mail as digital activator
TRANSCRIPT
The Key Points We Are Going To Make Today
The Brief…
Does exposure to advertising in
The Daily Mail or The Mail On Sunday
influence the way a person subsequently
searches online?
Methodology
Source: Independent research conducted by River Research
Asked to go online for c.15
minutes and search for a
holiday / short break OR
personal finance products
Asked to go online for c.20
minutes and search for a
holiday / short break OR
personal finance products
Read the DM / TMOS for
c.15 minutes – asked in
particular to read the travel
OR finance sections
Subsequent interviews were undertaken with respondents after a further 7 days
Observed And Recorded Browsing Behaviour
Source: Independent research conducted by River Research
What We Were Looking For - ‘Hits’
Respondent goes to
the Nationwide website
If Mail readers have more
than Non-readers, it would suggest
that advertising in The Mail
influences
their online browsing behaviour
A Nationwide advertisement
appears in The Mail On Sunday
Source: Independent research conducted by River Research
of all Mail readers
of an advertiser who had
in that day’s
50%
15%
Mail readers Non-readers
% of respondents with ‘Hits’
Advertising in The Mail is an effective
driver of traffic to your website
The Mail Drives Online Browsing Behaviour – Fact!
Readers are more likely to go to
the website of an advertiser featured in
The Mail than Non-readers
Source: Independent research conducted by River Research
Inspiring Visits To A Broader Range Of Brands
Advertising in The Mail encourages readers to go to a
mixture of big brand websites and those they were
unaware of or were not previously front of mind –
Non-readers ‘Hits’ tended to be
big, well-known brands Mail readers ‘Hits’ were a mix of
big and specialist brands
Source: Independent research conducted by River Research
The DMA Has Similar Quantitative Findings
52% of measured response
to insert and
door drop campaigns
went online
The Insert Council and the D2D Council measured response to 3 million
advertising items delivered directly to consumers, across 5 clients and 11
different distribution methods. On average, across the campaigns, 52% of the
response measured went online in this quantitative study.
Why Did Readers Visit These Websites?
Source: Independent research conducted by River Research
Well… there was an ad
in the Newspaper
The Mail sometimes brings up
something different
What was said in the paper looked
quite interesting, and I wanted
to give it a try
It was mentioned in
the newspaper
Source: Independent research conducted by River Research
Mail readers are much
more likely to go
than use a search engine
The Mail Driving Direct-To-Brand ‘Hits’
Direct visits to
branded websites: (as % of all the different
websites visited in total)
29% 19%
Mail readers are much more likely to go
than use a search engine
(e.g. generically searching for “cheap holiday deals”)
Source: Independent research conducted by River Research
User types in web
address directly into
address bar
Do they have
a brand or
deal in mind?
User wants to look online for
holiday / personal finance product
Arrive at pre-
planned website
Do they know
the web
address?
Y Y Is the web
address easy
to type in?
Y
Goes to Google and
types in brand name
Is user
susceptible to
other offers?
Y
Will Google
showpromoted
ads?
Arrive at Google-
inspired website User clicks on
alternative search
result
N
Y
N
N
Goes to Google and
types in generic
search term
N
Clicks on Google
promoted ad
Clicks on website
they have heard of
before / already use
Clicks on another
Google result within
1st page of results OR OR
N
Google auto
complete kicks in,
user may change
direction
Google auto
complete kicks in,
user may change
direction
Users Don’t Always End Up At Their Intended Sites
Source: Independent research conducted by River Research
Consumers Love To Use Search Engines
Search engines feel Search engines feel
Perception that SEs
are unbiased
Perception that SEs
will be comprehensive
and can lead to the
cheapest deals
It feels like you’ve
done it yourself
Google is well known
and trusted
SEs will guide you if you
don’t know the right web
address
SEs are a legitimiser –
perception that SE
results are ‘good’ results
Google usually gives
me more options
I use Google for
everything
Source: Independent research conducted by River Research
But SEs May Not Be A Friend To All Advertisers
Source: Independent research conducted by River Research
The Mail provides a valued & trusted ad environment
The Online world =
Endless /
Overwhelming
Go in any
direction
Treasures to
be found
Potential
dangers
Go your own
way Need a guide
The Mail =
Limited
Safe
Directed
Manageable
Trusted
Anodyne
82%
74%
Trusted More Than…
of Mail readers trust it to provide them with reliable information,
even more than the BBC
69%
55%
40%
41%
74%
Source: Mylife BMRB
Reading The Mail
doesn’t just have an
impact on ,
but also on
of Mail readers did further research following
the interview (Non-readers: 25%)
of Mail readers went on to purchase a product or service
advertised (Non-readers: 0%)
Prolonged Effect On Purchase Behaviour
Source: Independent research conducted by River Research
The Key Points We Are Going To Make Today