Transcript June 2011 Creative Benchmarking

Newspaper Creative
Benchmark Report
Territory Discoveries
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
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To improve the understanding of the roles newspaper advertising can play
•
To improve the standard of newspaper creative
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To provide a consistent metric that is accepted as the industry standard
Territory Discoveries 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:
• Territory Discoveries was one of six ads tested in Sydney
• 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
‘Visit Uluru’
Market: Sydney
Size: Strip
Position: Travel
Tested: June 2011
+12
Newspaper Norm
*
* Caution – small sample size | Brand linkage sample size: n=20
Significantly different to Retail
Average at 90% c.l.
Although ad recognition is down, interest in the creative is
significantly high. In regards to brand linkage, ‘destinations’ are a
special case, and the vast majority of respondents offered ‘Uluru’
(rather than Territory Discoveries) as the brand being advertised.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
The creative has tested at or slightly above all Norms with a good result for ‘Photo / image’ . While
the scores for ‘Is cluttered’ is slightly higher than Norms, this does not infer that the ad is not
appealing (as we have tested many ‘cluttered’ ads that work well in presenting a lot of information)
100%
12%
Don't know
75%
35%
54% of respondents mentioned Uluru in their
response, with 11% linking Uluru to price or a
value offer.
Visit NT | Travel mentions |
other
50%
Cheap holiday | Visit Uluru
Example verbatims of comprehension:
43%
25%
‘Trying to get people to visit Uluru and Central
Australia for a holiday’.
‘Good price for travelling to Uluru’.
‘4 day Uluru getaway’.
11%
Visit Uluru for
great/discounted price
0%
Message
Comprehension
Verbatims from respondents clearly show an
understanding that the ad is highlighting Uluru as a
viable, affordable, travel destination.
Example of verbatim opinions of the ad include:
‘It’s a good ad because the image appears
authentic’
‘Looks more interesting and more beautiful than I
thought’
‘It made me feel a connection to our red centre and
I would like to visit’
+16
Significantly different to Retail
Average at 90% c.l.
+18
+26
This ad successfully drives three key brand equity metrics, achieving
significantly high scores versus Norms.
Newspaper Norm
This ad delivers strongly to 4 out of 6 Role Map norms with a very strong result for
Reappraisal and Affinity. Call to Action scores are slightly above Norms.
Newspaper Average
% scores
The ad encourages ‘remembering for later’ which relates to the high Affinity and Reappraisal Role
Map scores. The likelihood that respondents will search on the web is higher than average, as a
result of this ad. Typically, websearch is much higher than phone call.
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)
• Territory Discoveries has done a great job at communicating a highly appealing
travel destination with a good offer
• While the ad contains a price pointed offer, by far the greatest effect is to
encourage greater affinity with the destination, along with reappraisal (which
helps to add this destination into consideration for action in the future)
• The price point / value message could possibly be brought more to the fore,
to generate a greater level of comprehension regarding this specific aspect
of the communication
• This ad successfully communicates a point of difference and is seen as helping
familiarity / understanding, and relevance
• Likely actions off the back of this ad favour web search and adding Uluru to a list
of destinations in the memory banks…for future consideration
• Overall, based on testing, it compares favourably against other Tourism ads that
are considered ‘best practice’
• 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