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Comparison Sites

% Share. Source: NMR MAT May 2012. Comparison Sites. % Share. Source: NMR MAT May 2012. % Share. Source: NMR MAT May 2012. Finance. % Share. Source: NMR MAT May 2012. Motors. % Share. Source: NMR MAT May 2012. Utilities - residential. % Share. Source: NMR MAT May 2012. Broadband

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Comparison Sites

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

  2. % Share Source: NMR MAT May 2012

  3. % Share Source: NMR MAT May 2012 Finance

  4. % Share Source: NMR MAT May 2012 Motors

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

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

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

  8. 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+

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

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

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

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

  13. Newsbrands successfully increased visitor traffic for a wider range of products Average increase in web visits for money products in England and Wales

  14. Newsbrandssuccessfully increased enquiries for motor insurance in Scotland

  15. The effect of Newsbrands activity was seen on the same day

  16. Short-term average ROI for newsbrands Expectedlong-term ROIfor newsbrands

  17. Newsbrands platforms performed well. Tablet performed especially well. PRINT ONLINE TABLET 0.24% 0.33% 0.12% Site visits generated 0.57 1.85 0.24 Incremental visits per £ spent

  18. Newsbrands drive brand differentiation and preference SCOTLAND 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 % difference in change of perceptions of the brand. Newspaper readers vs all sample

  19. Newsbrands drive brand differentiation and preference ENGLAND & WALES 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

  20. Newsbrands drive consideration, especially among young people 8% + Increase in consideration among 18-34s

  21. Young audience highly responsive to newsbrand advertising Large increase in claimed recent visits by 18-34s

  22. SUMMARY • Newsbrands drove website visits and enquiries

  23. SUMMARY • Campaign increased brand differentation

  24. SUMMARY • Newsbrands supercharged TV

  25. SUMMARY • A new young audience was engaged • A new young audience was engaged

  26. SUMMARY • Consideration • increased

  27. SUMMARY • Newsbrands included in currentand future media plans MEDIA PLAN

  28. ed ed ed

  29. with Sue Unerman JoRigby GarethHelm

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