Transcript Slide 1

Newspaper Creative
Benchmark Report
Dan Murphy’s
February 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;
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To measure and identify the effectiveness of newspaper creative
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To help improve understanding of how to use newspapers effectively
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To improve the understanding of the roles newspaper advertising can play
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To improve the standard of newspaper creative
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To provide a consistent metric that is accepted as the industry standard
Dan Murphy’s was included in the February 2011 study
Comparison of creative
against category averages
Pre/post effectiveness
studies, measuring in-market
effects and how newspaper
work with Television
The Newspaper Works’ effectiveness partner:
Comprehensive analysis
of how newspapers can
best be used to influence
purchase behaviour
Recognised industry measures
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Newspaper measures
Ad Recognition
Brand Linkage
Message Comprehension
Brand Equity Impact
Role Map
Action Map
Newspaper Creative Diagnostics
Proprietary newspaper
measures
The Newspaper Works’ effectiveness partner:
We’ve seen
Dan Murphy’s evolve
their Retail ads over time
We tested the change in creative in 2009
The latest creative reflects an evolution of those changes
August 2008
Market: Brisbane
Size: DPS
Position: EGN
May 2009
Market: Sydney
Size: DPS
Position: EGN
February 2011
Market: Sydney
Size: DPS
Position: EGN
Current retail activity
benchmarked
• Dan Murphys was one of 9 ads tested in Sydney
• Sample: Australians 16+
• Sample size: n=110
• Fieldwork: 15–21 February 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: Retail Average (see appendix for details)
There is an increased perception of clutter and ‘too much
information’ found in testing of the current ad.
However, this has not damaged the ad’s overall effectiveness.
+13
+14
+16
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* Caution – small sample sizes. Nobody Beats n=42 , Price, Range Trust n=27, Australia Day n=38
Significantly different to
Retail Average at 90% c.l.
Dan Murphy’s continues to do well in driving Ad Recognition and
Interest, achieving measures well above category norms. The
current ad tested reflects a similar performance to ‘Nobody Beats
‘08’, indicating the template introduced in ‘09 is well established.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+23
Significantly different to Retail
Average at 90% c.l.
+12
+18
All three ads are positive contributors to brand equity
measures with the current ad doing very well to aid
relevance, scoring well above category norms
**New measure introduced in March 2010, norms are not available
The message takeout generated
by the ad was right on target with
‘Sale on alcohol’coming through
very strongly
**New measure introduced in March 2010, norms are not available
Retail Average
All three tested ads share a similar footprint, and
outperform Retail Averages in providing Information and
delivering a Call to Action
% scores
**New measure introduced in March
2010, norms are not yet available
The current ad inspires strong levels of
store visitation and product purchase.
: Try/Buy %
**New measure introduced
in March 2010, norms are
not yet available
: Visit Store %
While we are yet to develop norms for ActionMap metrics, Dan
Murphy’s compares highly favourably for this measure versus other
retailers we’ve tested. The Coles ‘1/2 price’ ad (Feb ‘11) has achieved
the highest measurement we’ve seen to date for stimulating intention
to purchase and store visitation.
How the ad
compares to other
strong retail ads
The Call to Action comparison
+2.2x
+2.0x
+2.0x
+1.95x
+1.9x
higher than
All
Newspaper
norm
higher than
All
Newspaper
norm
higher than
All
Newspaper
norm
higher than
All
Newspaper
norm
higher than
All
Newspaper
norm
Dan Murphy’s is performing well above the Retail Category average
for generating Call to Action. Factors such as the strength of an offer,
and pricing, can impact on an ad’s performance with this measure.
The Coles ‘Feed Your Family’ ad has held the #1 position for results in
this area (of ads tested) since May 2009
Retail Average
The First Choice ad from November ‘09 delivers to a very similar Rolemap but
there is no clear evidence as to why it pulls out a little more strongly against
Call to Action. The offer itself, and prices, can contribute to this measure.
• The Australia Day ad performed above the Retail category average
in nearly all measures but especially as regards call to action, and
brand relevance
• The ad performs very closely to previous Dan Murphy’s ads and
while the perception of the ad being cluttered has risen
somewhat, this is not negatively impacting on the ad’s overall
effectiveness
• It may constitute a watchout, in terms of continuing to
present the information in an easily digestible format
• All in all, a very effective ad to generate Retail results.
Best performing retail
ads on RoleMap
3.1x
5.7x
1.7x
2.2x
4.4x
3.8x
Higher than
retail average
Higher than
retail average
Higher than
retail average
Higher than
retail average
Higher than
retail average
Higher than
retail average
All newspaper norm. December 2010 (Updated monthly)
• 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
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Testing of randomly selected and hand picked newspaper display ads
Over 7,000 ad observations in total
36 test ads (27 randomly selected, 9 hand picked)
100+ observations per ad
Population representative sample of the five mainland state capitals
Conducted online by Ipsos Media CT, July-August and October – November
2008
• Sample size 2,475
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.
Statements are tailored to be appropriate to the
advertising category.
Retail average
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.
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