Transcript ING Direct - The Newspaper Works

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 September 2010 study
• 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
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:
Market: Melb
Size: 28 x 5
Position: EGN
Tested: Sept 2010
• ING Direct was one of three ads tested in Melbourne
• Sample: Australians 16+
• Sample size: n= 100
• Fieldwork: 27th Sept to 3rd Oct
• Conducted online by Ipsos MediaCT
• Benchmarks used: All newspaper norm (see appendix for details)
+14
+24
All newspaper
norm
Brand equity measures are all encouraging, particularly
Relevance and Differentiation, with the latter being higher
than four banks tested to date.
Significantly different to All
newspaper norm at 90% c.l.
+24
All newspaper
norm
Significantly different to All
newspaper norm at 90% c.l.
Each ad is playing a different role yet an overarching intent
is to differentiate. ING scores well and significantly
above norms, possibly reflecting their approach
and business structure (not a ‘big 4’ bank).
All newspaper
norm
ING’s approach is successfully delivering
information to prompt both affinity and
reappraisal.
**New measure introduced in March
2010, norms are not yet available
ActionMap indicates the ad is best
inspiring people to seek out more info
about ING online.
Market: Sydney
Size: 28 x 5
Position: EGN
Tested: Aug 2010
Market: Sydney
Size: FP4C
Position: EGN
Tested: Feb 2010
All newspaper
norm
Westpac’s device links print & TV well
while ING appears to work in isolation.
All newspaper
norm
CBA is single mindedly & successfully
prompts Affinity. Comparatively ING scores
well on Affinity, Reappraisal and Retail!
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. September 2010 (Updated monthly)
• ING Makeover your money is a strong performer, with good scores
on top line and brand equity measures. A great result given the ad
delivers functional messaging about everyday saving and home
loans.
• Creatively the ad is drawing a positive response in relation to cut
through and it’s seen as particularly clever and different to other
banks.
• The ad is prompting a re-think and leaving people feeling good about
the brand, which compares favourably to other category ads.
• Considering home loan messaging is a necessary aspect of any bank
communication strategy this is a really good result for ING as the ad
is working on a number of levels.
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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 Finance newspaper ads are summarised over the page and
compared to a Finance 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 all these Finance ads are strong, regardless
of whether they meet the average or not. Finance category advertisers in the UK
have confidence in newspapers to deliver results.
These results are also against a ‘reader’ target group compared to the A16+
sample used in Australia.
More information is available on request.
Above UK Category
average
= UK Category
average
Get your money
performing (high
interest savings)
Below UK Category
average
Recognition
28%
32%
28%
15%
Perceived Brand clarity
90%
78%
81%
77%
Motivation
24%
30%
31%
28%
Involvement
18%
17%
18%
19%
Information (68%)
Information (55%)
Reminds of TV (62%)
Information (49%)
Apr10
Apr 10
Apr 10
Apr 10
(Very/Quite clear)
Best performing role
Tested
Source: Newspaper Marketing Agency (www.nmauk.co.uk) | Sample: 100 Quality or mid market readers
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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.
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.
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
Source: Newspaper Marketing Agency (www.nmauk.co.uk)