roi of digital newsbrands

ROI IN PRACTICE

J U L Y 2 0 1 7

“Demonstrate the ROI of

digital newsbrands”

THE MEASUREMENT CHALLENGE

A TWO PRONGED MEASUREMENT SOLUTION

Content partnershipsDigital

attribution

PPC

clickDisplay

impression

SEO

clickSale

Display

impression

CONTENT PARTNERSHIP CASE STUDY

WESTFIELD & ESI CONTENT PARTNERSHIP

6

PARTNERSHIP HAS SUCCEEDED IN INCREASING

MENTAL AVAILABILITY

Westfield most

recognised shopping

destination

1st choice

consideration

doubled

Perception of

Westfield as an

iconic fashion

destination more

than doubled

34% increase in

understanding of

entertainment

options at Westfield

Source: Westfield post-campaign research Jan 17

OVERALL, NEWSBRAND PARTNERSHIPS WERE THE 2ND MOST EFFICIENT CHANNEL

0 50 100 150 200 250 300

Radio

OOH

Print

Influencer

Display

Social

Newsbrand Partnerships

VOD

Indexed Cost Per Visit

Source: HMG econometric modelsIndexed vs. 2016 Partnerships = 100

THE LONG-TERM PARTNERSHIP HAS DELIVERED INCREASING RETURNS FOR THE CLIENT

136

113

100

2014 2015 2016

Ind

exe

d C

PV

Source: HMG econometric modelsIndexed vs. 2016 Partnerships = 100

THE PARTNERSHIP AS A WHOLE PERFORMS BETTER THAN EACH ELEMENT DOES IN ISOLATION

0 50 100 150 200 250 300

Radio

OOH

Print

Influencer

Display

Social

Newsbrand Partnerships

VOD

Indexed Cost Per Visit

Source: HMG econometric modelsIndexed vs. 2016 Partnerships = 100

DIGITAL ATTRIBUTION CASE STUDY

O2 CAMPAIGN

ECONOMETRIC MODELLING SHOWS THAT DIGITAL DISPLAY HAS A STRONG ROI

Source: Accenture econometric modelsIndexed vs Digital Display

0 20 40 60 80 100 120 140 160 180 200

Channel F

Channel G

Channel E

Channel D

Digital Display

Channel B

Channel A

Indexed ROI

NEWSBRANDS PREDOMINANTLY APPEAR IN THE MIDDLE OF DIGITAL CONSUMER JOURNEYS

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other Strategy

Newsbrands

Publisher Role

(Opener, Advancer, Closer)

Opener Advancer Closer

Source: VisualIQ

NEWSBRANDS MORE LIKELY TO BE UNDERVALUED IF CROSS-CHANNEL EFFECTS AREN’T ACCOUNTED FOR

17% 21%

0%

20%

40%

60%

80%

100%

Other Strategy Newsbrands

% o

f co

nve

rsio

ns

ATLAS People Graph

Same Device Conversion (even weighting) Cross Device Conversions (even weighting)

Source: ATLAS people graph

NEWSBRANDS DELIVERED ADS IN VIEW 10% CHEAPER THAN THE REMAINDER OF THE CAMPAIGN

100

110

Newsbrands Other Strategy

Indexed viewable CPM

Source: IAS viewability

OVERALL, NEWSBRANDS ARE EQUALLY AS EFFECTIVE AS OTHER CAMPAIGN ELEMENTS

100 101

Ind

exe

d T

rue c

ost

per

ord

er

True CPO

46 47 49 6078

105 106

197212

Ind

exe

d T

rue c

ost

per

ord

er

True CPO by publisher

Source: VisualIQ

WHAT HAVE WE LEARNT?

Digital newsbrands ARE effective and deliver a measurable return on investment

Newsbrand partnerships that include digital have a greater effect than the sum of their parts

Digital newsbrand audiences deliver cost efficient online sales