimedia Advertising

Dive into the compelling world of newsbrands. Discover how they reach more individuals in the UK than Google, driving web traffic and brand differentiation. Learn how a blend of newspaper and online news outlets can supercharge advertising campaigns, prompting action and influencing consumer behavior. With real-world case studies and insights, unleash the full potential of newsbrands in your media mix for enhanced advertising effectiveness.

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Newsbrands: Unleashing the Power of Multimedia Advertising

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  1. Newsbrands Some current facts Newsbrands reach more people a month in the UK than Google There are 22 million readers of newsbrandsevery day 19.4% of Newsbrands’ online audience is 15-24, almost exactly the same proportion as Facebook (19.5%) Newsbrands (newspapers and online) reach 81% (41.6m) of all adults each month, 69% each week The average Newsbrand visitor is aged 40– just one year olderthan the average Facebookvisitor Time spent with onlinenewsbrands has increased by 33%in the last 2 years Newsbrands reach 5.4 million morepeople per week than Twitter Tablet ownership is growing rapidly – 39% of adultsowned a tablet at the end of 2013 Sources: NRS PADD, TGI, comScore, YouGov

  2. Diversifying the media mix makesthe total spend work harder

  3. % Share Source: NMR MAT May 2012 Comparison Sites

  4. % Share Source: NMR MAT May 2012 Finance

  5. % Share Source: NMR MAT May 2012 Motors

  6. % Share Source: NMR MAT May 2012 Utilities - residential

  7. % Share Source: NMR MAT May 2012 Broadband (incl broadband +TV/Landline ads)

  8. % Share Source: NMR MAT May 2012 Consumer mobile networks

  9. Consumption of newsbrands is complementary to TV & Search on any day of the week Newspaper reading is focused on shopping hours% of total time spent with individual media Source: IPA Touchpoints 2012 Base: All adults Total time spent: TV (20.45hrs), Shopping (2.69hrs), Newspapers (3.02hrs)

  10. MoneySuperMarket advertising could become more effective by adding Monday newspapers Adults, 30” & Clr 25x4’s A – TV & Sunday press 233 TVRs + 10 GRPs per week B – TV, Sunday & Monday press 113 TVRs + 68 GRPs per week 1+ 5+ 10+

  11. Newsbrands prompt action

  12. Newspapers make people more likely to act Gives me a reason to go out and buy Source: Newsworks Effectiveness Case Studies

  13. Newsbrands – heavily skew towards“active” consumers (e.g. automotive) 190 188 Source: NRS Oct 12 – Sep 13

  14. Newsbrands drive traffic to websites Both online and printed newspapers drove traffic to the Toyota website Source: Newsworks Effectiveness Case Studies

  15. Cross-platform solutions multiply the newsbrand effect Source: comScore for online readers/visitors only

  16. Newsbrands supercharge other media

  17. Newspapers significantly strengthen advertising measures when added to TV across numerous campaigns 34%Incremental effect vsTV solus 48% Incremental effect vsTV solus 68 TV + Newspaper 75 56 TV solus 46 Re-appraisal ‘Surprising and gets me to think differently’Top 2 box % Call to Action ‘Gives me a reason to go out and buy’Top 2 box % Source: Millward Brown; Base: Aggregate of eighteen campaigns, 18,000+ respondents

  18. Adding newspapers improves TV ad performance on multiple dimensions Response to TV ad % agreeing TV Solus TV + NP Contained new information +14 Contained different information +14 Points made were relevant +16 Points made were belivable +11 Made brand more appealing +14 Made me more likely to buy +16 Base: Aggregate of eighteen campaigns, 18,000+ respondents

  19. “When Rufus Olins and Vanessa Clifford from Newsworks approached us via our media agency, MediaCom, to discuss the role of newsbrands in our communications plan, we had a very successful brand, a media strategy that produced impressive results and an effective new creative campaign. We only used national press for our best buy tables and newsbrands weren’t a key media strand for our category as a whole. But the evidence they showed us was persuasive - and the fact that many of our key clients in the finance, motor insurance, utilities, broadband and telecommunications sectors used newsbrands to connect with the very audiences that we were targeting caused a re-think. We decided to put newsbrands to the test.” Gareth Helm, Brand Director

  20. Source: comScore Mar-Jun average 2013

  21. Age profile Under 18 18-24 25-34 35-54 55+ Source: comScore May 2013

  22. Key objectives • Drive web visits • Increase consideration • Communicate breadth of offer • Differentiate from competitors

  23. “We were very clear about our business objectives. Our business is based on high volume web traffic, attracting people who are ready to make a purchase so that we have a good conversion rate through to enquiries and sales. So newsbrands needed to demonstrate that they could raise web visits and enquiries. We also wanted to communicate range and increase the likelihood that MoneySuperMarket.com is the first choice comparison site.” Gareth Helm, Brand Director

  24. Two tests ScotlandMotor insurance (with TV) England & WalesMoney products (newsbrands only)

  25. Creative

  26. Results: Changing brand perceptions

  27. SCOTLAND Newsbrands drive brand differentiation and preference Their advertising makes me think better of them than I used to Are better than other comparison websites Saves me lots of money Is the first site I would go in future when looking for savings and borrowing products % difference in change of perceptions of the brand. Newspaper readers vs all sample

  28. ENGLAND & WALES Newsbrands drive brand differentiation and preference Saves me lots of money Are better than other comparison websites Offer a broad range of savings and borrowing products Is the first site I would go in future when looking for insurance products % difference in change of perceptions of the brand. Newspaper readers vs all sample

  29. Results: Growing the customer base

  30. Newsbrands drive consideration, especially among young people Source: MoneySuperMarket.com tracking 8% + Increase in consideration among 18-34s

  31. Large increase in claimed recent visits by 18-34s Source: MoneySuperMarket.com tracking

  32. Business results

  33. The effect of Newsbrands activity was seen on the same day Source: MoneySuperMarket.com

  34. Newsbrands successfully increased visitor traffic for a wider range of products Average increase in web visits for money products in England and Wales Source: MoneySuperMarket.com

  35. Newsbrands successfully increased enquiries for motor insurance in Scotland Source: MoneySuperMarket.com

  36. All newsbrand platforms are effective at increasing visits PRINT ONLINE TABLET 0.24% 0.33% 0.12% Site visits generated Source: MoneySuperMarket.com model

  37. Tablets deliver most visits per £ spent Source: MoneySuperMarket.com model

  38. Newsbrands’ ROI keeps on growing Source: MoneySuperMarket.com

  39. Summary of results Newsbrands • Extend reach • Engage a new young audience • Deliver a highly responsive audience • Build brand perceptions • Drive business results and ROI

  40. “We were pleased with the results and newsbrands achieved key objectives that we had set. There was clear evidence from our modelling that newsbrands had increased both web visits and conversion into enquiries. Newsbrands had also increased consideration, and helped differentiate us from our competitors. There were a couple of results that were particularly interesting, and somewhat unexpected. Firstly, we were very pleased to see that the emerging newsbrand format, the tablet, produced such great results. Tablets really help extend the newspaper proposition for clients. We think that it’s because tablet newsbrands have the personal touch and the audience is both the right composition and in the right mood to focus and take action. Secondly, we were delighted that newsbrands attracted and influenced a younger audience. While there’s a lot of talk about newsbrands being “old media” - in both senses of the word old - the truth is that they engage more young people than ever. This is great news for any brand like MoneySuperMarket.com that needs to bring in and retain new young users. Whilst newsbrands weren’t considered before in our media mix, we think differently now.” Gareth Helm, Brand Director

  41. Learnings • Don’t think being the same as the rest of a sector is a good thing • New media channels give opportunities to talk in a different way • Using different media has a multiplying effect • Always be prepared to challenge your perceptions

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