How advertising in newspapers drives website traffic
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How advertising in newspapers drives website traffic

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This presentation shows proof on the effectiveness of advertising in The Mail (UK) on the website traffic. It compares data from readers and non-readers of The Mail. Presentation of Marcus Rich ...

This presentation shows proof on the effectiveness of advertising in The Mail (UK) on the website traffic. It compares data from readers and non-readers of The Mail. Presentation of Marcus Rich (Commercial Managing Director, dmg media)

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How advertising in newspapers drives website traffic Presentation Transcript

  • 1. Marcus Rich Commercial Managing Director, dmg media
  • 2. H OW P R E S S A DV E RT I S I N G A N D D I G I TA L C O M P L E T E E AC H OT H E R
  • 3. SHORT TERM VERSUS LONG TERM
  • 4. You Inspire BIG DATA QUESTIONS THE VALUE OF BRAND BUILDING
  • 5. HEART FOR THE LONG TERM, HEAD FOR THE SHORT TERM
  • 6. BRANDS CAN’T LIVE BY ACTIVATION ALONE
  • 7. THE BRIEF… Does exposure to advertising in The Daily Mail or The Mail On Sunday influence the way a person subsequently searches online?
  • 8. THE METHODOLOGY Read the DM / TMOS for c.15 minutes – asked in particular to read the travel OR finance sections Asked to go online for c.15 minutes and search for a holiday / short break OR personal finance products Source: Independent research conducted by River Research Asked to go online for c.20 minutes and search for a holiday / short break OR personal finance products
  • 9. OBSERVED AND RECORDED BROWSING BEHAVIOUR Source: Independent research conducted by River Research
  • 10. WHAT WE WERE LOOKING FOR - ‘HITS’ A Nationwide advertisement appears in The Mail On Sunday Respondent goes to the Nationwide website Source: Independent research conducted by River Research If Mail readers have more than Non-readers, it would suggest that advertising in The Mail influences their online browsing behaviour
  • 11. SO WHAT HAPPENED?
  • 12. of all Mail readers of an advertiser who had in that day’s
  • 13. THE MAIL DRIVES ONLINE BROWSING BEHAVIOUR – FACT! % of respondents with ‘Hits’ 50% 15% Mail readers Source: Independent research conducted by River Research Non-readers Advertising in The Mail is an effective driver of traffic to your website Readers are more likely to go to the website of an advertiser featured in The Mail than Non-readers
  • 14. INSPIRING VISITS TO A BROADER RANGE OF BRANDS Non-readers ‘Hits’ tended to be big, well-known brands Mail readers ‘Hits’ were a mix of big and specialist brands Advertising in The Mail encourages readers to go to a mixture of big brand websites and those they were unaware of or were not previously front of mind – Source: Independent research conducted by River Research
  • 15. WHY DID READERS VISIT THESE WEBSITES? Well… there was an ad in the Newspaper It was mentioned in the newspaper What was said in the paper looked quite interesting, and I wanted to give it a try The Mail sometimes brings up something different Source: Independent research conducted by River Research The Mail gives you a lot of choices in one place
  • 16. Mail readers are much more likely to go than use a search engine
  • 17. THE MAIL DRIVING DIRECT-TO-BRAND ‘HITS’ 29% Direct visits to branded websites: (as % of all the different websites visited in total) Mail readers are much more likely to go than use a search engine (e.g. generically searching for “cheap holiday deals”) Source: Independent research conducted by River Research 19%
  • 18. THAT’S GREAT… BUT WHY IS THAT IMPORTANT?
  • 19. USERS DON’T ALWAYS END UP AT THEIR INTENDED SITES User wants to look online for holiday / personal finance product Do they have a brand or deal in mind? Y Do they know the web address? N Y N Goes to Google and types in generic search term Is the web address easy to type in? N Google auto complete kicks in, user may change direction Will Google showpromoted ads? OR User types in web address directly into address bar Goes to Google and types in brand name Google auto complete kicks in, user may change direction Clicks on Google promoted ad Y Clicks on website they have heard of before / already use Arrive at Googleinspired website Source: Independent research conducted by River Research OR Clicks on another Google result within 1sr page of results N Y Is user susceptible to other offers? N Y User clicks on alternative search result Arrive at preplanned website
  • 20. CONSUMERS LOVE TO USE SEARCH ENGINES Google feels Google feels Perception that Google is unbiased Perception that Google will be comprehensive and can lead to the cheapest deals Google is well known and trusted Google usually gives me more options It feels like you’ve done it yourself Source: Independent research conducted by River Research Google will guide you if you don’t know the right web address Google is a legitimiser – perception that Google results are ‘good’ results I use Google for everything
  • 21. BUT SEs MAY NOT BE A FRIEND TO ALL ADVERTISERS Source: Independent research conducted by River Research
  • 22. READERS PLACE UTMOST TRUST IN THE MAIL Readers told us that The Daily Mail and The Mail On Sunday were I feel the Daily Mail is more impartial than most websites out there This led them to and give them My husband sometimes brings The Mail back from the golf club…it had an ad in it for a cruise… so we booked it Source: Independent research conducted by River Research In The Mail you don't have so many ads that they bombard you - you have travel articles and just a few ads so I'd be more likely to look there
  • 23. TRUSTED MORE THAN… of Mail readers trust it to provide them with reliable information, even more than the BBC 82% 41% 55% 74% 40% Source: Mylife BMRB 69% 74%
  • 24. A VALUED & TRUSTED ADVERTISING ENVIRONMENT The Online world = Anodyne Endless / Overwhelming Treasures to be found The Mail = Manageable Directed Go in any direction Safe Potential dangers Go your own way Limited Need a guide Source: Independent research conducted by River Research Trusted
  • 25. DINOSAURS OR DIEHARDS: THE CONTINUED OPPORTUNITIES AFFORDED BY TRADITIONAL CHANNELS
  • 26. INCREASE IN TRAFFIC TV & print & online newspapers drove uplift in traffic to URL (+61%); newspapers specific URL (+157%) Source: Newsworks / Millward Brown / Sophus3
  • 27. AMPLIFIES BRAND APPEAL… TV solus TV + Newsbrands Helps connect and identify more strongly 46% 80% Surprising and gets me to think differently 54% 80% Reason to go out and buy 33% 75% Source: Newsworks / Millward Brown / Sophus3
  • 28. SUMMARY 1. Give pricing equal importance to volume. 2. Give long-term sales equal importance to short terms sales. 3. Give broad brand reach equal importance to narrow activation targeting. 4. Share of voice matters more than ever. 5. Target head and heart. 6. Aim for Fame. 7. Prize creativity. 8. Integrate brand and activation standards. 9. Get the right balance of brand and activation. 10. Give equal importance to short and long term metrics.