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.
4. Newsbrands
Some current facts
There are
22 million readers
of newsbrands
every day
Newsbrands
(newspapers and online)
reach 81% (41.6m) of all
adults each month, 69%
each week
19.4% of
Newsbrands’ online
audience is 1524, almost exactly
the same proportion
as Facebook
(19.5%)
Newsbrands reach
more people a
month in the UK
than Google
The average
Newsbrand visitor is
aged 40 – just one
year older than the
average Facebook
visitor
Time spent with
online newsbrands
has increased by 33%
in the last 2 years
Newsbrands reach
5.4 million more
people per week
than Twitter
Tablet ownership is
growing rapidly – 39%
of adults owned a
tablet at the end of
2013
Sources: NRS PADD, TGI, comScore, YouGov
12. Consumption of newsbrands is complementary
to TV & Search on any day of the week
Newspaper reading is focused on shopping hours
% of total time spent with individual media
Source: IPA Touchpoints 2012
Base: All adults
Total time spent: TV (20.45hrs), Shopping (2.69hrs), Newspapers (3.02hrs)
13. MoneySuperMarket advertising could become
more effective by adding Monday newspapers
4 weeks
1 week
100
100
90
90
80
80
70
70
60
60
50
50
40
40
30
30
20
20
10
10
0
0
A -TV & Sunday Press
B -TV, Sunday &
Monday Press
Adults, 30” & Clr 25x4’s
A – TV & Sunday press 233 TVRs + 10 GRPs per week
B – TV, Sunday & Monday press 113 TVRs + 68 GRPs per week
A - TV & Sunday
Press
B - TV Sunday &
Monday Press
1+
5+
10+
15. Newspapers make people more likely to act
Gives me a reason to go out and buy
Source: Newsworks Effectiveness Case Studies
16. Newsbrands – heavily skew towards
“active” consumers (e.g. automotive)
190 188
Own a car
162
Own a new car
160
Plan to buy a new car in next 6 months
H'Hold plan to buy new car in next 6 months
134
132
123122
119
112
114
110
109108
103
101
90
105
103
104
90
86
85
87 88
82
77
74
Heavy NP
Viewed Newspaper
Site in last 4 wks
Source: NRS Oct 12 – Sep 13
Weekly Cinema
Visitor
Heavy Womens
Mags
Daily Internet User
Heavy Radio
Heavy TV
17. Newsbrands drive traffic to websites
Both online and printed newspapers drove traffic to the Toyota website
Source: Newsworks Effectiveness Case Studies
20. Newspapers significantly strengthen advertising measures
when added to TV across numerous campaigns
TV + Newspaper
TV solus
75
56
34%
Incremental
effect vs
TV solus
68
48%
Incremental
effect vs
TV solus
46
Re-appraisal
Call to Action
‘Surprising and gets me to think
differently’
Top 2 box %
‘Gives me a reason to go out and
buy’
Top 2 box %
Source: Millward Brown; Base: Aggregate of eighteen campaigns, 18,000+ respondents
21. Adding newspapers improves TV ad
performance on multiple dimensions
Response to TV ad
% agreeing
TV Solus
TV + NP
Contained new information
53
67
+14
Contained different information
53
67
+14
Points made were relevant
54
70
+16
Points made were belivable
72
Made brand more appealing
Made me more likely to buy
Base: Aggregate of eighteen campaigns, 18,000+ respondents
83
63
47
77
63
+11
+14
+16
22.
23. “When Rufus Olins and Vanessa Clifford from
Newsworks approached us via our media
agency, MediaCom, to discuss the role of newsbrands
in our communications plan, we had a very successful
brand, a media strategy that produced impressive
results and an effective new creative campaign.
Gareth Helm,
Brand Director
We only used national press for our best buy tables and
newsbrands weren’t a key media strand for our
category as a whole.
But the evidence they showed us was persuasive - and
the fact that many of our key clients in the
finance, motor insurance, utilities, broadband and
telecommunications sectors used newsbrands to
connect with the very audiences that we were targeting
caused a re-think.
We decided to put newsbrands to the test.”
26. Key objectives
• Drive web visits
• Increase consideration
• Communicate breadth of offer
• Differentiate from competitors
27. “We were very clear about our business objectives.
Our business is based on high volume web
traffic, attracting people who are ready to make a
purchase so that we have a good conversion rate
through to enquiries and sales.
Gareth Helm,
Brand Director
So newsbrands needed to demonstrate that they
could raise web visits and enquiries.
We also wanted to communicate range and increase
the likelihood that MoneySuperMarket.com is
the first choice comparison site.”
31. SCOTLAND
Newsbrands drive brand differentiation and preference
Their advertising makes
me think better of them
than I used to
Saves me lots
of money
Are better than other
comparison websites
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
32. ENGLAND & WALES
Newsbrands drive brand differentiation and preference
Saves me lots
of money
Offer a broad range
of savings and
borrowing products
Are better than other
comparison websites
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
37. The effect of Newsbrands activity
was seen on the same day
Source: MoneySuperMarket.com
38. Newsbrands 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
40. All newsbrand platforms are
effective at increasing visits
PRINT
ONLINE
TABLET
0.33%
0.12%
0.24%
Site visits generated
Source: MoneySuperMarket.com model
44. “We were pleased with the results and newsbrands achieved key
objectives that we had set. There was clear evidence from our
modelling that newsbrands had increased both web visits and
conversion into enquiries.
Newsbrands had also increased consideration, and helped differentiate
us from our competitors.
There were a couple of results that were particularly interesting, and
somewhat unexpected.
Gareth Helm,
Brand Director
Firstly, we were very pleased to see that the emerging newsbrand
format, the tablet, produced such great results. Tablets really help
extend the newspaper proposition for clients. We think that it’s because
tablet newsbrands have the personal touch and the audience is both
the right composition and in the right mood to focus and take action.
Secondly, we were delighted that newsbrands attracted and influenced
a younger audience. While there’s a lot of talk about newsbrands being
“old media” - in both senses of the word old - the truth is that they
engage more young people than ever. This is great news for any brand
like MoneySuperMarket.com that needs to bring in and retain new
young users. Whilst newsbrands weren’t considered before in our
media mix, we think differently now.”
45. Learnings
• Don’t think being the same as the
rest of a sector is a good thing
• New media channels give
opportunities to talk in a
different way
• Using different media has a
multiplying effect
• Always be prepared to challenge
your perceptions
Notas do Editor
Newsworks approached MoneySuperMarket.com, and their media agency MediaCom, to put the case for including newsbrands in their communications planning. We pulled together a raft of facts and figures.We had a number of hypotheses about how the comparison website market appeared to work – and how newsbrands could help to extend success.
We produced a set of hypotheses about how newsbrands could help MoneySuperMarket.com with some of their potential challenges.The comparison site market and use of media is reaching saturation. It is a recency model with the risk of diminishing returns. Adding newsbrands would extend reach across different audiences and platforms and add saliency, thereby improving the ROI of the whole campaign.The MoneySuperMarket.com communications model is “always on”, generating broad reach and awareness every week. The business model requires the conversion of “market actives” to buyers via its site. Delivering and influencing these “market actives” increases ROI.The nature of newsbrands means that they reach and influence people when they are actively researching and looking to buy. Newsbrands are very effective at prompting immediate action.Need to raise consideration of MoneySuperMarket.com across the full breadth of products in addition to focus on brand awareness and building engagement.Adding newsbrands, making full use of editorial sections, opens up options for range communication.This should raise consideration across the whole portfolio (without diluting TV role).TV is already effective at generating awareness, creating positive brand impressions and encouraging web visits. Newsbrands have a fantastic ability for brand idea amplification. There is particularly strong evidence across in-market effectiveness studies of newsbrands’ ability to supercharge TV.
MoneySuperMarket.com’s media mix was largely undifferentiated from its rivals. They only used national press for best buy tables.Newsworks’ hypothesis was that sheer spend and saturation on TV is likely to create a growing diminishing return on spend - using a brand idea and TV commercial to communicate the range and diversity of MoneySuperMarket.com is asking one media (+ search) to do a job that two media could do better.
Media mix spend patterns were at odds with brands chasing “active” purchasers in the market sectors MoneySuperMarket.com operates in.
We did what all media trade bodies do – we re-planned the schedule to give examples of how adding newsbrands could increase reach and frequency for the same budget.
Changing perceptions is important – but it is rarely the ultimate goal. What advertisers ultimately look for is some change in behaviour. It could be requesting a brochure, or going for a test drive – or even seeking out more information from the manufacturer’s website.In the many effectiveness tests we have carried out, we have always tried to get a fix on whether the advertising has been likely to change behaviour in some way. Specifically, we have asked (25,000+) consumers whether they are more likely to act as a result of having seen the advertising.Consistently, we have found that both TV and newspaper advertising contribute to people having a reason to go out and buy the brand. But newspapers drive this effect more strongly.Newspapers, and their online equivalents, allow advertisers enormous amounts of flexibility. Newspapers can build brand values and personality (as we have seen with some of the classic ads in this booklet). They can also get information directly into the hands of prospects. And they can deliver tactical information, such as short term finance deals. And readers respond!
Newsbrands in both printed and digital formats can drive increases in both searches for the brand advertised , and visits to the brand owner’s website. Research from the Daily Telegraph, covering 68 of their clients across a range of categories, has demonstrated that advertising in the digital titles on average increased search and/or website visiting for the brand advertised by 29%. The excellent news for advertisers is that these visitors are high quality – our readers are used to actively reflecting on and engaging with online newspaper content, and they carry this through to their behaviour when visiting advertisers’ websites. In our recent Ford case study, we discovered that not only did the number of visitors to the website increase (by 12.5%) - but they visited more pages (+17.4%) and spent even longer on those pages (+22.3%). This is consistent with the general finding about online newspapers: specifically that visitors to our newsbrands’ websites have a longer dwell time – 50% longer than the average web page.The three case studies where we were able to isolate changes in traffic due to the printed or online newspaper campaigns, clearly show that the contribution was very similar. Clearly the relative and absolute volumes will depend on budget allocations between the two, but the research does demonstrate that printed newspapers can add significant web traffic to an advertiser’s site.
There are many case histories proving the effectiveness of advertising with newsbrands (available at Newsworks.org.uk). This example for the Mazda CX-5 from July 2012 demonstrates the creative impact and response potential of a truly integrated campaign in partnership with just one of our titles. During July, Mazda and Mindshare developed a unique and exclusive partnership with The Times and Sunday Times, whereby advertising ran across all 4 platforms – print, mobile, tablet and online – including elements such as takeovers in print and interactive creative on the digital platforms. A unique element of the campaign was the fact that whether the reader was looking at a tablet, mobile phone, or the printed newspaper, there was a cover wrap on the award winning InGear section – the first time this has ever been done. Whilst historically, visitors to the Mazda website had come from a wide variety of sources, during the campaign month of July, 30% of all visitors had been users of the Times digital offering. Whilst that is a substantial number of visitors from one source, what is even more compelling is that this was equivalent to nearly 1 in 5 Times online users acting as a result of the activity – a huge response rate.
Exposure to the newspaper ads significantly strengthened the rational and emotional response to the TV ad.
The client and media agency considered and responded……
The comparison site market is direct response driven, and reliant on constant high volumes of web traffic. MoneySuperMarket.com business is based on driving over six and a half million unique visitors a month to the site.
According to comScore, just under 8% of the digital population visit MoneySuperMarket.com in a typical month – peaking at 10% of 35-54 online audience, who make up 41% of the total unique visitor audience. A key objective was to recruit younger people to the MoneySuperMarket.com brand as they enter the market for our products.
MoneySuperMarket.com undertook two large-scale regional tests in order to isolate the effects of adding newsbrands across print, online and tablet formats.The campaign ran from March to June in 2013. MoneySuperMarket.com tracked and modelled results.
The MoneySuperMarket.com brand tracker shows that exposure to newspaper advertising improves brand perceptions, compared to the total sample.In Scotland, where the newsbrand activity augmented the TV campaign for car insurance, we see that the newsbrand audience has a 5 % point increase in thebelief that MoneySuperMarket.com “saves me lots of money”, a key measure that is hard to shift.The newsbrand campaign also delivers strong improvements in preference and differentiation, with a 33 % point improvement in the measure “are better thanother comparison websites”.
The creative in England and Wales featured financial products.Again, among the newsbrand audience we see an increase in the measures for breadth of range and “saves me lots of money”, as well as for a belief that MoneySuperMarket.comoutperforms its rivals.
MoneySuperMarket.com tracking also shows that the newsbrand campaign leads to an overall increase in consideration.This is particularly so among the key 18-34 age group. The tracking shows that, as a result of seeing the newsbrand campaign, considerationamong this group increases by 8 % points, with the next age group, 35-49 year olds, increasing consideration by 4 % points.
We also see shifts in claimed recent visits among the key audience, with an increase of 10 % points in those claiming to have visited in the last few days/last week/last month.
Newsbrand advertising has an immediate impact on website visits, with newsbrand audiences - whether print, online or on tablets, taking action straight away. For print newspapers, there is an up to 20% daily carry over effect, but essentially the advertising is making people take action straight away.
With such high volume traffic to MoneySuperMarket.com, a small shift in visits or enquiries has a significant impact on business.The newsbrand campaign accounted for a 6.2% average increase in traffic to money-based products, such as loans and ISAs.
Newsbrands not only increase visits, but are also successful in converting these visits into enquiries.There was a significant rise in enquiries for car insurance (+1.3%) in Scotland that is attributed to newsbrands.
As part of the test we used the MoneySuperMarket.com model, which looks at the web traffic source to analyse the effectiveness of the differentnewsbrand formats - print, online and tablet. The model identified that there was a newsbrands’ campaign effect across platforms, withall formats prompting an increase in visits.The model found that print newspapers are the most effective in generating a higher volume of visits, accounting for 0.33% contribution to the total.
Tablet newsbrands perform particularly strongly, bearing in mind comparative reach. The combination of the intimate newspaper experience that delivers strong reader attention,with the ability to respond immediately means that for MoneySuperMarket.com, tablets are the most cost effective newsbrand format when spend is taken into account.For each £ spent on tablet advertising, almost two incremental visits are generated.
The immediate and sizeable impact of newsbrands means that there is a good return on investment for the newsbrand campaign.The short-term ROI was £0.43 return for every £ spent.MoneySuperMarket.com estimate that the long-term effect will be two and a half times the short-term effect, leading to a projected return oninvestment of £1.08 per £ spent on newsbrands.
We all look at case studies for pointers and inspiration. This project’s success relied as much on a client who did not accept the status quo as it did on the ability of newsbrands tobuild business.The key learnings are:Don’t think being the same as the rest of a sector is a good thingNew media channels give opportunities to talk in a different wayUsing different media has a multiplying effectAlways be prepared to challenge your perceptions