How Brand Advertising in Newspapers works best

1. 4 How Brand Advertising in Newspapers works best BPAY November 2009

2. About The Newspaper Works • 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

3. Why has The Newspaper Works developed an Effectiveness metric? • To measure and identify the effectiveness of newspaper campaigns • To improve understanding of how to use newspapers effectively • To improve our understanding of the roles advertising can effectively play in newspapers • To improve the standard of newspaper creative • To provide a consistent metric that is accepted as the industry standard

4. Applications for the metric Case studies Newspaper creative benchmarking Category deep dives Comprehensive analysis of how newspapers can best be used to influence purchase behaviour Pre/post effectiveness studies, measuring in-market effects Comparison of creative against category averages The Newspaper Works’ effectiveness partner:

5. Creative benchmarking measures Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner:

6. 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. All newspaper norm

7. The second 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. All newspaper norm

8. Newspaper Creative Benchmarking November 2009

9. Key research details • 6 newspaper ads tested • All ads ran between mid-September and mid-October 2009 • 4 ran in EGN, 1 in personal care, 1 in personal finance section • All ads ran in Sydney and were tested in Sydney • Sample: Australians 16+ • n=100+ for each ad (n=245 in total) • Fieldwork: November 7-12, 2009 • Conducted online by Ipsos MediaCT • Benchmark used: All newspaper norm

10. Ad tested Market: Sydney Size: Half Page Position: Personal Finance

11. Brand Equity ImpactHow the ad influenced perceptions of the brand +26 +24 +14 The ads is working significantly to contribute to brand value by improving familiarity and relevance while differentiating the brand. Significantly different to All Newspaper Norm at 90% c.l.

12. RoleMap demonstrates how people respond and interpret newspaper ads The ad is able to deliver information while making people feel good and consider the brand. All Newspaper Norm BPAY

13. Comments • BPAY contributing to the brand by helping build familiarity, relevance and differentiation. • The humorous execution is delivering information while helping people feel good about BPAY and encouraging consideration. • In contrast to similar advertisers, consumer response to what BPAY is communicating appears to be clear.