Newspapers prompt action

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Research shows that Newspapers prompt online traffic

Research shows that Newspapers prompt online traffic

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  • People are responsive to newspaper advertising. The immediacy and high coverage of the medium means rapid sales success.  dunnhumby analysed the purchases of regular Tesco shoppers buying newspapers in Tesco containing the relevant ads and compared purchasing during and post campaign with a Control group who did not buy the newspapers (in Tesco) but were otherwise matched on category buying, brand buying pre-advertising, overall spending, TV region, lifestage demographics and lifestyle. The results are conservative, as Tesco accounts for only 9% of newspaper purchases so a proportion of people in the Control group may have seen and responded to the ads in newspapers they bought elsewhere. The newspaper sales are also in addition to any increases due to the TV, promotions etc.There was a minimum average 7% immediate sales increase due solely to newspaper advertising during the campaign, across the brands measured by dunnhumby in 2005-2012.
  • 4 years of studies have demonstrated that newspaper ad campaigns deliver sustained sales increases. The Post campaign analysis focuses on the 12 weeks post campaign end date. Again, these sales uplifts are conservative estimates and exclude increases due to TV and promotions.
  • 4 years of studies have demonstrated that newspaper ad campaigns deliver sustained sales increases. The Post campaign analysis focuses on the 12 weeks post campaign end date. Again, these sales uplifts are conservative estimates and exclude increases due to TV and promotions.
  • Newspapers drove full price sales in addition to supporting promotions – 68% of additional sales due to newspapers in 2006 and 66% in Aug/Sep 2007 were at full price (effect minimised in Mar/Apr 2007 as promotion overlapped). The immediacy of newspapers, which was exploited well by the recipe ideas campaign, offered people a significantly stronger reason to go out and buy than TV. Newspapers also reached a more brand favourable – and thus potentially less price sensitive – audience. TV’s primary strength was in generating promotional sales. TNS recommend that the two media are carefully timed to take advantage of the promotional effect – TV to drive promotional sales, solus at first and then in combination with newspapers; followed by newspapers solus to drive full price sales.
  • 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.
  • 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.
  • 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.

Transcript

  • 1. Newspapers prompt action 1 Summary of effectiveness test findings
  • 2. 2 Newsbrands drive sales • Every day newspapers feature 100s of pages of fresh editorial reflecting the day’s news as well as constant coverage online. • Millions of readers turn to newsbrands to get a take on events – 22m readership per day (44% of adults) – 36m readership per week (71% of adults) – Mass reach builds faster and more cost-efficiently than other media • Source: NRS Accumulation Study • Newspapers offer unique and powerful form of consumer engagement – Newsbrands command active attention and involvement – they prompt both rational & emotional engagement – Readers enjoy a strong personal connection with their paper • ‘Newsworthiness’ of editorial and immediacy of medium = obvious home for topical ads and prompting actions or a response
  • 3. 3 Newsbrands prompt action • Advertisers recognise the potency of newspapers to drive sales – Retailers use the medium as a shop window on a daily basis • Proven sales effect every time – 23 sales uplifts across 23 Newsworks effectiveness case studies – Independent sales analysis from dunnhumby & TNS Worldpanel – Immediate 7% sales uplift – Newspapers deliver sustained sales uplift post campaign – Higher frequency delivers higher sales uplift – Newspapers drive penetration • Source: dunnhumby – Newspapers stronger than TV at stimulating full price sales (rather than promoted) • Source: TNS Worldpanel
  • 4. 4 Newspapers drive sales - major brands tested
  • 5. 5 Adding newspapers produces 7.0% immediate sales increase Source: dunnhumby based on 18 brands 7.0 1.7 3.9 3.9 4.2 4.7 5.1 6.9 8.3 10.5 20.5 2.3 2.6 11.5 3.7 8.8 12.8 3.0 11.0
  • 6. 6 6.9% Brand penetration increase Source: dunnhumby, based on 14 brands * Hovis only measured 6 weeks post campaign 6.9 1.3 4.7 6.1 6.1 6.7 6.8 10.0 16.2 17.0 2.3 2.7 12 5.1
  • 7. 7 Newspapers sustain sales increases Source: dunnhumby based on 13 brands 5.2 1.9 3.0 3.5 3.9 5.1 7.6 8.4 19.4 1.2 4.1 5.8 2.9 3.7 1.9 % sales increase driven by newspapers - 12 weeks post campaign
  • 8. 8 11.7% higher sales at 3OTS during campaign Source: dunnhumby based on 11 brands 11.7 5.7 6.9 8.6 11.0 2.5 16.1 6.3 8.3 27.0 17.0 19.2
  • 9. 9 Sales are important but so is margin
  • 10. 10 Kraft Philadelphia case study
  • 11. 11 NPs helped protect margins by delivering full price sales Source: TNS Philadelphia’s incremental sales by medium during the Newsworks effectiveness study % sales, normal price vs. on promotion 68 66 38 32 34 62 100 Mar/Apr 2006 Aug/Sep 2007 Mar/Apr 2006 Aug/Sep 2007 Normal price On promotion Newspaper solus TV solus
  • 12. 12 National newspapers prompt action – they drive web traffic & trial  Newspapers prompt web traffic  9 Newsworks effectiveness case studies = 9 significant web traffic uplifts  Between 31% and 5292% uplift!  Across Motors, Finance and FMCG categories  Drive high-worth traffic; web analytics demonstrates that visits generated by newspapers ads spend more time on client websites than average user and more likely to request test drives/download brochure requests - Source: Sophus3  Newspapers prompt trial  Newspapers generated 20,000 sample requests for Listerine Citrus in just 2 weeks  Samples requests were generated via website URL - Source: TNS Worldpanel
  • 13. 13 Newspapers drive web traffic - Major brands tested
  • 14. 14 Toyota Auris: Newspapers deliver high worth traffic Source: Sophus3 Newspaper Advertising effect on Website Visitors % taking further action 4.78 1.09 0.85 Newspapers – print versions Online newspapers 7.02 Test drive requestBrochure request
  • 15. 15 Abbey: Longer dwell time for newspaper readers Source: Sophus3 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
  • 16. 16 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