Insight update Engagement, senses and mobile

Sight is the only sense required for consumers to engage with advertising in newsbrands

Tactile ads have higher spontaneous

awarenessand improved brand metrics

Touching Newspaper ads improves brand metrics and willingness to purchase

Touching Newspaper ads improves brand metrics and willingness to purchase

+41% +30% +30% +34% +22%

Honesty and sincerity

Confidence Reliability Customersatisfaction

Would recommend

Newspaper reading is dying out because young people aren’t picking up the habit

Daily4.8m

Weekly9.2m

Monthly13.5m

Newsbrand reach amongst young peopleMultiplatformPrint

Daily3.7m

Weekly7.5m

Monthly9.5m

Newsbrands no longer have a role now that our culture is saturated with free news

Saturation means newsbrands’ role is more important than ever

Millennials Boomers

81%76%

74%71%I identify with [my news

brand’s] point of view

I like that I get a balanced point of view from [my news brand]

“I wasn’t expecting to enjoy it as much as

I did. It was good to read a range of different articles and widen my

knowledge in areas and stories that I knew nothing about which started lots of

social interaction. It’s been a bit of an eye opener - I didn’t realise I was missing

so muchJames, 29

Smartphone advertising doesn’t work

A narrated world

Smartphone advertising should be seamlessly integrated, interactive and targeted

I would make it less invasive and more targeted. I know that internet advertisers

can track your browsing activity and target adverts at you, but I feel these are still quite generic. I don't know how, but it would be great to see adverts tailored

personally to youMichael, 21

“

Coming up

The roles of all newsbrands platforms in consumer journeys to purchase.

Consumer Journeys

Multiplatform effectiveness

What is the relative impact of advertising on each newsbrand platform?

And to what extent does this impact see an incremental increase for the significant numbers who are accessing newsbrands

on more than one platform?

QuestionsThank You