Effectiveness consultant Peter Field on what his analysis of IPA Effectiveness case studies shows us about the business effectiveness of newsbrands.

1. Wake up and
smell the bacon
Peter Field
effectiveness consultant
#shiftnorth

2. The IPA Databank Study
The business value to advertisers of newsbrands
in the digital era
2012 & 2014 case studies

3. Peter Field Peter spent 15 years as a strategic planner in advertising
and has been a marketing consultant for the last 18
years. Effectiveness case study analysis underpins much
of his work, which includes a number of important
marketing and advertising texts: Marketing in the Era of
Accountability, The Long & The Short of it, Brand
Immortality, The Link Between Creativity and
Effectiveness and a chapter of the Sage Handbook of
Advertising. He is also a contributor to the Wharton
Future of Advertising Project. Peter writes and speaks
regularly around the world about marketing
effectiveness. He is an honorary Fellow of the UK
Institute of Practitioners in Advertising.

4. Why this study is important
• The digital advertising machine has promoted some very
destructive beliefs and trends:
– Short-termism
– Tight targeting is more efficient than broad reach
– ‘Timely and relevant offers’ trump brand-building
– Data is more important than creativity
– Programmatic is better than human judgement

5. Where has it got us?
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2002 2004 2006 2008 2010 2012 2014
SOVEfficiency
6 years ending

6. What really drives effectiveness
Short-term
Tight targeting
Path to
purchase
Information
& deals
Long-term
Broad reach
Talk value &
salience
Emotion &
fame

7. The danger for traditional channels
• Online channels are powerful drivers of short-term sales
activation
• But weak at long-term brand-driven growth
• The reverse is true of traditional channels
So a marketing world driven by short-term results and metrics
compromises long-term success and plays into the hands of
digital channels

8. A uniquely digital future is not ideal
The most effective campaigns balance long-term with short-
term effects:
Brand building with sales activation
Traditional with online

9. The study
3 key questions:
1. How effective are campaigns that use newsbrands versus
those that do not?
2. How effective are campaigns that use multi-platform
newsbrands versus those using just one platform?
3. What impact do newsbrands have on the effectiveness of
other media?

10. Definitions & sample sizes
Newsbrand print users:
more than 8% of budget
Newsbrand digital users:
more than 0.01% of budget
Non-users:
didn’t use/light or passing use
76 cases analysed:
Newsbrand print users 43
Non-users 33
Newsbrand digital users 44
Non-users 32
Newsbrand print + digital users 32
Non-users of both 44
Total newsbrand users 55
Non-users 21

11. Not a level playing field
Disadvantages for newsbrands users
• Very low ESOV
• Short-term cases
• New/small brands
• Value/mainstream brands
• Less likely to be emotional
Advantages for newsbrands users
• More service sector brands

12. Large brands show the real print boost
36%
57%
0%
10%
20%
30%
40%
50%
60%
All users Large brands
Uplift to business effects when
print newsbrands added to mix
Print newsbrands boost effectiveness

13. Long-term cases show the real print boost
36%
62%
0%
10%
20%
30%
40%
50%
60%
70%
All users Long-term cases
Uplift to business effects when
print newsbrands added to mix

14. Multi-platform users are even stronger
36%
58%
0%
10%
20%
30%
40%
50%
60%
70%
Print newsbrand users Multiplatform newsbrand users
Uplift to business effects when
newsbrands added to mix

15. Multi-platform benefits are widespread
50%
28%
13%
22%
41% 38%
48%
18%
2%
7%
20%
25%
sales market share price
sensitivity
loyalty customer
acquisition
profit
% reporting very
large effects Multi-platform newsbrands users Light/non-users

16. Multi-platform newsbrands boosts TV effectiveness
+65%
Uplift to business effects vs. TV without newsbrands

17. Online properties are not all equal
16%
59%
Non-newsbrands online Newsbrands online
Uplift to TV effectiveness when online channels added

18. Newsbrands boost other media
53%
118%
Online display Social media
Uplift to business effects vs. channels without
newsbrands

19. Conclusions
1. Newsbrands widely enhance effectiveness when included in the
media mix
2. Newsbrands work more effectively in multi-media campaigns
when both print and digital platforms are included
3. Multi-platform newsbrands boost the business effectiveness of
TV, social and online display
4. Newsbrands deliver widespread long-term benefits:
• Profit • Market share • Price protection • New users