Does size matter Key findings Does size matter

Does size matter?

Key findings: Does size matter? • RAMetrics data shows that ad size has a big impact on ad performance. Full page ads outperform smaller ads on every measure • Full page ads are given more attention – 26% of readers paid close attention compared with 19% for half page ads and 17% for quarter page ads. • Larger ads are easier to understand – 46% found full page ads very easy to understand, but only 41% felt the same about half page ads and just 35% for quarter page ad. • The larger the ad, the more appealing readers find it – 30% of readers found them personally appealing versus 21% for half page and 19% for quarter page ads. • Full page ads are more likely to prompt action – 25% of readers would recommend the company/product, whereas half page ads and quarter page ads both scored 15%. • Lumen eye-tracking also demonstrates that people are more likely to see larger ads – full page ads are viewed by 92% of people on average whereas half page ads are viewed by 81% of people. Likewise, readers are spending longer looking at full page ads than half page ads – with average dwell times of 3. 3 seconds versus 2. 2 seconds respectively. • However, the data also shows that creativity is a key contributor to ad performance – A great idea in a small space can easily out-perform a weaker idea in a big space Source: RAMetrics. Countries: England/Scotland. Full page – 100 ads from 27/11/2015 to 31/03/2018, half page – 100 ads from 10/04/2014 - 31/03//2018, quarter page – 100 ads from 05/06/2009 – 31/02/2018. Score base: read the newspaper.

Full page vs half page vs quarter page - Ad recall 66% Full page 56% Half page 52% Quarter page Source: RAMetrics. Countries: England/Scotland. Full page – 100 ads from 27/11/2015 to 31/03/2018, half page – 100 ads from 10/04/2014 - 31/03//2018, quarter page – 100 ads from 05/06/2009 – 31/03/2018. Score base: read the newspaper.

Full page vs half page vs quarter page - ad comparison brand measures engagement attention + recognition action 46% Full 43% Half 41% Quarter 38% 35% 34% 31%31% 30% 28% 26% 25% 24% 21% 19% 17% 33% 32% 31% 29% 24% 20% 18% 23% 21% 19% 17% 17% 15% 13% 11% 12% 9% attention branding familiarity like ad easy to new understand information positive appeals to me 25% 24% 23% benefit 8% interesting fresh emotional approach 16% 14% 10% 8% 15%15% 14% 13% 11% 9% 8% 9% 7% 6% look for visit web visit have recommend discuss more site advertiser bought/will information buy Source: RAMetrics. Countries: England/Scotland. Full page – 100 ads from 27/11/2015 to 31/03/2018, half page – 100 ads from 10/04/2014 - 31/03//2018, quarter page – 100 ads from 05/06/2009 – 31/03/2018. Score base: read the newspaper.

Standout and dwell time differs by format in print newsbrands % Viewed Av. dwell time Larger formats work harder at grabbing and keeping attention (seconds) 92% Full page 3. 3 Full page ads generate 1. 5 x dwell time of 10 x 7 ads Full page 25 x 4 17 x 7 25 x 4 81% 25 x 4 17 x 7 81% 17 x 7 2. 4 10 x 7 Source: Lumen eye tracking 71% 10 x 7 2. 2 1. 9

Special formats draw attention in print newsbrands Being inline with editorial can lead to greater attention and dwell time Significant uplifts in attention for innovative formats in other contexts (disruptive ads, ‘Battenberg 17 x 7 s’, etc. ), which can outperform full page ads Source: Lumen eye tracking