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Newsbrands and finance. Newsbrands have a wealthy audience…. They reach 85% of ABC1s every month…. And 90% of people earning over £70K. It’s no wonder that their readers are so financially active…. Newsbrand readers are into financial news….

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They reach 85 of abc1s every month
They reach 85%of ABC1s every month…


And 90 of people earning over 70k
And 90% of people earning over£70K



Newsbrand readers are into financial news
Newsbrand readers are into financial news… active…

Newsbrands reach 9m people interested in finance news every day

Daily newsbrand readers are 29% more likely than average to be interested in personal finance or business news

Newsbrand is print and online. Source: NRS PADD Apr 2013 - Mar 2014 + comScore Mar 2014


And they re into financial advertising
…and they’re into financial advertising active…

Daily print readers are 26% more likely to be interested in financial advertising

Index vs all adults. Source: GB TGI Clickstream 2014 Q1


Newsbrand readers know more about finance
Newsbrand readers know more about finance… active…

82%

Of people who say they have a large amount of knowledge about financial services are newsbrand readers

Source: GB TGI Clickstream 2014 Q1


And influence other people s financial decisions
…And influence other people’s financial decisions active…

78%

Of people who are very likely to convince others about financial services are newsbrand readers

Source: GB TGI Clickstream 2014 Q1


Newsbrand readers look to ads for information
Newsbrand readers look active…to ads for information…

18% more likely to agree that advertisements are a helpful source of information for a small purchase of £20 or less

£20

Weekly readers of newsbrands in print or on a desktop/laptop.

Source: IPA TouchPoints 5


Young newsbrand readers too
…young newsbrand readers too active…

More likely to say that advertising was the most or second most important factor in choosing their credit card

6.0%

3.6%

Of daily newspaper readersaged 18-34

Of all 18-34

year olds

Source: GB TGI Clickstream 2014 Q1


They are 24 more likely to visit financial websites
They are active…24% more likely to visit financial websites…

86% of newsbrand readers visit business and finance websites each month

Source: comScore April 2014


And are more likely to keep track of their finances online
…and are more likely to keep track of their finances online

Online newsbrand readers are more likely to…

+83%

+33%

+33%

use the internet for checking their stocks or shares

use the internet to pay bills online

visit personal finance websites

Based on all internet users in the last week. Frequency of financial transaction is at least weekly.Source: IPA TouchPoints 5


Younger readers are also more likely to be financially active
Younger readers onlineare also more likely to be financially active…

Young online newsbrand readers are more likely to…

+80%

+25%

+20%

use the internet for checking their stocks or shares

use the internet to pay bills online

visit personal finance websites

Based on all internet users, via laptop/desktop aged 18-34, in the last week. Frequency of financial transaction is at least weekly.Source: IPA TouchPoints 5


Young online newsbrand readers are planning onlinesome major financial investments

Plans in the next 12 months…

Index versus weekly internet usersaged 18-34

Source: IPA TouchPoints 5


Newsbrand readers are big spenders
Newsbrand readers are big spenders online

82%

of people who spend over £1250 on their credit card each month read a newsbrand

They are 14% more likely to do so

Source: GB TGI Clickstream 2014 Q1


And newspaper readers are bigger investors
And newspaper readers are bigger onlineinvestors

Average value of savings and investments

Heavy users

Source: GB TGI Clickstream 2014 Q1


Newspaper readers also use a wide range of financial products
Newspaper readers also use a wide range of financial products

Heavy users index vs UK average

Source: GB TGI Clickstream 2014 Q1


Online newsbrand readers use the biggest banking brands
Online newsbrand readers use the biggest banking brands products

Index vs average internet user

140

136

122

136

126

118

120

Visited in the last 7 days. Source: GB TGI Clickstream 2014 Q1


A more active and engaged audience
A more active and engaged audience products

32% longer on the site

42% more likely to visit the site at home

2x more likely to visit 11 or more times

42% more page views

Monthly vs average internet user. Uses metered data – measures home access only. Source: GB TGI Clickstream 2014 Q1



Online newsbrand readers are comparison fans
Online newsbrand readers are comparison fans products

MoneySuperMarket.com132

Confused.com132

CompareTheMarket.com130

GoCompare.com113

Source: comScore February 2014


Mobile newsbrand readers are particularly likely to compare prices
Mobile newsbrand readers are particularly likely to compare prices

MoneySuperMarket.com258

CompareTheMarket.com232

GoCompare.com226

Confused.com196

Source: comScore GSMA February 2014


Case studies
Case Studies prices


AXA prices


AXA prices

  • In 2012, AXA faced some major challenges: awareness of their full product range was low, it faced stiff competition from more famous brands and the recession was ongoing

  • AXA needed to create a unified, differentiated and more emotionally engaging brand image as well as promoting its individual products

  • The study showed that newspapers were the most cost-efficient medium for building AXA’s overall brand values and creating awareness of their three core business strands – health insurance, investment and motor insurance


Newspapers had the greatest impact on axa brand measures among the core target
Newspapers had the greatest impact on AXA brand measures among the core target

Newspapers

TV

Outdoor Rail

Share of uplift in AXA key brand measures - Successful Securities core target(awareness, consideration, image)

Share of spend

Source: Millward Brown CrossMedia™


Newspapers were pivotal to multi media campaign performance
Newspapers were pivotal among the core targettomulti-media campaign performance

Actual

Simulated

Newspapers, TV and Outdoor Rail

Newspapers and TV

TV and Outdoor Rail

TV

0%

50%

100%

150%

200%

250%

300%


Newspapers were lowest cost medium for driving axa brand kpis
Newspapers among the core targetwere lowest cost medium for driving AXA brand KPIs

Cost of 1% uplift in AXA brand measures - Successful Securities core target

(awareness, consideration, image)

£m

Newspapers

Outdoor Rail

TV

Source: Millward Brown CrossMedia™


Moneysupermarket
MoneySuperMarket among the core target


Moneysupermarket1
MoneySuperMarket among the core target

  • MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities.

  • MoneySuperMarket.com undertook two large-scale regional tests – in Scotland and in England & Wales – in order to isolate the effects of adding newsbrands to their media plan across print, online and tablet formats

  • The brand tracker showed that exposure to newspaper advertising improved brand perceptions; delivered strong improvements in preference and differentiation; and had a halo effect on a wider range of products


SCOTLAND among the core target

Newsbrands drive brand differentiation and preference

Their advertising makes me think better of them than I used to

Are better than other comparison websites

Saves me lots of money

Is the first site I would go in future when looking for savings and borrowing products

% difference in change of perceptions of the brand.

Newspaper readers vs all sample

Source: MoneySuperMarket.com


ENGLAND & WALES among the core target

Newsbrands drive brand differentiation and preference

Saves me lots of money

Are better than other comparison websites

Offer a broad range of savings and borrowing products

Is the first site I would go in future when looking for insurance products

% difference in change of perceptions of the brand.

Newspaper readers vs all sample

Source: MoneySuperMarket.com


Newsbrand advertising saw an increase in claimed recent visits by 18-34s

Source: MoneySuperMarket.com tracking


Newsbrands visits by 18-34s successfully increased visitor traffic for a wider range of products

Average increase in web visits for money products in England and Wales

Source: MoneySuperMarket.com


All newsbrand platforms were effective at increasing visits visits by 18-34s

PRINT

ONLINE

TABLET

0.24%

0.33%

0.12%

Site visits generated

Source: MoneySuperMarket.com model


Newsbrands’ visits by 18-34sROI keeps on growing

Source: MoneySuperMarket.com


Conclusions visits by 18-34s

Newsbrands have a wealthy audience who invest their time and money in the financial sector

Readers are more interested in, and more influenced by, financial advertising

Newsbrand readers invest in a wide range of financial products and services

Newspapers were the most powerful medium for improving AXA brand measures, and newsbrand platforms were very effective at driving visits to MoneySuperMarket.com


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