Transcript Slide 1

Newspaper Creative
Benchmark Report
ING Direct
November 2010
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
ING Direct was included in the November 2010 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:
• ING was one of three ads tested in Sydney
• Sample: Australians 16+
• Sample size: 101
• Fieldwork: 19-23 Nov 2010
• Conducted online by Ipsos MediaCT
• Benchmarks used: All newspaper norm (see appendix for details)
Market: Syd
Size: 28 x 5
Position: EGN
Tested: Nov 2010
Previous ad tested
Market: Melb
Size: 28 x 5
Position: EGN
Tested: Sept 2010
+37
+13
*
* Caution – small sample size | Brand linkage sample size: Charles – 49 | Queen 27
All newspaper
norm
Significantly different to All
newspaper norm at 90% c.l.
An exceptional recognition result for ‘Charles’, and
while its brand linkage appears lower, it is coming from
a larger base.
Interest remains consistent.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+14
+23
+24
All newspaper
norm
Significantly different to All
newspaper norm at 90% c.l.
Both ads contribute to brand equity, particularly
differentiation – delivering some of the highest scores
for the category to date.
All newspaper
norm
Charles links well with TV and is helping to
prompt reappraisal. By comparison
Queen works very well in isolation.
**New measure introduced in March
2010, norms are not yet available
Both ads inspire similar actions,
acting most strongly on prompting
search for more info online.
It’s well recognised combining media delivers a ‘multiplier’ effect.
Recent findings from effectiveness studies using TV and newspapers by food
advertisers provide a gauge of potential outcomes for ING Direct
*As observed by The Newspaper Works. This is not intended to be a full representation of the campaign
+74%
BOOST TO EMOTIONAL BRAND VALUES BY ADDING
MULTIPLE NEWSPAPER EXECUTIONS
UK findings indicate even greater
performance enhancement when
multiple newspaper executions are
used in conjunction with TV.
(Capital One)
+127%
INCREASE IN CALL TO ACTION WITH MULTIPLE
NEWSPAPER EXECUTIONS
(Capital One)
Source: Newspaper Marketing Agency UK. Capital One Case Study n= 796 adults 25-60, credit card owners, decision makers, would not reject direct provider.
% increase for 3 newspaper ads versus 1 newspaper ad (Top 2 box %)
Call to Action
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‘Gives me a reason to go out and buy’
Brand Values
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‘Helps me to connect and identify more strongly
with brand’
Re-appraisal
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‘Is surprising and gets me to think differently ’
Depth of Information
‘Gives me enough information to decide’
+
Source: Millward Brown; Base: Aggregate of six campaigns, 6000+ respondents. NMA UK. Based on 350 tarps and food advertising
Early in the campaign and Charles clearly links strongly to TV, and is not
far off some of the best performing ads on this measure of the 300
that have been tested to date.
The Reappraisal comparison
Newspaper activity shows some early signs of prompting reappraisal,
yet has some scope to grow, perhaps with more specific messaging that
helps differentiate ING beyond Charles himself.
5x
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. November 2010 (Updated monthly)
• The new campaign is certainly well recognised as evidenced
by recognition results for this single execution.
• The ad is performing in line with or above newspaper norms
on all measures – in particular Extension.
• Enhanced effectiveness for newspaper activity may come in
allowing messaging to add further dimension to TV, rather
than just reinforce it.
• 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 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
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.
Statements are tailored to be
appropriate to the advertising
category.
All newspaper norm
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.
Statements are tailored to be appropriate to the advertising category.
New measure introduced in March 2010, norm
not yet available.
Campaign creative: TV & Newspaper
1 of 3 executions
1 of 3 executions
1 of 2 executions
Capital One creative work
Newspaper creative