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Newspapers drive web trafficSummary of effectiveness test findings
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Newsbrands dual platform ideal for driving web traffic
Newspapers (both print and online formats) deliver huge audiences 21m readership of print titles per day 15m UK unique visitors to online papers per month 22m readership of print and online titles per day
Newspapers prompt action 9 case studies = 9 significant web traffic uplifts Between 31% and 5292% uplift! Across Motors, Finance and FMCG categories
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Newspapers drive web traffic - Major brands tested
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Robin GilesGeneral Manager,Marketing Communications,Toyota plc
Justin BasiniVice President,Customer Initiative Management,Capital One Bank (Europe)
Carlton LawsonMarketing Director UK/Ireland,Pfizer
Adding brand-led newspaper advertisements [in print and online] significantly enhanced responses to TV, clearly demonstrating how an integrated TV, newspaper and online newspaper campaign can positively drive up interest and awareness.”
“It was very satisfying to see that this combined effect, supported by online newspaper website advertising, achieves a demonstrable increase in unique visitors to our website.”
“Newspapers have played an important role in the [Listerine] Citrus launch… encouraging trial by driving tens of thousands of people to the website to get a free sample size trial.”
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Motors
•Toyota Yaris 2006 & 2007
•Toyota Auris 2007
•Vauxhall Tigra 2005
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2006 Toyota Yaris: Newsbrands drive 44% extra traffic
National newspapers overall drove a 44% increase in unique visitors
23% from brand advertising in national newspapers
21% from online newspapers websites
July 06 vs 12 month YTD average %
Online newspaper websites
23
21
167
32
100
National newspapers(paper versions)
TV
Other online campaigns
Search campaign
Base = 12 month July YTD average
Source: Sophus3 ,2006
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2006 Toyota Yaris online newsbrand sites highly efficient
Online newspapers drive Yaris web traffic increase equivalent to 66% of keyword Search campaign increase.
Source: Sophus3 ,2006
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2007 Toyota Yaris: newsbrands drive web traffic
Newspaper Advertising effect on Web Traffic -Unique visitors to Toyota Yaris microsite% increase
Source: Sophus3, 2007
+10%
+22%
Direct access from newspaper
Online newspaper
Non-referrer traffic
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2007 Toyota Yaris: newsbrands drive web traffic
Source: Sophus3, 2007
Series1
Newspaper Advertising effect on Web TrafficUnique visitors to Toyota Auris landing pages - % increase
-13%
14%
17%
TV
Online newspapers
Newspapers - print
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2007 Toyota Yaris: newsbrands deliver high worth traffic
Newspaper Advertising effect on Website Visitors % taking further action
4.78
1.09 0.85
Newspapers -print Online Newspapers
7.02
Test drive request
Brochure request
Source: Sophus3, 2007
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2005 Vauxhall Tigra: Newspapers drive 39% increase
Unique visitors to Tigra pages of Vauxhall’s website increased by an impressive 39% as a direct result of the 2005 newspaper campaign.
Tigra Website PagesUnique Visitors Daily Average
+39%
Non-advertised period
NP campaign period
Source: Sophus3, 2005
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Newspaper readers are highly responsive
Though not designed as a direct response ad, presence of web address increased Tigra web traffic by 39%.
Source: Sophus3, 2005
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Food
•Kraft Philadelphia 2006 & 2007
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Kraft Philadelphia (March 2007): Newspapers more than double search traffic
Uplift
Total Online Newspaper
Estimated NP (paper)
Total Search Sites
Philadelphia Non Referrer Traffic
167%
99%
61%
228%
Newspaper Advertising effect on Web Traffic Unique visitors to Kraft Philadelphia website March-April 2007 - % increase
Source: Sophus3, 2007
Kraft Philadelphia (Aug 2007): Newspapers outperform TV in driving web traffic
Total Indirect NP (paper)
Total Online Newspaper
Total Direct NP url (paper)
All TV + Sponsorship for Philadelphia brand and variants
Average UVs when no advertising
160%
Uplift
114%
67%
21%
72%
Source: Sophus3, 2007
Kraft Philadelphia (Aug 2007): Newspapers create desired web behaviour
5292%
Newspaper Advertising effect on Web Traffic Unique visitors to Kraft Philadelphia Recipes homepage August-September 2007 - % increase
Uplift
UVs to Recipes homepage during NP campaign
Average UVs to Recipes homepage July 1st - Aug 19th (TV/TV Sponsorship only)
Source: Sophus3, 2006
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Kraft Philadelphia 2006: Newspapers drive 440% increase in visits
Visits to the recipe section of the Philadelphia website increased by a massive 440% due to newspapers
Total Philadelphia web traffic increased by 240%
Source: Sophus3, 2006
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Finance
•Capital One•Abbey
Capital One: TV + Newspapers drive web traffic
TV + NP campaign
Series1Capital One Homepage
Security Landing
page
No advertising
+61%
+157%
Newspaper and TV Advertising effect on Web Traffic % uplifts versus no advertising
Source: Sophus3
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Abbey: Newspapers drive 51% uplift in web traffic
Print and online newspaper advertising effect on web trafficUnique visitors% increase vs period with no advertising
+51%
Abbey Savings Campaign Landing Pages
Source: Sophus3, 2008
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Abbey: Longer dwell time for newspaper readers
Source: Sophus3 2008
Newspaper advertising effect on dwell time and page views% increase vs. all visitors
3
4
2
3
+19% +44%
All visitors
Visitors fromNP pages
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Abbey: Search and direct traffic boosted by newspapers
TV + Print newspaper advertising effect on web trafficAverage daily UV traffic to abbey.com% increase
Natural Searchvia Google
Direct Traffic
First 4 days of TV + NP
Last 4 days of TV only
+39%
+47%
Source: Sophus3 2008
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Toiletries & Cosmetics
•Garnier Nutrisse•Listerine•Corsodyl
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Online newspapers provide relevant editorial
23% of women recognising Garnier Nutrisse online newspaper ads clicked on the ad.
Garnier Nutrisse online newspaper creative
Source: Millward Brown 2006
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Newspapers generate sample requests via website
Newspapers alone drove 20,000 requests on the Listerine website for free Cool Citrus samples in the first 2 weeks of the 2005 campaign.
Source: Pfizer 2005
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Corsodyl: newsbrands drive more traffic than TV
Source: Sophus3
Comparison of web trafficNewsbrands (print & online) v. TV% difference
Unique visitors Page views
+31%
+27%