seize the moment
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Seize the moment. Using newspapers’ topicality, speed and flexibility to connect with consumers. Seize the moment. Topicality can hugely increase your advertising impact and reader engagement . - PowerPoint PPT PresentationTRANSCRIPT
Using newspapers’ topicality, speed and flexibility to connect with consumers
Seize the moment
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Seize the moment...
Topicality can hugely increase your advertising impact and reader engagement.
Only newspapers can do this.Their speed and flexibility allows advertisers to create high impact topical advertising.
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Seize the moment...
“A newspaper is great for capturing a particular zeitgeist or responding to a current frame of mind.”Richard Flintham, Executive Creative Director, Fallon
“Topical, relevant, immediate and absorbing. If you want to seize the day, a newspaper grabs it with both hands.”Matt Lloyd, Creative Director, VCCP Blue
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Seize the moment... The Weather 2010
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Seizing the moment...The Oscars 2010
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Seizing the moment...The Budget 2010
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Seizing the moment...The General Election 2010
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Seizing the moment...April Fool’s Day 2010
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Seizing the moment...St George’s Day 2010
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Seizing the moment...Midsummer’s Day 2010
How brands have harnessed the power of the news to their advantage
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Short cut to… Emotion
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Short cut to… Impact
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Less is More
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The value of …Context
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The value of… Association
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The value of… Association
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The value of… Mending Associations
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The value of… Association
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Getting on to… Consumers’ Radar
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Getting on to… Consumers’ Radar
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Targeting… Talk to the readers’ ‘clubs’
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Making your own News
Bold, fast creativity can turn a negative to a huge positive
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The brand is the News
Only newspapers could deliver the quick response needed
The ad delivered impact and engagement Consumers identified
with it Consumers respect
brands that listen to them and act positively
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Make the News work for your brand
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Hard Fact One
85% of female newspaper readers and 83% of male readers agree that seeing adverts next to related articles makes them more memorable and relevant.
BMRB Sept 2008 (Women 1378; Men 320)
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Topical ads in newspapers can boost impact by 5% points
The NMA tested responses of women to 75 cosmetics and toiletries ads, including 12 topical ads. The average score for the topical ads was 5% points higher than the average of all the ads.
Hard Fact Two
BMRB Sept 2008 (Women, 75 ad sample 1378, topical ad sample 1277)
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Hard Fact Three
By being relevant to the topic that the audience is interested in at that time, the chances of the marketing message entering the workspace are maximised, so it can have more effect...this strongly supports the notion of placing advertising in topic-relevant spots.
Jane Raymond and Graham Page, University of Wales/Millward Brown Cognitive Neuroscience Marketing & Research, 2006
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Hard Fact Four
In neuroscience, the theory is that brands are built by creating or modifying the tags associated with the brand. The rub for newspapers is that, section by section, they provide a context which on a good day helps brands achieve this.
David Fletcher, Head of MediaLab at Mediaedge CIA, Campaign, Jan 2007
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Hard Fact Five
Readers appreciate the relevance of well placed ads as research for a selection of Swine Flu ads demonstrates:92% agreed that “It was clever to remind me of their anti-viral products on the same page as the NHS advice.”
73% “It made these brands stand out as more relevant and trustworthy than other brands.”
72% “Seeing alongside the NHS ad would make me more likely to buy these products.”
BMRB Sept 2009: Women (Swine Flu ads total 1374)
Top Tips for TopicalityA Selection of the best topical newspaper ads
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Top Topicality Tips OneSeize the day with an immediate response
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Top Topicality Tips TwoHarness the power of association
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Top Topicality Tips ThreeBe brave – let the news take the lead
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Top Topicality Tips FourGive it a twist
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Top Topicality Tips FiveLess is more – let the topicality do the work for you
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Top Topicality Tips SixMake your own news
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Top Topicality Tips SevenEcho a respected source of information
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Top Topicality Tips EightIf you have a real news story, go for it
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It’s more than just immediacy...
...it’s also the ability to reach a mass audience in a flash
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The ANNAs Topicality Award
The Topicality Award was launched in 2007 to celebrate the best in topical national press advertising
£10k prize split between the winning media and creative teams
Entry is free, the awards are in January each year, more details at http://www.nmauk.co.uk
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The ANNAs Topicality Awards
20092008
So harnessing the power of topicality can increase your advertising impact and reader engagement.
Seize the moment
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Appendix:Research Sample & Method
Consumer video clips: four BC1C2 focus groups with five respondents in each group
Research took place in June 2009
All respondents were daily readers of newspapers, thorough (i.e. read most of the paper) and loyal readers, advertising responders