Insight update: Engagement, senses and mobile
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There are many misconceptions when it comes to understanding the power of newsbrands in a connected age. Learn more about Newsworks’ insight programme.
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Insight update: Engagement, senses and mobile
- 3. Sight is the only sense required for consumers to engage with advertising in newsbrands
- 4. Tactile ads have higher spontaneous awareness and improved brand metrics
- 5. Touching Newspaper ads improves brand metrics and willingness to purchase
- 6. Touching Newspaper ads improves brand metrics and willingness to purchase +41% +30% +30% +34% +22% Honesty and sincerity Confidence Reliability Customer satisfaction Would recommend
- 7. Newspaper reading is dying out because young people aren’t picking up the habit
- 8. Daily 4.8m Weekly 9.2m Monthly 13.5m Newsbrand reach amongst young people MultiplatformPrint Daily 3.7m Weekly 7.5m Monthly 9.5m
- 9. Newsbrands no longer have a role now that our culture is saturated with free news
- 10. Saturation means newsbrands’ role is more important than ever Millennials Boomers 81% 76% 74% 71%I identify with [my news brand’s] point of view I like that I get a balanced point of view from [my news brand]
- 11. “ I wasn’t expecting to enjoy it as much as I did. It was good to read a range of different articles and widen my knowledge in areas and stories that I knew nothing about which started lots of social interaction. It’s been a bit of an eye opener - I didn’t realise I was missing so much James, 29
- 12. Smartphone advertising doesn’t work
- 13. A narrated world
- 14. Smartphone advertising should be seamlessly integrated, interactive and targeted I would make it less invasive and more targeted. I know that internet advertisers can track your browsing activity and target adverts at you, but I feel these are still quite generic. I don't know how, but it would be great to see adverts tailored personally to you Michael, 21 “
- 15. Coming up
- 16. The roles of all newsbrands platforms in consumer journeys to purchase. Consumer Journeys
- 17. Multiplatform effectiveness What is the relative impact of advertising on each newsbrand platform? And to what extent does this impact see an incremental increase for the significant numbers who are accessing newsbrands on more than one platform?
Editor's Notes
- Our insight programme is an incredibly important part of what we do. Through it we can delve into the impact that newsbrands have on consumers lives today, to work out their role in a connected age. Importantly it helps us to provide evidence that stop us all from the trap of using a sample of one – ourselves! We are not representative of the great British public!
- Relying on a sample of one or just talking to people like us, can lead to false notions or assumptions that become widely held over time. So in the next 9 and a half minutes I’m going to dispel some myths that have grown up around newsbrands.
- Increasingly we see the use of video in advertising within newsbrands. So sound is also important. However there is another sense that you might not expect to be important – and that is touch. Touch is a vital sense for our development as people and there are many studies out there proving the role of touch in our emotional well being. Earlier this year we carried out a piece of research in partnership with UCL and PHD, investigating the importance of touch for both tablet and print advertising, versus a control group of PC users, where navigation is via the mouse.
- The main means of interaction with a tablet are by touch, so it’s perhaps not surprising that advertising in newsbrands on this platform have higher spontaneous awareness and improved brand metrics. And that is even more so when the ads are designed so that they look tactile and invite touch. The same is true for newspapers though. Newspapers ads were seen as more trustworthy than the same ads in the control PC condition. This increases significantly when ads are actually touched Touching the print ads improves overall brand perceptions and boosts willingness to purchase.
- There is a view that newspaper reading is dying out because young people aren’t picking up the habit. I’ve heard it said on at least one conference platform recently that young media planners don’t read newspapers, they don’t watch TV, they just go on Facebook. This is actually a very misguided view, as it does not represent the truth in the industry data. Newspapers have gone and continue to undergo a huge transformation, as they grow and become multiplatform brands with each platform serving a different purpose and need.
- The industry data shows a very positive picture for both print and multiplatform reach amongst young people. Printed papers reach 3.7 million 18-34’s daily, rising to 9.5 million monthly. And if we look at it on a multiplatform basis that rises to 13.5 million monthly. The daily and weekly multiplatform numbers are likely to be an underrepresentation of reality as currently NRS PADD only allows us to look at readership on mobile (in this case smartphones and tablets) on a monthly basis. We carried out a piece of research in the summer called Generation News. Working in conjunction with Bath University we investigated how Newsbrand habits are being formed in a connected age. The digital world has in fact opened up new routes into newsbrand habits for young people, which often leads them back to print. We discovered an increasing worry among younger people in particular of the consequences of a digital overload. They turn to print to help them switch off. And we know from our academic research that digital requires a much higher cognitive load, we are having to make decisions all the time. Print takes that load away, and allows us to relax much more.
- There are a myriad different ways of accessing news today, so the obvious thought is that we don’t actually need newsbrands anymore, we might as well shut up shop and go home. However, in a world awash with news it can be difficult to understand what you need to know. The endless sea of information and opinion makes it difficult know when to stop, there is always the fear something important is happening and we are missing out People looking for a ‘balanced’ point of view that covers the events and issues they feel is important in the world –which in practical terms means someone or something that reflects their values Newsbrands provide trusted ‘real’ journalism* and a sense of satisfaction by giving you everything you need to know - soothing the constant itch for news. Both the younger and older people in our Generation News research wanted the balanced point of view that their newsbrand brings/ Newsbrands are a lens that brings focus to the world and a sense of understanding to the online chatter.
- In our research we saturated a group of people with a newsbrand in order to understand habit formation. There was a sense, as shown by the quote here, that newsbrands open your eyes to the world in a different way, not only informing but also providing fuel for social interactions.
- We’ve heard a lot recently about adblockers, and the challenge that poses to the advertising industry. It seems that smartpone advertising doesn’t work and in fact can’t ever work, if people, when given the means to exclude it, do so in significant numbers. A couple of comments around this whole issue stood out for me – at Mediatel’s Future of National Newspapers Nick Hewat from the Guardian talked about how mediocre a lot of mobile advertising is. And Jon Kershaw from Havas wrote a piece a couple of weeks ago that talked about adblocking as consumer feedback, and the feedback consumers are giving the marketing industry is loud and clear. Collectively, our work simply isn’t good enough. However there is hope, don’t despair! Our recent piece of research Be Smart about Smartphones revealed some guidelines on getting it right.
- Newsbrands are part of the daily networked conversation in which young people today are engaged. This conversation is multi-dimensional and multi-media, straddling the personal, the social and the societal and providing an ongoing, ever changing background to their lives. Brands and news content have as much a place in this conversation as family and friends, providing they are personally relevant and integrated. Advertising which continues the conversation is welcome. Content, media, accessibility and tonality which disrupt the conversation and cause discontinuity are avoided, filtered out or rejected.
- They have no problem with combining promotion, news content entertainment and advertising, providing it is seamless and integrated. They are all about connectivity and continuity – as long as a brand does not break the conversation and create discontinuity, it is allowed a role in the discourse.
- I hope that this has given you food for thought and that you no longer have any false notions! Our insight programme continues apace, with some more projects coming up.
- We are in the middle of a project to deconstruct consumer journeys. We know from our own individual experiences and various research studies done in other areas that the consumer decision journey is a complex one. A Google search of ‘consumer decision journey’ yields over 1.3 million results alone. We know that decision-making is often irrational, device-laden consumers have access to 24/7 information, and peer influence is increasingly important. No longer is the path to purchase a simple funnel, where the consumer moves through from initial interest, to selecting a shortlist, to buying a product. It is in this context that people are reframing how they represent and discuss the consumer decision journey – one useful description is that of a pinball machine. There is a trigger that causes people to enter the decision-making process, but once in, they bounce from one touchpoint to another, often moving backwards as well as forwards, before eventually making a decision. We know from previous research conducted by Newsworks that that different newsbrand platforms have different roles to play, tapping into consumer needstates. We have a hypothesis that each platform will have different yet complementary roles along the path to purchase. We’ll be launching this in mid-November, so watch this space. And we know that in the end it all boils down to whether advertising shifts product or changes consumer behaviour. Ever since I’ve worked in advertising, there has always been a question around the multiplier effect. In the olden days when I started out, I distinctly remember a project around the impact of adding print on to TV for Volvo.
- This question is still being asked, but in a different way. The question we have been getting for newsbrands is what is the relative impact of advertising on each newsbrand platform? And what is the incremental increase in impact for the significant numbers of people who access newsbrands on more than one platform? We will be revealing the results in the first quarter of next year. One other area we have been looking at is that of context. This is an incredibly important issue for newsbrands – we believe that the power of the positive context that newsbrands bring should be a benefit to advertisers. Newsworks commissioned Enders Analysis, the widely respected media consultancy to provide their perspective, talking to advertisers and agencies along the way.