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Advertising Effectiveness: Adding Online newspapers. Our Hypothesis. “Adding online newspapers to a print newspaper and TV campaign would impact not just rational but also emotional communication”. Aggregated data 5 case studies 5,000 + respondents Motors, finance and food categories.

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Slide1 l.jpg

Advertising Effectiveness: Adding Online newspapers


Our hypothesis l.jpg
Our Hypothesis

“Adding online newspapers to a print newspaper and TV campaign would impact not just rational but also emotional communication”


Slide3 l.jpg

  • Aggregated data

  • 5 case studies

  • 5,000 + respondents

  • Motors, finance and food categories


Adding online the impact on brand measures l.jpg
Adding online:The impact on brand measures

Depth of information

Emotional Identification

Reappraisal

Call to action

Newspapers

TV

Online


Slide5 l.jpg

Online and print newspapers did enhance depth of information

Depth of Information‘Gives me enough information to decide’

41%

82

76

61

58

TV solus-+

TV + NP

TV + NP +Online NP

TV + Online NP


Slide6 l.jpg

Newspapers also increased levels of emotional identification

Brand Values ‘Helps me to connect and identify more strongly’

66%

83

74

59

50

TV solus-+

TV + NP

TV + NP +Online NP

TV + Online NP


Slide7 l.jpg

Newspapers also increased levels of re-appraisal...

Re-appraisal ‘Surprising and gets me to think differently’

47%

84

77

66

57

TV solus-+

TV + NP

TV + NP +Online NP

TV + Online NP


Slide8 l.jpg

...and gave consumers more or a reason to go out and buy

Call to Action ‘Gives me a reason to go out and buy’

73%

74

64

53

43

TV solus-+

TV + NP

TV + NP +Online NP

TV + Online NP



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Online and print newspapers: a context that allows brands to engage

+19

+10

Recognise Online NP

Recognise NP

Recognise TV Only

Difference between NP and TV

- +

-5

-3

Distinctive

Involving

Interesting

Disturbing

Soothing

Unpleasant

Pleasant

Irritating

Gentle

Each axis 0-75%

Boring

Weak

% agreeing

Ordinary


Slide11 l.jpg

+5

+20

+18

Millward Brown Norm(Base: 698 TV ads)

Recognise TV + NP + Online NP

Recognise TV + Online NP

Recognise TV + NP

Recognise TV only

Added effect of NP + Online NP

- +

-8

-4

-8

Consequently active engagement with TV ads improved

when online and print newspapers were included in the mix

Distinctive

Involving

Interesting

Disturbing

Soothing

Unpleasant

Pleasant

Irritating

Gentle

Response to

TV ad by different

Media exposure

groups

% agreeing

Boring

Weak

Each axis 0-75%

Ordinary


This created greater branding and communication clarity l.jpg

66

79

Branding

84

74

Primary

82

message take

out

82

48

Secondary

66

message take

out

70

This created greater branding and communication clarity

Response to TV ads % agreeing

TV solus

TV + NP

TV + NP + Online NP


What we know about online advertising l.jpg

What we know about online advertising?


Declining effectiveness of online ads l.jpg
Declining effectiveness of online ads

Source: MarketNorms CPG, Rolling One Year Averages Through Q3/07


Ad clutter is increasing and negatively impacting key ad performance metrics l.jpg
Ad Clutter is increasing and negatively impacting key ad performance metrics

Study presented at ARF, Audience Measurement Conference, June, 2007


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Using the performance metricstechnology helps…

MarketNorms Video

MarketNorms Overall

+21

+18.1

+18

+15

+12

Absolute Difference (Exposed minus Control)

+9.3

+8.2

+9

+6.1

+5.0

+6

+3.6

+3.2

+3.1

+2.1

+1.8

+3

Aided Brand

Awareness

Online

Ad Awareness

Message Association

Brand

Favorability

Purchase Intent

Source: MarketNorms Q2/07


But will video performance suffer as novelty subsides l.jpg
But will video performance suffer as novelty subsides? performance metrics

Brand Awareness

Delta

Purchase Intent

Delta

Source: MarketNorms, Industry: CPG, Rolling One Year Averages Through Q3/07


Context has little or no impact when the goal is brand awareness l.jpg
Context has little or no impact when the performance metricsgoal is brand awareness

Source: MarketNorms Q3/07


But context is important when the goal is purchase intent l.jpg
But context is important when the performance metricsgoal is purchase intent

Source: MarketNorms Q3/07


How to maximise online ad performance l.jpg
How to performance metricsmaximise online ad performance

  • Great creative idea

  • Who’s talking?

  • What about?

  • Do I feel connected?


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Conclusions performance metrics

  • Online and print newspapers:

    • Increased emotional connection

    • Enhanced branding and performance

    • Improved take out of specific messages

    • Raised likelihood to purchase

  • TV, online newspapers and print newspapers had distinct, complementary contributions

  • Performance was strongest when newspapers were embraced as multi-channel communication brands


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