Transcript March 2011 Creative Benchmarking - Flight

Newspaper Creative
Benchmark Report
Flight Centre
March 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
Flight Centre was included in the March 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:
• Flight Centre was one of three ads tested in Melbourne
• Sample: Australians 16+
• Sample size: 113
• Fieldwork: 16-23rd March 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: Retail Average (see appendix for details)
Retail Newspaper
Benchmarks
Ad benchmarked
Market: Melbourne
Size: FPC
Position: News
Tested: March 2011
Newspaper Creative Diagnostics
Retail Averages
Like many catalogue style ads we’ve tested, people identify that it
contains a lot of clutter, but this doesn’t presuppose the ad is
unattractive. In fact, scores for ‘catches my eye’, ‘looks good’ and
‘makes it easy to see whats on offer’ are within Retail Averages
+16
Significantly different to Retail
Averages at 90% c.l.
The ad has scored very well in regards to recognition, with a
high level of brand recognition likely due to a consistent
approach over time. The level of ‘interest’ generated by the ad
is at the high end of Retail Averages
+11
The ad has done a great job of demonstrating relevance
while understanding and differentiation scores fall to the
upper end of Retail Averages
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
**New measure introduced in March 2010, norms are not available
The majority of respondents
understood the core message of the
ad as being ‘cheap flights / holidays’
and a further 16% expanded their
comprehension to support of
Queensland following the floods.
Overall a very solid result.
**New measure introduced in March 2010, norms are not available
Rolemap
The ad has performed very well and consistently above Averages across our Six
Strategic Goals. Results against Affinity (1.9X), Extension (1.8x) and Information
(1.4x) are significantly higher than Retail Averages.
The Information Comparison
The Flight Centre ad achieved high scores in delivery of Information. Other advertisers
who’ve done well against this metric serve to demonstrate that ‘clutter’ is not always a
bad thing, and that the organisation of information in an easily digestible format, is key.
**New measure introduced in March
2010, norms are not yet available
% scores
The actions most likely to be generated point strongly to Websearch and
Remembering for Later which is not surprising given the ad focuses on price points
for various destinations, but with limited detail. There is also strong WOM potential
and opportunity to convert those intending to visit in store.
Top Performers on
Rolemap
5.6x
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. March 2011(Updated monthly)
• The ad for Flight Centre tests very well against Retail metrics, and as a
‘bonus’, delivers highs scores for Affinity and Extension.
• The ad delivers a lot of content and is recognised as ‘cluttered’ but this
does not affect the ad’s performance in any negative way
• The ad is likely to send people to the Web to search for more
information, which is an additional step in the Consumer’s path to
purchase than in pre-internet times (when the goal may have been to
send them in store, or to call).
• It would be interesting to know how Flight Centre measures
where their incoming Web traffic comes from, or any lag as to
inquiries in store or over the phone as a result of advertising
• Message comprehension outtakes strongly support Flight Centre’s long
time positioning of delivering cheap flights and holiday deals
• 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