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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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
Adding online:The impact on brand measures Depth of information Emotional Identification Reappraisal Call to action Newspapers TV Online
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
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
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
...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
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
+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
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 Source: MarketNorms CPG, Rolling One Year Averages Through Q3/07
Ad Clutter is increasing and negatively impacting key ad performance metrics Study presented at ARF, Audience Measurement Conference, June, 2007
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? 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 Source: MarketNorms Q3/07
But context is important when the goal is purchase intent Source: MarketNorms Q3/07
How to maximise online ad performance • Great creative idea • Who’s talking? • What about? • Do I feel connected?
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