Transcript Santos - The Newspaper Works

Newspaper Creative
Benchmark Report
Santos
July 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
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:
Branded Newspaper
Benchmarks
Being a hot button issue, we tested 5 recent
newspaper ads from the Resources sector to see
what response they generated
Chevron
Santos
GE
Shell
Australian Mining
•
Santos was one of eight ads tested in
Sydney
•
Sample: Australians 16+
•
Sample size: 113
•
Fieldwork: 20 – 26 July 2011
•
Conducted online by Ipsos MediaCT
•
Benchmarks used: All Newspaper Norm
(see appendix for details)
‘Our Actions Speak for Us’
Market: Sydney
Size: BS
Position: EGN
*nb: brand linkage samples are low
and should be viewed with caution
n=17
65
25
13
34
27
14
Newspaper Norm
Ad Recognition %
Brand Linkage %
Interest %
All branding removed
Significantly different to
Newspaper Norms at 90% c.l.
Scores were on par with Norms on Recognition and within statistical
range for Norms on Interest. Ad Recognition and Brand Linkage can
be affected by weight of campaign and timing of research. Example of
erroneous branding includes ‘Farmer’ and ‘Mining company’. These
results are not surprising given Santos is an industry specific brand.
+18
Newspaper Norm
Significantly different to
Newspaper Norms at 90% c.l.
The ad performed significantly well at improving on familiarity and
understanding of the issue / brand. Relevance and differentiation are
close to Newspaper Norms.
Newspaper Norm
Significantly
different to
Newspaper
Norms at 90%
c.l.
The ad is struggling to capture attention, lacking a compelling
headline or highlighting an important feature to draw readers in.
A quarter (24% )of respondents
understood the key messaging of the ad
with a further 50% able to link the ad to
resources issues.
What did the respondents say about the ad?
Lacked attention drivers
Humanising the subject
Topical
It took me a while to
notice the logo of
the company.
Interesting and
informative
Using a picture of
a farmer is like
using a picture of a
baby, it's a cliché.
Offering information
on a human level
It's an ad that is geared
towards the current
feeling of the community
right now
It doesn't stand
out.
Its aimed at an older
group of people
Newspaper Norm
Significantly
different to
Newspaper Norms
at 90% c.l.
The ad has done well at driving Information, relevant
to the Public Agenda, also generating significantly
high scores for both Affinity and Reappraisal
Comparison of Key
Benchmarking Metrics
Reappraisal : This ad encourages me to think
differently about the advertiser
Newspaper
Norms
All 5 ads achieved significantly high scores for driving Reappraisal with GE leading the pack.
Affinity : This ad gives me a good feeling
about the advertiser
Newspaper
Norms
Affinity scores were generally high across the board with GE achieving very high and significant scores.
Comparative Engagement Metrics
For people like me
GE was chosen as the ad that had
the most to say, relevant to
respondents.
Likely to get people talking
The Australian Mining ad was
considered to be the most ‘WOM’
worthy.
Comparative Engagement Metrics
Attention Grabbing
The GE ad achieved much higher
scores for being ‘Attention
Grabbing’ than the others tested.
Important to note this ad was a DPS
versus some of the others that were
broken space.
In line with the creative diagnostics,
Santos lagged a bit in grabbing the
respondent’s attention.
Provides Important Information
The Shell ad was perceived to be
providing important information.
Verbatims reflected a Reappraisal of
Shell as a result of new information.
Comparative Engagement Metrics
Convincing
Believable
Upon being presented with the ads
in the controlled research
environment, respondents found
the Australian Mining ads to be the
most convincing and believable,
closely followed by GE and Shell.
Comprehension was hampered in
some cases which may be due to
respondents lacking familiarity with
the advertiser or the complexity of
the issues being presented.
Comments
•
•
•
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All 5 of the Resources sector ads we tested did well at achieving strong Affinity scores and
driving Reappraisal
• As we would expect, they also spoke strongly to the Public Agenda
The ad for Santos has achieved significantly high scores at driving familiarity and
understanding, although creatively, it is not grabbing attention as easily as some ads from
similar advertisers
• E.g. The Shell ad was considered attractive and attention grabbing and verbatims referred
to the use of colour etc. as being a strong positive
While some respondents found the imagery difficult to relate to and therefore find the desire
to read the ad, for those that did read the ad, message comprehension was relatively high.
• The ad lagged somewhat on being ‘Convincing’ and ‘Believable’ which may relate to the
broader media debate
In summary, this ad has done a good job at delivering brand reappraisal and positioning itself
with the Public Agenda, however there is room for improvement to generate greater levels of
attention and likeability for the advertising
• 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