roi of digital newsbrands
TRANSCRIPT
ROI IN PRACTICE
J U L Y 2 0 1 7
“Demonstrate the ROI of
digital newsbrands”
THE MEASUREMENT CHALLENGE
A TWO PRONGED MEASUREMENT SOLUTION
Content partnershipsDigital
attribution
PPC
clickDisplay
impression
SEO
clickSale
Display
impression
CONTENT PARTNERSHIP CASE STUDY
WESTFIELD & ESI CONTENT PARTNERSHIP
6
PARTNERSHIP HAS SUCCEEDED IN INCREASING
MENTAL AVAILABILITY
Westfield most
recognised shopping
destination
1st choice
consideration
doubled
Perception of
Westfield as an
iconic fashion
destination more
than doubled
34% increase in
understanding of
entertainment
options at Westfield
Source: Westfield post-campaign research Jan 17
OVERALL, NEWSBRAND PARTNERSHIPS WERE THE 2ND MOST EFFICIENT CHANNEL
0 50 100 150 200 250 300
Radio
OOH
Influencer
Display
Social
Newsbrand Partnerships
VOD
Indexed Cost Per Visit
Source: HMG econometric modelsIndexed vs. 2016 Partnerships = 100
THE LONG-TERM PARTNERSHIP HAS DELIVERED INCREASING RETURNS FOR THE CLIENT
136
113
100
2014 2015 2016
Ind
exe
d C
PV
Source: HMG econometric modelsIndexed vs. 2016 Partnerships = 100
THE PARTNERSHIP AS A WHOLE PERFORMS BETTER THAN EACH ELEMENT DOES IN ISOLATION
0 50 100 150 200 250 300
Radio
OOH
Influencer
Display
Social
Newsbrand Partnerships
VOD
Indexed Cost Per Visit
Source: HMG econometric modelsIndexed vs. 2016 Partnerships = 100
DIGITAL ATTRIBUTION CASE STUDY
O2 CAMPAIGN
ECONOMETRIC MODELLING SHOWS THAT DIGITAL DISPLAY HAS A STRONG ROI
Source: Accenture econometric modelsIndexed vs Digital Display
0 20 40 60 80 100 120 140 160 180 200
Channel F
Channel G
Channel E
Channel D
Digital Display
Channel B
Channel A
Indexed ROI
NEWSBRANDS PREDOMINANTLY APPEAR IN THE MIDDLE OF DIGITAL CONSUMER JOURNEYS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other Strategy
Newsbrands
Publisher Role
(Opener, Advancer, Closer)
Opener Advancer Closer
Source: VisualIQ
NEWSBRANDS MORE LIKELY TO BE UNDERVALUED IF CROSS-CHANNEL EFFECTS AREN’T ACCOUNTED FOR
17% 21%
0%
20%
40%
60%
80%
100%
Other Strategy Newsbrands
% o
f co
nve
rsio
ns
ATLAS People Graph
Same Device Conversion (even weighting) Cross Device Conversions (even weighting)
Source: ATLAS people graph
NEWSBRANDS DELIVERED ADS IN VIEW 10% CHEAPER THAN THE REMAINDER OF THE CAMPAIGN
100
110
Newsbrands Other Strategy
Indexed viewable CPM
Source: IAS viewability
OVERALL, NEWSBRANDS ARE EQUALLY AS EFFECTIVE AS OTHER CAMPAIGN ELEMENTS
100 101
Ind
exe
d T
rue c
ost
per
ord
er
True CPO
46 47 49 6078
105 106
197212
Ind
exe
d T
rue c
ost
per
ord
er
True CPO by publisher
Source: VisualIQ
WHAT HAVE WE LEARNT?
Digital newsbrands ARE effective and deliver a measurable return on investment
Newsbrand partnerships that include digital have a greater effect than the sum of their parts
Digital newsbrand audiences deliver cost efficient online sales