Newspapers and news brands effectiveness in the advertising mix
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TOGETHER WAN-IFRA NEWSPAPER CONFERENCE KOLKATA, SEPTEMBER 21 2016 @ulbe @printpower
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Transcript of Newspapers and news brands effectiveness in the advertising mix
TOGETHER
WAN-IFRA NEWSPAPER CONFERENCEKOLKATA, SEPTEMBER 21 2016
@ulbe @printpower
TOGETHER
KOLKATA, SEPTEMBER 21 2016@ulbe @printpower
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Brand imagery and messagingEffectivenessEfficiencies
WHY INTEGRATION?
WHY INTEGRATION?
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Attention = scarce
WE’RE BECOMING DATA SETS
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See video: http://bit.ly/2cT8Wnr
90% - 2 YEARS
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1 DAY - ENTIRE LIFE
ESCAPE OR STAY?
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WHY INTEGRATION?
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CHANNELS USED (UK DATA)
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DEVICES USED (UK DATA)
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HOW DO WE READ NEWS & MAGS(UK DATA)
6%6%
7%
81%
Print Laptop/desktop Tablet Mobile phone eReader
Source:IPA Touchpoints6
ADVERTISING SHARE
11
0
15
30
45
60
Newspapers Magazines TV Internet Outdoor Radio Cinema
UK Germany France India China
Source:ZenithOptimedia June 2016
%
WHY INTEGRATION?
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WHY INTEGRATION?
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Newsbrands digital revenue shift
30% digital revenues Newsbrands
to social media platforms (UK)
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18%
3%1%1%2%
10%65%
Newspaper print BBC News Sky News Huff Post BuzzfeedUpworthy Flipboard Other online Newspaper online
Source:IPA Touchpoints6
TYPES OF NEWS READ? (UK DATA)
PLATFORMS?
15
Buzzfeed content for NBCU about Olympics
on Snapshat (2,2 bn views)
EFFECTIVENESS OF INTEGRATION
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17
INTEGRATION?
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Germany
1/4 companies
WHAT IS INTEGRATION?
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INTERNAL INTEGRATION
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INTERNAL INTEGRATION
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INTERNAL INTEGRATION
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UK Newsmedia
Integration print, social & mobile
Pool with other newsbrands for advertising
CO-ORDINATED TIMING
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ACTION ORIENTEND INTEGRATION
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CONTENT INTEGRATION
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3600 - MULTI-MEDIA INTEGRATION
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Print + any other channel = superior effectiveness
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1. Print = effective
WHAT DID WE LEARN?
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1. Print = effective
2. Multi-platform Newsbrands = effective
WHAT DID WE LEARN?
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WHAT DID WE LEARN?
1. Print = effective2. Multi-platform Newsbrands = effective
3. Print = effective on different dimensions
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1. Print = effective2. Multi-platform Newsbrands = effective3. Print = effective on different dimensions
4. Print + other channels deliver superior ROI
WHAT DID WE LEARN?
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Print = effective
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Source: The IPA databank study Business Effectiveness Analysis of IPA effectiveness studies 2012 and 2014 Newswork Peter Field
Newspaper improve business effectiveness
of campaigns by
36%
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Source: MPA, Magazine Media 2016
IMPACT AFTER EXPOSURE
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Multi-platform newsbrands = effective
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Online display
+ 53%Social media
+ 118%TV
+ 65%
INTEGRATED NEWSBRANDS EFFECTS
Source: The IPA databank study Business Effectiveness Analysis of IPA effectiveness studies 2012 and 2014 Newswork Peter Field
INTEGRATED NEWSBRANDS EFFECTS
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% Large business effects
Source: The IPA databank study Business Effectiveness Analysis of IPA effectiveness studies 2012 and 2014 Newswork Peter Field
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Print = effective on different dimensions
IMPACT OF INTEGRATION
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Source: MillwardBrown 2015
IMPACT OF INTEGRATION ON BRAND AWARENESS
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Source: MPA, Magazine Media 2016
IMPACT OF INTEGRATION
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Source: MPA, Magazine Media 2016
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Superior ROI
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Source: Benchmarketing/BrandScience Results Vault 2011 to 2016
NEWSBRANDS BOOST CAMPAIGN ROI (FINANCE SECTOR)
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NEWSBRANDS BOOST ONLINE ROI(FINANCE SECTOR)
Source: Benchmarketing/BrandScience Results Vault 2011 to 2016
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NEWSBRANDS BOOST TV ROI (COMBINED SERVICES SECTOR)
Source: Benchmarketing/BrandScience Results Vault 2011 to 2016
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NEWSBRANDS BOOST ONLINE ROI(COMBINED SERVICES SECTOR)
Source: Benchmarketing/BrandScience Results Vault 2011 to 2016
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NEWSBRANDS BOOST CAMPAIGN ROI(RETAIL SECTOR)
Source: Benchmarketing/BrandScience Results Vault 2011 to 2016
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NEWSBRANDS OPTIMAL CAMPAIGN ROI (RETAIL SECTOR)
Source: Benchmarketing/BrandScience Results Vault 2011 to 2016
Current retail spend 16,5%
Optimal retail spend
27%
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PENDULUM?
THE PENDULUM? (UK)(NEWSPAPER SHARE OF TOTAL ADVERTISING SPEND)
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Source: SMI (Standard Media Index)
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PENDULUM?
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PENDULUM?
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PRINT POWER = PROMOTING PRINT MEDIA
IN EUROPE
DeliveryContentPrintingDistributionPaper production
PRINT POWER REPRESENTING ENTIRE VALUE CHAIN
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www.printpower.eu
11 active countries
10+European
associationsstakeholders
500+European company
shareholders key reasons
6 print media types 400+
case histories
75.000 copies Print
Power magazine
10 Print Power
magazine editions
150.000unique visitors
websitelaunch date
350+UK members
2009
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PRINT POWER CHANNELS
www.printpower.eu | PRINT POWER _2726_ PRINT POWER | www.printpower.eu
/ POSH PRINT
Swarovski and Harrods are two of the world’s biggest brands in luxury retail, with a rich history and an even richer clientele. And central to both their marketing strategies is a stylish, opulent and glamorous customer magazine. Credit cards at the ready
B Y J O H N R E Y N O L D S
Strike a pose
Model marketers (Far left) Nathalie Colin, Creative Director & EVP Communication at Swarovski, and (left) Deb Bee, Director of Creative Marketing at Harrods
A FEW YEARS AGO, the British national press published a story about a hand-made cast iron bath encrusted with 22,000 white Swarovski crystals with an eye-watering sale price of £150,000.
The Swarovski tale clearly proved a hit, as soon after a similar story appeared about Russian student Daria Radionova, who was photographed in London next to a Mercedes car decorated with one million Swarovski crystals.
A common thread between the two stories is their location: Harrods, the luxury department store in Knightsbridge, London, whose customers were equally astonished at the glittering bath within its walls and the bejewelled Mercedes parked outside.
The jewel in the crownWhile the Austrian crystal maker and the world-famous department store have become international
A U T U M N 2 0 1 5 _ P R O M O T I N G T H E E F F E C T I V E N E S S O F P R I N T M E D I A T H R O U G H O U T E U R O P E
THE COMPLEX MEDIUMHow print can improve understanding and memory
DM GETS PERSONALDiscover how profitable effective targeting can be
INTERNAL INCENTIVESWhy big business is turning to print to engage their staff
ENGAGEMENT PARTYReaction to Sir Martin Sorrell’s comments about print
Why are digital brands
spending millions on print?
GOOGLE IT (OR JUST OPEN TO FIND OUT)
www.printpower.eu | PRINT POWER _2322_ PRINT POWER | www.printpower.eu
/ SIR MARTIN SOR R ELL
The swinging pendulum Sir Martin Sorrell’s comments about print at Cannes saw the world’s most powerful ad man come out in favour of print. But does this mark a seismic shift
in print’s fortunes or simply a call for new research on the medium? Three of the world’s leading figures in advertising and marketing jump into the debate
SIR MARTIN SORRELL’S recent comments about the ‘engagement’ virtues of traditional media have helped re-ignite a debate about the merits of print as an advertising medium. But just how significant was his intervention?
At a WPP results presentation in 2013, Sorrell said that clients were spending too much on print and not enough on online and mobile. He pointed out that print has 25% of advertising spend but only accounts for 7% of consumers’ media time. Conversely, mobile devices account of 10% of media time but get just 1% of ad spend.
Then, speaking during a panel session at the Cannes Advertising Festival back in June, Sir Martin said he’d had a change of heart, now believing that if there’s a correction to be made, it needs to be in the other direction.
He explained: “I think actually we are starting to see with traditional media, particularly newspapers, a bit of pendulum swinging back because [the market] will realise they are more powerful than people give them credit for.”
This caused great excitement in some parts of the media industry – and rightly so. As always, though, Sorrell’s words should be read carefully. Some observers noted with interest his caveat that, although print’s engagement with consumers may be strong, “it is not measured properly.” And of course, it’s true.
This is, at first sight, a perplexing omission, but the truth is that many media owners, particularly magazine and newspaper companies now pursuing 'digital-first' philosophies, have not been as energetic in this area as they might have been. Despite its continuing contribution to revenues and profitability, print, at some media owners, has become merely the heritage component of a cross-media sell.
Advertising agency sources, both on the creative and media sides, point out that you can only get a big-picture feel for the contribution of print advertising by immersing yourself in dozens of individual case studies. Only a small fraction of this data ever makes it into the public domain.
And the irony is that some of the
BY AL ASDA IR R EI D
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THANK YOU FOR YOUR ATTENTION
Ulbe Jelluma@ulbe
www.printpower.eu
