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Does the choice of advertising partner affect brand perception? Part 1: What Consumers Say

July 2016

Rogers Insight Research Study conducted on behalf of:

The Hypothesis

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The Halo Effect

Engagement

Trust

Community

Premium media environments and context offered by NewsBrands have a powerful effect for Advertisers

NewsBrand readers have very high levels of engagement with their chosen NewsBrand, and

attention levels are high.

There are high levels of trust in the NewsBrands they favour.

The context in which ads are seen is one that readers personally

identify with, they are part of their NewsBrand’s community.

What we did to prove the Hypothesis

The Globe Media Group, The Canadian Marketing Association, and Marketing magazine,

in partnership embarked on a research study conducted by Rogers Insights.

4,000 Canadian consumers were surveyed online, with a comprehensive questionnaire with

the objective of identifying the importance and value of premium media environments for

consumers and marketers.

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• What defines a premium media brand

• Is there a Halo Effect of premium environments on brand perception

• Exploring and refuting the idea that all audiences are equal

Available at the Marketing Evolution Summit on September 21

Part 1 presents consumer insights

Part 2 focusses on marketers’ insights and will be included in the full research study to be

presented at the Marketing Evolution Summit on September 21, 2016

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What Consumers Told us…

Seeing an ad in a premium environment, in the right context has a positive impact on brand perception.

The Halo Effect

How do consumers define a premium/prestige MediaBrand?

5 CONTEXT MATTERS: CONSUMER STUDY

79% TRUSTED

SOURCE OF INFORMATION

76% WELL

DESIGNED

68% HOLDS YOUR

INTEREST

64% MAKES YOU

FEEL INFORMED

64% UNBIASED

INFORMATION

57% BALANCED

INFORMATION

53% ORIGINAL CONTENT

% of Respondents

Original Content defines Premium/Prestige Media sites

Consumer Top 3

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1

2

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Websites of major daily newspapers e.g. globeandmail.com, nationalpost.com, vancouversun.com

Original online news organization websites e.g. huffingtonpost.ca

Websites of major national magazines e.g. macleans.ca

What’s the impact on brands…The Halo Effect?

7 Copyrighted and reprinted with permission from Marketing magazine

Across three industry categories (automotive, financial, and travel), all brands see a significant positive lift in opinion if they advertise on what respondents consider their most premium/prestigious type of website:

The negative impact of choosing to advertise in less prestigious sites is considerably stronger

LESS POSITIVE MORE POSITIVE

Premium

Non-Premium

Top 3 most appropriate sites for Ads by category

Free Daily/Weekly

Newspaper sites

Major Daily Newspaper sites

Social Media

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Discount Airline Full Service Airline Banks/Financial Services Luxury Auto Non-Luxury Auto

Major Daily Newspaper sites

Sites for Business

Websites of major national

magazines

Major Daily Newspaper sites

Sites for Business

Websites of major national

magazines

Sites for Business

Major Daily Newspaper sites

Websites of major national

magazines

Major Daily Newspaper sites

Free Daily/Weekly

Newspaper sites

Websites of major national

magazines

Daily Newspaper sites dominate…even more so for MOPEs and High Income Households

Consumers confirm that context does matter.

9 CONTEXT MATTERS: CONSUMER STUDY

• NewsBrands are their premium sites of choice for ad appropriateness.

• Ads on Premium sites show significant positive lift of brand opinion/perception…the Halo Effect.

• Major Daily Newspaper websites are their leading premium site choice.

• Advertising on non-premium sites has a dramatic negative impact on brand opinion/perception.

Need more proof that premium sites deliver premium performance?

Key findings from this 2016 comScore study show that:

Display ads on premium publisher sites had an average of 67% higher brand lift than non- premium sites.

Premium publishers are more than 3x more effective in driving mid-funnel brand

lift metrics – favourability, consideration and intent to recommend

Premium publisher effectiveness is driven in part by higher viewability rates, which

include lower levels of invalid traffic.

10 Source: The Halo Effect comScore 2016

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• Trusted content

• Award-winning journalism

• A large community of engaged and influential readers

• Globe Alliance portfolio of premium world-class publisher sites

• Globe Edge custom content studio

The Globe Media Group delivers Premium Power

Canada’s #1 Premium NewsBrand Audience

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Lifestyle & Entertainment 9.9 million UVs

News, Business and Finance 14.3 million UVs

Arts & Entertainment

3.8 Million

Fashion & Beauty

3.6 Million

Home & Décor

3.1 Million

Men’s Lifestyle

1.3 Million

Culture

Film

Music

Life & Style Life & Style

Sports

Source: comScore Multi-platform Key Measures & Audience Duplication, March 2016 3-month average and Globe Estimates 12

Offering access to 19 million Canadian UVs monthly, multi-platform

Moat Analytics measure ad viewability, exposure and interactivity across all Globe Alliance properties.

How do our desktop sites perform, compared to benchmarks?

We can optimize your campaign effectiveness in real-time and provide deeper reporting insights – by site, placement and creative.

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15% More

In-View ads

6% More

In-View Time

17% More

Interactions

30% More

Page Dwell Time

61.3% 28.2 sec 3.4% 64.1 sec vs.

52.9% vs.

26.6 sec vs.

2.9% vs.

49.4 sec

28% More

Interaction Time

9.7 sec vs.

7.6 sec

Globe Viewability drives effectiveness

Globe Alliance Performance vs. Moat Desktop Benchmarks, Q2 2016

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The Globe Media Group delivers Premium across all platforms

14 Source: Vividata Q4 2015 AP 12+; comScore Q1 2016, Internal Globe Stats Q1 2016. Multi-platform figures are internal estimates.

Newspaper

3.9 million readers (6 day cume)

Magazines

2.1 million readers

Globe Website

3.5 million monthly UVs desktop

Mobile

3.9 million monthly UVs

Website Video

2.8 million video views monthly

Globe Website

824,000 registered readers

773,000 monthly blog page views

1.5 million monthly comment page views

Events 60+

Events Annually

Globe Alliance

19 million UVs desktop/mobile

eNewsletters

610,000 weekly

Monthly Referrals Facebook: 1,144,000

Twitter: 347,000 Reddit: 174,000

1.3 million followers

Custom Publishing

22 Canadians read, watch, engage 24/7 million+

14,000+ registered users

Updated May 16/16

Context Matters across platforms and drives brand lift metrics

Case study

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The Challenge: • Reinvigorate a well-established, high awareness brand – led by a new and innovative product. • Change opinions and perceptions of the brand

The Execution: • Comprehensive multi-platform custom content

partnership • Digital custom content, brand ads, video • Print custom content, brand ads, high impact ads • Events with product integration

The Results

% LIFT EXPOSED TO:

DIGITAL ONLY

PRINT ONLY

DIGITAL AND PRINT

Favourable Opinion

+ 5% + 18% +36%

Brand Attributes

+ 31 to 50%

+ 19 to 24%

+ 26 to 60%

Consideration +57% +88% +129%

Source: GMG/comScore Brand Lift Study 2013

YOUR CAMPAIGNS MAY BE COST EFFICIENT…BUT ARE THEY COST EFFECTIVE?

The Halo Effect that The Globe Media Group can offer through it’s premium environments can significantly and cost effectively improve your brand perception

and key brand lift metrics.

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TRUST ENGAGEMENT COMMUNITY