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Connect Locally T hrough Native Content

Connect Locally T hrough Native Content. Local Media landscape. 1,100 core newspaper and 1,700 companion websites, hundreds of niche and ultra local publications and a range of other digital and broadcast channels.

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Connect Locally T hrough Native Content

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  1. Connect Locally Through Native Content

  2. Local Media landscape • 1,100 core newspaper and 1,700 companion websites, hundreds of niche and ultra local publications and a range of other digital and broadcast channels Source: GB TGI 2014 Base: All adults/All adult newspaper readers/All adult regional newspaper readers, ABC 2014

  3. 25 million (49%) read a local newspaper 65% of regular newspaper readers read a local 41 million are interested in local news 65% 41 million Source: GB TGI 2014 Base: All adults/All adult newspaper readers/All adult regional newspaper readers, ABC 2014

  4. 69% would not change the newspaper they read • 75% believe what is in their local paper than a national paper Source: GB TGI 2014 Base: All adults/All adult newspaper readers/All adult regional newspaper readers, ABC 2014

  5. There is a clear benefit for companies getting involved in the local community… 96%like companies that involve themselves in the local community 93%feel better about companies who sponsor projects which put something back into the community Source: GB TGI 2014 Base: All adults, IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)

  6. …and advertising through local media “Local newspaper ads often alert me to new products and services” 12m Look for a bargain in local first Source: GB TGI 2014 Base: All Adults IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)

  7. Newspaper readers… 81% believe advertising fits best within a newspaper 74% often notice the adverts in local papers 4 million local readers believe adverts help them make purchase decisions Source: GB TGI 2014 Base: Newspaper Readers (Regional , National), IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)

  8. What is Featurelink? • Content marketing that connects national campaigns with local features • Complements an advertising campaign using the native style of the newspaper

  9. Why use Featurelink? • Give depth to an advertising campaign • Connect and relate with your audience • Build awareness and belief of the product • Put emphasis on the advertising message • Ability to regionalise the message to get to the heart of the audience

  10. How it works • You Provide • A brief • An advertising schedule • The content (press releases/case studies, imagery) • We Secure • Content next to advert – position guaranteed • Match the size of the advert with editorial space (25x4 guarantees 25x4 editorial space) • Native style set within the newspaper environment • Added Value - story promoted across the local media industry to 1,100 newspapers and 1,700 affiliate websites – giving the opportunity for newspapers not on the schedule to run the content

  11. Department for Communities and Local Government ‘Fire Kills’ Awareness Campaigns

  12. Post-campaign research • 82% who read a local newspaper agreed that the use of localised Fire Kills messages helped make the reader understand the importance of the issue more effectively. • 65% of readers will remember to test their smoke alarms when the clocks change. • 93% of readers agree the local newspaper is the best way to find out what is happening in the area they live vs 69% of non readers. • 89% of readers agree they trust their local newspaper to report accurately and honestly vs. 65% of non readers. Source: NS Intelligence (Demographix) Fire Kills Research (2013) Base : All respondents Sample: 554.

  13. RNLI ‘‘Leave a Legacy’/’Beach Smart’ Promotional Campaign

  14. British Red Cross ‘Make a Difference’ Awareness Campaign

  15. Oxfam ‘Lift Lives for Good’ Awareness Campaign

  16. Department for Work and Pensions ‘We’re all in’/‘Home Swapping’ Awareness Campaigns

  17. UNISON Membership Drive Promotional Campaign

  18. Weight Watchers ‘Simple Start’ Promotional Campaign

  19. Warner Leisure Hotels Hotel Investment Promotional Campaign

  20. Clients

  21. For more information please contact Ian Sweeney on 0207 963 7491 or ians@newspapersoc.org.uk

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