Transcript Click to edit Master title style

The importance of environment for
online advertising
1
Trusted and relevant online environment
translates into better ad performance
• Newsbrands online sites are highly trusted by digital users
– Original content sites (newsbrands) are considered trustworthy by 62%
compared with 32% trusting social network sites. (AOP )
– Reuters Institute Digital News Report 2013 shows 60% trust digital
newsbrands, rising to 78% trusting the site they read most often (on a
par with broadcaster sites such as BBC)
• Higher trust in sites = higher trust in advertisers on that site (AOP)
• Higher trust in sites = more effective advertising
– Advertising on newsbrand (original content) sites is measurably more
effective than other online media in delivering on all levels of the
purchase journey from awareness to purchase (AOP)
• Higher trust in sites = more consumer actions
– Ads on newsbrand (original content) sites encourage more visits to the
advertiser site and/or searches for the advertiser brand than ads on
portal or social network environments (AOP)
2
Newspaper brands are highly trusted in the digital
environment, especially among readers of the brand
UK broadcaster sites
79%
Newspaper website you use most regularly*
78%
60%
UK newspaper sites
21%
News providers outside UK
News related blogs
11%
Twitter
9%
Facebook
8%
*Base = online newspaper readers
Source: Reuters Institute Digital News Report analysis 2013
Q UK9A. Thinking about the types of sites, mobile sites or apps where you get news online, how
trustworthy do you find the news content of the following? % answering very/quite trustworthy.
Base: 2078 UK internet users interested in news/752 online newspaper readers
Known and trusted newsbrands provide strong
motivation for multiplatform users
77%
I tend to access news from sites
that I know and trust
86%
89%
I don’t really notice which sites I
am using, I just look at the news
that interests me
UK average
Online newspapers
16%
13%
12%
Print + online newspapers
Source: Reuters Institute Digital News Report analysis 2013
Q9 Thinking about the different kind of news available to you online… To what extent do you agree or
disagree with each of the following statements - % agreeing. Base: 2078 UK internet users interested in
news/752 online newspaper readers, 476 reading both print and online
Brands provide the main gateway to news,
especially for digital newspaper readers
34%
Directly via a branded news website, mobile
site or app
50%
50%
44%
24%
26%
29%
26%
General search engine like Google or Bing
18%
27%
24%
26%
Alerted by friends, colleagues or family
17%
26%
23%
26%
Social network like Facebook or Twitter
UK average
Online - Quality
Online - Midmarket
Source: Reuters Institute Digital News Report analysis 2013
Q10.Thinking about how you FIND news online, which are the main ways that you come across
news stories? (Please choose up to five) Base: 2078 UK internet users interested in news/752
online newspaper readers, 353 quality, 338 midmarket, 151 popular
Online - Popular
AOP research shows the increased trust associated
with newsbrand (original content) sites
Source: Association Of Online Publishers: The value of trust
“How strongly do you agree or disagree that the site shown and its content is trustworthy?”
6
As a result advertisers on those sites are
also more trusted
Source: Association Of Online Publishers: The value of trust
“How strongly do you agree or disagree that you trust the advertisers and brands that appear on this site?”
7
...and advertising responses for newsbrand (original content)
sites are stronger at all stages of the purchase funnel
Source: comScore Marketing Solutions
8
People exposed to ads on newsbrand (original content)
sites are more likely to visit advertisers website
For advertisers in this study,
each 10 index points of trust in
the environments within which
the ads appeared was
equivalent to a 4.7% lift in site
visitation versus a similar set
of unexposed consumers.
9
IAB case study for VW Play campaign also shows the
impact of the newsbrand environment
10
Results split Newspaper & Specialist sites from
General sites
• Newspaper & Specialist Sites
– Online newspaper sites
– Specialist automotive sites
• General sites
– Social Media Video Content
– Pure play digital publishers
– Sites booked through DSP
11
Brand awareness doubled on newspaper and
specialist sites vs control group
28%
22%
14%
Brand Awareness
Control Group
All Sites
Newspaper & specialist sites
Source: IAB Building Brands Online – Formats and Environment: VW
12
Brand perception is boosted by advertising on
newspaper and specialist sites
32%
26%
21%
Brand Perception
Control Group
All Sites
Newspaper & specialist sites
Source: IAB Building Brands Online – Formats and Environment: VW
13
Brand favorability is more than doubled by advertising
on newspaper and specialist content sites
23%
14%
11%
Brand Favourability
Control Group
All Sites
Newspaper & specialist sites
Source: IAB Building Brands Online – Formats and Environment: VW
14
People are more likely to purchase having seen
the ads in a newspaper/specialist sites
14%
12%
11%
Purchase Intent
Control Group
All Sites
Newspaper & specialist sites
Source: IAB Building Brands Online – Formats and Environment: VW
15
Newsbrand and specialist sites outperformed
advertising on other sites
Metric
Newsbrand & Specialist
All Sites
Brand Awareness
+ 14 points
+6 points
Brand Perception
+ 11 points
+ 5 points
Brand Favourability
+12 points
+ 3 points
Purchase Intent
+ 3 points
+1 point
Source: IAB Building Brands Online – Formats and Environment: VW
16
Appendix – Research methods
Value of Trust research overview
AOP/comScore, with partner agency SSI
• Objective: reaffirm the importance of site trust & prove that strong
correlation between brand & site drives desired advertiser action
• The study assessed 3 groups of sites:
– Original Content Sites
|
Portals |
Social Networks
• Survey of 2,009 UK online consumers, broken down into the 3 site
groups:
– Original Content Sites
1,020
|
Portals |
503
Social Networks
486
• comScore tracking identified online success indicators per campaign
(e.g. brand site visitation, brand search term usage, etc.) and
compared exposed versus matched control group behaviour for up
to 4 weeks after first exposure.
Value of Trust research overview
AOP/comScore, with partner agency SSI
• A previous AOP 2010 study – "New Rules of Engagement" proved
that the key dimensions for site engagement were:
–
–
–
–
–
Trustworthy
Authoritative
Community
Unique
Entertaining
• The key drivers for advertising behaviour were:
– Trust
– Action
– Awareness
• The study found that the strongest correlation between site
engagement and advertising behaviour was trust.
Building Brands Online
IAB research and campaign details
• Research was conducted by Gfk for the IAB
• Conducted from 22nd February to 25th April – using Control &
Exposed
• Sample consisted of 1,256 people, 258 in the control & 998 exposed
• 99 million impressions reached 23% of the online population – 7.6
times each
• Online Media Plan
– Specialist Auto Sites, Online Newspapers, Pure Play Digital Publishers,
Social Media (Video content & community) & sites booked through
DSP*
*Demand Side Platforms allow advertisers to buy audiences rather than specific website
ad placement through real time bidding
20