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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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Presentation Transcript
our hypothesis
Our Hypothesis

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

slide3
Aggregated data
  • 5 case studies
  • 5,000 + respondents
  • Motors, finance and food categories
adding online the impact on brand measures
Adding online:The impact on brand measures

Depth of information

Emotional Identification

Reappraisal

Call to action

Newspapers

TV

Online

slide5

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

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

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

...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

slide10

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

+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

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

declining effectiveness of online ads
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
Ad Clutter is increasing and negatively impacting key ad performance metrics

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

using the technology helps
Using the technology 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
But will video performance suffer as novelty subsides?

Brand Awareness

Delta

Purchase Intent

Delta

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

how to maximise online ad performance
How to maximise online ad performance
  • Great creative idea
  • Who’s talking?
  • What about?
  • Do I feel connected?
conclusions
Conclusions
  • 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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