2016: IN REVIEW - Canopy Media · Govt Social Political Organis Clothing & Accessories Travel &...

2016 In Review

© Canopy Media Mgt Ltd 2017 | Proprietary and Confidential

2016: IN REVIEW

2016 In Review


Industry Insight

2016 In Review


21%

14%

14%12%

8%

7%

6%

6%

6%

6%

2016

Retail Finance

Mail Order Household Equipment & Diy

Entertainment & Leisure Telecoms

Govt Social Political Organis Clothing & Accessories

Travel & Transport Pharmaceutical

2016 | Year in ReviewTop 10 Categories by Spend

2016 market value

£66.2m

While there is a definite lack of insight available in the insert market,

Nielsen offers the industry some assistance by reporting essential campaign data – where

and when advertisers are active, and also presenting creative insight

Here we can take a look at share of spend by Category in 2016

2016 In Review


9%

14%

9%

7%

7%10%

9%

6%

9%

20%

Age Uk Argos Ltd

Axa Sun Life Plc Home Shopping Selections

Lv Group Mothercare Uk Ltd

Oak Tree Mobility Ocado

Peoples Postcode Lottery Sky Uk Ltd

2016 | Year in ReviewTop 10 Advertisers by Spend

2016

Nielsen also provides the industry with details of top advertisers

Interestingly, Mothercare was reported to be the 6th largest player in the insert market based

on spend, though this was based on just 2 large format campaigns in 2016

2016 In Review


2016 | Year in ReviewCanopy Market Monitor v Nielsen AdDynamix

0

10

20

30

40

50

60

70

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Nielsen Canopy

139% 106% 104% 175% 64% 64% 80% 80% 92% 68% 76% 64%

Daily Telegraph (Number of inserts)

0

10

20

30

40

50

60

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Nielsen Canopy

39% 115% 71% 95% 88% 67% 38% 7% 77% 121% 48% 0%

Guardian (Number of inserts)

Whilst market insights will never be fully accurate, and are used largely for trend analysis, our

market monitor highlights the disparity between Nielsen and Canopy annual reports

Variance %

2016 In Review


Canopy Market

Monitor

2016 In Review


2016 | Year in ReviewCanopy Market Monitor – National Press

DMGT

17%

EXPRESS

NEWS

9%

GNM

14%

SUN/SUNDAY

SUN

9%

TIMES/SUNDA

Y TIMES

17%

TMG

25%

TRINITY

9%

Actual Copy in paper

Nielsen Report

Recorded in paper & on Nielsen

Canopy Media Booked

2016 NATIONAL PRESS

SHARE OF VOICE

We understand it’s important to know who, where and when competitors are active, so in

January 2016 we made the decision to begin monitoring every national press title, in the

North and South of England and also in Scotland

2016 In Review


2016 Market

In Review

2016 In Review


14%

13%

13%

12%8%

7%

7%

6%

6%

5%

5%4%

2016

Retail Entertainment & LeisureCharity Homes (Retail)Travel Mail OrderOver 50s Fashion (Retail)

2016 | Year in ReviewInserts SoV by Category

RETAIL ENTS & LEISURE

CHARITYRETAIL - HOMES

While Nielsen tracks activity across all media (TV, Cinema, Radio, Outdoor activity and so forth) we tailored our

Categories to match with the most prominent sectors in the Insert market – for example Over 50’s / Charities /

Travel etc

Our master database does however allow advertisers to be assigned to more than 1 Category – for example

Axa Sunlife is assigned to Over 50’s & Finance

2016 In Review


25%

24%

22%

29%

2016

Q1 Q2 Q3 Q4

2016 | Year in ReviewInserts SoV by Quarter

We observed a relatively consistent spread of activity throughout 2016, with only a marginal drop off in Q3 ahead of the competitive Q4 period

2016 In Review


2016 | Year in ReviewFormat review

Format A4 A5 A6 Other

Single sheet 48% 31% 65% 37%

Multi-page 52% 69% 35% 63%

A4 -Pagination

No. of inserts recorded

2 74

4 19

8 29

12 1

16 11

20 1

24 5

28 1

32 4

36 2

48 2

60 2

68 2

132 1

A5 -Pagination

No. of inserts recorded

2 324

4 278

6 125

8 156

12 26

16 47

20 13

24 8

28 17

32 6

36 15

44 1

48 4

52 10

84 2

96 1

As print specialists, we often get asked for

advice on creative format, so in addition to

recording the who, where and when, we

started recording what advertisers are running

Beyond paper size and pagination, our

creative monitor now extends to include

creative cover and contents, weight, headline,

lead offer/ask and insert type

PrintWorks, our creative solutions department

here at Canopy, would love the opportunity to

discuss standout opportunities available to

engage audiences and awaken all 5 senses via

print

2016 In Review


2016 | Year in ReviewSeasonality

0

50

100

150

200

250

300

350

400

450

2016

Q1 Q2 Q3 Q4

With a rich understanding of advertiser activity, we begin to see where activity levels peak

for each market

- Travel & Retail advertisers largely concentrate their active in Q1, while Charity dominates in

Q4

2016 In Review


0

20

40

60

80

100

120

140

160

180

Q1

Q1

Retail Entertainment & Leisure Charity Homes (Retail)

Travel Mail Order Over 50s Fashion (Retail)

FMCG (Retail) Other Finance Online Retail

2016 | Year in ReviewSeasonality

We also use the learnings from our analysis to produce comprehensive quarterly market updates

We begin to review where seasonal events may have an impact on activity levels

2016 In Review


0

20

40

60

80

100

120

140

160

180

Q2

Q2




2016 | Year in Review

-16% 18% 31% 25% -51% 8% 9% -6% -4% 24% -44% -39%Q2 v Q1

Spring cleaning / home improvements

51% drop in travel

activity

Our insightful industry research is a key area of our service offering, equipping us with a

full market understanding ahead of responding to client briefs, but this insight is readily

available to you at any time

2016 In Review


0

20

40

60

80

100

120

140

160

180

Q3

Q3





-15% 0% -31% -18% 20% 17% -19% -32% 83% 32% -4% 5%Q3 v Q2

Allow us to provide you with comprehensive coverage of the insert market, and the

industry’s most accurate competitive research

2016 In Review


64% -8% 191% 49% -27% 13% -58% 57% 48% -10% -33% 78%

0

20

40

60

80

100

120

140

160

180

Q4

Q4





Q4 v Q3

Providing you with a rich understanding of trends over time

2016 In Review


2016 Travel

In Review

2016 In Review


Top 5 Travel advertisers in 2016

38%

18%

17%

14%

13%

Travelsphere Warner Leisure Hotels Holiday Property Bond Hayes & Jarvis Voyages Jules Verne

Here we’ve selected Travel to demonstrate an extract of market insight, though we can provide you with competitor

analysis for any chosen market sector(s) at any time

Top 5 SoV

2016 In Review


Advertiser Creative Format/weight Headline Offer

A4/16pp

208x257

26g

Europe & Worldwide:

award-winning

escorted tours with so

much included

Save up to £300 / 400

per couple

(selected holidays /

selected dates)

A4/8pp

210x254

16g

Don’t miss out on our

glorious summer

deals / This autumn,

come and play hide

and seeks where the

kids will never find

you

Breaks from under

£299pp / breaks from

only £129pp

Roll fold brochure,

10pp

130x275

11.5g

Over 1,400 fantastic

holiday homes to call

your own

Free £2,500 cash prize

draw entry inside

A5/16pp

210x148

25g

Experience and

Explore / Follow your

Passion

Save up to 30%

A4/32pp

210x280

67g

Our Favourites / River

Cruise Favourites

‘Early booking offers’

Creative review of the top 5 advertisers in the Travel market

Top 5 Travel advertisers in 2016

https://www.addynamix.co.uk/Press/alerts/CreativeSnapshotAlert.aspx?num=11211753&creativeid=11211753&media=1&extra=&type=2&insertionid=429543824311910678


2016 In Review


Top advertiser in 2016Creative review

2015201420132012 2016

We’re also reviewing how creatives have changed through recent years. Here we

can see the lead offer increase from £200 discount in 2012 to £400 discount in 2016






















2016 In Review


Year on Year

2016 In Review


Having monitored the insert market for a full year, we can now begin to review Year on

Year analysis

Looking at January YoY, we observed an increase in Charity, Travel & Over 50’s activity,

while the number of inserts monitored across all Retail sectors decreased

And more recently in January 2017

2016 In Review

Categories - Year on Year

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5

10

15

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25

30

35

40

45

2016 2017

2016 In Review


We can also extract interesting insights to provide you with a review of trends at a granular level

In January this year we saw both Charity and Travel run the bulk of their activity at the back end of

the month, while Homes (Retail) and Ents & Leisure front-weighted their activity

We look forward to sharing our insert market insight for 2017 as the year progresses.

And more recently in January 2017

0

2

4

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Weekly analysis

Week 1 Week 2 Week 3 Week 4

2016 In Review


For more information or to discuss further, please contact :

Charlie Hands, Managing Partner

Office: 0207 611 8168 Email: [email protected]

2016: IN REVIEW - Canopy Media · Govt Social Political Organis Clothing & Accessories Travel &...

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Transcript of 2016: IN REVIEW - Canopy Media · Govt Social Political Organis Clothing & Accessories Travel &...