1 newsbrands and finance. newsbrands have a wealthy audience…
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Newsbrands and finance
Newsbrands have a wealthy audience…
They reach
85%of ABC1s every month…
And 90% of people earning over
£70K
It’s no wonder that their readers are so financially
active…
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Newsbrand readers are into financial news…Newsbrands reach 9m people interested in finance news every day
Newsbrand is print and online. Source: NRS PADD Apr 2013 - Mar 2014 + comScore Mar 2014
Daily newsbrand readers are 29% more likely than average to be interested in personal finance or business news
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…and they’re into financial advertising
Daily print readers are 26% more likely to be interested in financial advertising
Index vs all adults. Source: GB TGI Clickstream 2014 Q1
Newsbrand readers know more about finance…
82%
Of people who say they have a large amount of knowledge about financial
services are newsbrand readers
Source: GB TGI Clickstream 2014 Q1
…And influence other people’s financial decisions
78% Of people who are very likely to convince others about financial services are newsbrand readers
Source: GB TGI Clickstream 2014 Q1
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Newsbrand readers lookto ads for information…
Weekly readers of newsbrands in print or on a desktop/laptop.Source: IPA TouchPoints 5
18% more likely to agree that advertisements are a helpful source of information for a small purchase of £20 or less
£20
…young newsbrand readers tooMore likely to say that advertising was the most or second most important factor in choosing their credit card
Source: GB TGI Clickstream 2014 Q1
Of daily newspaper readers aged 18-34
6.0% 3.6% Of all 18-34
year olds
They are 24% more likely to visit financial websites…
86% of newsbrand readers visit business and finance websites each month
Source: comScore April 2014
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…and are more likely to keep track of their finances online
Based on all internet users in the last week. Frequency of financial transaction is at least weekly.Source: IPA TouchPoints 5
+83%
use the internet to pay bills online
use the internet for checking their stocks
or shares
visit personal finance websites
Online newsbrand readers are more likely to…
+33% +33%
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Younger readers are also more likely to be financially active…
Based on all internet users, via laptop/desktop aged 18-34, in the last week. Frequency of financial transaction is at least weekly.Source: IPA TouchPoints 5
+80%
Young online newsbrand readers are more likely to…
+25% +20%
use the internet to pay bills online
use the internet for checking their stocks
or shares
visit personal finance websites
Young online newsbrand readers are planning some major financial investments
Index versus weekly internet users aged 18-34Source: IPA TouchPoints 5
Buy a house/flat 123
Take out a new mortgage 121
Take out Investments/Increase savings 116
Spend over £2000 on home improvements 114
Plans in the next 12 months…
Newsbrand readers are big spenders
of people who spend over £1250 on their credit card each month read a newsbrand
82%
Source: GB TGI Clickstream 2014 Q1
They are 14% more likely to do so
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And newspaper readers are bigger investors
Newspapers Internet TV Women's Magazines
Commercial Radio
£30,368
£27,386 £27,108
£23,384£21,389
Average value of savings and investments
Heavy users
Source: GB TGI Clickstream 2014 Q1
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Newspaper readers also use a wide range of financial products
Newspapers Internet Radio TV Women's Magazines
119
103 103
95
90
113
98
94
87
83
110
101102
97
106
Stocks and Shares
Premium Bonds
ISAs
Heavy users index vs UK average
Source: GB TGI Clickstream 2014 Q1
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Online newsbrand readers use the biggest banking brandsIndex vs average internet user
122136
136
120
126
118
Visited in the last 7 days. Source: GB TGI Clickstream 2014 Q1
140
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A more active and engaged audience
42% more likely to visit the site at home
32% longer on the site
42% more page views 2x more likely to visit 11 or more times
Monthly vs average internet user. Uses metered data – measures home access only. Source: GB TGI Clickstream 2014 Q1
Comparison sites
Online newsbrand readers are comparison fans
Confused.com
132
MoneySuperMarket.com
132
CompareTheMarket.com
130GoCompare.com
113
Source: comScore February 2014
Mobile newsbrand readers are particularly likely to compare prices
Confused.com
196
MoneySuperMarket.com
258CompareTheMarket.com
232 GoCompare.com
226
Source: comScore GSMA February 2014
Case Studies
AXA
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AXA
• In 2012, AXA faced some major challenges: awareness of their full product range was low, it faced stiff competition from more famous brands and the recession was ongoing
• AXA needed to create a unified, differentiated and more emotionally engaging brand image as well as promoting its individual products
• The study showed that newspapers were the most cost-efficient medium for building AXA’s overall brand values and creating awareness of their three core business strands – health insurance, investment and motor insurance
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Newspapers had the greatest impact on AXA brand measures among the core target
Newspapers
TV
Outdoor Rail
54%
25%
21%
Share of spend
17%
57%
26%
Share of uplift in AXA key brand measures - Successful Securities core target(awareness, consideration, image)
Source: Millward Brown CrossMedia™
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Newspapers were pivotal tomulti-media campaign performance
0% 50% 100% 150% 200% 250% 300%
% Campaign spend
Imp
ac
t o
n A
XA
ke
y m
ea
su
res
SimulatedActual
Newspapers, TV and Outdoor Rail
Newspapers and TV
TV and Outdoor Rail
TV
29
Newspapers were lowest cost medium for driving AXA brand KPIs
£2.60
£19.37
£4.78
Cost of 1% uplift in AXA brand measures - Successful Securities core target
(awareness, consideration, image)
£m
Newspapers Outdoor RailTV
Source: Millward Brown CrossMedia™
MoneySuperMarket
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MoneySuperMarket
MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities.
MoneySuperMarket.com undertook two large-scale regional tests – in Scotland and in England & Wales – in order to isolate the effects of adding newsbrands to their media plan across print, online and tablet formats
The brand tracker showed that exposure to newspaper advertising improved brand perceptions; delivered strong improvements in preference and differentiation; and had a halo effect on a wider range of products
Newsbrands drive brand differentiation and preference
% difference in change of perceptions of the brand.Newspaper readers vs all sample
Saves me lots of money
Their advertising makes me think better of them
than I used to
Is the first site I would go in future when looking for
savings and borrowing products
Are better than other comparison websites
SCOTLAND
Source: MoneySuperMarket.com
% difference in change of perceptions of the brand.Newspaper readers vs all sample
Offer a broad range of savings and
borrowing products
Saves me lots of money
Is the first site I would go in future when looking for
insurance products
Are better than other comparison websites
Newsbrands drive brand differentiation and preferenceENGLAND & WALES
Source: MoneySuperMarket.com
Newsbrand advertising saw an increase in claimed recent visits by 18-34s
Source: MoneySuperMarket.com tracking
Average increase in web visits for money products
in England and Wales
Newsbrands successfully increased visitor traffic for a wider range of products
Source: MoneySuperMarket.com
All newsbrand platforms were effective at increasing visits
0.33% 0.12% 0.24%
PRINT ONLINE TABLET
Site visits generated
Source: MoneySuperMarket.com model
Newsbrands’ ROI keeps on growing
Source: MoneySuperMarket.com
Conclusions
Newsbrands have a wealthy audience who invest their time and money in the financial sector
Readers are more interested in, and more influenced by, financial advertising
Newspapers were the most powerful medium for improving AXA brand measures, and newsbrand platforms were very effective at driving visits to MoneySuperMarket.com
Newsbrand readers invest in a wide range of financial products and services