the multi-platform study
TRANSCRIPT
We
wanted to
know… 1 2How effective are campaigns
that use multi-platform
newsbrands versus those
using just one platform?
How does each platform
and each combination
of platforms build brand
responses?
What we did
Five multi-platform campaigns
Matched
controlled
exposure
study
10,856
sample
13 brand
measures
Print + digital newsbrands =
3.4 times multiplier effect
Average uplift across
brand health measures
Print Print + digital
+5%
+17%
+17%
+5%
+3%
v
Multiplier effect is dependent
on print being in the mix
Average uplift across
brand health measures
Print + digital
Multiple digital
+24%
+5%
+7%
+21%
+23%
v
Multiplier effect is
strongest with
computer and tablet
Average uplift across
brand health measures
Print + smartphone
Print + computer
Print + tablet
Print + computer + tablet
Brand-building strengths of
multiple newsbrand platforms
+ + +
• Salience +60%
• Innovative +34%
• Awareness +31%
• Quality +24%
• Trustworthy +19%
• Salience +52%
• Worth paying
extra for +43%
• Quality +31%
• Awareness +31%
• Salience +27%
• Awareness +26%
• Trustworthy +30%
15.6m
Computer only
campaign
34.4m
Print only
campaign
34.5m
Mobile only
campaign
38m
Mobile + computer
campaign
38.8m
Print + computer
campaign
45.8m
Print + mobile
campaign
46.9m
Print + computer +
mobile campaign
Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16
Coverage build
across newsbrand
platforms
Newsbrand
readership
by platform
2.4m
8.8m
3.4m
1.1m
8.1m
14.3m
8.9m
2.4m
8.8m
3.4m
1.1m
8.1m
14.3m
8.9m
Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16
Campaign
impact on brand
health measures
by platform
2.4m
8.8m
3.4m
1.1m
8.1m
14.3m
8.9m
+21%
+21%
+4%
+4%
+3%
+11%
+5%
Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16
33%
73% 74%
81% 83%
98%100%
15.6m 34.4m 34.5m 38m 38.8m 45.8m 46.9m
+1.2% +3.7% +2.2% +2.7% +7.8% +7.4% +10.1%
Campaign impact ready reckoner
Average uplift across brand health measures among total newsbrand audience as each platform is added:
Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16
Computer only
campaign
Print only
campaign
Mobile only
campaign
Mobile + computer
campaign
Print + computer
campaign
Print + mobile
campaign
Print + computer +
mobile campaign
CTR average
Industry
Benchmark
0.31 0.94 1.11 0.07
Digital newsbrands
drive interactions
Smartphone drives the
highest level of interaction
How newsbrands work across platform
to build brand health
Print is effective
at brand building
and also primes the
multi-platform reader
Digital platforms
need print to
activate
Different platforms
impact on different metrics - use of all
helps maximise
brand effect
All newsbrand
digital platforms
command attention
and drive online
interactions -smartphone is
the most
effective