Daily Mail Audience Pack

Media Pack May 2009

1) Why Use the Mail Online 2) Channel Breakdown 4) Case Studies 3) Creative Opportunities

Five Reasons To Advertise With The Mail Online Overview ENGAGEMENT INNOVATION SPEND REACH Mail users spend an average of £1,840 each annually online This is more than Guardian, Yahoo and MSN users The Mail receives a higher percentage of UK visits than any other national news site Creatives offering maximum standout including page peels, page wraps and belly bands The Mail Online’s dwell time is 50% greater than that of the other national newspaper sites Source: Hitwise March 09 Source: TGI Internet Wave 18 Source: Comscore April 09 Utilise the Mail’s female orientated channels to reach women who spend more on clothes than any other major female portals FEMALE USERS Source: TGI Internet Wave 18

Over 100 Years Worth Of Heritage
The Daily Mail
Second highest circulating daily national newspaper with a readership of 4.9 million.
The Mail on Sunday
Second highest circulating Sunday national newspaper with a readership of 5.6 million
The Mail Online
More UK visits than any other newspaper site
Source: NRS April 09-March 09/Hitwise March 09

Cross Media Reach Source: Audience Dynamics 2009 of Mail Online Users also read the Newspaper of Paper Readers also use the Website Which is a 24% uplift in reach when you add online to an offline campaign!

Solus Reach 40% of Mail Users do not visit the This is a solus reach of 2.8M uniques 15% do not visit This is a solus reach of 1M uniques! Source: TGI Internet Wave 18/Intellitracker May 09

More UK Visits than Any Other National Newspaper Site 19.67% 16.61% 16.38% 14.39% 12.74% Source: Hitwise March 09 This means Mail users come back to the site more regularly than users of any other news site

4.3 5.2 The Highest Engagement Minutes Minutes Minutes Source: Comscore April 09 Mail Online users spend an average of 9.8 minutes on the site per month, this is 50% longer than users of other newspaper sites 6.4 Minutes 6.2

90% enjoy spending time with their family INDEX 102 40% are AB , 73 % are ABC1 33% have children aged 1-16 years Average Gross HH Salary £39,775 20% have a gross HH income of £ 50k+ Average Age 46 Source: Audience Dynamics 09/TGI Internet Wave 18 45% say its important their family thinks their doing well INDEX 116 57% have at least 3 or more members in their household INDEX 104 Audience

Highly Receptive To Online Advertising “ Online sponsorship is an effective way of advertising” “ I Have Researched a Brand Seen Online” “ Advertising Creativity Is At Its Highest Online” “ Online Ads are More Entertaining Than Other Ads” 21% (160) 14% (111) 12% (99) 57% (128) 52% (116) 50% (112) 43% (145) 28% (94) 27% (91) 22% (172) 15% (120) 13% (102) Source: TGI Internet Wave 18

Spending More Online £1,840 £1,704 £1,576 £1,480 £1,478 Average annual online spend, per user In total Mail Online users account for £12.7bn each year of all online spend. Source: TGI Internet Wave 18/ABCe April 09 £1,596 £1,558

Buying Quality/Branded Products 140 110 86 105 100 99 96 150 111 109 125 108 109 118 135 118 86 100 111 107 100 149 113 113 113 113 108 104 Source: TGI Internet Wave 18 Own a Gucci Watch Shop at Ted Baker Use Estee Lauder Eye Make-Up Use Calvin Klein Aftershave Buy Adidas Sports Clothes 117 107 99 100 104 114 111

Channel Breakdown

As well as covering the breaking news stories throughout the day, News is a fully interactive channel including a daily poll and comment function on every article. Visitors can choose to view home or world news, headlines or the news in pictures. Registered users have the added advantage of receiving a regular newsletter and a daily headlines bulletin
Mail users are 75% more likely than the online average to have watched news video’s online in the last 6 months.
78% more likely to have read about news content on their mobile phone
30% more likely to have made a charity donation due to current affairs!
Source: TGI Internet Wave 18 Source: Audience Dynamics 2009 NEWS ABC1s 75% Full Time Working 51% Married 54% Average Age 47 Children in HH 34% Women : Men 52:48 Gross HH Income £40,644

TV & SHOWBIZ CHANNEL ABC1s 76% Women : Men 65:35 Children in HH 36% Gross HH Income £41,431 Married 51% Full Time Working 50% Average Age 45 TV and Showbiz is the Mail Online’s entertainment hub, packed with stories and gossip from the world’s celebrity hotspots. Special features include an entertainment poll, the Screening Room showing the latest film trailers and Soap Box, keeping viewers up to date with the latest happenings in their favourite soaps. 20% of Mail Online users say their favourite type of film is a comedy . This is more than the other national newspaper websites!
Mail 139
Telegraph 98
Guardian 97
Times 91
INDEX Source: TGI Internet Wave 18 Source: Audience Dynamics 2009

FEMAIL CHANNEL The Femail channel is packed full of engaging articles written by award winning stylists and make-up artists and even includes an online fashion store! Ideal for cosmetic and fashion clients wanting to target female users who have the disposable income to shop, visit health spars and keep up with the latest cosmetic innovations. Femail Users are more likely to purchase skin firming face creams than users of other major female portals!
Femail 233
Handbag 196
I Village 163
M&S Life & Style 130
Vogue 127
INDEX Source: TGI Internet Wave 18 Source: Audience Dynamics 2009 Women : Men 74:26 ABC1s 78% Full Time Working 50% Married 50% Gross HH Income £42,460 Average Age 44 Children in HH 36%

SPORT CHANNEL Target our sports mad male users on the sports channel. Content includes all the latest sports news, free to view premier league highlights, fantasy league and club’s own pages. Written by celebrity and award winning journalists including Martin Samuel, Matt Dawson & Jamie Redknapp Women : Men 19:81 ABC1s 73% Average Age 46 Full Time Working 60% Married 57%
Mail Users 140
Times 118
Telegraph 114
Guardian 108
14% of Mail users have paid to watch football on TV in the last 12 months. This is more than users of other national newspaper sites Source: TGI Internet Wave 18 Source: Audience Dynamics 2009 INDEX Gross HH Income £40,969 Children in HH 39%

HEALTH CHANNEL The Mail’s Health channel keeps users up to date with the latest wellbeing advice and ideas for all the family. Special features including ask the doctor, health calculator, pregnancy guide, breast cancer checker and a six week workout ABC1s 74% Women : Men 73:27 Children in HH 36% Gross HH Income £40,581 Married 49% Full Time Working 47% Average Age 45 50% of our female users are prepared to pay more for food that doesn’t contain artificial additives. This is more than users of other female portals!
Mail Users 106
MSN Life & Style 102
I Village 99
Vogue 87
Source: TGI Internet Wave 18 INDEX Source: Audience Dynamics 2009

SCIENCE & TECH CHANNEL ABC1s 71% Married 49% Average Age 45 Full Time Working 51% Gross HH Income £37,683 Women : Men 44:56 Science and tech attracts the Mails gadget mad users looking for their next boys toy or to read about the latest techie developments! Article content is wide ranging and covers anything from the environment, gaming, DIY, wildlife and space. Science and Tech even has its own online store where users can click through to purchase gadgets, toys and gifts. Mail Online users are almost 30% more likely to agree they love buying new gadgets & appliances than users of other news websites!
Mail Users 129
Times 116
Telegraph 114
Guardian 112
INDEX Source: TGI Internet Wave 18 Source: Audience Dynamics 2009 Children in HH 35%

COFFEE BREAK Average Age 48 Full Time Working 54% Gross HH Income £35,751 Children in HH 34% Women : Men 66:34 ABC1s 70% Married 46% Coffee break attracts Mail users who love online gaming and the chance to win cash prizes. Special features include Mail Bingo, Sudoku, Crosswords, cartoons, celeb trumps and online scratch cards. An ideal channel to reach our female users whilst they spend time on each page interacting with the content 42% of Mail Online user’s have used the internet to play/download games in the last 6 months! This is more than the online average and other newspaper sites.
Mail Users 111
Guardian 99
Telegraph 91
Times 89
Source: TGI Internet Wave 18 Source: Audience Dynamics 2009 INDEX

YOU CHANNEL Average Age 46 Full Time Working 46% Married 54% Children in HH 31% Women : Men 79:21 ABC1s 75% Mail users spent an average of £91 on dresses in the last 12 months. This is more than users of other female portals such as I Village !
Mail Online £91
I Village £75
Vogue £73
MSN Life & Style £72
Source: TGI Internet Wave 18 Source: Audience Dynamics 2009 Building on the success of its offline counterpart (You mag being the national press’ original women's magazine) this channel is idea for targeting women interested in fashion & beauty. Strong online content includes mail on Sunday exclusives, recipe ideas, beauty clinic, horoscopes and agony aunt. Articles are written by Liz Jones, former editor of Marie Claire and Grazier journalist Mimi Spencer Gross HH Income £39,430

LIVE CHANNEL ABC1s 75% Average Age 44 Full Time Working 51% Married 53% Gross HH Income £43,850 Children in HH 34% Women : Men 50:50 Editorial content is topical, lively and packed with information and recommendations for the male consumer on all he needs to know about the latest technology, cars, style, leisure activities, food, drink and entertainment. The online magazine is literally sprinkled with star columnists, topped and tailed by Dylan Jones and Piers Morgan. Dylan is Editor of GQ magazine and Piers needs no introduction! Source: TGI Internet Wave 18 Source: Audience Dynamics 2009 Almost 1 in 5 Mail Users intend to buy a car in the next 12 months! This is 1.4 million potential customers!
Mail Online 19.25%
Telegraph 18.03%
Times 17.3%
Independent 17.04%
Guardian 15.72%
109 102 98 97 89 INDEX

TRAVEL MAIL Women : Men 50:50 ABC1s 68% Average Age 52 Full Time Working 45% Married 66% Gross HH Income £36,623 Children in HH 30% Travel Mail is well established as a leading holiday research site for UK travellers. It strives to enrich the high quality experience enjoyed by the travel sections in its offline counterparts. Strong online content includes videos, photos, guides and exclusive offers. Ideal for travel advertising aimed at a high end audience who spend 8 months of the year planning their holidays. Source: TGI Internet Wave 18 Source: Audience Dynamics 2009 Mail users are 43% more likely than the online average to have spend 21 nights or more away on their last holiday! This is more than users of The Telegraph, Times and MSN Travel!
Mail Online 143
Telegraph 137
Times 120
MSN Travel 67
INDEX

65% Women 74% Women 79% Women 73% Women TV & SHOWBIZ FEMAIL HEALTH YOU A highly relevant audience and environment means these channels are ideal for advertising fashion, beauty and other female targeted products! “ Female Package ” Source: Audience Dynamics 2009

88% Men 81% Men 56% Men FANTASY FOOTBALL SPORT SCIENCE & TECH A highly relevant audience and environment means these channels are ideal for advertising sport, motors and other male targeted products! “ Male Package ” Source: Audience Dynamics 2009 LIVE 50% Men

Creative Opportunities

Masthead Sponsorship Exclusive opportunity to ‘own’ the daily mail homepage. Rebrand the masthead to achieve massive stand out, exposure and strong brand association

Wrap a page to create maximum visual impact Page Wrap

The 3x MPU wide format guarantee’s maximum standout and exposure Belly Band

Unique ad positions framing editorial content for maximum stand out Book-Ends

Integrate video into a microsite for maximum user engagement and interaction Microsite with Video

Allows for a long message and is in a prominent top of the page position! The Ticker is a permanent feature ensuring share of voice ! Ticker

Case Studies

Results …… and shifted key branding metrics
Spontaneous brand awareness increased by 150%
Spontaneous SUV awareness increased by 550%
Behaviour intent increased by 213%
Summary The Daily Mail and the MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts. Campaign demonstrates cross media ad effectiveness of the Mail brand with a 550% increase in SUV awareness following campaign Background Chevrolet Captiva wanted to raise awareness of the new Chevrolet Captiva SUV model amongst their target audience of UK adults aged 35 years or more, as well as encourage footfall and test-drives at Chevrolet dealers. Campaign Objectives
Promote “Captiva”
Change SUV brand perception
Increase ‘call to action’
AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the on/offline activity.
The campaign successfully reached the target audience of 35+ year olds
Robust sample sizes – 3,500 respondents
“ The Chevrolet campaign not only successfully targeted the ideal demographic but also supported overall brand marketing efforts.” “ The Mail brands were a perfect partnership for Chevrolet. The campaign successfully demonstrated cross media advertising effectiveness, with a 550% increase in SUV brand awareness.” Source: Survey Interactive Chevrolet

“ The ING campaign confirms that the MailOnline provides an excellent platform for brands to engage with consumers.” “ We were delighted with the results of our campaign on the MailOnline. The campaign successfully communicated the benefits of ING savings products.” Campaign demonstrates online ad effectiveness of the Mail brand with a 77% increase in online campaign awareness Background ING wanted to raise awareness of their new savings account, as well as encourage “ call to action.” Campaign Objectives
Promote “ING”
Raise awareness of the savings account
Results
AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the online activity.
…… and shifted key branding metrics
Prompted brand awareness increased by 26%
Campaign awareness increased by 64%
Behaviour intent increased by 52%
Summary The MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts. Source: Survey Interactive ING

“ The Mail's campaign for Auris was really strong - both form a creative and results perspective. Daily Mail readers and users are really responsive and helped us achieve great ROI on this campaign” “ The Auris campaign was perfectly targeted using the mail brands as it delivered the right audience for Toyota, and successfully communicated brand marketing efforts .” Campaign demonstrates effectiveness of the Mail brands with a 94% increase in spontaneous awareness Background Toyota Auris wanted to raise awareness of the new Auris model amongst their target audience of UK adults aged 40 years or more, as well as encourage footfall and test-drives at Toyota dealers. Campaign Objectives
Promote “Auris”
Change Auris brand perception
Results
AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the cross media activity.
…… and shifted key branding metrics
Spontaneous brand awareness increased by 94%
Prompted brand awareness increased by 51%
Campaign awareness increased by 204% for online and 175% for newspapers
Summary The Daily Mail and the Mail Online successfully shifted key branding metrics and supported overall brand marketing efforts. Source: Survey Interactive Toyota

The Travel Mail bespoke email got a click through rate of 25%
Campaign
125 years of Orient Express
Media
Daily Mail
3x 20x2 mono on Diary
TravelMail & MailOnline
Advertorial, plus traffic drivers and
emails targeted to our users aged 45+
All on and offline activity directed
readers and users to the advertorial
Illustrating the Responsiveness of Our Users
The advertorial attracted 17,786 unique visitors in 4 weeks
Sending 70% of them - over 12,500 users – directly
through to Orient Express’ website
Orient Express then data captured 10,414 users from a
competition to win a trip on the Orient Express
This represented 56% of all visitors to the advertorial, and 83% of all users sent by TravelMail to Orient Express’ site
Orient Express

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Daily Mail Audience Pack

by mrsloan on Apr 28, 2010

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Daily Mail Audience Pack — Presentation Transcript