Newspapers Drive Web Traffic

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In some product categories, newspapers increase online traffic by over 200%

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  • Sophus3 carry out the website analysis for all major European car companies. Analysis by Sophus3 showed that brand advertising in national newspapers accounted for a 23% increase in unique visitors to the Yaris homepage versus the year to date monthly average in 2007. Online newspapers’ websites accounted for a further 21% increase in traffic. Thus, national newspapers overall drove a 44% increase.
  • Online newspapers have the double advantage for many advertisers of specialist content and high, regular visitor numbers. They are therefore perfect for precision targeting of the maximum number of people in the target. For Yaris, the increase in unique visitors generated by online newspaper websites represents 66% of the increase generated by the ongoing keyword search campaign.
  • Unique URLs (eg www.toyota.co.uk/puddle) in newspapers, and online ads on newspaper sites directed traffic to a Yaris microsite in 2007. Sophus3 analysis showed a 32% increase in traffic: 22% from online papers and 10% via direct access from newspaper readers.Sophus3 suggest total uplift due to newspapers was probably higher, as readers will have used search or landed on the Toyota home-page rather than entering precise web address. Directing traffic to a microsite also potentially loses people.
  • Against a market background of declining web visitors, national newspapers generated traffic increases for Auris. Online newspapers drove a 17% increase to the Auris landing page. Ads in the print formats carried unique urls for each execution and resulted in a 14% rise in UV traffic to the respective landing pages. Analysis showed that TV advertising coincided with a 13% decrease in traffic.
  • Sophus3 analysis of website behaviour showed that newspapers generated a high proportion of brochure requests compared with average response rates. The brochure request rate via online newspapers was healthy, at over 1%. Readers of the paper versions were highly committed to taking the next step towards purchase, with brochure requests running at over 7% and test drive requests at 4.78% of all unique visitors coming via unique newspaper ad urls.
  • Vauxhall Tigra advertised in newspapers in 2005. There was no TV campaign running at the same time. Sophus3 tracking showed that newspapers drove a 39% increase in unique visitors to Tigra pages of the Vauxhall website, after taking into account effect of online advertising.
  • Comparison of average website traffic during the period where no advertising took place versus the period when TV, Sponsorship and Splendips advertising took place, versus the period when newspaper advertising broke, showed that total TV activity drove 114% increase in overall unique visitor traffic. Newspapers, with much less than half the spend, drove a 160% increase in overall Philadelphia traffic. 67% came from people clicking through from the online newspaper ads; 21% came from people directly typing in the unique url on newspaper ads, and 72% uplift was through indirect referral, such as typing Philadelphia recipes into search.
  • The newspaper campaign clearly sparked consumer interest in finding more Philly recipe ideas. Unique visitors to the recipes section (unique url in newspapers and landing page for online newspaper ads) increased by an astonishing 5292% in Aug/Sep 2007.
  • Sophus3 analysis of Capital One web traffic showed that the TV and newspaper campaign drove a 61% overall increase to the homepage. Newspaper ads carried specific URLs which took people straight to the Security landing page for more details of the Identity Theft product. Traffic to this landing page increased by 157% during the effectiveness campaign.
  • Driving people to brand websites online is becoming increasingly vital for finance companies. Finance category insight work conducted by BMRB for the NMA showed that newspaper readers are more than twice as likely to go online as to make a phone call after seeing an ad for a financial product. The Abbey Savings newspaper campaign – both print and online - was effective at prompting direct visits to the Abbey website. Unique URLs were used to assess newspaper effect. Average daily UV traffic to specific Abbey Savings landing pages was elevated by 51% during the newspaper and online newspaper campaign period.
  • Visitors referred from the Newsworks landing pages spent longer on the Abbey website, and on average viewed more pages per visit, than the average across all Abbey website visitors.
  • Newspaper readers will not always type in the full URL, so Sophus3 also measured traffic increases to abbey.com via search and direct input of homepage address.In addition to driving traffic to specific campaign landing pages, adding the print newspaper campaign also generated a substantial 39% increase in visitors to Abbey via Google search, compared with the TV only period. Average daily traffic from direct type-in of abbey.com and bookmarks/favourites also increased by 47%.
  • Garnier Nutrisse ads in Big Brother sections of online newspapers heightened campaign synergy. Online ad recognition was higher among people who also saw the newspaper print ads for Garnier Nutrisse, and 23% of recognisers said they clicked on the ad.
  • Newspapers were the only medium to carry the web address and sample offer in the first 2 weeks of the launch campaign.
  • During the test, there was a TV solus period and a national newspapers (print + online) solus period. Print and online newspapers drove significantly more people to the website than TV – 31% more unique visitors and 27% more page views.
  • Newspapers Drive Web Traffic

    1. 1. Newspapers drive web traffic 1 Summary of effectiveness test findings
    2. 2. 2 Newsbrands dual platform ideal for driving web traffic  Newspapers (both print and online formats) deliver huge audiences  21m readership of print titles per day  15m UK unique visitors to online papers per month  22m readership of print and online titles per day  Newspapers prompt action  9 case studies = 9 significant web traffic uplifts  Between 31% and 5292% uplift!  Across Motors, Finance and FMCG categories
    3. 3. 3 Newspapers drive web traffic - Major brands tested
    4. 4. Robin Giles General Manager, Marketing Communications, Toyota plc Justin Basini Vice President, Customer Initiative Management, Capital One Bank (Europe) Carlton Lawson Marketing Director UK/Ireland, Pfizer Adding brand-led newspaper advertisements [in print and online] significantly enhanced responses to TV, clearly demonstrating how an integrated TV, newspaper and online newspaper campaign can positively drive up interest and awareness.” “It was very satisfying to see that this combined effect, supported by online newspaper website advertising, achieves a demonstrable increase in unique visitors to our website.” “Newspapers have played an important role in the [Listerine] Citrus launch… encouraging trial by driving tens of thousands of people to the website to get a free sample size trial.”
    5. 5. 5 Motors •Toyota Yaris 2006 & 2007 •Toyota Auris 2007 •Vauxhall Tigra 2005
    6. 6. 6 2006 Toyota Yaris: Newsbrands drive 44% extra traffic • National newspapers overall drove a 44% increase in unique visitors • 23% from brand advertising in national newspapers • 21% from online newspapers websites July 06 vs 12 month YTD average % Online newspaper websites 23 21 16 7 32 100 National newspapers (paper versions) TV Other online campaigns Search campaign Base = 12 month July YTD average Source: Sophus3 ,2006
    7. 7. 7 2006 Toyota Yaris online newsbrand sites highly efficient Online newspapers drive Yaris web traffic increase equivalent to 66% of keyword Search campaign increase. Source: Sophus3 ,2006
    8. 8. 8 2007 Toyota Yaris: newsbrands drive web traffic Newspaper Advertising effect on Web Traffic -Unique visitors to Toyota Yaris microsite % increase Source: Sophus3, 2007 +10% +22% Direct access from newspaper Online newspaper Non-referrer traffic
    9. 9. 9 2007 Toyota Yaris: newsbrands drive web traffic Source: Sophus3, 2007 Newspaper Advertising effect on Web Traffic Unique visitors to Toyota Auris landing pages - % increase -13% 14% 17% TV Online newspapers Newspapers - print
    10. 10. 10 2007 Toyota Yaris: newsbrands deliver high worth traffic Newspaper Advertising effect on Website Visitors % taking further action 4.78 1.09 0.85 Newspapers -print Online Newspapers 7.02 Test drive request Brochure request Source: Sophus3, 2007
    11. 11. 11 2005 Vauxhall Tigra: Newspapers drive 39% increase Unique visitors to Tigra pages of Vauxhall’s website increased by an impressive 39% as a direct result of the 2005 newspaper campaign. Tigra Website Pages Unique Visitors Daily Average +39% Non-advertised period NP campaign period Source: Sophus3, 2005
    12. 12. 12 Newspaper readers are highly responsive Though not designed as a direct response ad, presence of web address increased Tigra web traffic by 39%. Source: Sophus3, 2005
    13. 13. 13 Food •Kraft Philadelphia 2006 & 2007
    14. 14. Kraft Philadelphia (March 2007): Newspapers more than double search traffic Uplift Total Online Newspaper Estimated NP (paper) Total Search Sites Philadelphia Non Referrer Traffic 167% 99% 61% 228% Newspaper Advertising effect on Web Traffic Unique visitors to Kraft Philadelphia website March-April 2007 - % increase Source: Sophus3, 2007
    15. 15. Kraft Philadelphia (Aug 2007): Newspapers outperform TV in driving web traffic Total Indirect NP (paper) Total Online Newspaper Total Direct NP url (paper) All TV + Sponsorship for Philadelphia brand and variants Average UVs when no advertising 160% Uplift 114% 67% 21% 72% Source: Sophus3, 2007
    16. 16. Kraft Philadelphia (Aug 2007): Newspapers create desired web behaviour 5292% Newspaper Advertising effect on Web Traffic Unique visitors to Kraft Philadelphia Recipes homepage August-September 2007 - % increase Uplift UVs to Recipes homepage during NP campaign Average UVs to Recipes homepage July 1st - Aug 19th (TV/TV Sponsorship only) Source: Sophus3, 2006
    17. 17. 17 Kraft Philadelphia 2006: Newspapers drive 440% increase in visits  Visits to the recipe section of the Philadelphia website increased by a massive 440% due to newspapers  Total Philadelphia web traffic increased by 240% Source: Sophus3, 2006
    18. 18. 18 Finance •Capital One •Abbey
    19. 19. Capital One: TV + Newspapers drive web traffic TV + NP campaign Capital One Homepage Security Landing page No advertising +61% +157% Newspaper and TV Advertising effect on Web Traffic % uplifts versus no advertising Source: Sophus3
    20. 20. 20 Abbey: Newspapers drive 51% uplift in web traffic Print and online newspaper advertising effect on web traffic Unique visitors % increase vs period with no advertising +51% Abbey Savings Campaign Landing Pages Source: Sophus3, 2008
    21. 21. 21 Abbey: Longer dwell time for newspaper readers Source: Sophus3 2008 Newspaper advertising effect on dwell time and page views % increase vs. all visitors 3 4 2 3 +19% +44% All visitors Visitors from NP pages
    22. 22. 22 Abbey: Search and direct traffic boosted by newspapers TV + Print newspaper advertising effect on web traffic Average daily UV traffic to abbey.com % increase Natural Search via Google Direct Traffic First 4 days of TV + NP Last 4 days of TV only +39% +47% Source: Sophus3 2008
    23. 23. 23 Toiletries & Cosmetics •Garnier Nutrisse •Listerine •Corsodyl
    24. 24. 24 Online newspapers provide relevant editorial 23% of women recognising Garnier Nutrisse online newspaper ads clicked on the ad. Garnier Nutrisse online newspaper creative Source: Millward Brown 2006
    25. 25. 25 Newspapers generate sample requests via website Newspapers alone drove 20,000 requests on the Listerine website for free Cool Citrus samples in the first 2 weeks of the 2005 campaign. Source: Pfizer 2005
    26. 26. 26 Corsodyl: newsbrands drive more traffic than TV Source: Sophus3 Comparison of web traffic Newsbrands (print & online) v. TV % difference +31% +27% Unique visitors Page views

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