How BrandAdvertising in Newspapers works best

AAMI

June 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:

Proprietary newspaper measures

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

Retail Creative BenchmarkingJune 2009

Key research details

• 9 newspaper ads tested– All ran in Sydney and were tested in Sydney

– All ran in EGN

– Ads ran mid-late May

• Benchmark: Retail average

• Sample: Australians 16+ in Sydney (n=311 in total)

• 100+ observations for each ad

• Fieldwork: 4-10 June 2009

• Conducted online by Ipsos MediaCT

Market: SydneySize: Full pagePosition: EGN

Ad tested

Top line measures

Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

Very strong recognition and interest. Brand linkage is understandably lower

given it’s a one-off topical adSignificantly different to Retail average at 90% c.l.

+18

+18

Strong brand advertising making use of a public agenda angle and linking

with TV

All Newspaper NormAAMI

Comments

• Clever topical ad that successfully reinforces previous AAMI advertising to build the brand

• Capitalising on an issue in the public arena can also impact positively on brand values and generate reappraisal

• Strong showing across all main measures

• A great use of newspapers