Transcript Slide 1

Newspaper Creative
Benchmark Report
Bupa
December 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;
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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
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:
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Ad Appearance:
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Daily Telegraph, Monday November 14th 2011
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This ad was one of three shown to respondents
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Sample: Australians 16+
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Sample size: 102
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Test market: Sydney
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Fieldwork: 2ND – 12TH December 2010
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Conducted online by Ipsos MediaCT
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Benchmarks used: Newspaper Norms
(see appendix for details)
Branded Newspaper
Benchmarks
Newspaper Norm
The creative diagnostic results are in line with Newspaper Norms, overachieving slightly on
“Has a great photo/image” and “Looks good”. Where it falls down slightly is “Makes it easy
to see what is on offer” because the ad is more conceptual and appealing to emotional
triggers rather than seeking a rational and comparative response.
Branding removed
+21
Newspaper Norm
Brand linkage n= 6
Significantly
different to
Newspaper
Norm at 90%
c.l.
Ad recognition was aided by a complementary TV presence and
interest was in line with Newspaper Norms.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+10
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
Brand equity metrics have been achieved in line with Newspaper Norms and are
significantly high for differentiation, reflecting how rarely this category
communicates pure brand messages, unaccompanied by a specific offer.
62% of respondents returned very
specific elements of main messaging,
with a further 21% mentioning health
in other contexts.
What did the respondents say about the ad?
Different to other campaigns
Message is simple
Improve your health
Seems more personal,
creates a different way
of seeing insurance
agencies
This triggered my
memory of
having seen the TV ad
It is clean and simple
Shows that the company
cares for the individual and
assists in helping
individuals get healthy
It is very simple and
sends a strong message
It doesn't greatly affect me
but I enjoyed it because it
was different to other ads
advertising similar
companies
It is subtle, easy to relate to, these are real
looking people, you can see the difference in
the two images and can easily relate to it. It
is taking an emotional approach, rather than
other adds that try to cram a lot in
The word cloud shows a strong connection to health
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
Significantly high scores for Extension reflect a strong recognition of this ad in relation
to the TV campaign. Health concepts often achieve strong results for Public Agenda
messaging. The ad encourages respondents to reappraise Bupa.
Newspaper Average
Significantly different to
Newspaper Norm at 90% c.l.
This ad has performed significantly above Action Map Newspaper Averages for ‘Web Search’,
indicating that respondents are curious to find out more about the company and what is on offer.
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This ad from Bupa has successfully and significantly linked back to it’s television
campaign (Extension), also generating strong levels of Reappraisal.
The ‘healthier you’ message appeals strongly to the Public Agenda, with respondents
commenting that ‘it seems more personal than other insurance agencies’ and was ‘easy
to relate to’.
• Given most people see health insurance as a ‘grudge purchase’ these positive
associations with the ‘new’ brand are encouraging.
The most likely action off the back of the ad was ‘Web search / visit company website’,
which is not an explicit call to action in the ad but demonstrates how the web has
entrenched itself into the purchase funnel of products such as insurance, especially in the
information gathering stage
• Bupa now ranks #3 against insurance category ads we’ve tested against ActionMap
(since March 2010)
This ad is an excellent example of how newspapers can strengthen your television
campaign, and drive potential customers to your website.
Comparison with
other ads
‘TV extension in the Insurance category
December 2011
March 2010
May 2011
Imagery and continuity create Extension
The BUPA and AAMI ads have achieved similar shape Role Maps, with AAMI also achieving high
scores on Affinity. The i-Select ad helps drive a Call to Action, which is obviously in keeping with their
role as a comparative insurance broker.
Web Search / Visit Company Website
Within the insurance category, driving viewers to the web is an important goal. Within recently tested
ads, Bupa ranks #3 against this measure, with a multi-page format from HBF performing #6 of 6.
Top Performers on
Rolemap
6.2x
5x
2.4x
2.9x
8.0x
3.8x
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
All newspaper norm. December 2011 (Updated monthly)
• 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