Newspaper Creative Benchmark Report Australian Mining

July 2011

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

 

 

Branded Newspaper Benchmarks

Being a hot button issue, we tested 5 recent newspaper ads from the Resources sector to see what response they generated

Chevron Santos Shell

GE Australian Mining

• Australian Mining was one of eight ads tested in Sydney

• Sample: Australians 16+

• Sample size: 111

• Fieldwork: 20 – 26 July 2011

• Conducted online by Ipsos MediaCT

• Benchmarks used: All Newspaper Norm (see appendix for details)

‘This is Our Story’Market: Sydney

Size: DPSPosition: Good Weekend

Results were slightly above norms on Interest. While results are low for Ad Recognition and Brand Linkage, given that ‘Australian

Mining’ represents a group of organisations, we would not necessarily expect to see strong recognition or brand linkage. These measures can also be affected by weight of the campaign and timing of research. Some respondents speculated that the ad

might be for the Royal Flying Doctor Service or Australian Story.

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

*Newspaper Norm

*nb: brand linkage samples low and results should be viewed with caution

n = 14

The ad performed well on three key brand equity measures and in particular Differentiation and Familiarity/Understanding.

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

+18+14

Newspaper Norm

All branding removed

The results here are somewhat polarising with the ad achieving high results for both good and ‘bad’ creative attributes

Newspaper Norm

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

84% of respondents struggled with understanding key messages or misattributed

the ad to other, more generically Australian concepts. This is especially interesting

because generally the ad was well liked, if not well understood. It may be, that while a

relatively small number of respondents ‘got’ the ad, that shift of attitude amongst a

smaller number is important to the overall objectives of the campaign

What did the respondents say about the ad?

I had no idea this ad was for Australian

Mining.

It feels like a ploy to have people believe that

the mining business is more moral than it

seems

The mining industry contributes a lot to our

local communities in Australia.

‘It gives a human face to the Mining

industry.

It is an attractive ad but is aimed at gaining positive

responses and only shows the good side of mining

I didn’t know it was a mining ad,

too much fine print.

Visually appealingGiving a face to the mining industry

One sided / not the whole story

Role Map scores were significantly above Norms for driving Public Agenda, Affinity and Re-appraisal.

Newspaper Norm

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

 

 

Comparison of Key Benchmarking Metrics

Reappraisal : This ad encourages me to think differently about the advertiser

All 5 ads achieved significantly high scores for driving Reappraisal with GE leading the pack.

Newspaper Norms

Affinity : This ad gives me a good feeling about the advertiser

Affinity scores were generally high across the board with GE achieving very high and significant scores. The results for Australian Mining were also impressive.

Newspaper Norms

Comparative Engagement Metrics

For people like me

GE was chosen as the ad that had the most to say, relevant to

respondents.

The Australian Mining ad was considered to be the most ‘WOM’

worthy.

Likely to get people talking

Comparative Engagement Metrics

Provides Important Information

The GE ad achieved much higher scores for being ‘Attention

Grabbing’ than the others tested. Important to note this ad was a DPS versus some of the others that were

broken space.

The Shell ad was perceived to be providing important information.

Verbatims reflected a Reappraisal of Shell as a result of new information.

Attention Grabbing

Comparative Engagement Metrics

Convincing

Believable

Upon being presented with the ads in the controlled research

environment, respondents found the Australian Mining ads to be the

most convincing and believable, closely followed by GE and Shell. Comprehension was hampered in some cases which may be due to

respondents lacking familiarity with the advertiser or the complexity of

the issues being presented.

Comments

• All 5 of the Resources sector ads we tested did well at achieving strong Affinity scores and driving Reappraisal which presumably was the point of the advertising

• As we would expect, they also spoke strongly to the Public Agenda• While most respondents found the imagery of the Australian Mining ad appealing, the

images were problematic for respondents when attempting to link the ad back to an advertiser, with many respondents choosing generically Australian subjects or organisations.

• Unsurprisingly, the subject was a polarising one• Verbatims reflected that people were surprised once they realised the ad was from

Australian Mining. It was convincing and believable.• To others some verbatims also reflected a strong level of cynicism and caution

regarding any messages from the mining industry• Certainly, the elements are in place for this ad to drive a rethinking of the issues

presented and this research demonstrates that while a certain segment of respondents remain (and most likely always will remain) unconvinced, the ad has been successful at achieving this with a significant number of respondents.

• For a difficult task, this ad appears to be delivering good reappraisal.

• 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.