Advertisers have been asking the Telegraph two direct questionsFirstly, ‘Last click sites get all the credit, but what online action can be credited to a newspaper digital campaign?’ and secondly, ‘What effect does adding a newspaper website to a newspaper print campaign have? For a long time publishers have talked in terms of incremental reach, but what is the value of the media synergy?’ . We needed to answer them and we know Neilsen understands the issues involved. We also knew that we needed a research supplier with capability to passively track online behaviour and suspected that the UKOM panel would be able to provide the single source granularity we wanted.We are fans of studies like that conducted by the RAB and Dollywagon, work that has many similar themes and showed the effect of radio as a medium on online action. We thought we could build on these ideas using the UKOM panel which gives Nielsen a size and scale capability to look at the effect of advertising on a single media brand, on and offline, using a single measurement source.From the two basic questions asked of us by agencies and advertisers we drew up a study wish list, or brief as it’s often known.
Dear Research Supplier, we would like…To Show newspaper advertising, print or online increases online action. A study that demonstrates Telegraph Works and that newspaper advertising increases brand online actions (with actual not claimed behaviour) To demonstrate the synergy of the two advertising media. A study that demonstrates the synergy of the two media, not just the incremental reach but the value of exposing consumers to your campaign across multiple newspaper platformsTo employ a real world, broad brush approach. As stated we wanted actual not claimed behaviour. But also, lets not cherry-pick a handful of campaigns that we think will show the media in the best possible light, let’s take, as far as possible a holistic, broad brush look at all advertising on the TelegraphThis means multiple advertisers Let’s measure as much as we possibly can. We knew that over a three month period there are more than 60 cross platform campaignsIt also means insight by category. And, of course, we don’t want to hang around, we know attribution studies can take time, especially if they were to fulfill our wish of multiple advertisers. We wanted a timely study that added to the debate as soon as possible.Yours sincerely, The Telegraph
On Nielsen's 35,000 strong UKOM panel, which passively tracks online behaviour, Telegraph.co.uk users are easily identified. We also ran a questionnaire to identify Telegraph newspaper readers on the UKOM panel. Obviously there is some cross over. So now we know who, on this very useful panel, is part of our online and offline audience and who uses both.We then looked at the number of campaigns that ran over three months on both the website and in the newspaper. This gave us 61 campaigns and we've identified people who are likely to have been exposed to them via Telegraph media, in print only, online only and across bothNext (using age, gender, social grade and internet use) we identified a group of people who were matched, through demographics and online behaviour, to our online audience but hadn't consumed Telegraph media - that was control group one. We also identified control group two - people who were similarly matched to our newspaper group but who had not consumed Telegraph media.Now we have test and control groups, similar to those that might be used in a traditional awareness study. However, it wasn't awareness that we were measuring but online behaviour. The UKOM panel passively monitors website visits and searches made. We wanted to see if those exposed to Telegraph media during the campaign period were more likely to visit the advertisers' websites and search using their brand name than the control groups. These ‘online actions’ are our defined measurements.Of course, both the test and control groups could have been exposed to other parts of the same campaign in other media (our 61 campaigns had varying spends in other media). They might also have visited the brand websites and made brand searches anyway, in the course of normal browsing activity. However, the only difference between test and control groups, being so closely matched, was Telegraph exposure, so any difference noted would be a measure of The Telegraph's ability to drive online behaviour.Before revealing the results, I might add that any discernible difference would actually be a diluted version of the real 'Telegraph effect‘. As the online ads weren't tagged we're measuring exposure similarly to how it's measured in offline media - as propensity to see. Had the campaigns been tagged, the noted effect would most likely be greater.Of course, the advantage of not tagging is that, logistically, we could do 61 campaigns and this meant that, we have a measure by ad category, not just a case study.
As we mentioned, the results show the increase in online actions defined as searches of the advertiser name and visits to their websites. There were many big advertisers in the study with high traffic sites so even a small increase means plenty of extra engagement.So, to the results... The newspaper created a 4% increase in online actions, even though this affluent, elusive audience reading a paper are a few steps away from performing online brand searches and site visits. Telegraph.co.uk created a 29% increase in online actions. It’s no surprise that online ads better promote online action but we ere delighted to see an effect across both platforms. This study is specifically concerned with the cross platform effect Overall, the combined Telegraph attribution uplift is 13%Publishers have traditionally approached Print + Net from an incremental reach point of view. From traditional media measurement sources, we have been able to show advertisers examples like the following… add a standard £15k website campaign to a standard £80k print campaign (an additional 18% capital cost)Campaign reach is increased by 80%. Adult CPT is reduced by 35%.Now we can also add that the increase in online actions improves from a 4% uplift (using Telegraph print only) to 13% (the effect of the campaign across both newspaper and Telegraph.co.uk).Of course, online action is just one way an advertiser might measure success - others might include awareness, footfall, sales etc. Online behaviour is an extra dimension and now we have cross media, print and online figures for that dimension.
So two media combined give increased reach and we can quantify a combined attribution effect, but what of the second of our objectives, the synergistic effect of using both platforms together?On average across our 61 campaigns we can see that the most responsive consumers are those who are exposed to the campaign across both print AND online. This group are responsible for 17% more online actions than those exposed only online
And remember we can break this information down into categories - 61 campaigns and eight categories. More than a case study, it more broadly shows that online branding (and the Telegraph) works.We have comprehensive results for eachEach category gave us a discernable effect.Technology & Telecoms was a category that stood out for a number of reasons. The uplift for the 9 advertisers in this category stood out as being markedly above what would be expected given the base level of online action. Adding the newspaper website to the print campaign greatly increases both campaign reach and overall online action in this sector, but the uplift in online action of those exposed across both Telegraph print and online was startling. We could hypothesise that the reassurance of seeing a brand in both paper and provides the necessary trust make sense of and to prompt action in what is a constantly changing and evolving category and chimes with the work the AOP have conducted this year and last looking at the relationship between trusted websites, their advertisers and consumers.
NickWe already knew that adding a standard Telegraph online campaign added to a standard Telegraph print campaign can increase reach by 80% and reduce overall cpt by 35%We now have another layer of insight. Adding online also leads to an improvement in online action uplift from 4% (using Telegraph print only) to 13% more online actions The more the campaign delivers a cross media audience the more effective it will be.The scale of the study allows category analysis showing a Telegraph Effect across all eightFor more information you can visit our Telegraph Works website.
Print net results_telegraph_works_
PRINT + NET
TELEGRAPH WORKSPRINT + NET
PRINT + NET
Print + Net
Last click sites famously get all the credit, but what online action can be
credited to a newspaper digital campaign?‘‘
What effect does adding a newspaper website to a newspaper print
campaign have? For a long time publishers have talked in terms of
incremental reach but what is the value of the media synergy?
PRINT + NET
PRINT + NET
And here is how they did just that
PRINT + NET
The results - attribution
Take an £80k campaign in print. By adding a £15k online campaign (an additional
18% capital cost)…
… your campaign reach is increased by 80%
… your adult cpt is reduced by 35%
… your online actions uplift improves from 4% (Telegraph print only) to 13%
(the cross platform effect)
+4% online actions
+29% online actions
+13% online actions
PRINT + NET
17% more online actions than
those exposed online only
PRINT + NET
Insight by advertiser category
Eight major advertiser categories
Comprehensive results for each
A discernable effect across all
Technology & Telecoms is an intriguing category with the
most stark Print AND Online performance
PRINT + NET
Exposure to the campaign across Telegraph print or online will lead to
an average 13% uplift in online action
The most responsive consumers to your campaign are those
exposed across both media
Print + Net
60+ campaigns allows for category analysis, a Telegraph Effect is
discernable across all 8 categories measured
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