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Newspaper Creative Benchmark Report Australian Mining

Newspaper Creative Benchmark Report Australian Mining. July 2011. It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; To measure and identify the effectiveness of newspaper creative

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Newspaper Creative Benchmark Report Australian Mining

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  1. Newspaper Creative Benchmark Report Australian Mining July 2011

  2. It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; • To measure and identify the effectiveness of newspaper creative • To help improve understanding of how to use newspapers effectively • To improve the understanding of the roles newspaper advertising can play • To improve the standard of newspaper creative • To provide a consistent metric that is accepted as the industry standard

  3. Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comprehensive analysis of how newspapers can best be used to influence purchase behaviour Comparison of creative against category averages The Newspaper Works’ effectiveness partner:

  4. Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner:

  5. Branded Newspaper Benchmarks

  6. Being a hot button issue, we tested 5 recent newspaper ads from the Resources sector to see what response they generated Chevron Santos Shell GE Australian Mining

  7. Australian Mining was one of eight ads tested in Sydney • Sample: Australians 16+ • Sample size: 111 • Fieldwork: 20 – 26 July 2011 • Conducted online by Ipsos MediaCT • Benchmarks used: All Newspaper Norm (see appendix for details) ‘This is Our Story’ Market: Sydney Size: DPS Position: Good Weekend

  8. *nb: brand linkage samples low and results should be viewed with caution n = 14 Newspaper Norm * Results were slightly above norms on Interest. While results are low for Ad Recognition and Brand Linkage, given that ‘Australian Mining’ represents a group of organisations, we would not necessarily expect to see strong recognition or brand linkage. These measures can also be affected by weight of the campaign and timing of research. Some respondents speculated that the ad might be for the Royal Flying Doctor Service or Australian Story. Significantly different to Newspaper Norm at 90% c.l.

  9. +14 +18 Newspaper Norm All branding removed The ad performed well on three key brand equity measures and in particular Differentiation and Familiarity/Understanding. Significantly different to Newspaper Norm at 90% c.l.

  10. Newspaper Norm The results here are somewhat polarising with the ad achieving high results for both good and ‘bad’ creative attributes Significantly different to Newspaper Norm at 90% c.l.

  11. 84% of respondents struggled with understanding key messages or misattributed the ad to other, more generically Australian concepts. This is especially interesting because generally the ad was well liked, if not well understood. It may be, that while a relatively small number of respondents ‘got’ the ad, that shift of attitude amongst a smaller number is important to the overall objectives of the campaign

  12. What did the respondents say about the ad? Visually appealing Giving a face to the mining industry One sided / not the whole story ‘It gives a human face to the Mining industry. I had no idea this ad was for Australian Mining. It is an attractive ad but is aimed at gaining positive responses and only shows the good side of mining I didn’t know it was a mining ad, too much fine print. It feels like a ploy to have people believe that the mining business is more moral than it seems The mining industry contributes a lot to our local communities in Australia.

  13. Newspaper Norm Role Map scores were significantly above Norms for driving Public Agenda, Affinity and Re-appraisal. Significantly different to Newspaper Norm at 90% c.l.

  14. Comparison of Key Benchmarking Metrics

  15. Reappraisal : This ad encourages me to think differently about the advertiser Newspaper Norms All 5 ads achieved significantly high scores for driving Reappraisal with GE leading the pack.

  16. Affinity : This ad gives me a good feeling about the advertiser Newspaper Norms Affinity scores were generally high across the board with GE achieving very high and significant scores. The results for Australian Mining were also impressive.

  17. Comparative Engagement Metrics For people like me GE was chosen as the ad that had the most to say, relevant to respondents. Likely to get people talking The Australian Mining ad was considered to be the most ‘WOM’ worthy.

  18. Comparative Engagement Metrics Attention Grabbing The GE ad achieved much higher scores for being ‘Attention Grabbing’ than the others tested. Important to note this ad was a DPS versus some of the others that were broken space. Provides Important Information The Shell ad was perceived to be providing important information. Verbatims reflected a Reappraisal of Shell as a result of new information.

  19. Comparative Engagement Metrics Convincing Upon being presented with the ads in the controlled research environment, respondents found the Australian Mining ads to be the most convincing and believable, closely followed by GE and Shell. Comprehension was hampered in some cases which may be due to respondents lacking familiarity with the advertiser or the complexity of the issues being presented. Believable

  20. Comments • All 5 of the Resources sector ads we tested did well at achieving strong Affinity scores and driving Reappraisal which presumably was the point of the advertising • As we would expect, they also spoke strongly to the Public Agenda • While most respondents found the imagery of the Australian Mining ad appealing, the images were problematic for respondents when attempting to link the ad back to an advertiser, with many respondents choosing generically Australian subjects or organisations. • Unsurprisingly, the subject was a polarising one • Verbatims reflected that people were surprised once they realised the ad was from Australian Mining. It was convincing and believable. • To others some verbatims also reflected a strong level of cynicism and caution regarding any messages from the mining industry • Certainly, the elements are in place for this ad to drive a rethinking of the issues presented and this research demonstrates that while a certain segment of respondents remain (and most likely always will remain) unconvinced, the ad has been successful at achieving this with a significant number of respondents. • For a difficult task, this ad appears to be delivering good reappraisal.

  21. Established in 2006 by the major Australian newspaper publishers: • News Limited • Fairfax Media (including Rural Press) • APN News and Media • West Australian Newspapers • Represents paid national, metropolitan, regional and community titles. • Primary aims: • To promote newspapers as a powerful medium for advertisers • To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

  22. Creation of All Newspaper norms • Testing of randomly selected newspaper display ads • 5,100 ad observations in total • 40 test ads, 100+ observations per ad • Population representative sample of the five mainland state capitals • Conducted online by Ipsos Media CT, July-August 2008 • Sample size 1,737

  23. Newspapers are a powerful medium to utilise across a broad range of strategic roles. Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics. Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested. Retail average Statements are tailored to be appropriate to the advertising category.

  24. Newspapers are recognised as an effective medium for delivering a Call to Action. Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. New measure introduced in March 2010, norm not yet available.

  25. Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. Statements are tailored to be appropriate to the advertising category. Retail average

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