Case Study


Published on 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.

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  • Newsworks approached, and their media agency MediaCom, to put the case for including newsbrands in their communications planning. We pulled together a raft of facts and figures.We had a number of hypotheses about how the comparison website market appeared to work – and how newsbrands could help to extend success.
  • We produced a set of hypotheses about how newsbrands could help with some of their potential challenges.The comparison site market and use of media is reaching saturation. It is a recency model with the risk of diminishing returns. Adding newsbrands would extend reach across different audiences and platforms and add saliency, thereby improving the ROI of the whole campaign.The communications model is “always on”, generating broad reach and awareness every week. The business model requires the conversion of “market actives” to buyers via its site. Delivering and influencing these “market actives” increases ROI.The nature of newsbrands means that they reach and influence people when they are actively researching and looking to buy. Newsbrands are very effective at prompting immediate action.Need to raise consideration of across the full breadth of products in addition to focus on brand awareness and building engagement.Adding newsbrands, making full use of editorial sections, opens up options for range communication.This should raise consideration across the whole portfolio (without diluting TV role).TV is already effective at generating awareness, creating positive brand impressions and encouraging web visits. Newsbrands have a fantastic ability for brand idea amplification. There is particularly strong evidence across in-market effectiveness studies of newsbrands’ ability to supercharge TV.
  •’s media mix was largely undifferentiated from its rivals. They only used national press for best buy tables.Newsworks’ hypothesis was that sheer spend and saturation on TV is likely to create a growing diminishing return on spend - using a brand idea and TV commercial to communicate the range and diversity of is asking one media (+ search) to do a job that two media could do better.
  • Media mix spend patterns were at odds with brands chasing “active” purchasers in the market sectors operates in.
  • We did what all media trade bodies do – we re-planned the schedule to give examples of how adding newsbrands could increase reach and frequency for the same budget.
  • Changing perceptions is important – but it is rarely the ultimate goal. What advertisers ultimately look for is some change in behaviour. It could be requesting a brochure, or going for a test drive – or even seeking out more information from the manufacturer’s website.In the many effectiveness tests we have carried out, we have always tried to get a fix on whether the advertising has been likely to change behaviour in some way. Specifically, we have asked (25,000+) consumers whether they are more likely to act as a result of having seen the advertising.Consistently, we have found that both TV and newspaper advertising contribute to people having a reason to go out and buy the brand. But newspapers drive this effect more strongly.Newspapers, and their online equivalents, allow advertisers enormous amounts of flexibility. Newspapers can build brand values and personality (as we have seen with some of the classic ads in this booklet). They can also get information directly into the hands of prospects. And they can deliver tactical information, such as short term finance deals. And readers respond!
  • Newsbrands in both printed and digital formats can drive increases in both searches for the brand advertised , and visits to the brand owner’s website. Research from the Daily Telegraph, covering 68 of their clients across a range of categories, has demonstrated that advertising in the digital titles on average increased search and/or website visiting for the brand advertised by 29%. The excellent news for advertisers is that these visitors are high quality – our readers are used to actively reflecting on and engaging with online newspaper content, and they carry this through to their behaviour when visiting advertisers’ websites. In our recent Ford case study, we discovered that not only did the number of visitors to the website increase (by 12.5%) - but they visited more pages (+17.4%) and spent even longer on those pages (+22.3%). This is consistent with the general finding about online newspapers: specifically that visitors to our newsbrands’ websites have a longer dwell time – 50% longer than the average web page.The three case studies where we were able to isolate changes in traffic due to the printed or online newspaper campaigns, clearly show that the contribution was very similar. Clearly the relative and absolute volumes will depend on budget allocations between the two, but the research does demonstrate that printed newspapers can add significant web traffic to an advertiser’s site.
  • There are many case histories proving the effectiveness of advertising with newsbrands (available at This example for the Mazda CX-5 from July 2012 demonstrates the creative impact and response potential of a truly integrated campaign in partnership with just one of our titles. During July, Mazda and Mindshare developed a unique and exclusive partnership with The Times and Sunday Times, whereby advertising ran across all 4 platforms – print, mobile, tablet and online – including elements such as takeovers in print and interactive creative on the digital platforms. A unique element of the campaign was the fact that whether the reader was looking at a tablet, mobile phone, or the printed newspaper, there was a cover wrap on the award winning InGear section – the first time this has ever been done. Whilst historically, visitors to the Mazda website had come from a wide variety of sources, during the campaign month of July, 30% of all visitors had been users of the Times digital offering. Whilst that is a substantial number of visitors from one source, what is even more compelling is that this was equivalent to nearly 1 in 5 Times online users acting as a result of the activity – a huge response rate.
  • Exposure to the newspaper ads significantly strengthened the rational and emotional response to the TV ad.
  • The client and media agency considered and responded……
  • The comparison site market is direct response driven, and reliant on constant high volumes of web traffic. business is based on driving over six and a half million unique visitors a month to the site.
  • According to comScore, just under 8% of the digital population visit in a typical month – peaking at 10% of 35-54 online audience, who make up 41% of the total unique visitor audience. A key objective was to recruit younger people to the brand as they enter the market for our products.
  • undertook two large-scale regional tests in order to isolate the effects of adding newsbrands across print, online and tablet formats.The campaign ran from March to June in 2013. tracked and modelled results.
  • The 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 thebelief that “saves me lots of money”, a key measure that is hard to shift.The newsbrand campaign also delivers strong improvements in preference and differentiation, with a 33 % point improvement in the measure “are better thanother comparison websites”.
  • The creative in England and Wales featured financial products.Again, among the newsbrand audience we see an increase in the measures for breadth of range and “saves me lots of money”, as well as for a belief that MoneySuperMarket.comoutperforms its rivals.
  • tracking also shows that the newsbrand campaign leads to an overall increase in consideration.This is particularly so among the key 18-34 age group. The tracking shows that, as a result of seeing the newsbrand campaign, considerationamong this group increases by 8 % points, with the next age group, 35-49 year olds, increasing consideration by 4 % points.
  • 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.
  • Newsbrand advertising has an immediate impact on website visits, with newsbrand audiences - whether print, online or on tablets, taking action straight away. For print newspapers, there is an up to 20% daily carry over effect, but essentially the advertising is making people take action straight away.
  • With such high volume traffic to, a small shift in visits or enquiries has a significant impact on business.The newsbrand campaign accounted for a 6.2% average increase in traffic to money-based products, such as loans and ISAs.
  • Newsbrands not only increase visits, but are also successful in converting these visits into enquiries.There was a significant rise in enquiries for car insurance (+1.3%) in Scotland that is attributed to newsbrands.
  • As part of the test we used the model, which looks at the web traffic source to analyse the effectiveness of the differentnewsbrand formats - print, online and tablet. The model identified that there was a newsbrands’ campaign effect across platforms, withall 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.
  • Tablet newsbrands perform particularly strongly, bearing in mind comparative reach. The combination of the intimate newspaper experience that delivers strong reader attention,with the ability to respond immediately means that for, tablets are the most cost effective newsbrand format when spend is taken into account.For each £ spent on tablet advertising, almost two incremental visits are generated.
  • 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 £0.43 return for every £ estimate that the long-term effect will be two and a half times the short-term effect, leading to a projected return oninvestment of £1.08 per £ spent on newsbrands.
  • We all look at case studies for pointers and inspiration. This project’s success relied as much on a client who did not accept the status quo as it did on the ability of newsbrands tobuild business.The key learnings are:Don’t think being the same as the rest of a sector is a good thingNew media channels give opportunities to talk in a different wayUsing different media has a multiplying effectAlways be prepared to challenge your perceptions
  • Case Study

    1. 1. Newsbrands Some current facts There are 22 million readers of newsbrands every day Newsbrands (newspapers and online) reach 81% (41.6m) of all adults each month, 69% each week 19.4% of Newsbrands’ online audience is 1524, almost exactly the same proportion as Facebook (19.5%) Newsbrands reach more people a month in the UK than Google The average Newsbrand visitor is aged 40 – just one year older than the average Facebook visitor Time spent with online newsbrands has increased by 33% in the last 2 years Newsbrands reach 5.4 million more people per week than Twitter Tablet ownership is growing rapidly – 39% of adults owned a tablet at the end of 2013 Sources: NRS PADD, TGI, comScore, YouGov
    2. 2. Diversifying the media mix makes the total spend work harder
    3. 3. % Share Source: NMR MAT May 2012 Comparison Sites
    4. 4. % Share Source: NMR MAT May 2012 Finance
    5. 5. % Share Source: NMR MAT May 2012 Motors
    6. 6. % Share Source: NMR MAT May 2012 Utilities - residential
    7. 7. % Share Source: NMR MAT May 2012 Broadband (incl broadband +TV/Landline ads)
    8. 8. % Share Source: NMR MAT May 2012 Consumer mobile networks
    9. 9. Consumption of newsbrands is complementary to TV & Search on any day of the week Newspaper reading is focused on shopping hours % of total time spent with individual media Source: IPA Touchpoints 2012 Base: All adults Total time spent: TV (20.45hrs), Shopping (2.69hrs), Newspapers (3.02hrs)
    10. 10. MoneySuperMarket advertising could become more effective by adding Monday newspapers 4 weeks 1 week 100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 0 0 A -TV & Sunday Press B -TV, Sunday & Monday Press Adults, 30” & Clr 25x4’s A – TV & Sunday press 233 TVRs + 10 GRPs per week B – TV, Sunday & Monday press 113 TVRs + 68 GRPs per week A - TV & Sunday Press B - TV Sunday & Monday Press 1+ 5+ 10+
    11. 11. Newsbrands prompt action
    12. 12. Newspapers make people more likely to act Gives me a reason to go out and buy Source: Newsworks Effectiveness Case Studies
    13. 13. Newsbrands – heavily skew towards “active” consumers (e.g. automotive) 190 188 Own a car 162 Own a new car 160 Plan to buy a new car in next 6 months H'Hold plan to buy new car in next 6 months 134 132 123122 119 112 114 110 109108 103 101 90 105 103 104 90 86 85 87 88 82 77 74 Heavy NP Viewed Newspaper Site in last 4 wks Source: NRS Oct 12 – Sep 13 Weekly Cinema Visitor Heavy Womens Mags Daily Internet User Heavy Radio Heavy TV
    14. 14. Newsbrands drive traffic to websites Both online and printed newspapers drove traffic to the Toyota website Source: Newsworks Effectiveness Case Studies
    15. 15. Cross-platform solutions multiply the newsbrand effect Source: comScore for online readers/visitors only
    16. 16. Newsbrands supercharge other media
    17. 17. Newspapers significantly strengthen advertising measures when added to TV across numerous campaigns TV + Newspaper TV solus 75 56 34% Incremental effect vs TV solus 68 48% Incremental effect vs TV solus 46 Re-appraisal Call to Action ‘Surprising and gets me to think differently’ Top 2 box % ‘Gives me a reason to go out and buy’ Top 2 box % Source: Millward Brown; Base: Aggregate of eighteen campaigns, 18,000+ respondents
    18. 18. Adding newspapers improves TV ad performance on multiple dimensions Response to TV ad % agreeing TV Solus TV + NP Contained new information 53 67 +14 Contained different information 53 67 +14 Points made were relevant 54 70 +16 Points made were belivable 72 Made brand more appealing Made me more likely to buy Base: Aggregate of eighteen campaigns, 18,000+ respondents 83 63 47 77 63 +11 +14 +16
    19. 19. “When Rufus Olins and Vanessa Clifford from Newsworks approached us via our media agency, MediaCom, to discuss the role of newsbrands in our communications plan, we had a very successful brand, a media strategy that produced impressive results and an effective new creative campaign. Gareth Helm, Brand Director We only used national press for our best buy tables and newsbrands weren’t a key media strand for our category as a whole. But the evidence they showed us was persuasive - and the fact that many of our key clients in the finance, motor insurance, utilities, broadband and telecommunications sectors used newsbrands to connect with the very audiences that we were targeting caused a re-think. We decided to put newsbrands to the test.”
    20. 20. Source: comScore Mar-Jun average 2013
    21. 21. Age profile Under 18 18-24 25-34 35-54 55+ Source: comScore May 2013
    22. 22. Key objectives • Drive web visits • Increase consideration • Communicate breadth of offer • Differentiate from competitors
    23. 23. “We were very clear about our business objectives. Our business is based on high volume web traffic, attracting people who are ready to make a purchase so that we have a good conversion rate through to enquiries and sales. Gareth Helm, Brand Director So newsbrands needed to demonstrate that they could raise web visits and enquiries. We also wanted to communicate range and increase the likelihood that is the first choice comparison site.”
    24. 24. Two tests Scotland Motor insurance (with TV) England & Wales Money products (newsbrands only)
    25. 25. Creative
    26. 26. Results: Changing brand perceptions
    27. 27. SCOTLAND Newsbrands drive brand differentiation and preference Their advertising makes me think better of them than I used to Saves me lots of money Are better than other comparison websites Is the first site I would go in future when looking for savings and borrowing products % difference in change of perceptions of the brand. Newspaper readers vs all sample
    28. 28. ENGLAND & WALES Newsbrands drive brand differentiation and preference Saves me lots of money Offer a broad range of savings and borrowing products Are better than other comparison websites Is the first site I would go in future when looking for insurance products % difference in change of perceptions of the brand. Newspaper readers vs all sample
    29. 29. Results: Growing the customer base
    30. 30. Newsbrands drive consideration, especially among young people Source: tracking +8% Increase in consideration among 18-34s
    31. 31. Large increase in claimed recent visits by 18-34s Source: tracking
    32. 32. Business results
    33. 33. The effect of Newsbrands activity was seen on the same day Source:
    34. 34. Newsbrands successfully increased visitor traffic for a wider range of products Average increase in web visits for money products in England and Wales Source:
    35. 35. Newsbrands successfully increased enquiries for motor insurance in Scotland Source:
    36. 36. All newsbrand platforms are effective at increasing visits PRINT ONLINE TABLET 0.33% 0.12% 0.24% Site visits generated Source: model
    37. 37. Tablets deliver most visits per £ spent Source: model
    38. 38. Newsbrands’ ROI keeps on growing Source:
    39. 39. Summary of results Newsbrands • • • • • Extend reach Engage a new young audience Deliver a highly responsive audience Build brand perceptions Drive business results and ROI
    40. 40. “We were pleased with the results and newsbrands achieved key objectives that we had set. There was clear evidence from our modelling that newsbrands had increased both web visits and conversion into enquiries. Newsbrands had also increased consideration, and helped differentiate us from our competitors. There were a couple of results that were particularly interesting, and somewhat unexpected. Gareth Helm, Brand Director Firstly, we were very pleased to see that the emerging newsbrand format, the tablet, produced such great results. Tablets really help extend the newspaper proposition for clients. We think that it’s because tablet newsbrands have the personal touch and the audience is both the right composition and in the right mood to focus and take action. Secondly, we were delighted that newsbrands attracted and influenced a younger audience. While there’s a lot of talk about newsbrands being “old media” - in both senses of the word old - the truth is that they engage more young people than ever. This is great news for any brand like that needs to bring in and retain new young users. Whilst newsbrands weren’t considered before in our media mix, we think differently now.”
    41. 41. Learnings • Don’t think being the same as the rest of a sector is a good thing • New media channels give opportunities to talk in a different way • Using different media has a multiplying effect • Always be prepared to challenge your perceptions