Media Pack

Media PackJune 08

Brand Overview

Research & Statistics

Case Studies

Channel Overview

Brand Overview

ENGAGEMENT

MailOnline users spendmore time on our site

Meaning they spend more time engaging with your brand

Source:BMRB Feb 08/ Feb 08/ **Comscore March 08

Brand overview

GROWTH

MailOnline’s UK user base

has grown by over170% year on year

Over one million unique users a day visit the

site

Source:Intellitracker Jan 07-Feb 08

Brand overview

More daily visitors than any other UK

newspaper site

GROWTH

In the last 12 months the MailOnline has grown to be the No.1 UK newspaper in

terms of share of visits

Source:Hitwise Oct-Dec 07

Brand overview

This means our users come back to the site more

regularly than any other news sites

SPENDING POWER

MailOnline users are more responsive

to your advertising

82% of users have purchased online in the

last 3 months- Index 114

They also earn 11% more than the online

national average

“Advertising helps me choose what I buy”

Source: AND Profiling Study /Survey Interactive 2007/ TGI.Net Wave 14

Brand overview

SPENDING POWER

They make higher value purchases

across a number of sectors

Brand overview

Source: TGI.Net Wave 14

LOYALTY

53% of the Mail’s audience

do not visit any other major newspaper site

MailOnline providesaccess to a hard to

reachaudience

Source: AND Profiling Study / Survey Interactive 2007

Brand overview

LOYALTY

71% of MailOnlineusers also read the

newspaper

Reinforce your brand message within the

same trusted content, all day

Brand overview


TRUSTED CONTENT

MailOnline offers morecontent to engage with

Trust the content:Trust your brand

Source: Mail Online April

Brand overview

Reaching a successful active audience Research & Statistics

Source: AND Profiling Study / Survey Interactive 2007/ TGI Wave 14

Acorn Group- Wealthy Executives/achievers

75% consider being fit and healthy as their No.1 priority in life

71% are ABC1’s

41% have children aged 1-3

24% earn £50k+

34% more likely to do a triathlon than the online population

76% are married

24% more likely to ski than the online population

70% are 35-64

CEO’s Middle managers and Professionals

Mail Online users are more affluent than the Times, Telegraph and Guardian newspaper websitesResearch & Statistics

71% of MailOnline users are ABC1’s this is 20% more than the closest competitor (Telegraph 59%)

Source: Hitwise March 08/ AND Profiling Study / Survey Interactive 2007

0%

10%

20%

30%

40%

50%

60%

70%

80%A/ B C1 ABC1 C2 D/ E

A/ B 39% 27% 27% 27% 23%

C1 32% 31% 32% 32% 30%

ABC1 71% 58% 59% 59% 53%

C2 12% 13% 13% 12% 15%

D/ E 17% 29% 28% 29% 33%

Mail Online Times Telegraph Guardian Sun

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%18-24 25-34 35-44 45-54 55+

18-24 6% 12% 10% 12% 17%

25-34 14% 17% 15% 23% 24%

35-44 22% 20% 19% 20% 22%

45-54 27% 16% 16% 14% 15%

55+ 30% 35% 40% 30% 21%

Mail Online Times Telegraph Guardian Sun

The MailOnline reaches a higher proportion of users under the age of 55 than the Times and TelegraphResearch & Statistics

69% of MailOnline users are under 55Source: Hitwise March 08

0

20

40

60

80

100

120

140

160

180

200

Men Women 15 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

Pro

pens

ity v

s si

te a

vera

ge

News TV & Showbiz Sport Femail Money

MailOnline channel profiles vary considerably from the overall site

So what….?• Opportunity to target

by demographic and environment



Source: Intellitracker March 07-March 08

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08

The MailOnline has an average of

272,072 UK visitors a day (up 163%

from Feb 07)

It has 1 million global visitors a day more than The Guardian, The Telegraph, The Times and the Sun.

The MailOnline enjoyed record web UK traffic in January by reaching over 4

million unique users

The MailOnline’s UK user base has grown by over 170% y-o-y. This is double the rate of the rest of the industryResearch & Statistics

In the past twelve months the MailOnline has attracted more UK visits than any other newspaper site

5.00%

7.00%

9.00%

11.00%

13.00%

15.00%

17.00%

19.00%

21.00%

23.00%

J an-

07

Feb-

07

Mar-

07

Apr-

07

M

ay-

07

J un-

07

J ul-

07

Aug-

07

Sep-

07

Oct-

07

Nov-

07

Dec-

07

J an-

08

Feb-

08

MailOnline Timesonline SunOnline Gua/ Obs Telegraph

11.91%Telegraph5

12.83%Guardian Unlimited/Observer4

17.97%Daily Mail1

13

12

11

10

9

8

7

6

3

2

0.22%

0.93%

1.48%

1.50%

3.20%

4.47%

4.95%

7.46%

16.04

17.04%

Share of UK Visits

FT.com

The Sun

Times Online

The London Paper

ThisisLondon

Metro

Daily Express

News of the World

Mirror

Independent

Hitwise

11.91%Telegraph5

12.83%Guardian Unlimited/Observer4

17.97%Daily Mail1

13

12

11

10

9

8

7

6

3

2

0.22%

0.93%

1.48%

1.50%

3.20%

4.47%

4.95%

7.46%

16.04

17.04%

Share of UK Visits

FT.com

The Sun

Times Online

The London Paper

ThisisLondon

Metro

Daily Express

News of the World

Mirror

Independent

Hitwise


Source: AND Profiling Study / Survey Interactive 2007/ Hitwise Jan 07-Feb 08

The MailOnline ranks No 1 for online newspaper brand awareness ahead of the Guardian, News of the World and IndependentResearch & Statistics

Times Online 35%

Telegraph.co.uk 30%

Mail Online 29%

The Sun Online 28%

Independent.co.uk 27%

Guardian Unlimited 25%

Mirror.co.uk 24%

Observer.co.uk 23%

Sunday Mirror 20%

Express.co.uk 18%

ft.com 17%

Daily Star 16%

Sunday Mail (Scotland) 14%The People / Sunday People 11%

Metro.co.uk 11%

Scotsman.com 10%

Daily Record 9%

Thisislondon 8%

Racing Post 8%

2006Mail Online 36%

Times Online 36%

The Sun Online 36%

Telegraph.co.uk 34%


Guardian Unlimited 32%

News of the World 30%


Mirror.co.uk 28%

Sunday mirror 24%

Daily Star 22%

Express.co.uk 19%

ft.com 17%The People / Sunday People 17%

Metro.co.uk 16%

Scotsman.com 12%

Daily Record 12%

Racing Post 12%

Thisislondon 9%

2008

In the last 2 years the MailOnline has seen brand awareness increase by 24%. It now ranks no.1 for online newspaper brand awareness. Source: BMRB Feb 08

The Mail website drives far higher levels of engagement than any other UK national newspaper website

0

5

10

15

20

25

Mai

l

Sun

Gua

rdia

n

Mir

ror

Met

ro

Tel

egra

ph

Tim

es

Not

W

Expr

ess

Inde

pend

ent

Min

utes

Average minutes per visitor Average minutes per visit

Minutes per visitor, minutes per visitFeb08

So what….?• Our visitors spend

more than twice as long than the average on the site reading the content and seeing your advertisers brands


Source: Comscore Feb 08

1.02.9MSN News & Weather16

1.82.3ITN.co.uk17

4.112.5The Sun5

6.420.9Daily Mail1

20

19

18

15

14

13

12

11

10

9

8

7

6

4

3

2

1.5

2.3

2.3

3.0

3.7

4.6

5.3

5.3

5.5

5.6

5.6

7.0

9.0

13.3

20.6

20.7

Average minutes per visitor

4.6Guardian

4.1FT

3.3BBC News

3.0Sky News

1.5Google News Search

1.6Orange News & Weather

1.9AOL News

3.0Times

2.7Telegraph

3.0CNN

3.0Metro

2.8Mirror

1.0Independent

0.5Express

1.8Channel 4 News

0.7Yahoo! News

Average minutes per visit

Publisher

1.02.9MSN News & Weather16

1.82.3ITN.co.uk17

4.112.5The Sun5

6.420.9Daily Mail1

20

19

18

15

14

13

12

11

10

9

8

7

6

4

3

2

1.5

2.3

2.3

3.0

3.7

4.6

5.3

5.3

5.5

5.6

5.6

7.0

9.0

13.3

20.6

20.7

Average minutes per visitor

4.6Guardian

4.1FT

3.3BBC News

3.0Sky News

1.5Google News Search

1.6Orange News & Weather

1.9AOL News

3.0Times

2.7Telegraph

3.0CNN

3.0Metro

2.8Mirror

1.0Independent

0.5Express

1.8Channel 4 News

0.7Yahoo! News

Average minutes per visit

Publisher

Highest engagement of any national news brand

So what….?• If you want quality,

edited content for your brands to appear against the Mail is the best place to go online


Source: Comscore Feb 08

24%

17%

25%

19%

53%

Telegraph.co.uk

Guardian

Times Online

Sun Online

None of the above

Over half of MailOnline audience does not visit another major newspaper website

Which of the following newspaper websites have you visited in the last 3 months?


So what….?• 53% have not visited

another newspaper site showing strong loyalty to MailOnline

• A hard to reach audience


39.7%

2.96 million UVs

18%

1.3 million UVs

18.5%

1.4 million UVs

Unique user decomposition of visitors to MailOnline, Times Online & Guardian Unlimited,

January 2008

4%

300k

8%

621k

7%

512k

5.4%

402k

MailOnline delivers 1.4 million unique visitors that can not be reached by advertising on the Guardian or the Times

MailOnline


TimesOnline

Guardian.co.uk

Source: Comscore Jan 08

De-duped universe of 7.5m UV’s, January 2008

26.3%

1.6 million UVs

25%

1.6 million UVs

Unique user decomposition of visitors to MailOnline, Times Online & Telegraph.co.uk

January 2008

26%

1.6 million UVs

6%

357k

6%

383k

5%

320k

5.6%

344k

MailOnline delivers 1.6 million solus users that can not be reached by advertising on the Telegraph or the Times

MailOnline

TimesOnlineGuardian.co.uk




38%

10.5 million UVs

19%

5.3 million UVs

Unique user decomposition of visitors to MailOnline, MSN.co.uk and Yahoo.co.uk, January

2008

2%

600k UVs

1%

357k

35%

9.6m

2%

509k

4%

1.1m UVs

MailOnline delivers 600,000 unique visitors that can not be reached by advertising on MSN or Yahoo Research & Statistics


MailOnline

MSN Yahoo


24%

15%

16%

21%

19%

4%

3%

3%

Get (another) job

Buy a property

Move to another area

Buy a car

Take a long break / holiday

Get married / civil ceremony

Become a parent (again)

Retire

MailOnline users have a huge propensity to purchase

Which of the following life events do you expect to happen in the next 12 months?



40%

21%

82%

29%

10%

9%

For research

To reserve an item for in-store

purchase

To make a purchase online

To research then purchase in shop

To research then purchase over the

phone

No

Mail Online users are more likely than the online population to purchase onlineResearch & Statistics

Have you used the Internet when purchasing any products or services in the last 3 months?

So what….?• 82% of MailOnline users have

made a purchase online in the last 3 months.This is 14% more than the online population.

• In the last 6 months MailOnline users have spent £908 online

Source: TGI Internet Wave 14 (April 2006-March 2007)

77142169105MSN

90919693Yahoo!

71103128139AOL

6975127111Telegraph.co.uk

966817491Guardian Unlimited

868157100Times Online

127131172139MailOnline

100100100100Internet population

"If buying on internet I agree it is

important to purchase

well known brands"

"On the whole well

known brands are

better than a shop one"

"Advertising helps me

choose what I buy"

"Online adverts play

a part in influencing the brands I buy" (Any

Agree)Index

MailOnline users are strongly influenced by online advertising and place a high value on well known brands website

Index of attitudes to online advertising and importance of brand, by online newspaper websites


Source: TGI Internet Wave 14 (April 2006-March 2007),

£1,210,000,000+ 8.9%£878£806Last Holiday

£1,480,000,000+ 10.1%£8,680£7,886Last Car

£ 110,000,000+ 11.3%£118£106Women’s wear

£68,000,000+ 14.1%£275£241Digital Camera

+ 20.8%

+ 24.3%

% Diff

£490,000,000

£25,000,000

Total Spend MailOnline

£1,113£921Furniture

£87£70Watches

MailOnlineAverage SpendItem

MailOnline users make higher value purchases across a number of sectors

Average online spend by online average



91112114152124MSN

10012399157120Yahoo!

998384170138AOL

891388584105Telegraph.co.uk

731779391119Guardian Unlimited

10213387117140Times Online

138168117171141MailOnline

100100100100100All Adults

Own a Rolex watch

Buy Bombay Sapphire Gin

Use Clarins makeup/lotions

Own an Audi Own a Sony TV

Index


Propensity to agree/own/use by brand

MO Users are 63% more likely to strongly agree with the statement, “If buying on the Internet it is important to buy well known brands”

MailOnline visitors are more likely to buy quality, branded productsResearch & Statistics

% of online users who read newspaper – based on various insertion counts

38.2%

60.5%

70.8%

56.1%

46.1%

52.2%53.9%

MailOnline & DML MailOnline & MoS

AIR

Weekly

Monthly

Typical Ad Campaign (3 insertions)

MailOnline presents opportunity for advertisers to build frequency within strong brand environmentsResearch & Statistics


So what….?• Over a month 71% of Mail

Online users also read the newspaper

• Reinforce your brand message within the same trusted content, all day

5,811,4745,397,462

8,506,942

1,603,5261,551,538

1,984,058

2,949,8843,001,872

2,569,352

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

11,000,000

12,000,000

MailOnline & DML MailOnline & MoS MailOnline, DML & MoS

Online Solus

Paper & Online

Paper Solus

40% uplift from online

43% uplift

24% uplift

Building frequenc

y

Based on a typical offline campaign

10,364,884 9,950,872Total Campaign Reach

13,060,352

Online contributes greater reach and frequency to a typical offline campaign



8 14 12

17

80

69

0

10

20

30

40

50

60

70

80

90

Trustworthy Reliable

MailOnline

Daily Mail

Both

Cross-Platform combines quality trusted brand contentResearch & Statistics

Thinking about the Daily Mail and Mail Online, which of the two is more reliable/trustworthy

Source: AOP Dual Consumption Study April 07

So what….?• Trust is in the brand-

rather than the platform.

• Positive associations for your advertisers

% %

80% think both platforms are

equally trustworthy

Mail TiM Metro TiL Loopy GDFF Loot Thisis T.Hols

Mail - 31% 34% 40% 7% 6% 11% 15% 15%

TiM 7% - 8% 11% 2% 1% 4% 4% 5%

Metro 6% 6% - 21% 2% 2% 7% 3% 5%

TiL 8% 10% 22% - 2% 2% 8% 3% 5%

Loopy 2% 2% 2% 2% - 42% 5% 2% 4%

GDFF 1% 1% 2% 2% 40% - 3% 2% 4%

Loot 2% 3% 6% 6% 3% 2% - 1% 3%

Thisis 10% 12% 11% 12% 7% 6% 5% - 14%

T.Hols 4% 6% 7% 6% 4% 6% 6% 5% -

Teletext

2% 3% 3% 3% 1% 1% 3% 2% 9%

Proportion of audience duplication in UK (October 2007)

% vertical


Low site duplication highlights further opportunities for cross-promotion across the AND portfolioResearch & Statistics

• Deeper and richer content• Putting every article in the print

edition online• More articles per day than any other

UK newspaper website• We spend more on images than any

other newspaper site

So what….?• Your advertisers can feel confident

that their brand will positioned against quality content

Investing in high-quality contentResearch & Statistics

Source: Mail Online April 04

Offering online advertising media firsts

• Media first ad formats available, i.e. Belly-bands and Super V’s

• Integrate sponsorship placements to allow advertisers to get as close as possible to the content

So what….?• More creative and integrated

solutions for advertisers


Source: Mail Online April 04

Channel Overview

News

• Our news channel is updated constantly throughout the day to reflect breaking news and developments in current stories.

• The most-read articles are highlighted and the site is fully interactive, encouraging and receiving comments from readers on every story. Plus a daily poll, soliciting opinion on one of the major topics engaging the nation.

• Visitors can choose to view home or world news, headlines or the news in pictures.

• Registered users have the added advantage of receiving a regular newsletter and a daily headlines bulletin to their e-mail inbox.

User Profile

• Slight female bias - 52% Female v 48% Male

• 71% ABC1

• 38% more likely than the online average to access news content on their mobile phones

• 42% more likely than the online average to consume news via newsletters as well as using the website

Source: AND Profiling Study / Survey Interactive 2007/ TGI.Net Wave 14

TV & Showbiz

• As you would expect, the TV & Showbiz channel is packed with stories and gossip from the world’s celebrity hotspots. The latest videos and photos are available, updated through the day.

• Visitors can choose to view the latest showbiz headlines or most-read stories. The A-Z Star Search function allows them to search by their favourite celebrities.

• Comment is invited on every story and they can vote in an entertainment-related poll. The latest film and theatre reviews are on offer, the Screening Room shows the latest film trailers and Soap Box keeps viewers up to date with the latest happenings in their favourite soaps. User Profile

• Heavy female bias - 71% Female v 29% Men

• 73% ABC1

• 147% more likely to access entertainment content over their mobile phone than the internet average

• 60% are heavy entertainment consumers


Sport

• All the latest news and behind the scenes insight into Britain’s favourite sports with plenty to read and do.

• Have Your Say invites visitor comment on one of the major topics of the day; reader poll; What the Back Pages Say; On This Day in Sport and regular columns from well-known pundits.

• Plus there’s a free to enter Fantasy League, the latest football stats and Hatchet Man – the game’s toughest columnist.

User Profile

• Heavy male bias - 89% Male v 11% Female

• 72% ABC1

• 53% are very interested in sports, this is 5% higher than the online average

• 58% partake in sports/exercise weekly

• 33% more likely than the online average to be a rugby club member


Femail

• This is the MailOnline’s female–oriented channel,packed with a vast range of articles that are relevant to today’s woman; the latest fashion, beauty, health, celebrity stories and horoscopes.

• Visitors can comment on every story, there's a daily poll and Have Your Say invites opinions on a current hot topic .

• You magazine’s latest stories and favourite columnists are on offer plus some fairly lively message boards.

User Profile

• Female bias - 64% Female v 36% Men

• 76% ABC1

• 66% of users look after their appearance and are concerned about their image

•22% more likely than the online average to shop in high-class boutiques


Health

• Heavy female bias - 73% Female v 27% Men

• 73% ABC1

• 45% more likely than the online average to access health content online

• 50% of Mail Online users are prepared to pay extra for healthy food produce


• Keeping users up to date with the latest wellbeing advice and ideas for all the family

• Health is of great interest to MailOnline users, millions of them take health supplements every day and over 700,000 of them are members of a gym or health club.

• Our coverage is wide-ranging, featuring all aspects of adults' and children's well-being, offering positive advice and ideas on how to improve our lives through healthier living

Case Studies

Background

Campaign Objectives

ResultsAND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the on/offline activity.

The campaign successfully reached the target audience of 35+ year olds

• Robust sample sizes – 3,500 respondents

Chevrolet Captiva wanted to raise awareness of the new Chevrolet Captiva SUV model amongst their target audience of UK adults aged 35 years or more, as well as encourage footfall and test-drives at Chevrolet dealers.

•Promote “Captiva”•Change SUV brand perception• Increase ‘call to action’

……and shifted key branding metrics

•Spontaneous brand awareness increased by 150%

•Spontaneous SUV awareness increased by 550%

•Behaviour intent increased by 213%

Summary

The Daily Mail and the MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.

Cross media case study

“The Chevrolet campaign not only successfully targeted the ideal demographic but also supported overall brand marketing efforts.”

“The Mail brands were a perfect partnership for Chevrolet. The campaign successfully demonstrated cross media advertising effectiveness, with a 550% increase in SUV brand awareness.”

Chevrolet

Campaign demonstrates cross media ad effectiveness of the Mail brand with a 550% increase in SUV awareness following campaign

Spontaneousaw areness

Campaignaw areness

Behaviourintent

MailOnline Daily Mail

Case Study

Source: Survey Interactive 2007

Background

Campaign Objectives

ResultsAND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the online activity.



ING wanted to raise awareness of their new savings account, as well as encourage “ call to action.”

•Promote “ING”•Raise awareness of the savings

account• Increase ‘call to action’


•Prompted brand awareness increased by 26%

•Campaign awareness increased by 64%

•Behaviour intent increased by 52%

Summary

The MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.

Online case studyING

Campaign demonstrates online ad effectiveness of the Mail brand with a 77% increase in online campaign awareness

Spontaneousawareness

Campaignawareness

Behaviour intent

Exposed Non-Exposed

Case Study


“The ING campaign confirms that the MailOnline provides an excellent platform for brands to engage with consumers.”

“We were delighted with the results of our campaign on the MailOnline. The campaign successfully communicated the benefits of ING savings products.”

Background

Campaign Objectives

ResultsAND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the cross media activity.



•Promote “Auris”•Change Auris brand perception• Increase ‘call to action’


•Spontaneous brand awareness increased by 94%

•Prompted brand awareness increased by 51%

•Campaign awareness increased by 204% for online and 175% for newspapersSummary

Cross media case studyToyota

Campaign demonstrates effectiveness of the Mail brands with a 94% increase in spontaneous awareness

Spontaneousawareness

Promptedawareness

Behaviour intent

Exposed Non-Exposed

Case Study


“The Mail's campaign for Auris was really strong - both form a creative and results perspective. Daily Mail readers and users are really responsive and helped us achieve great ROI on this campaign”

“ The Auris campaign was perfectly targeted using the mail brands as it delivered the right audience for Toyota, and successfully communicated brand marketing efforts .”

The Daily Mail and the MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.

Toyota Auris wanted to raise awareness of the new Auris model amongst their target audience of UK adults aged 40 years or more, as well as encourage footfall and test-drives at Toyota dealers.

Media Pack

News & Politics

Transcript of Media Pack