Transcript Slide 1

• 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
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
Toohey’s New was included in the Mar & Jun 2010 studies
Newspaper
Creative
Benchmarking
Comparison of creative
against category averages
Partnership
Case Studies
Pre/post effectiveness
studies, measuring in-market
effects and how newspaper
work with Television
The Newspaper Works’ effectiveness partner:
Category
Deep Dives
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:
Sunscreen
Market: Sydney
Size: Strip
Position: EGN
Tested: Apr 2010 (appeared Mar)
Origin
Market: Sydney
Size: FP
Position: OBC
Tested: Jun 2010
Sunscreen
Origin
Sydney
Sydney
3
3
Australians 16+
Australians 16+
n=104
N=100
12-21st April, 2010
24-29th June 2010
Market
Number of ads tested in total
Sample
Sample Size
Fieldwork
• Conducted online by Ipsos MediaCT
• Benchmarks used: All newspaper norm
+19
+23
-12
The Origin execution is in line with newspaper norms.
Significantly different to All
newspaper norm at 90% c.l.
Both ads are pushing Affinity & Extension.
Origin has higher call to action – reflecting
association to a specific occasion?
• Top line & brand equity score for Origin are better than the previous ad tested
and in line with newspaper norms. Potentially due to;
•
•
•
Increased impact through topical placement
Creative tweaks that have increased visual appeal and cut-through
More time for the campaign in market
• RoleMap shows both executions are linking well to TV and helping to build
some affinity. Origin is also creeping higher on call to action, suggesting
topical placement in line with a consumption occasion may be what is
encouraging trial.
• Comparisons to other topical advertising show the potential that a well
conceived execution can have on building Affinity and driving call to action.
• A sense of urgency appears to be created with alignment to topical events
/consumption occasions. Could further consideration around execution also
create better efficacy for Tooheys New?
4.6x
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. Ads tested between May 2009 – June 2010 (Updated monthly)
•
•
•
•
•
The Newspaper Marketing Agency (NMA UK) is like The Newspaper Works,
established to promote the effectiveness of the medium.
They also have a creative benchmarking database, and at 180+ ads and growing
it’s an excellent resource to add further dimension to what makes a great
newspaper ad.
An additional four Beer ads are summarised over the page and compared to a
category average.
It is important to recognize that the overall standard of newspaper creative in the
UK is higher than Australia and therefore their ‘category averages’ are higher than
our ‘newspaper norms’. The scores for these Beer ads are strong, regardless of
whether they meet the average or not. Beer advertisers in the UK have confidence
in newspapers to deliver results.
More information is available on request.
Above UK
Category average
= UK Category
average
Below UK
Category average
Recognition
17%
30%
23%
16%
Perceived Brand
clarity (Very/Quite clear)
88%
81%
88%
86%
Motivation
22%
31%
48%
18%
Involvement
30%
30%
19%
23%
Information (54%)
Reminds of TV (68%)
Information (84%)
Impact (46%)
Mar 2010
Mar 2010
Jun 2010
Jun 2010
Best performing role
Tested
Source: Newspaper Marketing Agency (www.nmauk.co.uk) | Sample: 100 Men (Greene IPA, Guinness = Campaign)
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
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.
All newspaper norm
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. For Action Map results for
these ads, please contact The Newspaper Works.
Statements are tailored to be appropriate to the advertising category.
New measure introduced in March 2010, norm
not yet available.
The second 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. For NCD results for these
ads, please contact The Newspaper Works.
Statements are tailored to be
appropriate to the advertising
category.
All newspaper norm
Source: Newspaper Marketing Agency (www.nmauk.co.uk)