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Proving the Effectiveness of Irish News Brands
CHALLENGING THE PERCEPTIONS OF
THE EFFECTIVENESS OF PRINT
ADVERTISING
Nobody reads newspapers
any more
Newspapers are only read by the older population
It’s easier and more effective
online
OVERALL EFFECTIVENESS OF PRINT ADS IS ON THE INCREASE
(Ad effectiveness index is calculated taking the scores for recall, engagement and action)
143157
178 179 171
204
2013 2014 2015 2016 2017 2018
RECALL ENGAGEMENT ACTION
PRINT REMAINS A STRONG MEDIUM
54%70%
40%52%
17%28%
20132013
2013
2018
2018
2018
MORE PEOPLE ARE
NoticingEngaging
Taking Action
ON PRINT ADS
PRINT REMAINS A STRONG MEDIUM
FRESH APPROACH
OVERALL IMPRESSION
BENEFIT
2013 41%2018 51%
2013 34%2018 48%
2013 23%2018 35%
AND THE ADS AREMore originalMore likeable
Providing more benefit
41%
55%
Quarter Page Full Page
201362%
70%
Quarter Page Full Page
LARGER ADS CONTINUE TO GAIN ADDITIONAL RECALL
2018
59
50
32
49
26
46
27
4341
49
26
40
52
3633
52
59
47
27
49
Ad Recall Sender Identification Emotional Reaction New Information
Print Web TV Content Marketing Print Radio
MEDIA COMPARISONS
6,037 print, 299 web, 997 content marketing, 353 TV, 151 radio
An Independent Study to Evaluate the Effectiveness of Irish News Brands
METHODOLOGY
• Online survey sent out to 3 different respondent sources• RAM clients’ panellists in Ireland• Publishers invitations via website links• External independent panel
• Fieldwork period• 20th March – 30th March 2018
• Independently managed by Research & Analysis of Media• 5 advertisers were identified and effectiveness of the
campaigns were evaluated across the Newsbrands Irelands titles in which they were appearing.
• Respondents were shown the ads, and then asked their opinions using RAM’s standard effectiveness questionnaire
Client Panels
35%
Publisher Links17%
External panel 48%
1,300responses
47% 53%
THE SURVEY – Who we spoke to
3 - 49
50+
46%
30 - 49
38%
15 - 29
16%
50+
39%
30 - 49
38%
15 - 29
24%
CENSUS SURVEY
Base: Total Sample: 1,300 respondents
63% of our audience are
regular readers of dailies – 46% for
Sundays
Newspaper advertising
effectiveness has increased in the last 5 years
CHALLENGING THE PERCEPTIONS OF THE EFFECTIVENESS OF PRINT
ADVERTISING
49% of under 30 year olds rely more on
traditional newspapers for
trustworthy information
This compares to TGI industry data of56% read a daily almost always/quite often46% for Sundays almost always/quite often
NEWSPAPERS CONTINUE TO PROVIDE TRUSTWORTHY & USEFUL
INFORMATION
BEST SOURCE FOR LOCAL NEWS
66%
BEST SOURCE FOR NATIONAL/
INTERNATIONAL NEWS
60%
ADVERTISING PROVIDES USEFUL
INFORMATION
52%
TRUSTWORTHY SOURCE FOR
NEWS
63%
MORE TRUSTWORTHY
THAN OTHER MEDIA CHANNELS
49%
MORE RELIABLE THAN OTHER MEDIA
CHANNELS
56%
Base: Total Sample: 1,300 respondents
MOST TRUSTWORTHY NEWS CONTENT
(% who ranked media as number 1
45%
1. 2. 3. 4. 5. 6.
22% 15% 13% 3% 1%NEWSPAPERS RADIOTELEVISION INTERNET/WEB SOCIAL MEDIA MAGAZINES
Base: Total Sample: 1,300 respondents
66
66
53
40
32
25
20
18
Social Media
Internet/Web
Television
Radio
Cinema
Magazines
Newspapers
Outdoor
MOST INTRUSIVE MEDIA (% who find advertising intrusive)
Base: Total Sample: 1,300 respondents
THE CASE STUDIES
THE RAM METRICS1
2
3
4
RECALL
RECOGNITION
ENGAGEMENT
ACTION
Do people remember seeing the ad
Were people aware of the brand
Did people engage with the ad – creativity, benefit, likeability, trigger emotion
Are people going to look for more information, visit the website, buy something
PROVING THE VALUE OF NEWSBRANDS IRELAND
75
51
58
50
59
5146
23
Recall Recognition Engagement Action
Ad Industry
Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 150 travel case studies from UK & Ireland between 2013 & 2018
PROVING THE VALUE OF NEWSBRANDS IRELAND
81
74
43
34
61 59
39
18
Recall Recognition Engagement Action
Ad Industry
Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 88 Telecoms case studies from UK & Ireland between 2013 & 2018
PROVING THE VALUE OF NEWSBRANDS IRELAND
15
49 51
38
52
60
40
15
Recall Recognition Engagement Action
Ad Industry
Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 100 motoring case studies from UK & Ireland between 2013 & 2018
PROVING THE VALUE OF NEWSBRANDS IRELAND
51
7065 6466
75
53
32
Recall Recognition Engagement Action
Ad Industry
Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 198 supermarket case studies from UK & Ireland between 2013 & 2018
PROVING THE VALUE OF NEWSBRANDS IRELAND
26
6055
4950
56
41
20
Recall Recognition Engagement Action
Ad Industry
Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 152 home furnishings case studies from UK & Ireland between 2013 & 2018
51% 49%
THE HARVEY NORMAN CUSTOMER
3 - 49
50+
46%
30 - 49
38%
15 - 29
16%
50+
52%
30 - 49
36%
15 - 29
12%
HARVEY NORMAN CUSTOMER SURVEY
Base: Total Sample: 1,300 respondents
49 %
49 %
70 %
51 %
51 %
83 %
65 %
51 %
43 %
45 %
53 %
54 %
44 %
53 %
41 %
49 %
36 %
54 %
58 %
39 %
41 %
72 %
49 %
43 %
40 %
27 %
20 %
19 %
11 %
19 %
31 %
22 %
Overall Impression
Sender Identification
Previous Knowledge
Appealing
Interesting
Easy to Understand
New Information
Positive
Fresh Approach
Benefit
Looked for More Information
Visit advertiser
Have bought/will buy
Visit website
Recommend
Discuss
Harvey Norman
Benchmark
HARVEY NORMAN’S EFFECTIVENESS METRICS – WHERE DOES IT PERFORM WELL?
Base: Regular readers of the titles in which the ad appeared, and recall seeing the adIndustry Benchmarks based on 152 home furnishings case studies from UK & Ireland between 2013 & 2018
13691
121131
124115
133119
108167
265284
400279
132223
Overall Impression
Previous Knowledge
Interesting
New Information
Fresh Approach
Looked for More Information
Have bought/will buy
Recommend
HARVEY NORMAN’S EFFECTIVENESS METRICS – WHERE DOES IT PERFORM WELL?
INDEX - 100
Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 152 home furnishings case studies from UK & Ireland between 2013 & 2018
CONTINUED LOYALTY GENERATES ACTION
55 59 53 48
40 3126
14
Visit Website Looked for MoreInformation
Discussing theOffer
Have bought/willbuy
Customer Non Customer
Base: Total Sample: 477 people who remember seeing the Harvey Norman ad
HARVEY NORMAN CUSTOMERS HAVE A POSITIVE IMPRESSION OF IRISH NEWSBRANDS
66
52
4036
72
59
48
42
All Harvey Norman Customers
Base: Total Sample: 1,300 respondents, & 477 Harvey Norman customers
Newspapers are the best source for local
news
Advertising in Newspapers provides important information
on goods & services
Adverts in newspapers encourage me to try
new brands
I find advertising in established newspaper
brands more relevant than other forms of media
70
68
53
38
31
27
19
15
Internet/Web
Social Media
Television
Radio
Cinema
Magazines
Newspapers
Outdoor
HARVEY NORMAN CUSTOMERS ACCEPT ADVERTISING TO BE AN INTEGRAL PART
OF NEWSPAPERS(% who find advertising intrusive in each media)
Base: Total Sample: 477 Harvey Norman customers
NEWSBRANDS IRELAND – THE ACTION MEDIA
38
50
34
64
49
15
2318
32
20
Ad Industry Average
KEY TAKEAWAYS
ACTIONNewspaper advertising
triggers action
ENGAGENewspaper advertising promotes
engagement
TRUSTNewspapers
are more trusted than other media
NON INTRUSIVE
Newspaper advertising is
an integral part of the medium