How Brand Advertising in Newspapers works best December 2009 BONDS Update!
How advertising in newspapers drives website traffic
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Transcript of How advertising in newspapers drives website traffic
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Marcus RichCommercial Managing Director, dmg media
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HOW PRESS ADVERTISING AND DIGITAL
COMPLETE EACH OTHER
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SHORT TERM VERSUS LONG TERM
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You Inspire
BIG DATA QUESTIONS THE VALUE
OF BRAND BUILDING
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HEART FOR THE LONG TERM,
HEAD FOR THE SHORT TERM
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BRANDS CAN’T LIVE BY
ACTIVATION ALONE
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THE BRIEF…
Does exposure to advertising in
The Daily Mail or The Mail On Sunday
influence the way a person subsequently
searches online?
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THE METHODOLOGY
Source: Independent research conducted by River Research
Asked to go online for c.15
minutes and search for a
holiday / short break OR
personal finance products
Asked to go online for c.20
minutes and search for a
holiday / short break OR
personal finance products
Read the DM / TMOS for
c.15 minutes – asked in
particular to read the travel
OR finance sections
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OBSERVED AND RECORDED BROWSING BEHAVIOUR
Source: Independent research conducted by River Research
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WHAT WE WERE LOOKING FOR - ‘HITS’
Respondent goes to
the Nationwide website
If Mail readers have more
than Non-readers, it would suggest that
advertising in The Mail influences
their online browsing behaviour
Source: Independent research conducted by River Research
A Nationwide advertisement
appears in The Mail On
Sunday
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SO WHAT
HAPPENED?
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of all Mail readers
of an advertiser who had
in that day’s
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50%
15%
Mail readers Non-readers
% of respondents with ‘Hits’
Advertising in The Mail is an
effective driver of traffic to your
website
THE MAIL DRIVES ONLINE BROWSING
BEHAVIOUR – FACT!
Readers are more likely
to go to the website of an
advertiser featured in The Mail than
Non-readers
Source: Independent research conducted by River Research
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INSPIRING VISITS TO A BROADER RANGE OF BRANDS
Advertising in The Mail encourages readers to go to a
mixture of big brand websites and those they were
unaware of or were not previously front of mind –
Source: Independent research conducted by River Research
Non-readers ‘Hits’ tended to be big,
well-known brands
Mail readers ‘Hits’ were a mix of big and
specialist brands
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WHY DID READERS VISIT THESE WEBSITES?
Well… there was an ad in
the Newspaper
The Mail gives you
a lot of choices
in one place
The Mail sometimes brings up something
different
What was said in the paper looked quite
interesting, and I wanted
to give it a try
It was mentioned in the
newspaper
Source: Independent research conducted by River Research
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Mail readers are much
more likely to go
than use a search engine
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THE MAIL DRIVING DIRECT-TO-BRAND ‘HITS’
Direct visits to
branded websites:(as % of all the different
websites visited in total)
29%
Source: Independent research conducted by River Research
19%
Mail readers are much more likely to go
than use a search engine
(e.g. generically searching for “cheap holiday deals”)
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THAT’S GREAT…BUT WHY IS THAT
IMPORTANT?
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User types in web
address directly into
address bar
Do they have
a brand or
deal in mind?
User wants to look online for
holiday / personal finance product
Arrive at pre-
planned website
Do they know
the web
address?
YY Is the web
address easy
to type in?
Y
Goes to Google and
types in brand name
Is user
susceptible to
other offers?
Y
Will Google
showpromoted
ads?
Arrive at Google-
inspired websiteUser clicks on
alternative search
result
N
Y
N
N
Goes to Google and
types in generic
search term
N
Clicks on Google
promoted ad
Clicks on website
they have heard of
before / already use
Clicks on another
Google result within
1sr page of resultsOR OR
N
Google auto
complete kicks in,
user may change
direction
Google auto
complete kicks in,
user may change
direction
USERS DON’T ALWAYS END UP AT THEIR
INTENDED SITES
Source: Independent research conducted by River Research
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CONSUMERS LOVE TO USE SEARCH ENGINES
Google feels Google feels
Perception that
Google is unbiased
Perception that
Google will be
comprehensive and
can lead to the
cheapest deals
It feels like you’ve
done it yourself
Google is well known
and trusted
Google will guide you if
you don’t know the
right web address
Google is a legitimiser
– perception that
Google results are
‘good’ results
Source: Independent research conducted by River Research
Google usually gives me
more options
I use Google for
everything
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BUT SEs MAY NOT BE A FRIEND TO ALL
ADVERTISERS
Source: Independent research conducted by River Research
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READERS PLACE UTMOST TRUST IN THE MAIL
Readers told us that The Daily Mail and The Mail
On Sunday were
This led them to
and give them
Source: Independent research conducted by River Research
My husband sometimes brings The Mail
back from the golf club…it had an ad in it
for a cruise… so we booked it
I feel the Daily Mail is
more impartial than most
websites
out there
In The Mail you don't have so many ads that they
bombard you - you have travel articles and just a
few ads so I'd be more likely to look there
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82%
74%
TRUSTED MORE THAN…
of Mail readers trust it to provide them with reliable information,
even more than the BBC
Source: Mylife BMRB
69%
55%
40%
41%
74%
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A VALUED & TRUSTED ADVERTISING ENVIRONMENT
The Online world =
Endless /
Overwhelming
Go in any
direction
Treasures to
be found
Potential
dangers
Go your own
wayNeed a guide
The Mail =
Limited
Safe
Directed
Manageable
Trusted
Anodyne
Source: Independent research conducted by River Research
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DINOSAURS OR DIEHARDS: THE CONTINUED OPPORTUNITIES AFFORDED BY TRADITIONAL CHANNELS
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TV & print & online newspapers
drove uplift in traffic to URL
(+61%); newspapers specific URL
(+157%)
INCREASE INTRAFFIC
Source: Newsworks / Millward Brown / Sophus3
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Source: Newsworks / Millward Brown / Sophus3
46% 80%Helps connect and identify
more strongly
54% 80%Surprising and gets me to think
differently
33% 75%Reason to go out
and buy
TV solusTV +
Newsbrands
AMPLIFIES BRAND APPEAL…
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SUMMARY
1. Give pricing equal importance to volume.
2. Give long-term sales equal importance to short terms sales.
3. Give broad brand reach equal importance to narrow activation targeting.
4. Share of voice matters more than ever.
5. Target head and heart.
6. Aim for Fame.
7. Prize creativity.
8. Integrate brand and activation standards.
9. Get the right balance of brand and activation.
10. Give equal importance to short and long term metrics.