March 2012

Newspaper Creative Benchmark Report Oral B

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

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 101

• Test market: Melbourne

• Fieldwork: 9th-19th March 2012

• Conducted online by Ipsos MediaCT

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

 

 

Branded Newspaper Benchmarks

Newspaper Norm

Respondents found this ad appealing across all positive creative diagnostics, scoring the ad above Norms for statements such as “has a great photo/image” and “Catches my eye”

Ad recognition is very high which may be a function of the consumer recognition of the long running campaign.

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

Brand linkage n= 26

Branding removed

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

Newspaper Norm

+13

Respondents found the ad to be aiding in familiarity/understanding, as well as appropriate and differentiating, awarding the ad higher scores than newspaper

norms for these equity measures.

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

Newspaper Norm

While 22 % (bottom 2 boxes) comprehended specific messaging

components from the ad, 92% were able to position it within the right

category and brand references.

What did the respondents think about the link between the ad and Valentine’s Day?

It's clever. Simple and eye catching and can

relate to the tie in with the older ad campaigns.

I don’t find this ad particularly interesting and I would not take any

notice for things such as toothbrushes. I prefer to compare products in store

It's clear in its intent as to what it is about. Not much jargon, clear and

precise written wording.

The dentist is shirtless. It would probably encourage some

people to want to go and see the dentist!

Overwhelmingly linked to long time TV campaign. Mostly positive and a few negative comments

about the ‘shirtless, faceless dentist’

Clever to link to old ad of 'Rob' the dentist.

It probably resonates more with older folks like

me who remember the original ad years ago.

It has a familiarity about it which is nice.

Respondents played back a combination of the ad’s main message, as well as recognition of ‘Rob the Dentist’

This had has achieved significantly high scores against Extension on the newspaper advertising RoleMap. It has also performed well at

generating Affinity and delivering Information.

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

Newspaper Norm

Actions related to purchase intentions such as “Buy/Try product” and “Visit store/Look out for” achieved strong scores on the ActionMap as well as “Remember for Later” which is an important

component in generating long term message awareness.

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

Newspaper Norm

 

 

Comparison with other ads

Comparison with Colgate Ads We’ve Tested

Tested July 2009 Tested August 2010Tested September 2010

Different messages, different RoleMaps

The three ads we’ve previously tested for Colgate, while all different, are all successful in achieving results that are significantly greater than Newspaper Norms. In particular they do well at delivery of

Information and generating a Call to Action, alongside extension of their significant TV presence.

Top 5 Advertisers who’ve optimised their TV campaigns by including newspapers*

This ad from Oral B is now #3 within our 420+ ad database for generating campaign extension via newspapers. Given the enormous volume advertisers such as these advertisers place on television,

this is an excellent result that reflects a strong and effective media mix.

50

“This newspaper ad reminds me of the TV advertising”

50 48 47 47

* Tested since 2008 excluding Govt. and State only ads

• Testing determined that this ad from Oral B evoked strong memories of the iconic ‘Rob the Dentist’ campaign

• Verbatims showed a highly positive connection to ‘Rob the Dentist’• The creative was received positively by respondents, achieving strong scores for

diagnostics such as ‘Catches my eye’ and ‘Makes it easy to see what’s on offer’• The ad achieved very significant scores for generating brand Extension off the back of

the long term TV strategy• As a result, purchase intention demonstrated via ActionMap were higher than Norms with

respondents especially committing to ‘Remember for later’ which is a key benefit for long term brand saliene.

• This ad is a good example of a challenger brand in the Oral Care category, playing to it’s brand strengths and increasing relevance in a newspaper media environment.

 

 

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. February 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.