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Car advertising in newsbrands
This document discusses how newsbrands are an important advertising channel for car manufacturers, representing 16% of total ad spend in the car category. It notes that newsbrand readers have a strong interest in motoring and are likely to be in the market for new cars. The document also outlines how newsbrand advertising is effective at driving brand consideration and can influence readers' opinions of car brands. It describes the various advertising options newsbrands provide, from print ads to digital solutions, and how newsbrand campaigns are able to build business by driving people to take action like visiting websites or purchasing vehicles in a cost-efficient manner.
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Car advertising in newsbrands
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- 2. • Category Facts •Our readership is your target audience • They are open to being persuaded • The Newsbrands toolbox • Advertising with newspaper titles build business Contents
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- 4. 4 £739 Newsbrands are importantto car manufacturers Source: Nielsen, 2011 million total ad spend 16% Spent with newsbrands
- 5. 0 5 10 15 20 25 30 5 Newsbrands have a16% share Source: Nielsen, 2011
- 6. Category 2011 spend£ Technology* 1,388m Finance 1,270m Entertainment & Leisure 912m Retail 910m Food 814m Motors 739m Cosmetics & Personal Care 712m Travel & Transport 597m 6 Nearly ¾ of a £ billion advertising market Technology includes computers, electronics and household appliances, games & consoles, telecoms Source: Nielsen, 2011
- 7. Our readership is yourtarget audience
- 8. 8 Our readers areinto cars Source: NRS July 2011-Jun 2012 Interest in motoring Index vs all adults
- 9. 9 That’s a lotof interested people Source: NRS, UKOM Readership by Platform (Excludes Mobile & Tablet)
- 10. 10 They are buyers– not just lookers Source: NRS, Jul 2011-Jun 2012 Our reader like new cars Index vs all adults
- 11. They are opento being persuaded
- 12. 12 Readers can, anddo, change their opinion on brands Source: Millward Brown The Ford advertising was “surprising, and gets me to think differently”
- 13. 13 Newspapers get youon the short list The car sector is particularly responsive to newspaper advertising Source: Newsworks Effectiveness Case Studies Increase in brand consideration attributable to newspaper advertising
- 14. 14 Newspapers get youon the short list Newspapers drive purchase consideration % of respondents saying either... “It’s my preferred car” or “It’s one of the first I would consider” or “It’s one of a number I’d consider” Source: Newsworks Effectiveness Case Studies Did not recognise newspaper campaign Recognised newspaper campaign
- 15. 15 TV Campaigns arestronger with newsbrands Consideration shift, pre to post, is three times bigger when people see newspaper advertising as well as TV Source: Newsworks Effectiveness Case Studies
- 16. 16 Multiple executions givecampaigns greater power Seeing three executions increases all measures (compared to those seeing only 1 execution) Source: Newsworks Effectiveness Case Studies
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- 27. 27 Newspapers make peoplemore likely to act Newspapers are the stronger medium for driving behaviour Gives me a reason to go out and buy Source: Newsworks Effectiveness Case Studies
- 28. 28 We drive trafficto websites Both online and printed newspapers drove traffic to the Toyota website Source: Newsworks Effectiveness Case Studies
- 29. 29 Newsbrands are budgetefficient Cost (£m) of 1% increase in Brand Measures Awareness, Consideration, Brand Image and Brand Personality Source: Ford Effectiveness Case Study
Editor's Notes
- #9 Buying a new car is rarely something that is rushed into. What starts as a germ of an idea changes over time into a serious project which involves reading and investigations, potentially culminating in a visit to the dealership, test drive and purchase.Along the way, advertising has a role to play. In some cases it can be the stimulus to make that germ of an idea come to life. Further along the path to purchase it can be providing information (factual or emotional) to get the brand onto a shortlist. It may be designed to drive traffic to the website. Or, closer to the end, it can be an offer, which encourages the potential customer to commit.But whatever the role for the advertising, it needs to be where people who are interested will see it. And that’s where newsbrands can really add value to a schedule.Our regular newsbrand readers are interested in the car market. According to NRS, readers of the newspapers are around a sixth more likely than the average adult to be interested in cars, while those who go on to read the supplements are a further 10% more likely to be interested than the average adult. An index of 115 or 119 may not sound a huge difference, but that is a significant increase in efficiency which can enable advertisers to get £7 of value for every £6 invested in newspapers.
- #10 Newspapers, in their printed and digital manifestations, give a car brand the opportunity to reach a huge proportion of the population. The NRS shows that the national newspapers reach two fifths (42%) of adults every day, two thirds every week (66%) and four fifths (79%) every month. But that is increasingly only part of the story – a story which is constantly evolving and where numbers are moving and changing dramatically from month to month. This new part of the story is the success of our digital titles.Over the years, our national newspapers have invested enormous amounts to allow them to deliver high quality, engaging material to their online readers. As a consequence, readership across all online titles continues to rise, year after year.In July 2011, there were just under 13 million readers of newsbrands online – this year for the same month this figure has now reached more than 15 million. These figures do not include tablet or mobile data, so if a truly cross-platform campaign was run, the reach would probably increase by another 10-20% on these web figures.Whether it is our digital or our newspaper audience, newsbrands’ reach is truly extensive.
- #11 It’s all very well reaching lots of people – but they have to be the right people. Newspaper readers tend to be somewhat more well-to-do than the population as a whole. One of the things they are more likely to do as a result of having a better income is to buy a new car.We know that readers are more likely to be new car buyers because they are more likely to be currently driving a car that was bought new.This is true across all the different sectors. The qualities (147) index somewhat higher than the mids (131) or pops (114), but this is compensated for by the much larger audience the pops deliver. All in all, our national newspapers can reach a disproportionate number of potential buyers whichever sector the brand is operating in.Women have become an important target audience for car brands, and newspapers deliver not just the men, but also the women who buy new cars. They are already 7% more likely to own a new car and 17% more likely to buy a new car in the next 6 months.
- #13 Whether it’s a new model for an existing marque, or the relaunch of an existing model, advertising is trying to adjust (or enhance) existing preconceptions. Newsbrands – especially in conjunction with TV advertising – are extremely powerful at providing the information and brand personality to encourage reassessment.We have carried out five effectiveness studies on behalf of car advertisers in the national newspapers and every one of the tests has demonstrated significant changes as a result of seeing advertising for the brand – be that a change in levels of engagement with the brand, providing helpful and relevant information, or creating a more distinctive and motivating personality for the brand.Our recent Ford effectiveness test (see chart above) and the Vauxhall Tigra campaign each demonstrated the benefit of using newspapers to get more engagement, and so more reassessment than any of the other media are able to achieve. The Vauxhall Tigra campaign was unusual in that it actively targeted women, using posters, magazines and newspapers. Yet we saw the same results. Newspapers were the most likely to get people to change the way they thought about the brand (whilst also driving a 39% increase in traffic to the Tigra website).
- #14 Newsbrands provide a trusted environment for advertisers which not only stimulates reassessment but also leads to higher levels of consideration. Across 18 brands for which we have carried out effectiveness tests, we have consistently seen significantly higher improvements in consideration among those who had seen the newspaper advertising – much higher than was achieved by television alone.The story for car advertisers is even more compelling, as the car sector is particularly responsive to newspaper advertising. In mixed media campaigns utilising TV and newspapers, the investment in newspaper advertising is responsible for over 80% of the increase in consideration.
- #15 It would appear that for those brands that use TV and newspapers, newspapers ‘clinch the deal’, and get the commitment to the brand that will drive web traffic, brochure requests or test drives.Further evidence of the power of newspapers comes from two studies where we compared the purchase preferences of those who did, and those who did not recognise the newspaper campaign. There were significant increases in purchase consideration for both campaigns among those who had seen the newspaper advertising.
- #16 Newsbrands not only work for brands in their own right, but add extra oomph to TV campaigns – not just for consideration, but across virtually all measures.Over 18 campaigns, we have seen that advertising generates a stronger effect when newsbrands and TV are combined to deliver a complementary and integrated campaign. In fact, proper synergy between the two creative elements is a key driver of campaign branding, understanding and persuasion.
- #17 We have already seen some evidence that TV and newspapers work harder than TV alone. The number of different executions also has a role to play in strengthening the response, with the advertising effect on readers who have seen several different ads being significantly stronger.We have looked at the difference that multiple executions make to a campaign’s effectiveness, and found that across all key measures adding an extra two executions significantly enhances the power and impact of the campaign. One might assume that the reason this happens is that the consumer gets more information about the brand. However, of the four areas analysed by Millward Brown, Depth of Information increased much less than the improvements to Emotional Connection, Reappraisal and Call to Action. From this, we can deduce that brand messages and emotional values are at least as important as product information when developing newspaper campaigns.
- #19 A new range of colours for the iconic new Fiat 500. But rather than putting them all together, Fiat creatively used the Evening Standard with five different colour wraps.
- #20 Newsbrands offer a range of paper or digital solutions for car advertisers. Here The Telegraph has partnered with Dacia to develop an entire microsite for the Duster.
- #21 Motoring supplements in newspapers give your brand the opportunity to reach out to the most committed motoring fans. The editorial is well respected and, in turn, so are the advertisers.
- #22 Sponsoring a section other than motoring may seem counter-intuitive. But for Vauxhall, the overlap between the small businessmen who use vans, their love of football and the Daily Mirror was an opportunity they capitalised on. Now in its fifth year the partnership also includes the Mirror Football online & mobile platforms. Ratings for the Vauxhall range of vans increased across eight different measures, culminating in significant increases in a desire to find out more, and growth in both brand consideration and likelihood to buy.
- #23 With 15 million online readers each month, the newspapers’ websites reach even more readers, whilst reinforcing those who see both. For example, Mail Online can give you access to their committed and interested readership – and all the newsbrand titles have motoring sections if you are particularly interested in enthusiasts.
- #24 Bringing a brand to life and creating a personality and style for it is always a creative challenge.In conjunction with The Independent, the concept of Serene Agility and Poise was delivered through three special magazines, online advertising and a dedicated microsite.As Mercedes-Benz said, “This activity showcases the new Mercedes-Benz C-Class in a dynamic and interactive way, allowing consumers to gain a deeper understanding of C-Class positioning in the marketplace.”
- #25 When Honda wanted to get their new Cog ad in front of valuable newspaper readers, rather than just buying more TV spots, they included a DVD of the commercial in a polywrap. And by choosing the Guardian, they were able to reach those working in the media fraternity who are both influencers and buyers of cars.
- #26 There are many case histories proving the effectiveness of advertising with newsbrands (available at newsworks.org.uk). 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 run across all four platforms – print, mobile, tablet and online – included 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.
- #28 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 consumers (25,000+) 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 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!
- #29 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 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. 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.
- #30 Of course effectiveness is only half the story – cost efficiency is also important. Independent research from Ebiquity has shown that the average return on investment for newspaper advertising is around £1.40 for every £1.00 invested. As we have already seen, the effect on consideration is particularly high, so it would not be surprising to find that advertising in newspapers – be that printed or online – surpasses even the existing general level of cost efficiency.With the Ford case history, the research company was able to evaluate which media had contributed most – and at what cost – to improvements in consideration. The Ford study has also shown that within these overall measures, Brand Consideration, Brand Advocacy and Brand Image were all driven more cost effectively by newspapers – whilst TV was more efficient at driving Brand Personality measures. Of course this is partly a function of the creative, but it does highlight that newspapers are not just for providing the functional communication that much TV advertising eschews – newspapers can build the brand at the same time.