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Newspapers Drive Web Traffic

Date post: 22-Apr-2015
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In some product categories, newspapers increase online traffic by over 200%
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Newspapers drive web traffic 1 Summary of effectiveness test findings
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Page 1: Newspapers Drive Web Traffic

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Newspapers drive web trafficSummary of effectiveness test findings

Page 2: Newspapers Drive Web Traffic

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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

Page 3: Newspapers Drive Web Traffic

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Newspapers drive web traffic - Major brands tested

Page 4: Newspapers Drive Web Traffic

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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

Page 9: Newspapers Drive Web 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

Page 15: Newspapers Drive Web Traffic

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

Page 16: Newspapers Drive Web Traffic

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

Page 19: Newspapers Drive Web Traffic

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%


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