a broadcasters campaign cross-platform ad effectiveness research
TRANSCRIPT
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A broadcaster’s campaignCross-platform ad effectiveness
research
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Today
Reaching the right audience
Ad recall and understanding
Improving perceptions and
prompting further action
The impact of cross-media exposure
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A broadcaster ran a campaign across all Guardian platforms…
…its effectiveness was tested by surveying the Brand Aid Panel
…the aim was to promote specific programmes and encourage consideration of the broadcaster generally
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The Brand Aid Panel
Panellist numbers correct as of April 2013
2,340 panellists
online
4,067 panellistsin print
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The Brand Aid Panel
543 panellistson tablet
1,030 panellistson mobile
Panellist numbers correct as of April 2013
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Reaching the right audience
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Watching a wide range of programmes
Source: Brand Aid Panel March 2013
Drama78% Art &
Culture54%
Comedy72%
Political39%
News/ factual
84%
% of respondents who usually watch each type
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Advertising that works
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The campaign had good cut through
Source: Brand Aid Panel March 2013. Vs average Guardian campaign tested.
Particularly high recall for the
print element
Print iPad Mobile Online0
10
20
30
40
50
60
70
80
90
79
64
46
24
52
58
35
23
% recall of the ads, by platform
This campaign Average campaign
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The ad performed much better than average
Source: Brand Aid Panel March 2013. Base: all who recalled seeing the campaign on any platform. Vs all campaigns tested on Guardian, guardian.co.uk, m.guardian and iPad panels.
Ad re
call
Iden
tifica
tion
of a
dver
tiser
Thoro
ughn
ess
Easy to
und
erst
and
Benefi
t
Appea
ls to
me
New in
form
atio
n
Fresh
app
roac
h
Positi
ve0
10
20
30
40
50
60
70
80
90
Recall and understanding of the campaign (%)
This campaign Average Guardian campaign
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The campaign changed perceptions of the broadcaster
% agree that the ads improved their perception that the broadcaster offers…
Source: Brand Aid Panel March 2013. Base: all who recalled seeing the campaign on any platform
…higher quality programming than
expected: 47%
…a wide range of programmes:
45%
…programmes that are relevant to
them: 43%
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The ads prompted further action
Source: Brand Aid Panel March 2013. Base: all who recalled seeing the campaign on any platform
0
10
20
30
40
50
60
49
46
33
30
As a result of seeing the ad % likely to…
Nearly half of respondents intended to watch the
programmes promoted
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Share of traffic to the broadcaster’s site rose during the campaign
Source: Hitwise Jan – Feb 2013
There was a 10% increase in the share of
traffic coming to the broadcaster’s site from
guardian.co.uk
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The impact of advertising cross media
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41% of respondents recalled seeingthe campaign on more than one Guardian platform…
Source: Brand Aid Panel March 2013
Online In Print On Tablet On mobile
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… they were more likely to feel positively about the broadcaster
Source: Brand Aid Panel March 2013.
A wid
e ra
nge
of p
rogr
amm
es
Hig
her q
ualit
y pr
ogra
mm
ing
than
you
had
expe
cted
Progr
amm
es th
at a
re re
leva
nt to
you
010203040506070
3540
32
59 58 58
% agree that the ad improved their perception that the broadcaster offers…
Single platform Multiple platforms
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… and were more likely to act upon what they saw
Source: Brand Aid Panel March 2013
010203040506070
41 38
1727
60 5848 43
As a result of seeing the ad % likely to…
Single platform Multiple platforms
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Those exposed across platforms felt more positive about the broadcaster…
Source: Brand Aid Panel March 2013. Caution: small sample size for those who saw on print + iPad and print + mobile
Higher quality programming than they had expected
Programmes that are relevant to them
A wide range of programmes0
10
20
30
40
50
60
70
80
90
47
38 37
65 6762
46
615757
79
66
% agree that the ad improved their perception that the broadcaster offers… (print respondents)
Print only Print + online Print + iPad Print + mobile
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…and were more likely to act upon what they saw
Source: Brand Aid Panel March 2013. Caution: small sample size for those who saw on print + iPad and print + mobile
0
20
40
60
80
5344
33
16
73 68
50 52
75 73
49 47
8572
53 49
As a result of seeing the ad, % likely to… (print respondents)
Print only Print + online Print + iPad Print + mobile
Print + digital = high recall AND further action
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Exposure across multiple Guardian platforms was the most effective prompt
Source: Brand Aid Panel March 2013
Guardian only Guardian + other media
Single Guardian platform
Multiple Guardian platforms
0
10
20
30
40
50
60
70
45
55
41.1859205776173
60.0565552699229
% likely to watch the programme(s) promoted, by exposure on...
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Conclusions
Source: Brand Aid Panel March 2013, H itwise Jan – Feb 2013. * vs other Guardian campaigns tested.
• The campaign reached the right audience, of consumers of a wide variety of programme genres
• A good level of ad recall was achieved and the ad was seen as much more appealing and original than average*
• The campaign successfully improved attitudes towards and consideration of the broadcaster. Nearly half of respondents intended to watch the programme(s) promoted
• Share of traffic from guardian.co.uk to the broadcaster’s site increased by 10% during the campaign
• Those exposed across multiple GNM platforms were more likely to understand and appreciate the ad, and to be intending to take further action as a result of seeing it