Multi-platform study shows print primes newsbrands for digital effectiveness
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This document summarizes the results of a multi-platform study on the effectiveness of newsbrand campaigns. The study found that campaigns using multiple platforms, such as print and digital, had a multiplier effect and were more effective at building brand responses than single platform campaigns. Specifically, print plus digital campaigns produced a 3.4 times multiplier effect on average brand health measures compared to print-only campaigns. Additionally, campaigns using print along with computer and tablet produced the strongest multiplier effects. The findings suggest print is effective for brand building and primes readers for multi-platform consumption, while different platforms impact different brand metrics.
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Multi-platform study shows print primes newsbrands for digital effectiveness
- 1. The multi-platform study Brand health
- 2. We wanted to know… 1 2 How effective are campaigns that use multi-platform newsbrands versus those using just one platform? How does each platform and each combination of platforms build brand responses?
- 3. Benchmark guidance for planning newsbrand campaigns
- 4. What we did Five multi-platform campaigns Matched controlled exposure study 10,856 sample 13 brand measures
- 5. How newsbrands work across platform Effective brand building Even more effective brand building
- 6. Print + digital newsbrands = 3.4 times multiplier effect Average uplift across brand health measures Print Print + digital +5% +17%
- 7. +17% +5% +3% v Multiplier effect is dependent on print being in the mix Average uplift across brand health measures Print Print + digital Multiple digital
- 8. +24% +5% +7% +21% +23% v Multiplier effect is strongest with computer and tablet Average uplift across brand health measures Print Print + smartphone Print + computer Print + tablet Print + computer + tablet
- 9. Brand-building strengths of print newsbrands • Salience • Spontaneous awareness • Innovative
- 10. Brand-building strengths of multiple newsbrand platforms + + + • Salience +60% • Innovative +34% • Awareness +31% • Quality +24% • Trustworthy +19% • Salience +52% • Worth paying extra for +43% • Quality +31% • Awareness +31% • Salience +27% • Awareness +26% • Trustworthy +30%
- 11. Benchmarking the effects – towards a ready reckoner
- 12. 15.6m Computer only campaign 34.4m Print only campaign 34.5m Mobile only campaign 38m Mobile + computer campaign 38.8m Print + computer campaign 45.8m Print + mobile campaign 46.9m Print + computer + mobile campaign Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16 Coverage build across newsbrand platforms
- 13. Newsbrand readership by platform 2.4m 8.8m 3.4m 1.1m 8.1m 14.3m 8.9m 2.4m 8.8m 3.4m 1.1m 8.1m 14.3m 8.9m Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16
- 14. Campaign impact on brand health measures by platform 2.4m 8.8m 3.4m 1.1m 8.1m 14.3m 8.9m +21% +21% +4% +4% +3% +11% +5% Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16
- 15. 33% 73% 74% 81% 83% 98% 100% 15.6m 34.4m 34.5m 38m 38.8m 45.8m 46.9m +1.2% +3.7% +2.2% +2.7% +7.8% +7.4% +10.1% Campaign impact ready reckoner Average uplift across brand health measures among total newsbrand audience as each platform is added: Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16 Computer only campaign Print only campaign Mobile only campaign Mobile + computer campaign Print + computer campaign Print + mobile campaign Print + computer + mobile campaign
- 16. CTR average Industry Benchmark 0.31 0.94 1.11 0.07 Digital newsbrands drive interactions Smartphone drives the highest level of interaction
- 17. Digital newsbrands command high attention 10 seconds average
- 18. How newsbrands work across platform to build brand health Print is effective at brand building and also primes the multi-platform reader Digital platforms need print to activate Different platforms impact on different metrics - use of all helps maximise brand effect All newsbrand digital platforms command attention and drive online interactions - smartphone is the most effective
Hinweis der Redaktion
- Our aim was to provide benchmark guidance on what each newsbrand platform contributed to brand health measures - on its own and in combination with others - that would help when deploying budgets
- Newsworks collaborated with media agencies to measure five client campaigns across newsbrand print and digital platforms. We worked with big brand advertisers, where brand metrics are harder to shift – and none were first time newsbrand advertisers BDRC Continental were the research partners. We used a matched controlled exposure study among readers of the relevant titles as each campaign went live. The test sample was exposed to advertising and the control was not exposed. Each platform was researched and analysed individually and in combination with every other platform. Each respondent read their usual title – and used the platform or platforms they would normally use. This gave us a very large and robust sample totalling 10,856 interviews. We covered 13 brand health measures, ranging from awareness to consideration, to more emotional measures, such as brand warmth and trust: We used analysis of variance to assess the impact of campaign exposure on brand health measures. This gave us the net uplift, taking into account competitor shifts, across all newsbrand platforms solus and in combinations. Digital interactions data was supplied by publishers, collated by Newsworks and anonymised.
- We found a consistent pattern of responses across all 5 tests: Print is the most effective single platform for brand building But print plus digital is a more efficient combination The print and digital newsbrand combination has a strong multiplier effect – bigger than the sum of the individual platforms As we will see later, campaign data shows that newsbrands’ digital platforms also provide a high quality context for driving high levels of engagement and interaction.
- Across the five campaigns, we found that print newspapers increased brand health measures by 5%. There is also consistent evidence that exposure to print advertising primes readers to respond more positively to digital advertising. Print plus one other digital newsbrand platform increased brand health measures by an average of 17%. It is not simply the effect of being exposed twice rather than just once – the uplift is almost 3 ½ times higher and is only seen when one of the exposures is print
- Exposure to ads in digital newsbrands also has an impact on brand health – on average 3% for each digital platform on its own. However, there is no evidence that exposure on multiple digital platforms has a multiplier effect – consistently we find that print is needed to kick-start this process.
- The strongest 2-platform impact on brand measures is print and tablet, followed closely by the print and pc combination. Smartphone adds a little brand building power – but this is not the main strength of mobile in the mix, as we will discuss later when we look at digital interaction rates.
- Looking at the reasons why print is so powerful, we find that print solus is particularly effective at raising perceived brand salience (seen/heard a lot about) and spontaneous awareness. Perhaps contrary to assumptions, print is also the platform which most confers a sense of innovation on the advertised brand.
- Each print and digital combination builds slightly different brand strengths – although the powerful influence of print can be seen in all dual platform combinations with the strong impact on brand salience and spontaneous awareness. Tablet is really interesting – on its own, it primarily affects brand quality perceptions – but in combination with print, it is the most powerful multiplier. Print plus smartphone has the lowest multiplier effect on brand building measures – but that’s not really surprising as smartphone’s role is more suited to activation
- In order to provide guidance for the likely impact of newsbrand campaigns, we need to look at the size of various reader groups - how many are reading print solus, how many are reading only on mobile devices, how many are multi-platform readers – and on how many devices.
- Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16 First we need to look at the numbers of readers that a campaign running on different newsbrand platforms will reach in a month. These are the latest NRS PADD figures. We can’t split out tablet and smartphone on NRS, so we will refer to them both as mobile. A computer only campaign will reach 15.6million readers, and a campaign that runs across print, computer and mobile will reach just under 47 million readers in a month.
- Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ’16 Then we need to look at how many people read on more than one platform. This shows how platforms overlap. For example, 8.9million people are only reading print – so cannot be affected by the multiplier effect. Whereas 14.3 million are reading on mobile as well as in print – and a further 8.8 million are reading on all platforms – so these would all be affected, to a greater or lesser degree, by the newsbrand multiplier effect.
- Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ’16 We can model the brand uplift effects for each of the readership segments.
- Our ready reckoner then puts audience size, multi-platform readership patterns and impact on brand health measures together, to show the projected uplift among the total newsbrand audience for campaigns on each of the platforms and platform combinations. Newsbrand readers represent about 90% of all adults. As we can see here, a print only campaign will reach 73% of the audience – and among these readers the average impact on brand health measures will be 5%. But not everybody in the newsbrand audience reads print, so the overall impact will be an uplift of 3.7%. By adding computer and mobile, a campaign will reach 100% of readers and also benefit from the multiplier effect – so brand health measures are anticipated to increase by just over 10%.
- All newsbrand digital platforms outperformed industry benchmarks for click-through rates. While print, tablet and computer have the strongest effect on brand values, newsbrand advertising on smartphone drives the highest level of interaction.
- Attention and engagement is vital in today’s multi-media environment. The interaction time with digital newsbrand ads – as measured by MOAT analytics in was an impressive 10 seconds. This obviously varied by campaign – ads which specifically encouraged deeper engagement witnessed interaction times of up to 16 seconds. Interaction time = Average length of time the user interacted with the ad when they entered the frame of the ad for at least 0.5 secs
- There is a significant multiplier effect when people are exposed to a campaign in print plus at least one digital newsbrand platform - Print is effective at brand building in its own right and also primes the multi-platform reader to respond more positively to the campaign on digital platforms There is a limited multiplier effect across the different digital platforms, they need print to activate: - using only digital platforms – smartphone, tablet and computer – will add reach and increase online interactions, but not improve brand health measures further Different platforms impact on different metrics - as well as adding reach, use of all newsbrand platforms helps maximise brand effect All newsbrand digital platforms exceed benchmarks for driving online interactions - smartphone is the most effective