Media Pack

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  • Media Pack

    1. 1. Media Pack June 08
    2. 2. Brand Overview Research & Statistics Case Studies Channel Overview
    3. 3. Brand Overview
    4. 4. ENGAGEMENT Meaning they spend more time engaging with your brand Source:BMRB Feb 08/ Feb 08/ **Comscore March 08 Brand overview MailOnline users spend more time on our site
    5. 5. GROWTH Source:Intellitracker Jan 07-Feb 08 Brand overview MailOnline’s UK user base has grown by over 170% year on year Over one million unique users a day visit the site More daily visitors than any other UK newspaper site
    6. 6. GROWTH In the last 12 months the MailOnline has grown to be the No.1 UK newspaper in terms of share of visits Source:Hitwise Oct-Dec 07 Brand overview This means our users come back to the site more regularly than any other news sites
    7. 7. SPENDING POWER They also earn 11% more than the online national average “ Advertising helps me choose what I buy” Source: AND Profiling Study /Survey Interactive 2007/ TGI.Net Wave 14 Brand overview MailOnline users are more responsive to your advertising 82% of users have purchased online in the last 3 months- Index 114
    8. 8. SPENDING POWER They make higher value purchases across a number of sectors Brand overview Source: TGI.Net Wave 14
    9. 9. LOYALTY Source: AND Profiling Study / Survey Interactive 2007 Brand overview 53% of the Mail’s audience do not visit any other major newspaper site MailOnline provides access to a hard to reach audience
    10. 10. LOYALTY Brand overview Source: AND Profiling Study / Survey Interactive 2007 71% of MailOnline users also read the newspaper Reinforce your brand message within the same trusted content, all day
    11. 11. TRUSTED CONTENT Source: Mail Online April Brand overview MailOnline offers more content to engage with Trust the content: Trust your brand
    12. 12. Research & Statistics
    13. 13. Reaching a successful active audience Research & Statistics Source: AND Profiling Study / Survey Interactive 2007/ TGI Wave 14 Acorn Group- Wealthy Executives/achievers 75% consider being fit and healthy as their No.1 priority in life 71% are ABC1’s 41% have children aged 1-3 24% earn £50k+ 34% more likely to do a triathlon than the online population 76% are married 24% more likely to ski than the online population 70% are 35-64 CEO’s Middle managers and Professionals
    14. 14. Mail Online users are more affluent than the Times, Telegraph and Guardian newspaper websites Research & Statistics 71% of MailOnline users are ABC1’s this is 20% more than the closest competitor (Telegraph 59%) Source: Hitwise March 08/ AND Profiling Study / Survey Interactive 2007
    15. 15. The MailOnline reaches a higher proportion of users under the age of 55 than the Times and Telegraph Research & Statistics 69% of MailOnline users are under 55 Source: Hitwise March 08
    16. 16. MailOnline channel profiles vary considerably from the overall site <ul><li>So what….? </li></ul><ul><li>Opportunity to target by demographic and environment </li></ul>Research & Statistics Source: AND Profiling Study / Survey Interactive 2007
    17. 17. Source: Intellitracker March 07-March 08 The MailOnline has an average of 272,072 UK visitors a day (up 163% from Feb 07) It has 1 million global visitors a day more than The Guardian, The Telegraph, The Times and the Sun. The MailOnline enjoyed record web UK traffic in January by reaching over 4 million unique users The MailOnline’s UK user base has grown by over 170% y-o-y. This is double the rate of the rest of the industry Research & Statistics
    18. 18. In the past twelve months the MailOnline has attracted more UK visits than any other newspaper site 11.91% Telegraph 5 12.83% Guardian Unlimited/Observer 4 17.97% Daily Mail 1 13 12 11 10 9 8 7 6 3 2 0.22% 0.93% 1.48% 1.50% 3.20% 4.47% 4.95% 7.46% 16.04 17.04% Share of UK Visits FT.com The Sun Times Online The London Paper ThisisLondon Metro Daily Express News of the World Mirror Independent Hitwise 11.91% Telegraph 5 12.83% Guardian Unlimited/Observer 4 17.97% Daily Mail 1 13 12 11 10 9 8 7 6 3 2 0.22% 0.93% 1.48% 1.50% 3.20% 4.47% 4.95% 7.46% 16.04 17.04% Share of UK Visits FT.com The Sun Times Online The London Paper ThisisLondon Metro Daily Express News of the World Mirror Independent Hitwise Research & Statistics Source: AND Profiling Study / Survey Interactive 2007/ Hitwise Jan 07-Feb 08
    19. 19. The MailOnline ranks No 1 for online newspaper brand awareness ahead of the Guardian, News of the World and Independent Research & Statistics 2006 2008 In the last 2 years the MailOnline has seen brand awareness increase by 24%. It now ranks no.1 for online newspaper brand awareness. Source: BMRB Feb 08 Times Online 35% Telegraph.co.uk 30% Mail Online 29% The Sun Online 28% Independent.co.uk 27% Guardian Unlimited 25% Mirror.co.uk 24% Observer.co.uk 23% Sunday Mirror 20% Express.co.uk 18% ft.com 17% Daily Star 16% Sunday Mail (Scotland) 14% The People / Sunday People 11% Metro.co.uk 11% Scotsman.com 10% Daily Record 9% Thisislondon 8% Racing Post 8% Mail Online 36% Times Online 36% The Sun Online 36% Telegraph.co.uk 34% Independent.co.uk 33% Guardian Unlimited 32% News of the World 30% Independent.co.uk 29% Mirror.co.uk 28% Sunday mirror 24% Daily Star 22% Express.co.uk 19% ft.com 17% The People / Sunday People 17% Metro.co.uk 16% Scotsman.com 12% Daily Record 12% Racing Post 12% Thisislondon 9%
    20. 20. The Mail website drives far higher levels of engagement than any other UK national newspaper website Minutes per visitor, minutes per visit Feb08 <ul><li>So what….? </li></ul><ul><li>Our visitors spend more than twice as long than the average on the site reading the content and seeing your advertisers brands </li></ul>Research & Statistics Source: Comscore Feb 08
    21. 21. 1.0 2.9 MSN News & Weather 16 1.8 2.3 ITN.co.uk 17 4.1 12.5 The Sun 5 6.4 20.9 Daily Mail 1 20 19 18 15 14 13 12 11 10 9 8 7 6 4 3 2 1.5 2.3 2.3 3.0 3.7 4.6 5.3 5.3 5.5 5.6 5.6 7.0 9.0 13.3 20.6 20.7 Average minutes per visitor 4.6 Guardian 4.1 FT 3.3 BBC News 3.0 Sky News 1.5 Google News Search 1.6 Orange News & Weather 1.9 AOL News 3.0 Times 2.7 Telegraph 3.0 CNN 3.0 Metro 2.8 Mirror 1.0 Independent 0.5 Express 1.8 Channel 4 News 0.7 Yahoo! News Average minutes per visit Publisher 1.0 2.9 MSN News & Weather 16 1.8 2.3 ITN.co.uk 17 4.1 12.5 The Sun 5 6.4 20.9 Daily Mail 1 20 19 18 15 14 13 12 11 10 9 8 7 6 4 3 2 1.5 2.3 2.3 3.0 3.7 4.6 5.3 5.3 5.5 5.6 5.6 7.0 9.0 13.3 20.6 20.7 Average minutes per visitor 4.6 Guardian 4.1 FT 3.3 BBC News 3.0 Sky News 1.5 Google News Search 1.6 Orange News & Weather 1.9 AOL News 3.0 Times 2.7 Telegraph 3.0 CNN 3.0 Metro 2.8 Mirror 1.0 Independent 0.5 Express 1.8 Channel 4 News 0.7 Yahoo! News Average minutes per visit Publisher Highest engagement of any national news brand <ul><li>So what….? </li></ul><ul><li>If you want quality, edited content for your brands to appear against the Mail is the best place to go online </li></ul>Research & Statistics Source: Comscore Feb 08
    22. 22. Over half of MailOnline audience does not visit another major newspaper website Which of the following newspaper websites have you visited in the last 3 months? Research & Statistics <ul><li>So what….? </li></ul><ul><li>53% have not visited another newspaper site showing strong loyalty to MailOnline </li></ul><ul><li>A hard to reach audience </li></ul>Source: AND Profiling Study / Survey Interactive 2007
    23. 23. 39.7% 2.96 million UVs 18% 1.3 million UVs 18.5% 1.4 million UVs Unique user decomposition of visitors to MailOnline, Times Online & Guardian Unlimited, January 2008 4% 300k 8% 621k 7% 512k 5.4% 402k MailOnline delivers 1.4 million unique visitors that can not be reached by advertising on the Guardian or the Times MailOnline Research & Statistics TimesOnline Guardian.co.uk Source: Comscore Jan 08 De-duped universe of 7.5m UV’s, January 2008
    24. 24. 26.3% 1.6 million UVs 25% 1.6 million UVs Unique user decomposition of visitors to MailOnline, Times Online & Telegraph.co.uk January 2008 26% 1.6 million UVs 6% 357k 6% 383k 5% 320k 5.6% 344k MailOnline delivers 1.6 million solus users that can not be reached by advertising on the Telegraph or the Times MailOnline TimesOnline Guardian.co.uk Research & Statistics Source: Comscore Jan 08 De-duped universe of 6.1m UV’s, January 2008
    25. 25. 38% 10.5 million UVs 19% 5.3 million UVs Unique user decomposition of visitors to MailOnline, MSN.co.uk and Yahoo.co.uk, January 2008 2% 600k UVs 1% 357k 35% 9.6m 2% 509k 4% 1.1m UVs MailOnline delivers 600,000 unique visitors that can not be reached by advertising on MSN or Yahoo Research & Statistics Source: Comscore Jan 08 MailOnline MSN Yahoo De-duped universe of 27.4m UV’s, January 2008
    26. 26. MailOnline users have a huge propensity to purchase Which of the following life events do you expect to happen in the next 12 months? Source: AND Profiling Study / Survey Interactive 2007 Research & Statistics
    27. 27. Mail Online users are more likely than the online population to purchase online Research & Statistics Have you used the Internet when purchasing any products or services in the last 3 months? <ul><li>So what….? </li></ul><ul><li>82% of MailOnline users have made a purchase online in the last 3 months.This is 14% more than the online population. </li></ul><ul><li>In the last 6 months MailOnline users have spent £908 online </li></ul>Source: TGI Internet Wave 14 (April 2006-March 2007)
    28. 28. 77 142 169 105 MSN 90 91 96 93 Yahoo! 71 103 128 139 AOL 69 75 127 111 Telegraph.co.uk 96 68 174 91 Guardian Unlimited 86 81 57 100 Times Online 127 131 172 139 MailOnline 100 100 100 100 Internet population &quot;If buying on internet I agree it is important to purchase well known brands&quot; &quot;On the whole well known brands are better than a shop one&quot; &quot;Advertising helps me choose what I buy&quot; &quot;Online adverts play a part in influencing the brands I buy&quot; (Any Agree) Index MailOnline users are strongly influenced by online advertising and place a high value on well known brands website Index of attitudes to online advertising and importance of brand, by online newspaper websites Research & Statistics Source: TGI Internet Wave 14 (April 2006-March 2007),
    29. 29. £1,210,000,000 + 8.9% £878 £806 Last Holiday £1,480,000,000 + 10.1% £8,680 £7,886 Last Car £ 110,000,000 + 11.3% £118 £106 Women’s wear £ 68,000,000 + 14.1% £275 £241 Digital Camera + 20.8% + 24.3% % Diff £490,000,000 £25,000,000 Total Spend MailOnline £1,113 £921 Furniture £87 £70 Watches MailOnline Average Spend Item MailOnline users make higher value purchases across a number of sectors Average online spend by online average Research & Statistics Source: TGI Internet Wave 14 (April 2006-March 2007),
    30. 30. 91 112 114 152 124 MSN 100 123 99 157 120 Yahoo! 99 83 84 170 138 AOL 89 138 85 84 105 Telegraph.co.uk 73 177 93 91 119 Guardian Unlimited 102 133 87 117 140 Times Online 138 168 117 171 141 MailOnline 100 100 100 100 100 All Adults Own a Rolex watch Buy Bombay Sapphire Gin Use Clarins makeup/lotions Own an Audi Own a Sony TV Index Source: TGI Internet Wave 14 (April 2006-March 2007), Propensity to agree/own/use by brand MO Users are 63% more likely to strongly agree with the statement, “If buying on the Internet it is important to buy well known brands” MailOnline visitors are more likely to buy quality, branded products Research & Statistics
    31. 31. % of online users who read newspaper – based on various insertion counts MailOnline presents opportunity for advertisers to build frequency within strong brand environments Research & Statistics Source: AND Profiling Study / Survey Interactive 2007 <ul><li>So what….? </li></ul><ul><li>Over a month 71% of Mail Online users also read the newspaper </li></ul><ul><li>Reinforce your brand message within the same trusted content, all day </li></ul>
    32. 32. 40% uplift from online 43% uplift 24% uplift Building frequency Based on a typical offline campaign 10,364,884 9,950,872 Total Campaign Reach 13,060,352 Online contributes greater reach and frequency to a typical offline campaign Source: AND Profiling Study / Survey Interactive 2007 Research & Statistics
    33. 33. Cross-Platform combines quality trusted brand content Research & Statistics Thinking about the Daily Mail and Mail Online, which of the two is more reliable/trustworthy Source: AOP Dual Consumption Study April 07 <ul><li>So what….? </li></ul><ul><li>Trust is in the brand- rather than the platform. </li></ul><ul><li>Positive associations for your advertisers </li></ul>% % 80% think both platforms are equally trustworthy
    34. 34. Proportion of audience duplication in UK (October 2007) % vertical Source: AND Profiling Study / Survey Interactive 2007 Low site duplication highlights further opportunities for cross-promotion across the AND portfolio Research & Statistics 9% - 14% 3% 4% 4% 5% 5% 5% 15% T.Hols 2% 3% 1% 1% 3% 3% 3% 2% Teletext 6% 5% - 3% 5% 8% 7% 4% 11% Loot 5% - 1% 2% 2% 3% 3% 4% 15% Thisis 6% 12% 6% 2% 2% - 21% 11% 40% TiL 4% 7% 3% 40% - 2% 2% 2% 7% Loopy 6% 6% 2% - 42% 2% 2% 1% 6% GDFF 7% 11% 6% 2% 2% 22% - 8% 34% Metro 6% 12% 3% 1% 2% 10% 6% - 31% TiM 10% Thisis 4% T.Hols 2% Loot 1% GDFF 2% Loopy 8% TiL 6% Metro 7% TiM - Mail Mail
    35. 35. <ul><li>Deeper and richer content </li></ul><ul><li>Putting every article in the print edition online </li></ul><ul><li>More articles per day than any other UK newspaper website </li></ul><ul><li>We spend more on images than any other newspaper site </li></ul><ul><li>So what….? </li></ul><ul><li>Your advertisers can feel confident that their brand will positioned against quality content </li></ul>Investing in high-quality content Research & Statistics Source: Mail Online April 04
    36. 36. <ul><li>Media first ad formats available, i.e. Belly-bands and Super V’s </li></ul><ul><li>Integrate sponsorship placements to allow advertisers to get as close as possible to the content </li></ul><ul><li>So what….? </li></ul><ul><li>More creative and integrated solutions for advertisers </li></ul>Offering online advertising media firsts Research & Statistics Source: Mail Online April 04
    37. 37. Channel Overview
    38. 38. News <ul><li>Our news channel is updated constantly throughout the day to reflect breaking news and developments in current stories. </li></ul><ul><li>The most-read articles are highlighted and the site is fully interactive, encouraging and receiving comments from readers on every story. Plus a daily poll, soliciting opinion on one of the major topics engaging the nation. </li></ul><ul><li>Visitors can choose to view home or world news, headlines or the news in pictures. </li></ul><ul><li>Registered users have the added advantage of receiving a regular newsletter and a daily headlines bulletin to their e-mail inbox. </li></ul>User Profile <ul><li>Slight female bias - 52% Female v 48% Male </li></ul><ul><li>71% ABC1 </li></ul><ul><li>38% more likely than the online average to access news content on their mobile phones </li></ul><ul><li>42% more likely than the online average to consume news via newsletters as well as using the website </li></ul>Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14
    39. 39. TV & Showbiz <ul><li>As you would expect, the TV & Showbiz channel is packed with stories and gossip from the world’s celebrity hotspots. The latest videos and photos are available, updated through the day. </li></ul><ul><li>Visitors can choose to view the latest showbiz headlines or most-read stories. The A-Z Star Search function allows them to search by their favourite celebrities. </li></ul><ul><li>Comment is invited on every story and they can vote in an entertainment-related poll. The latest film and theatre reviews are on offer, the Screening Room shows the latest film trailers and Soap Box keeps viewers up to date with the latest happenings in their favourite soaps. </li></ul>User Profile <ul><li>Heavy female bias - 71% Female v 29% Men </li></ul><ul><li>73% ABC1 </li></ul><ul><li>147% more likely to access entertainment content over their mobile phone than the internet average </li></ul><ul><li>60% are heavy entertainment consumers </li></ul>Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14
    40. 40. Sport <ul><li>All the latest news and behind the scenes insight into Britain’s favourite sports with plenty to read and do. </li></ul><ul><li>Have Your Say invites visitor comment on one of the major topics of the day; reader poll; What the Back Pages Say; On This Day in Sport and regular columns from well-known pundits. </li></ul><ul><li>Plus there’s a free to enter Fantasy League, the latest football stats and Hatchet Man – the game’s toughest columnist. </li></ul>User Profile <ul><li>Heavy male bias - 89% Male v 11% Female </li></ul><ul><li>72% ABC1 </li></ul><ul><li>53% are very interested in sports, this is 5% higher than the online average </li></ul><ul><li>58% partake in sports/exercise weekly </li></ul><ul><li>33% more likely than the online average to be a rugby club member </li></ul>Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14
    41. 41. Femail <ul><li>This is the MailOnline’s female–oriented channel,packed with a vast range of articles that are relevant to today’s woman; the latest fashion, beauty, health, celebrity stories and horoscopes.  </li></ul><ul><li>Visitors can comment on every story, there's a daily poll and Have Your Say invites opinions on a current hot topic .  </li></ul><ul><li>You magazine’s latest stories and favourite columnists are on offer plus some fairly lively message boards. </li></ul>User Profile <ul><li>Female bias - 64% Female v 36% Men </li></ul><ul><li>76% ABC1 </li></ul><ul><li>66% of users look after their appearance and are concerned about their image </li></ul><ul><li>22% more likely than the online average to shop in high-class boutiques </li></ul>Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14
    42. 42. Health <ul><li>Heavy female bias - 73% Female v 27% Men </li></ul><ul><li>73% ABC1 </li></ul><ul><li>45% more likely than the online average to access health content online </li></ul><ul><li>50% of Mail Online users are prepared to pay extra for healthy food produce </li></ul>Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14 <ul><li>Keeping users up to date with the latest wellbeing advice and ideas for all the family </li></ul><ul><li>Health is of great interest to MailOnline users,   </li></ul><ul><li>millions of them take health supplements every day and over 700,000 of them are members of a gym or health club.  </li></ul><ul><li>Our coverage is wide-ranging, featuring all aspects of adults' and children's well-being, offering positive advice and ideas on how to improve our lives through healthier living </li></ul>
    43. 43. Case Studies
    44. 44. Cross media case study Background Campaign Objectives Results <ul><li>AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the on/offline activity. </li></ul><ul><li>The campaign successfully reached the target audience of 35+ year olds </li></ul><ul><li>Robust sample sizes – 3,500 respondents </li></ul>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. <ul><li>Promote “Captiva” </li></ul><ul><li>Change SUV brand perception </li></ul><ul><li>Increase ‘call to action’ </li></ul>…… and shifted key branding metrics <ul><li>Spontaneous brand awareness increased by 150% </li></ul><ul><li>Spontaneous SUV awareness increased by 550% </li></ul><ul><li>Behaviour intent increased by 213% </li></ul>Summary The Daily Mail and the MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts. “ 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.” Chevrolet Campaign demonstrates cross media ad effectiveness of the Mail brand with a 550% increase in SUV awareness following campaign Case Study Source: Survey Interactive 2007
    45. 45. Online case study Background Campaign Objectives Results <ul><li>AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the online activity. </li></ul><ul><li>The campaign successfully reached the target audience of 40+ year olds </li></ul><ul><li>Robust sample sizes – 1,740 respondents </li></ul>ING wanted to raise awareness of their new savings account, as well as encourage “ call to action.” <ul><li>Promote “ING” </li></ul><ul><li>Raise awareness of the savings account </li></ul><ul><li>Increase ‘call to action’ </li></ul>…… and shifted key branding metrics <ul><li>Prompted brand awareness increased by 26% </li></ul><ul><li>Campaign awareness increased by 64% </li></ul><ul><li>Behaviour intent increased by 52% </li></ul>Summary The MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts . ING Campaign demonstrates online ad effectiveness of the Mail brand with a 77% increase in online campaign awareness Case Study Source: Survey Interactive 2007 “ 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.”
    46. 46. Cross media case study Background Campaign Objectives Results <ul><li>AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the cross media activity. </li></ul><ul><li>The campaign successfully reached the target audience of 40+ year olds </li></ul><ul><li>Robust sample sizes – 4,500 respondents </li></ul><ul><li>Promote “Auris” </li></ul><ul><li>Change Auris brand perception </li></ul><ul><li>Increase ‘call to action’ </li></ul>…… and shifted key branding metrics <ul><li>Spontaneous brand awareness increased by 94% </li></ul><ul><li>Prompted brand awareness increased by 51% </li></ul><ul><li>Campaign awareness increased by 204% for online and 175% for newspapers </li></ul>Summary Toyota Campaign demonstrates effectiveness of the Mail brands with a 94% increase in spontaneous awareness Case Study Source: Survey Interactive 2008 “ 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 .” The Daily Mail and the MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts. 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.

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