How BrandAdvertising in Newspapers works best

Bonds

September 2009

About The Newspaper Works

• Established in 2006 by the major Australian newspaper publishers:– News Limited

– Fairfax Media (including Rural Press)

– APN News and Media

– West Australian Newspapers

• Represents paid national, metropolitan, regional and community titles.

• Primary aims:– To promote newspapers as a powerful medium for advertisers

– To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

• To measure and identify the effectiveness of newspaper campaigns

• To improve understanding of how to use newspapers effectively

• To improve our understanding of the roles advertising can effectively play in newspapers

• To improve the standard of newspaper creative

• To provide a consistent metric that is accepted as the industry standard

Why has The Newspaper Works developed an Effectiveness metric?

Case studiesNewspaper

creative benchmarking

Category deep dives

Pre/post effectiveness studies, measuring in-market effects

Comparison of creative against category averages

Comprehensive analysis of how newspapers can best be used to influence purchase behaviour

Applications for the metric

The Newspaper Works’ effectiveness partner:

Recognised industry measures +

Newspaper measures

Creative benchmarking measures

Ad Recognition

Brand Linkage

Brand Equity Impact

Role Map

Newspaper Creative Diagnostics

Proprietary newspaper measures

The Newspaper Works’ effectiveness partner:

Proprietary newspaper measures

Newspapers are a powerful medium to utilise across a broad range of strategic roles.

Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics.

Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested.

All newspaper norm

The second proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.

All newspaper norm

Newspaper Creative BenchmarkingSeptember 2009

September 2009 research details

• 9 newspaper ads tested– The ads ran between July 25 and September 6, 2009

– 8 ran in EGN, 1 in Health section

– Ads were selected from Sydney, Melbourne, Brisbane and Perth newspapers

– They were tested in the market from which they were sourced

• Sample: Australians 16+

• n=107 for Bonds (n=579 in total)

• Fieldwork: September 18 – October 1, 2009

• Conducted online by Ipsos MediaCT

• Benchmarks used: All newspaper norm/ Retail average

Ad tested

Market: SydneySize: FPCPosition: EGN

Top line measures

Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

Recognition and interest are at or above newspaper norms, a good result for a topical

ad. People attribute the ad to Bonds.Significantly different to All Newspaper Norm at 90% c.l.

*

* Caution – small sample size (n=21)

The ad is generating affinity with Bonds and stimulating reappraisal. It

links well with TV.

All Newspaper NormBonds

Comments

• The Bonds ad is eye catching and scores above norm for recognition, despite being a one-off for Father’s Day.• People associate the ad with Bonds.• The ad is generating affinity with Bonds

and stimulating reappraisal. It links well with TV.• The ad is contributing to brand equity,

making Bonds seem different and relevant.• The Bonds ad illustrates advertising

around calendar events can be effective.

Best practice ads (RoleMap)September 2009

4.6x Higher than

norm

4.7x Higher than

norm

1.8x Higher than

norm

2.9x Higher than

norm

4.6x Higher than

norm

3.8x Higher than

norm

All newspaper norm. As at Dec 2009. (Updated monthly)

Best performing ads