Transcript December 2011 Creative Benchmarking - eBay

Newspaper Creative
Benchmark Report
eBay
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
+
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:
–
Sun Herald, Sunday November 6th 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)
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Ad Appearance:
–
Sun Herald, Sunday October 23rd 2011
•
This ad was one of three shown to respondents
•
Sample: Australians 16+
•
Sample size: 102
•
Test market: Sydney
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Fieldwork: TBC 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
Ad shown as it appeared in the Sun Herald on
October 23rd, 2011
Retail Averages
The creative diagnostics results show that the ad ‘Has a great photo/image’ and ‘Looks
good’, it also appears cluttered. This is not always a bad thing as we will demonstrate
further. One area to consider is that respondents have responded negatively to ‘Makes it
easy to see what is on offer’ which can be a barrier to further interaction.
Branding removed
Retail Averages
Significantly different to Retail
Average at 90% c.l.
Ad Recognition and Brand Linkage can be affected by weight of
campaign and timing of research. The scores achieved against ad
recognition and brand linkage did not deter interest in the ad itself
which is within tolerances for Retail Averages.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Retail Averages
Significantly different to Retail
Average at 90% c.l.
The ad performs very well against all three key brand equity
measures.
25% of respondents returned very specific
elements of main messaging, with a further
39% mentioning shopping in other contexts.
That 36% ‘don’t know’ is a likely reflection of
the amount of copy on the ad, or some
misattribution.
What did the respondents say about the ad?
Cheaper on eBay
Reconsideration of eBay
Too much information?
Couldn’t see ebay.
Thought it was David
Jones. Not clear.
Too much
information and
glammed up making
it less believable to
me
If you have seen
something and it
exists, you will find it
on eBay, its true.
It’s a very stylish ad,
and makes me
reconsider buying
products from eBay
It’s eye catching.
EBay promises to get shoppers the
best price for consumer goods. They
are able to access international shops
and offer clothing at good prices.
They are open 24/7.
It makes me want to shop on eBay. It
evokes positive feelings, and it visually
appealing, even though I skimmed over
the written part.
The word cloud shows a strong
connection to shopping
Retail Averages
Significantly
different to
Retail Average
at 90% c.l.
The ‘clutter’ factor has not negatively affected brand Reappraisal. Respondents
have thought differently about the brand as a result of this approach.
Retail Averages
Significantly
different to
Retail Average
at 90% c.l.
% scores
The ad meets ActionMap Retail Averages and is more likely than average to be shared online
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•
•
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In this ad Ebay have used a ‘lookalike’ creative strategy as an interesting way to make competitive
claims against a major retailer.
Some aspects of the ad have worked well
• Many respondents found the ad helped them to Reappraise their perceptions of Ebay which
is an important step in gaining new customers
Some aspects of the ad worked less well
• Some respondents found the ad cluttered and difficult to ‘see what’s on offer’; message
comprehension was low
On balance better results for most retailers have been achieved by developing their own
campaigns with clear branding and a distinctive positioning
Comparison with
other ads
Ebay goes head to head with DJ’s
December 2011
(In papers November 2nd)
December 2011
(In papers November 6tH)
Nb: each ad was reviewed by a separate respondent group so the respondents are not
comparing the ads side by side but offering an unbiased view.
David Jones vs. Ebay
The David Jones ad did a great job at driving brand Affinity off the back of heritage and service
promises, while Ebay’s ad generated significant levels of Reappraisal. Ultimately, respondents were
more likely to visit a David Jones store (exceeding Action Map averages) than ‘visit’ Ebay, or use Web
Search as a result of their lookalike ad (which met, but did not exceed averages) which may indicate
respondent attachment to a well known, trusted brand.
Surprising readers to gain fresh consideration
December 2011
May 2010
March 2011
Reappraisal
One of the most difficult things for Retailers is to drive new customer consideration without relying
on price points. These three ads are all good examples of different strategies that have generated
strong levels of Reappraisal, hopefully leaving to new customers and increased store traffic.
Top Performers on
Rolemap
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. 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
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Testing of randomly selected and hand picked newspaper display ads
Over 7,000 ad observations in total
36 test ads (27 randomly selected, 9 hand picked)
100+ observations per ad
Population representative sample of the five mainland state capitals
Conducted online by Ipsos Media CT, July-August and October – November
2008
• Sample size 2,475
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