The ROI of Print
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This presentation is from Raconteur's invite-only event at The Ivy Club, London on February 13, 2015 to senior marketers and brand strategists on the ROI of print, emphasising the value of high quality, sector-niche, long-form print journalism.
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The ROI of Print
- 3. The ROI of print 13th February 2015
- 4. Marketing body for national newspapers – Advice on newsbrands in a multi-platform environment and in multi-media schedule – A hub for newsbrand research – Consumer insight – A showcase for innovation and creativity – Events and free training sessions Who are Newsworks?
- 5. The death of practically everything
- 6. What is ROI? What are we measuring? Content, context & influence Scale & reach ROI in action
- 7. what is ROI?
- 9. Building trust Fame & stature Education & understanding Addressing an issue Prompt action
- 11. “Not everything that can be counted counts, and not everything that counts can be counted.” Albert Einstein
- 12. • Devices vs people (image???)
- 13. bots
- 14. the value of content, context & influence
- 16. 33% 33% 13% 17% 16% 14% 19% 12% 29% 7% 12% 8% 9% 11% 5% 4% 8% Any mention (at all interested) Most interested (up to 3 selected) B1/B2. Base: All respondents (1001) Local news World news Weather TV and entertainment Human interest Science and technology Politics Media and culture Sport Environment Finance Travel Health and fitness Gossip and celebrities Home/ property Fashion / lifestyle Types of news or information interested in Education 73% 68% 66% 63% 53% 49% 47% 47% 44% 43% 40% 39% 38% 34% 33% 30% 29% ‘News’ is incredibly diverse, ranging from harder genres to light-hearted fun
- 17. News sources
- 18. 28% 40% 44% 48% 59% 70% Feeling uplifted Relaxation/me time Passing the time Fuelling conversation Ritual and routine Being in the know News content delivers on a wide range of need states Why you want to find out about news or information BW2/BSA2/BSU2. Base: All respondents (1001). Data shows the results of factor analysis from a longer list of 12 need states.
- 19. TV Newsbrands RadioSocial media Aggregators Other news websites 91% 71% 58% 47% 36% 24% 71% 58% 47% 19% 24% All brands Commercial brands Popularity 65%
- 20. Stronger deeper associations Makes me want to find out more
- 22. Newspapers are influential 82% Believe that newspapers have “power and influence” over their readers Source: YouGov /Gorkana Survey June 2012
- 23. Sources: YouGov2012 44% of people believe that newspapers have more influence than they did a decade ago Influence of newspapers higher than 10 years ago
- 24. Newspaper readers are more up to date Newspaper Radio TV Internet Magazines 105 95 107 111 125 Heavy/medium users. Source: GB TGI Clickstream 2013 Q4 Usually first amongst friends to know what’s going on Index
- 25. reach and scale
- 26. Newsbrand reach of adults monthly Source: NRS Jan 14 – Dec 14 71% 37m
- 27. Newsbrand reach of adults weekly 59% 30m Source: NRS Jan 14 – Dec 14
- 28. Newsbrand reach of adults daily 33% 17m Source: NRS Jan 14– Dec 14
- 29. More than use Google vs Google monthly reachNewsbrands monthly reach 37m 39m Source: NRS Jan 13 – Dec 13 + comScore January 2014
- 30. ROI in action
- 31. Ford Objective Encourage as many people as possible to put Ford on their shortlist when buying a new car Target audience Adults aged 18-65
- 32. Ford
- 33. Ford
- 34. KETTLE® Chips Objective Emphasise quality and authenticity in order to increase purchase by existing buyers and tempt back recently lapsed buyers Target Audience Adults 35-65, ABC1
- 35. KETTLE® Chips Source: dunnhumby analysis of Tesco Clubcard data. See page 8 for methodology or go to newsworks.org.uk/kettle/dunnhumby for further details sales uplift % increase for featured products +20.5% During campaign Post campaign +19.4%
- 36. KETTLE® Chips % change in £ market share pre-post Exposed to newspaper campaign +5 Source: dunnhumby analysis of Tesco Clubcard data
- 37. AXA Objective Build a unified, emotionally resonant brand image for AXA whilst promoting each of the core strands of business: health insurance, investment, and motor insurance Target audience “Successful Securities”: Homeowners aged 40-59, with children 10+, household income £50,000+.
- 38. The Findings AXA campaign improved brand standing
- 39. AXA 54 25 21 Share of spend % 17 57 26 Share of uplift in key brand measures awareness, consideration, image % Newspapers TV Outdoor Rail Newspapers TV Outdoor Rail Source: Millward Brown CrossMedia™
- 40. AXA £2.60 £19.37 £4.78 Cost of 1% uplift in brand measures -awareness, consideration, image £m Newspapers Outdoor RailTV Source: Millward Brown CrossMedia™
- 41. ROI takes many forms Remember your objectives People vs algorithms Content, context & influence matter Print delivers scale & reach … and it works
- 42. newsworks.org.uk
Notas do Editor
- In particular, beware of experts declaring the end of things – (show blog – the tragic end of practically everything. Scroll down, stop on the newspaper bit) Newspapers are dead. Technology is destroying them. People no longer read newspapers, in fact Steve Jobs famously said that no-one reads any more. News comes just from TV or the internet. And online, everyone can be a journalist now, the ability to publish free to all.
- It can also work as social currency, a way of fuelling conversations, which also came out strongly. It gives people a talking point and they can share banter and socialise.
- It can also work as social currency, a way of fuelling conversations, which also came out strongly. It gives people a talking point and they can share banter and socialise.
- When we look at ALL News providers including the BBC, Newsbrands are second to TV in terms of usage levels for news sources. (click) When we take the BBC out of the mix and look at Commercial Markets – newsbrands are the most popular provider, beating TV news, radio and online. Interestingly Social media is up there as well. We hear a lot about social media killing everything not just newsbrands but there is so much more to it than that. A project we did with Twitter earlier this year, shows us what both they and newsbrands instinctively knew that the relationship between social media & newsbrands is symbiotic! Instead of killing newsbrands, newsbrands are enhancing social and social is enhancing newsbrands.
- topline figures (PADD): 22m, 44% of all adults daily 36m, 70% of all adults weekly 42m, 82% of all adults monthly
- It can also work as social currency, a way of fuelling conversations, which also came out strongly. It gives people a talking point and they can share banter and socialise.
- Well, until recently, it was predicted that the depth of this relationship would noticeably decline as new digital competitors began to replace newsbrands with their own news content. Whether it was Sky News, Huffington Post, Google or Facebook, it was assumed that this was the news landscape of the future. In fact, the reverse appears to be happening. Newsbrand content on mobile devices, laptop or PC screens, via social media or through the search engines is becoming more ubiquitous, better read and more engaging than ever before. As with most legacy media, it has been a case of ‘what doesn’t kill us makes us stronger’. One of our filmed interviewees – Andrew – is a good example of this multi-platform relationship…