Date post: | 17-May-2015 |
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News & Politics |
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1
The ProofThe business case for newspaper advertising as part of the media mix
2
Adding brand-led newspaper advertisements significantly enhanced responses to TV, clearly demonstrating how an integrated TV, newspaper and online newspaper campaign can positively drive up interest and awareness. We continue to see a key role for newspaper advertising in fulfilling our brand and response objectives.”
Justin Basini
Vice President of Customer Initiative Management & Brand Marketing, Capital One Bank (Europe)
“ Newspaper advertising played a key role for Capital One in launching our unique identity theft assistance products – our named advisor team and our Identity Theft Alert service.
Thorough pre-testing of our creative idea resulted in an extremely strong campaign. Highly distinctive newspaper advertising helped deliver increases in brand saliency and engagement among readers. We have also seen considerable uplifts in web traffic and a significant increase in active consideration for Capital One and in likelihood to apply for a Capital One credit card.
Capital OneThe client’s view
3
TV plus print and online newspapers drove a 61% increase in web traffic to the Capital One homepage, and 157% uplift to Security landing page (URL for newspaper ads)
TV + newspapers built saliency and familiarity
Adding newspapers produced double the increase in emotional brand involvement, compared with TV solus
Adding national newspapers and online newspapers made the TV work more effectively across all diagnostic measures, including engagement, branding, communication and likelihood to apply for the new credit card
Adding multiple newspaper executions across print and online platforms built brand re–appraisal by 48%, emotional brand values by 74% and call to action by 127% compared with TV on its own
Capital OneHeadline results
4
Capital OneTest Hypothesis: Newspapers are perfect partners to TV
TV and national newspapers - both print and online formats - are the perfect partnership
They are processed in different but complementary ways: TV is more passive, newspapers involve active processing
TV and newspapers are heavily consumed in the evening; online newspapers have high daytime access. Media profiles are complementary
Together, the brand impact should be stronger than either medium separately
5
Capital OneThe creative work
Newspaper creative
TV creative
6
Capital OneThe creative work
Newspaper creative Online newspaper creative
7
Capital OneHigh newspaper recognition
Recognition – Capital One Newspaper ads
% recognising
NP
20
31
54
Online NP
MB Print norm
8
Capital OneThe findings
9
Capital OneTest detail
Media Plan
Oct 07 Nov 07 Dec 07 Jan 08 Feb 08 £m
MediaTarget audience:
ABC1 Adults
TV – 30 sec+40 sec
2.4
Newspapers 0.8
Online NP 0.1
Research DatesMillward Brown
Pre-wave
Post wave
Research sample: 25-60 year old credit card owners, decision makers, would not reject direct providerMedia Source: NMR/BARB/NRS
284 TVRs
Campaign objective
In a marketplace that is increasingly commoditised around price, the key objective was to differentiate Capital One and further build their credentials around helping their customers deal with the problem of Identity Theft.
434 TVRs
321GRPs
10
Capital OneTV plus newspapers drives applications
Source: Client data
4 weeks post-campaign
CampaignPeriod
Capital One Application rates
11
Capital OneTV plus newspapers drives web traffic
Source: Sophus3*
TV + Newspaper Advertising effect on web traffic
Unique visitors to Capital One
% increase
Capital One homepage
+61%
+157%
Security page
12
Capital OneAdding newspapers drives saliency and familiarity
Brand Familiarity
Have credit card with Capital One/seen or heard a lot about Pre to post % points increase - Top 2 box %
TV solus TV + NP TV + NP + Online NP
72
64
57
77
67
59
Pre-wave
Post-wave
-2 +3 +5
13
Capital OneTV + Newspaper campaign motivates consideration
Advertising responses
TV ad NP ads TV solus Any NP TV + NP
5356
33
5558
Made me more likely to apply for
Capital One credit card
% agreeing
Gives me a reason to go out and apply for a Capital One credit card
% agreeing
14
Capital OneTwice the increase in brand involvement with TV + Newspapers
Brand Involvement
Someone I like
Pre to post % points increase - Top 2 Box %
TV solus TV + NP TV + NP + Online NP
27
18
11
34
24
8
+3 +6 +7
Pre-wave
Post-wave
15
Brand Dynamics Equity Analysis Post-wave
Bonding
Advantage
Performance
Relevance
Presence
TV solus
24
4
42
43
66
Capital OneTV + Newspapers audience more highly bonded
TV + NP
37
12
50
51
72
TV + NP + Online NP
42
18
53
56
77
16
Capital OneAdding newspapers strengthens TV ad branding and boosts enjoyment
TV Ad Branding
Definitely remember ad was for Capital One
%
TV Ad Enjoyment
Enjoyed watching
%
+13
TV solus
+2166
+17 +2457
Added effect of TV + NP
Added effect of TV + NP + Online NP
17
Capital OneAdding newspapers enhances TV engagement
TV involvement diagnostics
-+Added effect of NP
Recognise TV only
Recognise TV + NP
(Each axis 0-90%)
P
A
-
+
Active
Passive
Positive
Negative
+17 +16
A+
A+
P+
P+
P+
P-P-
A-
A-
A-
A+
+13
Distinctive
Interesting
Soothing
Pleasant
Gentle
WeakBoring
Irritating
Unpleasant
Disturbing
Involving
18
Capital OneNewspapers Boost ad performance
Response to TV ad
% agreeing
48
41
41
54
36
MB norm
Contained new information
Contained different information
Points made were relevant
Made brand more appealing
Made me more likely to apply for a Capital
One credit card
63 +15 +19
59 +21 +23
58 +16 +24
53 +23 +29
42 +16 +27
TV solus Added effect of TV + NP
Added effect of TV + NP + Online NP
19
Capital OneNewspapers enhance TV ad secondary messaging
TV advertising
Strongly suggests
% answering
Offers assistance if you’re victim of IDT
Protects you from credit card fraud
Alerts you to unusual changes to credit rating
Is a professional and competent provider
Has low rates of interest
82 +4 +6
63 +5 +13
30 +12 +29
28 +18 +7
27 +19 +26
TV solus Added effect of TV + NP
Added effect of TV + NP + Online NP
20
Capital OneNewspapers enhance TV ad secondary messaging
Newspaper advertising
Strongly suggests
% answering
Offers assistance if you’re victim of IDT
Protects you from credit card fraud
Alerts you to unusual changes to credit rating
Is a professional and competent provider
Has low rates of interest
79
63
47
40
30
21
Capital OneStrong synergy between print & online newspapers
+7A+
A+
P+
P+
P+
P-P-
A-
A-
A-
A+
P-
+11
+14
Online NP Involvement Diagnostics
- + Difference betweenTV + NP + Online NP and TV + Online NP
Recognise TV + Online NP
Recognise TV + NP + Online NP ads
(Each axis 0-80%)
P
A
-
+
Active
Passive
Positive
Negative
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
22
8074
6761
46
TV + 1 NP ad
TV solus TV + 2 or 3NP ads
TV + 4NP ads
TV + 4NP ads +Online NP
Advertising measures – Brand values
Helps me to connect and identify more strongly
Top 2 Box %
Capital OneNewspapers boost emotional connection by 74%
23
Advertising measures – Depth of Information
Gives me enough information to decide
Top 2 Box %
Capital OneNewspapers add depth of information
TV + 1 NP ad
TV solus TV + 2 or 3NP ads
TV + 4NP ads
TV + 4NP ads +Online NP
8076
71
77
61
24
Advertising measures – Re-appraisal
Surprising and gets me to think differently
Top 2 Box %
Capital OneNewspapers provoke strong re-appraisal
80797668
54
TV + 1 NP ad
TV solus TV + 2 or 3NP ads
TV + 4NP ads
TV + 4NP ads +Online NP
25
Advertising measures – Call to action
Gives me a reason to go out and buy
Top 2 Box %
Capital OneCall to action up 127% when multiple executions added
75
6360
49
33
TV + 1 NP ad
TV solus TV + 2 or 3NP ads
TV + 4NP ads
TV + 4NP ads +Online NP