December 2011

Newspaper Creative Benchmark Report Bupa

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works.

A monthly study designed;

•To measure and identify the effectiveness of newspaper creative

•To help improve understanding of how to use newspapers effectively

•To improve the understanding of the roles newspaper advertising can play

•To improve the standard of newspaper creative

•To provide a consistent metric that is accepted as the industry standard

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television

Comparison of creative against category averages

Comprehensive analysis of how newspapers can best be used to influence purchase behaviour

The Newspaper Works’ effectiveness partner:

Recognised industry measures +

Newspaper measures

Proprietary newspaper measures

The Newspaper Works’ effectiveness partner:

Ad Recognition

Brand Linkage

Message Comprehension

Brand Equity Impact

Role Map

Action Map

Newspaper Creative Diagnostics

• Ad Appearance:

– Daily Telegraph, Monday November 14th 2011

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 102

• Test market: Sydney

• Fieldwork: 2ND – 12TH December 2010

• Conducted online by Ipsos MediaCT

• Benchmarks used: Newspaper Norms (see appendix for details)

 

 

Branded Newspaper Benchmarks

Newspaper Norm

The creative diagnostic results are in line with Newspaper Norms, overachieving slightly on “Has a great photo/image” and “Looks good”. Where it falls down slightly is “Makes it easy

to see what is on offer” because the ad is more conceptual and appealing to emotional triggers rather than seeking a rational and comparative response.

Ad recognition was aided by a complementary TV presence and interest was in line with Newspaper Norms.

Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

Brand linkage n= 6

Branding removed

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

+21

Brand equity metrics have been achieved in line with Newspaper Norms and are significantly high for differentiation, reflecting how rarely this category

communicates pure brand messages, unaccompanied by a specific offer.

+10

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

62% of respondents returned very specific elements of main messaging, with a further 21% mentioning health

in other contexts.

What did the respondents say about the ad?

This triggered my memory of

having seen the TV ad

It is subtle, easy to relate to, these are real looking people, you can see the difference in the two images and can easily relate to it. It is taking an emotional approach, rather than

other adds that try to cram a lot in

Seems more personal, creates a different way

of seeing insurance agencies

It is clean and simple

Different to other campaignsMessage is simple

Improve your health

Shows that the company cares for the individual and

assists in helping individuals get healthy It doesn't greatly affect me

but I enjoyed it because it was different to other ads

advertising similar companies

It is very simple and sends a strong

message

The word cloud shows a strong connection to health

Significantly high scores for Extension reflect a strong recognition of this ad in relation to the TV campaign. Health concepts often achieve strong results for Public Agenda

messaging. The ad encourages respondents to reappraise Bupa.

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

This ad has performed significantly above Action Map Newspaper Averages for ‘Web Search’, indicating that respondents are curious to find out more about the company and what is on offer.

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Average

• This ad from Bupa has successfully and significantly linked back to it’s television campaign (Extension), also generating strong levels of Reappraisal.

• The ‘healthier you’ message appeals strongly to the Public Agenda, with respondents commenting that ‘it seems more personal than other insurance agencies’ and was ‘easy to relate to’.

• Given most people see health insurance as a ‘grudge purchase’ these positive associations with the ‘new’ brand are encouraging.

• The most likely action off the back of the ad was ‘Web search / visit company website’, which is not an explicit call to action in the ad but demonstrates how the web has entrenched itself into the purchase funnel of products such as insurance, especially in the information gathering stage

• Bupa now ranks #3 against insurance category ads we’ve tested against ActionMap (since March 2010)

• This ad is an excellent example of how newspapers can strengthen your television campaign, and drive potential customers to your website.

 

 

Comparison with other ads

‘TV extension in the Insurance category

March 2010 May 2011December 2011

Imagery and continuity create Extension

The BUPA and AAMI ads have achieved similar shape Role Maps, with AAMI also achieving high scores on Affinity. The i-Select ad helps drive a Call to Action, which is obviously in keeping with their

role as a comparative insurance broker.

Web Search / Visit Company Website

Within the insurance category, driving viewers to the web is an important goal. Within recently tested ads, Bupa ranks #3 against this measure, with a multi-page format from HBF performing #6 of

6.

 

 

Top Performers on Rolemap

6.2x Higher than

norm

5x Higher than

norm

2.4x Higher than

norm

2.9x Higher than

norm

8.0x Higher than

norm

3.8x Higher than

norm

All newspaper norm. December 2011 (Updated monthly)

• Established in 2006 by the major Australian newspaper publishers:– News Limited

– Fairfax Media (including Rural Press)

– APN News and Media

– West Australian Newspapers

• Represents paid national, metropolitan, regional and community titles.

• Primary aims:– To promote newspapers as a powerful medium for advertisers

– To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

Creation of All Newspaper norms

• Testing of randomly selected newspaper display ads• 5,100 ad observations in total• 40 test ads, 100+ observations per ad• Population representative sample of the five mainland state capitals• Conducted online by Ipsos Media CT, July-August 2008 • Sample size 1,737

Newspapers are a powerful medium to utilise across a broad range of strategic roles.

Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics.

Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested.

Retail average

Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action.

Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires.

Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad.

New measure introduced in March 2010, norm not yet available.

Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.

Retail averageStatements are tailored to be appropriate to the advertising category.