Transcript www.thenewspaperworks.com.au

Newspaper Creative
Benchmark Report
Tourism WA
June 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
Tourism Western Australia was included in the June 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
+
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:
• Tourism Western Australia was one of six ads tested in Sydney
• Sample: Australians 16+
• Sample size: 110
• Fieldwork: 9th – 15th June 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: Newspaper Norm (see appendix for details)
Branded Newspaper
Benchmarks
Ad benchmarked
‘Ningaloo Reef’
Market: Sydney
Size: DPS
Position: Travel
Tested: June 2011
A remarkable result with nearly all measures significantly better then the norm.
Imagery is especially strong with the 2nd highest score for photography ever
and ‘eye catching’ and ‘looks good’ in top 5% .
+31
*
* Caution – small sample size | Brand linkage sample size: n=20
Significantly different to Retail
Average at 90% c.l.
Strong creative performance with high levels of recognition and
interest. Brand linkage score is typical for tourism ads where
respondents often struggle to identify who is the actual advertiser
when logos are removed.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+39
+26
+36
Newspaper Norm
Significantly different to Retail
Average at 90% c.l.
Results are extremely good on all counts with some of the
strongest results ever tested for Brand Equity Impact.
Lots of different descriptors included within message comprehension results.
Example verbatims of the opinion of the ad include:
‘It made me think differently about WA; I thought it was just dry, empty towns’
‘I like how it describes the destination in detail and things you can do. Saves me the research!’
‘It’s not like an ad, it’s like an article’
59% of respondents were generally correct in their message
comprehension and 78% knew it was for Tourism
Incorrect associations were generally to do with broad
statements on ‘nature’ or sea life.
Example verbatims from comprehension:
‘Western Australia has great attractions including
swimming with whale sharks’
'Ningaloo Reef is a "must see" destination’
‘The beauty of the North West’
The Tourism WA Ad ranked off the chart against Affinity and Information.
This is an exceptional score which puts it firmly into the
the top position ever recorded against Affinity.
6.2x
5x
2.1x
2.9x
7.8x
3.8x
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
All newspaper norm. June 2011 (Updated monthly)
% scores
Results remind us holidays are not an immediate purchase. The strong results for
‘remember for later’ link to the high Affinity results. Very high intentions for web search.
How the ads compare to
other advertisers
+ 6.2x
Newspaper
Norm
+ 5.7 x
+ 5.6 x
Newspaper
Norm
Newspaper
Norm
Goulburn
Berri
+5x
+ 4.7 x
Newspaper
Norm
Newspaper
Norm
Masterfoods
Aussie Apples
9
All Newspaper
Norm
Tourism WA
These ads are our top ranking on Affinity, collected since 2008. Food and tourism traditionally do
well on this metric. Each creative presents a strong, compelling image to help catch the readers eye.
• Tourism WA has demonstrated a really good use of newspapers, delivering some
of the strongest results we’ve tested
• From a creative perspective, the ad looks terrific with a very effective balance of
eye catching photography, to well crafted copy delivering strongly on information
• This ad is now our #1 ad delivering to Affinity (of over 300 ads tested) but it also
delivers significantly above norms on Reappraisal, Information and Call to Action
• This is a text book example of a tourism organisation, using newspapers to deliver
strong consideration for their destination.
• 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