Proving the Effectiveness of Irish News Brands - NewsBrands Ireland

 
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Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
Proving the Effectiveness of Irish News Brands
Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
CHALLENGING THE PERCEPTIONS OF
    THE EFFECTIVENESS OF PRINT
           ADVERTISING

Nobody reads   Newspapers      It’s easier and
 newspapers    are only read   more effective
  any more      by the older        online
                population
Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
OVERALL EFFECTIVENESS OF PRINT
    ADS IS ON THE INCREASE
(Ad effectiveness index is calculated taking the scores for recall, engagement
                                  and action)

                                                                       204
                              178           179           171
                157
   143

   2013          2014          2015         2016          2017          2018
Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
MORE
PRINT REMAINS A STRONG MEDIUM          PEOPLE ARE
                                            Noticing
                                            Engaging
                                          Taking Action
       2018
                                          ON PRINT
                                            ADS
2013                 2018
              2013
       70%                         2018
54%                  52%    2013
              40%
                                   28%
                            17%

  RECALL      ENGAGEMENT      ACTION
Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
AND THE
PRINT REMAINS A STRONG MEDIUM       ADS ARE
                                     More original
                                     More likeable
                                    Providing more
                                        benefit

   FRESH      OVERALL    BENEFIT
 APPROACH   IMPRESSION

 2013 41%    2013 34%    2013 23%
 2018 51%    2018 48%    2018 35%
Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
LARGER ADS CONTINUE TO GAIN
    ADDITIONAL RECALL

               55%                        70%

2013                       2018
41%
Quarter Page   Full Page
                           62%
                           Quarter Page   Full Page
Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
MEDIA COMPARISONS
               Print             Web                  TV            Content Marketing Print                 Radio

59                         59

                      52                                                                                            52
                                 50            49                                                 49                     49
                                                              47
                                        46
             41                                                                                        43
                                                                                                              40
                                                      36
                                                                                      33
                                                                   32
                                                                         27    26            27
     26

          Ad Recall                   Sender Identification             Emotional Reaction             New Information

                  6,037 print, 299 web, 997 content marketing, 353 TV, 151 radio
Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
An Independent Study to Evaluate the
 Effectiveness of Irish News Brands
Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
METHODOLOGY                                          1,300
                                                              responses
• Online survey sent out to 3 different respondent sources
    • RAM clients’ panellists in Ireland
    • Publishers invitations via website links
    • External independent panel
• Fieldwork period                                                            Client
                                                                              Panels
    • 20th March – 30th March 2018                             External
                                                                               35%
• Independently managed by Research & Analysis of Media         panel
                                                                 48%
• 5 advertisers were identified and effectiveness of the
  campaigns were evaluated across the Newsbrands
  Irelands titles in which they were appearing.                           Publisher
• Respondents were shown the ads, and then asked their                      Links
  opinions using RAM’s standard effectiveness questionnaire                 17%
Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
THE SURVEY – Who we spoke to
  CENSUS                      SURVEY

 15 - 29                    15 - 29
  24%                       16%
 30 - 49                    30 - 49
                               3 - 49
  38%                        38%
                                           47% 53%
   50+                          50+
  39%                        46%
   Base: Total Sample: 1,300 respondents
CHALLENGING THE PERCEPTIONS OF
         THE EFFECTIVENESS OF PRINT
                ADVERTISING

    63% of our           49% of under 30 year            Newspaper
                          olds rely more on              advertising
  audience are
                              traditional
regular readers of                                      effectiveness
                           newspapers for
 dailies – 46% for           trustworthy              has increased in
     Sundays                 information               the last 5 years

               This compares to TGI industry data of
             56% read a daily almost always/quite often
             46% for Sundays almost always/quite often
NEWSPAPERS CONTINUE TO PROVIDE                                          PRINT
    TRUSTWORTHY & USEFUL
        INFORMATION

     66%                                   60%           52%

  BEST SOURCE                      BEST SOURCE FOR     ADVERTISING
 FOR LOCAL NEWS                        NATIONAL/     PROVIDES USEFUL
                                    INTERNATIONAL      INFORMATION
                                         NEWS

    63%                                    49%            56%

 TRUSTWORTHY                            MORE          MORE RELIABLE
  SOURCE FOR                        TRUSTWORTHY      THAN OTHER MEDIA
     NEWS                         THAN OTHER MEDIA      CHANNELS
                                      CHANNELS

        Base: Total Sample: 1,300 respondents
MOST TRUSTWORTHY NEWS
                    CONTENT
                          (% who ranked media as number 1

NEWSPAPERS   TELEVISION                 RADIO        INTERNET/WEB   SOCIAL MEDIA   MAGAZINES

45% 22% 15% 13%                                                       3%           1%

  1.             2.                       3.             4.             5.            6.

             Base: Total Sample: 1,300 respondents
MOST INTRUSIVE MEDIA
                      (% who find advertising intrusive)

Social Media                                                           66
Internet/Web                                                           66
   Television                                                     53
       Radio                                                 40
     Cinema                                             32
  Magazines                                 25
Newspapers                           20
    Outdoor                       18

                Base: Total Sample: 1,300 respondents
THE CASE STUDIES
THE RAM METRICS
1   RECALL                            Do people remember seeing the ad

2   RECOGNITION                           Were people aware of the brand

3   ENGAGEMENT
                       Did people engage with the ad – creativity, benefit,
                                              likeability, trigger emotion

4   ACTION
                   Are people going to look for more information, visit the
                                                  website, buy something
PROVING THE VALUE OF
           NEWSBRANDS IRELAND

                                 Ad           Industry
75

      59                       58
                51    51                      50
                                     46

                                                     23

Recall        Recognition Engagement            Action

     Base: Regular readers of the titles in which the ad appeared
     Industry Benchmarks based on 150 travel case studies from UK & Ireland between 2013 & 2018
PROVING THE VALUE OF
                 NEWSBRANDS IRELAND

81                                  Ad          Industry
                74

     61               59

                               43
                                     39
                                              34

                                                    18

Recall        Recognition Engagement           Action

         Base: Regular readers of the titles in which the ad appeared
         Industry Benchmarks based on 88 Telecoms case studies from UK & Ireland between 2013 & 2018
PROVING THE VALUE OF
               NEWSBRANDS IRELAND
                                           Ad            Industry

                     60
      52                      51
               49

                                    40       38

15                                                  15

Recall       Recognition Engagement            Action

     Base: Regular readers of the titles in which the ad appeared
     Industry Benchmarks based on 100 motoring case studies from UK & Ireland between 2013 & 2018
PROVING THE VALUE OF
          NEWSBRANDS IRELAND

                                        Ad            Industry
                    75
             70
     66                      65             64

51                                 53

                                                  32

Recall      Recognition Engagement           Action

Base: Regular readers of the titles in which the ad appeared
Industry Benchmarks based on 198 supermarket case studies from UK & Ireland between 2013 & 2018
PROVING THE VALUE OF
           NEWSBRANDS IRELAND
                                            Ad           Industry

               60
                     56       55
      50                                      49
                                    41

26
                                                    20

Recall       Recognition Engagement            Action

     Base: Regular readers of the titles in which the ad appeared
     Industry Benchmarks based on 152 home furnishings case studies from UK & Ireland between
     2013 & 2018
THE HARVEY NORMAN CUSTOMER
               HARVEY NORMAN
                 CUSTOMER                SURVEY

                 15 - 29                15 - 29
                   12%                  16%
                 30 - 49                30 - 49
                                         3 - 49
                                                  51%   49%
                   36%                  38%
                      50+                50+
                   52%                  46%
Base: Total Sample: 1,300 respondents
HARVEY NORMAN’S EFFECTIVENESS
     METRICS – WHERE DOES IT PERFORM WELL?
         Overall Impression                                                                          49 %
                                                                               36 %
       Sender Identification                                                                         49 %
                                                                                                             54 %
        Previous Knowledge                                                                                                        70 %
                                                                                                                    58 %
                  Appealing                                                                            51 %
                                                                                  39 %
                 Interesting                                                                           51 %
                                                                                       41 %
         Easy to Understand                                                                                                                    83 %
                                                                                                                                    72 %
           New Information                                                                                                 65 %
                                                                                                     49 %
                    Positive                                                                           51 %                        Harvey Norman
                                                                                         43 %
                                                                                         43 %                                      Benchmark
            Fresh Approach                                                            40 %
                     Benefit                                                                  45 %
                                                                 27 %
Looked for More Information                                                                                 53 %
                                                        20 %
             Visit advertiser                                                                                54 %
                                                       19 %
       Have bought/will buy                                                                  44 %
                                             11 %
               Visit website                                                                                53 %
                                                       19 %
               Recommend                                                               41 %
                                                                        31 %
                     Discuss                                                                         49 %
                                                          22 %

               Base: Regular readers of the titles in which the ad appeared, and recall seeing the ad
               Industry Benchmarks based on 152 home furnishings case studies from UK & Ireland between
               2013 & 2018
HARVEY NORMAN’S EFFECTIVENESS
METRICS – WHERE DOES IT PERFORM WELL?
                                                INDEX - 100

         Overall Impression                                136
                                                   91
        Previous Knowledge                              121
                                                         131
                  Interesting                           124
                                                       115
           New Information                               133
                                                       119
            Fresh Approach                            108
                                                                 167
Looked for More Information                                                       265
                                                                                    284
       Have bought/will buy                                                                           400
                                                                                    279
                Recommend                                  132
                                                                          223

           Base: Regular readers of the titles in which the ad appeared
           Industry Benchmarks based on 152 home furnishings case studies from UK & Ireland between
           2013 & 2018
CONTINUED LOYALTY GENERATES ACTION

        40                     31
                                                      26
                                                                             14

        55                     59                     53                     48

   Visit Website        Looked for More          Discussing the       Have bought/will
                          Information                Offer                  buy
                      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

                 72
                                                               All     Harvey Norman Customers
     66
                                         59
                               52
                                                                48
                                                      40                                  42
                                                                                36

   Newspapers are the           Advertising in     Adverts in newspapers       I find advertising in
   best source for local    Newspapers provides     encourage me to try      established newspaper
          news             important information        new brands         brands more relevant than
                             on goods & services                              other forms of media

          Base: Total Sample: 1,300 respondents, & 477 Harvey Norman customers
HARVEY NORMAN CUSTOMERS ACCEPT
   ADVERTISING TO BE AN INTEGRAL PART
             OF NEWSPAPERS
                      (% who find advertising intrusive in each media)

Internet/Web                                                              70
Social Media                                                             68
   Television                                             53
       Radio                                       38
     Cinema                             31
  Magazines                           27
Newspapers                 19
    Outdoor              15

       Base: Total Sample: 477 Harvey Norman customers
NEWSBRANDS IRELAND – THE ACTION MEDIA

       Ad        Industry Average             64

                    50                                  49

  38
                                    34             32

                         23
                                         18                  20
            15
KEY TAKEAWAYS

                                               NON
ACTION        ENGAGE         TRUST          INTRUSIVE
Newspaper     Newspaper      Newspapers      Newspaper
advertising    advertising     are more     advertising is
 triggers       promotes     trusted than    an integral
  action      engagement                     part of the
                             other media
                                              medium
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