Marcus RichCommercial Managing Director, dmg media

HOW PRESS ADVERTISING AND DIGITAL

COMPLETE EACH OTHER

SHORT TERM VERSUS LONG TERM

You Inspire

BIG DATA QUESTIONS THE VALUE

OF BRAND BUILDING

HEART FOR THE LONG TERM,

HEAD FOR THE SHORT TERM

BRANDS CAN’T LIVE BY

ACTIVATION ALONE

THE BRIEF…

Does exposure to advertising in

The Daily Mail or The Mail On Sunday

influence the way a person subsequently

searches online?

THE METHODOLOGY

Source: Independent research conducted by River Research

Asked to go online for c.15

minutes and search for a

holiday / short break OR

personal finance products

Asked to go online for c.20

minutes and search for a

holiday / short break OR

personal finance products

Read the DM / TMOS for

c.15 minutes – asked in

particular to read the travel

OR finance sections

OBSERVED AND RECORDED BROWSING BEHAVIOUR

Source: Independent research conducted by River Research

WHAT WE WERE LOOKING FOR - ‘HITS’

Respondent goes to

the Nationwide website

If Mail readers have more

than Non-readers, it would suggest that

advertising in The Mail influences

their online browsing behaviour

Source: Independent research conducted by River Research

A Nationwide advertisement

appears in The Mail On

Sunday

SO WHAT

HAPPENED?

of all Mail readers

of an advertiser who had

in that day’s

50%

15%

Mail readers Non-readers

% of respondents with ‘Hits’

Advertising in The Mail is an

effective driver of traffic to your

website

THE MAIL DRIVES ONLINE BROWSING

BEHAVIOUR – FACT!

Readers are more likely

to go to the website of an

advertiser featured in The Mail than

Non-readers

Source: Independent research conducted by River Research

INSPIRING VISITS TO A BROADER RANGE OF BRANDS

Advertising in The Mail encourages readers to go to a

mixture of big brand websites and those they were

unaware of or were not previously front of mind –

Source: Independent research conducted by River Research

Non-readers ‘Hits’ tended to be big,

well-known brands

Mail readers ‘Hits’ were a mix of big and

specialist brands

WHY DID READERS VISIT THESE WEBSITES?

Well… there was an ad in

the Newspaper

The Mail gives you

a lot of choices

in one place

The Mail sometimes brings up something

different

What was said in the paper looked quite

interesting, and I wanted

to give it a try

It was mentioned in the

newspaper

Source: Independent research conducted by River Research

Mail readers are much

more likely to go

than use a search engine

THE MAIL DRIVING DIRECT-TO-BRAND ‘HITS’

Direct visits to

branded websites:(as % of all the different

websites visited in total)

29%

Source: Independent research conducted by River Research

19%

Mail readers are much more likely to go

than use a search engine

(e.g. generically searching for “cheap holiday deals”)

THAT’S GREAT…BUT WHY IS THAT

IMPORTANT?

User types in web

address directly into

address bar

Do they have

a brand or

deal in mind?

User wants to look online for

holiday / personal finance product

Arrive at pre-

planned website

Do they know

the web

address?

YY Is the web

address easy

to type in?

Y

Goes to Google and

types in brand name

Is user

susceptible to

other offers?

Y

Will Google

showpromoted

ads?

Arrive at Google-

inspired websiteUser clicks on

alternative search

result

N

Y

N

N

Goes to Google and

types in generic

search term

N

Clicks on Google

promoted ad

Clicks on website

they have heard of

before / already use

Clicks on another

Google result within

1sr page of resultsOR OR

N

Google auto

complete kicks in,

user may change

direction

Google auto

complete kicks in,

user may change

direction

USERS DON’T ALWAYS END UP AT THEIR

INTENDED SITES

Source: Independent research conducted by River Research

CONSUMERS LOVE TO USE SEARCH ENGINES

Google feels Google feels

Perception that

Google is unbiased

Perception that

Google will be

comprehensive and

can lead to the

cheapest deals

It feels like you’ve

done it yourself

Google is well known

and trusted

Google will guide you if

you don’t know the

right web address

Google is a legitimiser

– perception that

Google results are

‘good’ results

Source: Independent research conducted by River Research

Google usually gives me

more options

I use Google for

everything

BUT SEs MAY NOT BE A FRIEND TO ALL

ADVERTISERS

Source: Independent research conducted by River Research

READERS PLACE UTMOST TRUST IN THE MAIL

Readers told us that The Daily Mail and The Mail

On Sunday were

This led them to

and give them

Source: Independent research conducted by River Research

My husband sometimes brings The Mail

back from the golf club…it had an ad in it

for a cruise… so we booked it

I feel the Daily Mail is

more impartial than most

websites

out there

In The Mail you don't have so many ads that they

bombard you - you have travel articles and just a

few ads so I'd be more likely to look there

82%

74%

TRUSTED MORE THAN…

of Mail readers trust it to provide them with reliable information,

even more than the BBC

Source: Mylife BMRB

69%

55%

40%

41%

74%

A VALUED & TRUSTED ADVERTISING ENVIRONMENT

The Online world =

Endless /

Overwhelming

Go in any

direction

Treasures to

be found

Potential

dangers

Go your own

wayNeed a guide

The Mail =

Limited

Safe

Directed

Manageable

Trusted

Anodyne

Source: Independent research conducted by River Research

DINOSAURS OR DIEHARDS: THE CONTINUED OPPORTUNITIES AFFORDED BY TRADITIONAL CHANNELS

TV & print & online newspapers

drove uplift in traffic to URL

(+61%); newspapers specific URL

(+157%)

INCREASE INTRAFFIC

Source: Newsworks / Millward Brown / Sophus3

Source: Newsworks / Millward Brown / Sophus3

46% 80%Helps connect and identify

more strongly

54% 80%Surprising and gets me to think

differently

33% 75%Reason to go out

and buy

TV solusTV +

Newsbrands

AMPLIFIES BRAND APPEAL…

SUMMARY

1. Give pricing equal importance to volume.

2. Give long-term sales equal importance to short terms sales.

3. Give broad brand reach equal importance to narrow activation targeting.

4. Share of voice matters more than ever.

5. Target head and heart.

6. Aim for Fame.

7. Prize creativity.

8. Integrate brand and activation standards.

9. Get the right balance of brand and activation.

10. Give equal importance to short and long term metrics.