How BrandAdvertising in Newspapers works best

BPAY

November 2009

About The Newspaper Works

• Established in 2006 by the major Australian newspaper publishers:– News Limited

– Fairfax Media (including Rural Press)

– APN News and Media

– West Australian Newspapers

• Represents paid national, metropolitan, regional and community titles.

• Primary aims:– To promote newspapers as a powerful medium for advertisers

– To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

• To measure and identify the effectiveness of newspaper campaigns

• To improve understanding of how to use newspapers effectively

• To improve our understanding of the roles advertising can effectively play in newspapers

• To improve the standard of newspaper creative

• To provide a consistent metric that is accepted as the industry standard

Why has The Newspaper Works developed an Effectiveness metric?

Case studiesNewspaper

creative benchmarking

Category deep dives

Pre/post effectiveness studies, measuring in-market effects

Comparison of creative against category averages

Comprehensive analysis of how newspapers can best be used to influence purchase behaviour

Applications for the metric

The Newspaper Works’ effectiveness partner:

Recognised industry measures +

Newspaper measures

Creative benchmarking measures

Ad Recognition

Brand Linkage

Brand Equity Impact

Role Map

Newspaper Creative Diagnostics

Proprietary newspaper measures

The Newspaper Works’ effectiveness partner:

Newspapers are a powerful medium to utilise across a broad range of strategic roles.

Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics.

Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested.

All newspaper norm

The second proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.

All newspaper norm

Newspaper Creative BenchmarkingNovember 2009

Key research details

• 6 newspaper ads tested– All ads ran between mid-September and mid-October 2009

– 4 ran in EGN, 1 in personal care, 1 in personal finance section

– All ads ran in Sydney and were tested in Sydney

• Sample: Australians 16+

• n=100+ for each ad (n=245 in total)

• Fieldwork: November 7-12, 2009

• Conducted online by Ipsos MediaCT

• Benchmark used: All newspaper norm

Ad testedMarket: SydneySize: Half PagePosition: Personal Finance

The ads is working significantly to contribute to brand value by improving

familiarity and relevance while differentiating the brand.Significantly different to All

Newspaper Norm at 90% c.l.

+14+26 +24

Brand Equity ImpactHow the ad influenced perceptions of the brand

The ad is able to deliver information while making people feel good and consider the

brand. All Newspaper NormBPAY

RoleMap demonstrates how people respond and interpret newspaper ads

Comments

• BPAY contributing to the brand by helping build familiarity, relevance and differentiation.• The humorous execution is delivering

information while helping people feel good about BPAY and encouraging consideration. • In contrast to similar advertisers, consumer

response to what BPAY is communicating appears to be clear.