Transcript Medibank Private Pet Insurance June 2011

Newspaper Creative
Benchmark Report
Medibank Private
Pet Insurance
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
Medibank 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:
• Medibank Private was one of six ads tested in Syndey
• Sample: Australians 16+
• Sample size: 110
• Fieldwork: 9 – 15 June 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: All Newspapers Norm (see appendix for details)
Branded Newspaper
Benchmarks
Ad benchmarked
‘Pet Insurance’
Market: Sydney
Size: Half Page
Position: Body & Soul
Tested: June 2011
Newspaper Norm
Creative performed well against all positive metrics with
respondents agreeing it ‘looks good’, ‘has a great photo’ and
‘highlights an important feature’
Newspaper Norm
*
Significantly different to Retail
Average at 90% c.l.
A solid performance with recognition and interest in line with norms.
Respondent verbatims showed a strong understanding of the category
but very little connection to Medibank Private or any other pet
insurance brand (one respondent attributed the ad to the RSPCA)
Brand linkage (no logos etc.) may be affected by the timing of research,
the weight of the campaign or in this case, an unexpected advertiser.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+23
+11
Newspaper Norm
Significantly different to Retail
Average at 90% c.l.
Strong visual imagery coupled with informative and relevant copy
had a positive affect on Brand Equity scores.
Example of verbatim opinions of the ad
include:
‘good picture and feel good image for’
‘The photo is heart warming’.
‘Its a good ad, it’s aimed at people that
really care for their pets’.
‘Well written and eye catching’.
100%
7%
14%
75%
A very high majority of respondents were able
to comprehend the key message of this ad,
even without being able to identify the brand.
50%
Look after your dog/cat/pet |
Other
65%
Example verbatims of comprehension:
‘I didn't realise that they offered pet insurance
so it told me something I didn't know’.
‘I feel that the ad is a very positive reminder
that pets need insurance too. It highlights the
reasons why this is important and creates
awareness’.
Don't know
Health insurance for
dogs/cats/pets
25%
14%
Get pet insurance for your
best mate (it's important and
affordable)
0%
Message
Comprehension
Newspaper Norm
This ad has outperformed Role Map norms across 5 of 6 metrics with significantly high
scores for Affinity (ads with animal pictures tend to test well against this metric), Public
Agenda and Reappraisal, an important result that encourages brand consideration.
Newspaper Average
% scores
The ad encourages ‘remembering for later’ (for when the product
becomes more relevant to individual respondents) and WOM. Web search
and intention to visit the store are in line with averages.
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)
• The creative has tested well with very positive results against all
metrics
• This ad has performed very well at driving Affinity, Public Agenda and
Reappraisal
• Brand recognition is low (but on very small sample sizes), which may
be a result of the weight and timing of the campaign, but may also
reflect that Pet Insurance is a relatively new category, not closely
associated with a well known insurance brand like Medibank Private
• Certainly, the ad helped Medibank Private generate a key point of
difference from other insurance brands
• Achieving strong results for reappraisal, affinity and differentiation
may provide Medibank Private with a worthwhile strategic platform for
ongoing communication
• 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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•
•
•
•
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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