1 / 38

Newsbrands and finance

Newsbrands and finance. Newsbrands have a wealthy audience…. They reach 85% of ABC1s every month…. And 90% of people earning over £70K. It’s no wonder that their readers are so financially active…. Newsbrand readers are into financial news….

cruz
Download Presentation

Newsbrands and finance

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Newsbrands and finance

  2. Newsbrands have a wealthy audience…

  3. They reach 85%of ABC1s every month…

  4. And 90% of people earning over£70K

  5. It’s no wonder that their readers are so financially active…

  6. Newsbrand readers are into financial news… Newsbrands reach 9m people interested in finance news every day Daily newsbrand readers are 29% more likely than average to be interested in personal finance or business news Newsbrand is print and online. Source: NRS PADD Apr 2013 - Mar 2014 + comScore Mar 2014

  7. …and they’re into financial advertising Daily print readers are 26% more likely to be interested in financial advertising Index vs all adults. Source: GB TGI Clickstream 2014 Q1

  8. Newsbrand readers know more about finance… 82% Of people who say they have a large amount of knowledge about financial services are newsbrand readers Source: GB TGI Clickstream 2014 Q1

  9. …And influence other people’s financial decisions 78% Of people who are very likely to convince others about financial services are newsbrand readers Source: GB TGI Clickstream 2014 Q1

  10. Newsbrand readers lookto ads for information… 18% more likely to agree that advertisements are a helpful source of information for a small purchase of £20 or less £20 Weekly readers of newsbrands in print or on a desktop/laptop. Source: IPA TouchPoints 5

  11. …young newsbrand readers too More likely to say that advertising was the most or second most important factor in choosing their credit card 6.0% 3.6% Of daily newspaper readersaged 18-34 Of all 18-34 year olds Source: GB TGI Clickstream 2014 Q1

  12. They are 24% more likely to visit financial websites… 86% of newsbrand readers visit business and finance websites each month Source: comScore April 2014

  13. …and are more likely to keep track of their finances online Online newsbrand readers are more likely to… +83% +33% +33% use the internet for checking their stocks or shares use the internet to pay bills online visit personal finance websites Based on all internet users in the last week. Frequency of financial transaction is at least weekly.Source: IPA TouchPoints 5

  14. Younger readers are also more likely to be financially active… Young online newsbrand readers are more likely to… +80% +25% +20% use the internet for checking their stocks or shares use the internet to pay bills online visit personal finance websites Based on all internet users, via laptop/desktop aged 18-34, in the last week. Frequency of financial transaction is at least weekly.Source: IPA TouchPoints 5

  15. Young online newsbrand readers are planning some major financial investments Plans in the next 12 months… Index versus weekly internet usersaged 18-34 Source: IPA TouchPoints 5

  16. Newsbrand readers are big spenders 82% of people who spend over £1250 on their credit card each month read a newsbrand They are 14% more likely to do so Source: GB TGI Clickstream 2014 Q1

  17. And newspaper readers are bigger investors Average value of savings and investments Heavy users Source: GB TGI Clickstream 2014 Q1

  18. Newspaper readers also use a wide range of financial products Heavy users index vs UK average Source: GB TGI Clickstream 2014 Q1

  19. Online newsbrand readers use the biggest banking brands Index vs average internet user 140 136 122 136 126 118 120 Visited in the last 7 days. Source: GB TGI Clickstream 2014 Q1

  20. A more active and engaged audience 32% longer on the site 42% more likely to visit the site at home 2x more likely to visit 11 or more times 42% more page views Monthly vs average internet user. Uses metered data – measures home access only. Source: GB TGI Clickstream 2014 Q1

  21. Comparison sites

  22. Online newsbrand readers are comparison fans MoneySuperMarket.com132 Confused.com132 CompareTheMarket.com130 GoCompare.com113 Source: comScore February 2014

  23. Mobile newsbrand readers are particularly likely to compare prices MoneySuperMarket.com258 CompareTheMarket.com232 GoCompare.com226 Confused.com196 Source: comScore GSMA February 2014

  24. Case Studies

  25. AXA

  26. AXA • In 2012, AXA faced some major challenges: awareness of their full product range was low, it faced stiff competition from more famous brands and the recession was ongoing • AXA needed to create a unified, differentiated and more emotionally engaging brand image as well as promoting its individual products • The study showed that newspapers were the most cost-efficient medium for building AXA’s overall brand values and creating awareness of their three core business strands – health insurance, investment and motor insurance

  27. Newspapers had the greatest impact on AXA brand measures among the core target Newspapers TV Outdoor Rail Share of uplift in AXA key brand measures - Successful Securities core target(awareness, consideration, image) Share of spend Source: Millward Brown CrossMedia™

  28. Newspapers were pivotal tomulti-media campaign performance Actual Simulated Newspapers, TV and Outdoor Rail Newspapers and TV TV and Outdoor Rail TV 0% 50% 100% 150% 200% 250% 300%

  29. Newspapers were lowest cost medium for driving AXA brand KPIs Cost of 1% uplift in AXA brand measures - Successful Securities core target (awareness, consideration, image) £m Newspapers Outdoor Rail TV Source: Millward Brown CrossMedia™

  30. MoneySuperMarket

  31. MoneySuperMarket • MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities. • MoneySuperMarket.com undertook two large-scale regional tests – in Scotland and in England & Wales – in order to isolate the effects of adding newsbrands to their media plan across print, online and tablet formats • The brand tracker showed that exposure to newspaper advertising improved brand perceptions; delivered strong improvements in preference and differentiation; and had a halo effect on a wider range of products

  32. 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 Source: MoneySuperMarket.com

  33. 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 Source: MoneySuperMarket.com

  34. Newsbrand advertising saw an increase in claimed recent visits by 18-34s Source: MoneySuperMarket.com tracking

  35. 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

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

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

  38. Conclusions Newsbrands have a wealthy audience who invest their time and money in the financial sector Readers are more interested in, and more influenced by, financial advertising Newsbrand readers invest in a wide range of financial products and services Newspapers were the most powerful medium for improving AXA brand measures, and newsbrand platforms were very effective at driving visits to MoneySuperMarket.com

More Related