Transcript Slide 1

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
•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
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
+
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:
Branded Newspaper
Benchmarks
Being a hot button issue, we tested 5 recent
newspaper ads from the Resources sector to see
what response they generated
Chevron
Santos
GE
Shell
Australian Mining
•
Australian Mining was one of
eight ads tested in Sydney
•
Sample: Australians 16+
•
Sample size: 111
•
Fieldwork: 20 – 26 July 2011
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Conducted online by Ipsos
MediaCT
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Benchmarks used: All
Newspaper Norm (see
appendix for details)
‘This is Our Story’
Market: Sydney
Size: DPS
Position: Good Weekend
*nb: brand linkage samples low and
results should be viewed with caution
n = 14
65
Newspaper Norm
13
12
Ad Recognition %
Significantly
different to
Newspaper Norm
at 90% c.l.
34
23
42
*
Brand Linkage %
Interest %
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.
+14
+18
Newspaper Norm
All branding removed
Significantly different to
Newspaper Norm at 90% c.l.
The ad performed well on three key brand equity measures and in
particular Differentiation and Familiarity/Understanding.
Newspaper Norm
Significantly different to
Newspaper Norm at 90% c.l.
The results here are somewhat polarising with the ad achieving
high results for both good and ‘bad’ creative attributes
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
What did the respondents say about the ad?
‘It gives a human
face to the Mining
industry.
Visually appealing
Giving a face to the mining industry
One sided / not the whole story
I had no idea this ad
was for Australian
Mining.
I didn’t know it
was a mining ad,
too much fine
print.
It is an attractive ad
but is aimed at
gaining positive
responses and only
shows the good
side of mining
The mining industry
contributes a lot to our
local communities in
Australia.
It feels like a ploy to have
people believe that the
mining business is more
moral than it seems
Newspaper Norm
Significantly
different to
Newspaper Norm at
90% c.l.
Role Map scores were significantly above Norms for
driving Public Agenda, Affinity and Re-appraisal.
Comparison of Key
Benchmarking Metrics
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.
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.
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.
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.
Comparative Engagement Metrics
Convincing
Believable
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.
Comments
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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.
• 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
Creation of All Newspaper norms
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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
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