ะะฐะบ ะผะฐัะบะตัะฟะปะตะนัั ะฟัะพะธะทะฒะตะดัั ัะตะฒะพะปััะธั ะฝะฐ ััะฝะบะต ัะปะตะบััะพะฝะฝะพะณะพ ะะกะะะInstitute of development of the Internet
6. 6
Newsbrand readers are into
financial newsโฆ
Newsbrands reach 9m people interested in finance news every day
Newsbrand is print and online. Source: NRS PADD Apr 2013 - Mar 2014 + comScore Mar 2014
Daily newsbrand readers
are 29% more likely than
average to be interested in
personal finance or business
news
7. 7
โฆand theyโre into financial advertising
Daily print readers
are 26% more likely
to be interested in
financial advertising
Index vs all adults. Source: GB TGI Clickstream 2014 Q1
8. Newsbrand readers know
more about financeโฆ
Of people who say they have a large
amount of knowledge about financial
services are newsbrand readers
Source: GB TGI Clickstream 2014 Q1
9. โฆAnd influence other
peopleโs financial decisions
Of people who are very likely to
convince others about financial
services are newsbrand readers
Source: GB TGI Clickstream 2014 Q1
10. 10
Newsbrand readers look
to ads for informationโฆ
Weekly readers of newsbrands in print or on a desktop/laptop.
Source: IPA TouchPoints 5
more likely to agree
that advertisements are a
helpful source of
information for a small
purchase of ยฃ20 or less
11. โฆyoung newsbrand readers too
More likely to say that advertising was the most or second
most important factor in choosing their credit card
Source: GB TGI Clickstream 2014 Q1
Of daily newspaper
readers aged 18-34
6.0% 3.6%
Of all 18-34
year olds
12. They are more likely to visit financial websitesโฆ
of newsbrand readers
visit business and finance
websites each month
Source: comScore April 2014
13. 13
โฆand are more likely
to keep track of their
finances online
Based on all internet users in the last week. Frequency of financial transaction is at least weekly.
Source: IPA TouchPoints 5
use the internet
to pay bills online
use the internet for
checking their stocks
or shares
visit personal
finance websites
Online newsbrand readers are more
likely toโฆ
14. 14
are
also more likely to be
financially activeโฆ
Based on all internet users, via laptop/desktop aged 18-34, in the last week. Frequency of financial transaction is at least weekly.
Source: IPA TouchPoints 5
Young online newsbrand
readers are more likely toโฆ
use the internet
to pay bills online
use the internet for
checking their stocks
or shares
visit personal
finance websites
15. Young online newsbrand readers
are planning some major financial
investments
Index versus weekly internet users aged 18-34
Source: IPA TouchPoints 5
Buy a house/flat 123
Take out a new mortgage 121
Take out Investments/Increase savings 116
Spend over ยฃ2000 on home improvements 114
Plans in the next 12 monthsโฆ
16. Newsbrand readers
are big spenders
of people who spend
over ยฃ1250 on their
credit card each month
read a newsbrand
Source: GB TGI Clickstream 2014 Q1
They are more
likely to do so
17. 17
And newspaper readers
are bigger investors
ยฃ30,368
ยฃ27,386 ยฃ27,108
ยฃ23,384
ยฃ21,389
Newspapers Internet TV Women's
Magazines
Commercial
Radio
Average value of savings and investments
Heavy users
Source: GB TGI Clickstream 2014 Q1
18. 18
Newspaper readers
also use a wide range
of financial products
119
103 103
95
90
113
98
94
87
83
110
101
102
97
106
Newspapers Internet Radio TV Women's Magazines
Stocks and Shares
Premium Bonds
ISAs
Heavy users index vs UK average
Source: GB TGI Clickstream 2014 Q1
19. 19
Online newsbrand readers use
the biggest banking brands
Index vs average internet user
122136
136
120
126
118
Visited in the last 7 days. Source: GB TGI Clickstream 2014 Q1
140
20. 20
A more active and engaged audience
42% more likely to visit
the site at home
32% longer on the site
42% more page views 2x more likely to visit 11
or more times
Monthly vs average internet user. Uses metered data โ measures home access only. Source: GB TGI Clickstream 2014 Q1
26. 26
AXA
โข In 2012, AXA faced some major challenges: awareness of their full
product range was low, it faced stiff competition from more famous
brands and the recession was ongoing
โข AXA needed to create a unified, differentiated and more emotionally
engaging brand image as well as promoting its individual products
โข The study showed that newspapers were the most cost-efficient medium
for building AXAโs overall brand values and creating awareness of their
three core business strands โ health insurance, investment and motor
insurance
27. 27
Newspapers had the
greatest impact on AXA
brand measures among the
core target
Newspapers
TV
Outdoor Rail
54%
25%
21%
Share of spend
17%
57%
26%
Share of uplift in AXA key brand measures
- Successful Securities core target
(awareness, consideration, image)
Source: Millward Brown CrossMediaโข
28. 28
Newspapers were pivotal to
multi-media campaign performance
0% 50% 100% 150% 200% 250% 300%
ImpactonAXAkeymeasures
% Campaign spend
SimulatedActual
Newspapers, TV and Outdoor Rail
Newspapers and TV
TV and Outdoor Rail
TV
29. 29
Newspapers were lowest
cost medium for driving
AXA brand KPIs
ยฃ2.60
ยฃ19.37
ยฃ4.78
Cost of 1% uplift in AXA brand measures
- Successful Securities core target
(awareness, consideration, image)
ยฃm
Newspapers Outdoor RailTV
Source: Millward Brown CrossMediaโข
31. 31
MoneySuperMarket
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.
MoneySuperMarket.com undertook two large-scale regional tests
โ in Scotland and in England & Wales โ in order to isolate the
effects of adding newsbrands to their media plan across print,
online and tablet formats
The brand tracker showed that exposure to newspaper
advertising improved brand perceptions; delivered strong
improvements in preference and differentiation; and had a halo
effect on a wider range of products
32. Newsbrands drive brand differentiation and preference
% difference in change of perceptions of the brand.
Newspaper readers vs all sample
Saves me lots
of money
Their advertising makes
me think better of them
than I used to
Is the first site I would go
in future when looking for
savings and borrowing
products
Are better than other
comparison websites
SCOTLAND
Source: MoneySuperMarket.com
33. % difference in change of perceptions of the brand.
Newspaper readers vs all sample
Offer a broad range
of savings and
borrowing products
Saves me lots
of money
Is the first site I would go
in future when looking for
insurance products
Are better than other
comparison websites
Newsbrands drive brand differentiation and preference
ENGLAND & WALES
Source: MoneySuperMarket.com
34. Newsbrand advertising saw an increase in
claimed recent visits by 18-34s
Source: MoneySuperMarket.com tracking
35. Average
increase in
web visits
for money
products
in England
and Wales
Newsbrands successfully increased visitor
traffic for a wider range of products
Source: MoneySuperMarket.com
36. All newsbrand platforms were effective at
increasing visits
0.33% 0.12% 0.24%
PRINT ONLINE TABLET
Site visits generated
Source: MoneySuperMarket.com model
38. Conclusions
Newsbrands have a wealthy audience who invest their
time and money in the financial sector
Readers are more interested in, and more influenced
by, financial advertising
Newspapers were the most powerful medium for improving AXA
brand measures, and newsbrand platforms were very effective
at driving visits to MoneySuperMarket.com
Newsbrand readers invest in a wide range of financial
products and services
Editor's Notes
NRS PADD Apr 13 โ Mar 14 +ย comScore March 2014
NRS PADD Apr 13 โ Mar 14 +ย comScore March 2014
Newsbrand readers are interested in financial news (personal finance and/or business news).
According to NRS PADD:
43% of daily newsbrand readers (print and/or online) are interested in personal finance or business news, compared to 33% for the UK population.
Newsbrand readers are also interested in financial services advertising.
According to TGI Clickstream:
While 10.5% of the GB population is interested in financial advertising, 13.3% of people who read a newspaper every day (19.1m) are interested in financial advertising โ they are 26% more likely to be interested in financial advertising than the average adult in the UK.
82% of people who say they have a large amount of knowledge about financial services have read a newsbrand either in print or online (laptop/desktop) in the last 7 days.
78% of people who say are very likely to convince others about financial services have read a newsbrand either in print or online (laptop/desktop) in the last 7 days.
10.4% of the UK population agree that advertisements are a helpful source of information for a small purchase of less than ยฃ20, compared to 12.3% of newsbrand readers.
6.0% of newspaper readers aged 18-34 agree that advertising was either the most or second most important factor in choosing their credit card, compared to 3.6% for the average 18-34 year old.
Newsbrands reach 19.7 million people online each month. 17.0 million of them โ or 86% - visit finance business sites.
This is compared to 69% of all internet users, meaning that online newsbrand readers are 24% more likely to visit finance/business websites.
11.4% of online newsbrand readers use the internet for checking stocks or shares each week, compared to 6.2% of all UK internet users. Therefore, online newsbrand readers are 83% more likely to say that they use the internet for checking their stocks or shares either daily or weekly compared to the average internet user
24.7% of online newsbrand readers use the internet for visiting personal finance websites each week, compared to 18.6% of UK internet users. Therefore online newsbrand readers are 33% more likely to say that they use the internet for visiting personal finance websites either daily or weekly compared to the average internet user
28.1% of online newsbrand readers use the internet to pay bills online, compared to 21.1% of UK internet users. Online newsbrand readers are 33% more likely to say that they use the internet to pay bills online either daily or weekly compared to the average internet user
Here, online newsbrand reader is defined as respondents who have visited a newsbrand website at least once, via desktop/laptop, in the last 7 days.
Average internet user is defined as a respondent who has used the internet, for any purpose, in the last 7 days.
9.0% of online newsbrand readers aged 18-34 use the internet for checking stocks or shares each week, compared to 5.0% of UK internet users aged 18-34. Therefore young online newsbrand readers are 80% more likely to say that they use the internet for checking their stocks or shares either daily or weekly compared to the average internet user aged 18-34.
28.0% of online newsbrand readers aged 18-34 use the internet for visiting personal finance websites each week, compared to 23.4% of UK internet users. Therefore young online newsbrand readers are 25% more likely to say that they use the internet for visiting personal finance websites either daily or weekly compared to the average internet user aged 18-34.
26.2% of online newsbrand readers aged 18-34 use the internet to pay bills online, compared to 20.9% of UK internet users aged 18-34. Therefore young online newsbrand readers are 25% more likely to say that they use the internet to pay bills online either daily or weekly compared to the average internet user aged 18-34.
Here, online newsbrand reader is defined as respondents who have visited a newsbrand website at least once, via desktop/laptop, in the last 7 days.
Average internet user is defined as a respondent who has used the internet, for any purpose, in the last 7 days.
Readers who have visited a newsbrand website in the last 7 days, aged 18-34 vs internet users aged 18-34 in the last 7 days
Buy a house flat: 15.6% of online newsbrand readers aged 18-34 plan to in the next 12 months vs. 12.7% of internet users aged 18-34
Take out a new mortgage: 7.8% of online newsbrand readers 18-34 aged plan to in the next 12 months vs. 6.4% of internet users aged 18-34
Investments/Increase savings: 12.6% of online newsbrand readers aged 18-34 plan to in the next 12 months vs. 10.8% of internet users aged 18-34
Spend ยฃ2000+ on home improvements: 14.9% of young online newsbrand readers aged 18-34 plan to in the next 12 months vs. 13.1% of internet users aged 18-34
1.2 million people spend ยฃ1251 or more on their card each month on average โ 996,000 of them (82%) are newsbrand readers (i.e. they read a newsbrand in print or online in the last seven days).
As you might expect from a wealthy audience, newsbrand readers โ and newspaper readers in particular โ have higher levels of savings and investments.
When you look at heavy users of media channels, you can see that heavy newspaper readers boast the highest level of savings and investments.
The average value of savings and investments across all adults in the UK is ยฃ23,443.
Heavy newspaper readers are also more likely to have invested in a range of financial products.
They are 19% more likely than the UK average to have stocks or shares, 13% more likely to have premium bonds and 10% more likely to have an ISA account. Conversely, heavy TV viewers are less likely than the UK average to have any of these financial products.
Online newsbrand readers are more likely than the average UK internet user to say they have visited some of the biggest banking brands in the last 7 days.
For example, people who have visited at least one newsbrand website in the last seven days are 40% more likely than the average internet user to have visited HSBC online in the last 7 days.
Here, the average internet user refers to respondents who have used the internet in the last month.
TGI Clickstream meter data measures main computer in the home only.
The number of people reading a newsbrand on the main computer in the home in the last 7 days is 10.8m.
Each month:
Average user: 38 page views vs. newsbrand reader: 55 page views
Average user: 43 minutes a month on site vs. newsbrand readers: 61 minutes a month on site
818,000 visit the site 11+ times each month (1.9%), 415,000 newsbrand readers visit 11+ times (3.9%) โ meaning they are 99% more likely to visit 11+ times each month
People who access newsbrands on their mobile phone are more than twice as likely to visit MoneySuperMarket, comparethemarket and GoCompare on their device than the average mobile phone internet user. They are also almost twice as likely to visit confused.com
Newspapers had the greatest impact on AXA brand measures among affluent core target
Newspapers were the most powerful medium for influencing the opinions of the Successful Securities target.
Although just a quarter of AXAโs spend was in newspapers, they were responsible for driving 57% of the increases in AXA key brand measures.
Outdoor rail used the same creative, but newspapers delivered a significantly stronger impact in relation to spend. High frequency helped drive outdoor railโs contribution, but low coverage of the core audience (21%) restricted its scale.
TV had a limited effect for the core audience, mainly generating buzz and a sense that AXA is responsive to customer needs.
TV was more successful among the broader total sample, generating 52% of overall uplifts in AXA brand measures for 54% of spend.
But newspapers were still the only medium to deliver a greater share of uplifts (30%) than their share of spend (25%).
Newspapers were pivotal to multi-media campaign performance
Millward Brownโs CrossMediaTM model shows how AXA key measures increased throughout the campaign, and which combinations of media drove the uplifts. It also simulates the build if the campaign had continued with additional spend.
Adding newspapers to the schedule created a higher, faster increase in brand measures. It is also clear that newspapersโ contribution could not have been matched by a combination of TV and outdoor rail only, even if spend had been tripled.
Newspapers were the lowest cost medium for driving AXA brand KPIs
Newspapersโ combination of accurate targeting, high coverage, relevant context and an audience that is attentive and interested proved a powerful force for AXA.
It meant that newspapers were the most cost-efficient medium for improving AXA brand health, as well as being the most effective.
The difference was particularly striking among the core Successful Securities target audience. Newspapers were nearly twice as cost-effective as outdoor rail, and more than seven times more cost-effective than TV.
Even among the broader sample, where TV had more impact, newspapers still delivered a better return on investment.
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 the
belief that MoneySuperMarket.com โsaves me lots of moneyโ, a key measure that is hard to shift.
The newsbrand campaign also delivers strong improvements in preference and di๏ฌerentiation, with a 33 % point improvement in the measure โare better than
other comparison websitesโ.
The full case study can be found here.
The creative in England and Wales featured ๏ฌnancial products.
Again, among the newsbrand audience we see an increase in the measures for breadth of range and โsaves me lots of moneyโ, as well as for a belief that MoneySuperMarket.com outperforms its rivals.
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.
With such high volume traffic to MoneySuperMarket.com, a small shift in visits or enquiries has a signi๏ฌcant impact on business.
The newsbrand campaign accounted for a 6.2% average increase in tra๏ฌc to money-based products, such as loans and ISAs.
As part of the test we used the MoneySuperMarket.com model, which looks at the web traffic source to analyse the effectiveness of the different
newsbrand formats - print, online and tablet. The model identified that there was a newsbrandsโ campaign effect across platforms, with all 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.
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 ยฃ0.43 return for every ยฃ spent.
MoneySuperMarket.com estimate that the long-term e๏ฌect will be two and a half times the short-term e๏ฌect, leading to a projected return on investment of ยฃ1.08 per ยฃ spent on newsbrands.
The full case study can be found here: http://www.newsworks.org.uk/Research-Centre/moneysupermarketcom-case-study