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Introduction to newsbrands

Discover how newsbrands provide a unique advertising environment, create brand momentum, and drive consumer action. Learn about their growing audience, effectiveness, and the high levels of attention they command.

jamieljohnson
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Introduction to newsbrands

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  1. Introduction to newsbrands

  2. Table of contents The newsbrands 3 What makes newsbrands different? 8 Key readership facts 11 Time spent/time of day 19 Engagement, content and attention 22 Effectiveness: context and ROI27

  3. The market

  4. The market DMG media Guardian News & Media ESI Media News UK Telegraph Media Group Johnston Press Pearson PLC Reach PLC Owners Dailies Sundays * Not Newsworks stakeholders *

  5. The market Paid for Free * * * Not Newsworks stakeholders *

  6. The market Populars Mid-market Quality * Not Newsworks stakeholders *

  7. What makes newsbrands different?

  8. Newspapers in all their forms play a unique role in people’s lives and they provide advertisers with a trusted environment in which to connect with their consumers. In a world of half attention, newsbrands require your full attention Newsbrands are more important in an age of limitless choice Newsbrands feed other media, from Facebook to the BBC Newsbrand audiences are growing

  9. The UK newspaper market is unique USA 5 national newspapers UK 13 national newspapers France 9 national newspapers Germany 9 national newspapers

  10. Newsbrands play different roles within the media landscape Address an issue Newsbrands are effective for brands that need to focus on a specific issue or event Fame & stature Newsbrands create the sense of a brand having momentum; of being an important brand that commands attention Prompt action Newsbrands cause consumer action, directly or indirectly impacting sales Build trust Newsbrand advertising acts to consolidate or develop a brand’s reputation Education & understanding Newsbrands deepen consumer understanding of what a product, brand or company is or does

  11. Newsbrands reach 47% of the GB population daily 24.9 million adults every day 40.4 million adults every week 44.4 million adults every month Source: PAMCo2 2018 (Apr ‘17 – Mar ‘18)

  12. Newsbrands reach 45% of all 18-34s daily 6.4 million adults every day 11.4 million adults every week 12.7 million adults every month Source: PAMCo2 2018 (Apr ‘17 – Mar ‘18)

  13. Daily newsbrands readership by platform Desktop 4 million Newspapers 13.3 million Mobile 12.4 million Source: PAMCo2 2018 (Apr ‘17 – Mar ‘18) Newsbrands 24.9 million

  14. Daily newsbrands readership by platform 2.7m 10m 9.5m 0.3m 2.1m 8.7m 0.3m 0.9m 0.7m Source: PAMCo2 2018 (Apr ‘17 – Mar ‘18) 2.2m

  15. Total multi-platform reach(millions, % of all adults) Source: PAMCo2 2018 (Apr ‘17 – Mar ‘18)

  16. Multi-platform readership reach by gender(millions, % of all adults) Source: PAMCo2 2018 (Apr ‘17 – Mar ‘18)

  17. Total multi-platform reach by age(millions, % of all adults) Source: PAMCo2 2018 (Apr ‘17 – Mar ‘18)

  18. Newsbrands have a growing audience Print Reach PC adds to print Reach mobile adds to print and PC 24.9m + 8.7m 16.2m + 2.9m 23m 13.3m NRS Apr 07 – Mar 08 PAMCo Apr 17 – Mar 18

  19. Readers spend a lot of time with newsbrandsTime spent reading print on the days people read Daily newspapers Sunday newspapers Source: IPA Touchpoints 2017

  20. Readers spend a lot of time with newsbrandsTime spent reading print on the days people read Source: IPA Touchpoints 2017

  21. Newsbrands are consumed at different points throughout the day(Average weekday) Source: IPA Touchpoints 2017

  22. Regular newsbrand readers have a strong connection to newsbrands Engagement Personal identification Trust The more engaged the reader the stronger the effect Brand context effect Source: Newsworks, The company you keep, 2015

  23. People react positively to ads in the familiar context of their favoured newspaper Buzz Brand love Consideration +12% +25% +15% Regular newsbrand readers vs. non-readers Source: Newsworks, The company you keep, 2015

  24. Newsbrands command a high level of attention Attention = solus media + (multimedia x high focus) Source: Newsworks, The battle for attention, 2016

  25. Newsbrands are the perfect place for video advertising, delivering a valuable and engaged audience 2.4x 2.1x Newsbrand readers are 2.1x more likely to want to find out more after watching a video ad on a newsbrand website Brands using video advertising on newsbrand sites are significantly more likely to be considered trustworthy Source: Paying for video attention – Lumen & Unruly 2018

  26. Print and digital newsbrands are key to driving high levels of both purchase intent and advocacy 2.0x 1.9x People who see newsbrands as part of a campaign are 1.9x more likely to consider buying the brand advertised People who see newsbrands as part of a campaign are twice as likely to recommend the brand advertised Source: Paying for video attention – Lumen & Unruly 2018

  27. Eye-tracking demonstrates the attention paid to newspaper print adsPrint newsbrands deliver high standout and dwell time Larger sizes, special formats and multiple ads per issue increase impact and dwell times 75% of readers look at each print ad on average Print newsbrand ads are viewed for 2 ½ times longer than an average digital ad Dwell times also increase: Black Friday average 2.3”,Christmas average 2.6” Standout increases for Black Friday event (84%) and Christmas period (86%) Source: Lumen

  28. Eye-tracking demonstrates the attention paid to newspaper print adsPrint newsbrands deliver high standout and dwell time Ad viewing 2½ times more likely on a newsbrand site Double the viewing time per page than non-newsbrand sites 60% higher viewable time for ads Average ad dwell time 30% higher on newsbrand sites” Newsbrand digital readers 70% more likely to see MPUs with 30 seconds viewable time Source: Lumen

  29. Newsbrands deliver more conversions than the average website +51% +261% Conversion rate Click rate Seen +30%x The attention that people give newsbrands drives more sales for advertisers Source: Attention = Sales - Lumen 2018

  30. Brands are missing out on £3bn of campaign profit by underinvesting in newsbrands Super-category Super-category Everyday pickups Refresh and revive Leisure and pleasure Shiny new things Grown up stuff Frequent, habit-driven purchases. Impulse treats, such as chocolate and magazines, bought from a shortlist of favourite brands. Household essentials, like loo paper, where we don’t ponder each purchase. Things that prepare us for the day, perk us up, help us recharge our batteries. Generally affordable, frequently bought items from repertoire of favourite brands. New brands adda spark to the routine. Items we buy regularly, that (mostly) give us enjoyment in life, inside and outside the home. From trips to the cinema, to alcoholic drinks, to products we hope will change our future, such as National Lottery tickets. Bigger, more expensive and less frequently bought treats that feed our passions and keep us up with the latest trends – such as the latest smartphone or that must have handbag. The fundamentals and necessities you’d associate with adult life. It includes tickets for trains and planes, utility providers and other services such as breakdown cover or online delivery. Profit gap Profit gap £15.8m £27m £1.24bn £1.4bn £318m Brands are missing out on Newsworks.org.uk/planning-for-profit • £3bn of campaign profit

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