The multiplatform study Brand health We wanted to
The multi-platform study Brand health
We wanted to know… 1 2 How effective are campaigns that use multi-platform newsbrands versus those using just one platform? How does each platform and each combination of platforms build brand responses?
Benchmark guidance for planning newsbrand campaigns
What we did Five multi-platform campaigns Matched controlled exposure study 10, 856 sample 13 brand measures
How newsbrands work across platform Effective brand building Even more effective brand building
+17% Print + digital newsbrands = 3. 4 times multiplier effect +5% Average uplift across brand health measures Print + digital
+5% Print Multiplier effect is dependent on print being in the mix Average uplift across brand health measures +17% v Print + digital +3% Multiple digital
+5% Print +7% Print + smartphone +21% Print + computer Multiplier effect is strongest with v computer and tablet Average uplift across brand health measures +23% Print + tablet +24% Print + computer + tablet
Brand-building strengths of print newsbrands • Salience • Spontaneous awareness • Innovative
Brand-building strengths of multiple newsbrand platforms + + + • Salience +60% • Salience • Innovative +34% • Awareness +31% • Worth paying extra for +43% • Quality +24% • Trustworthy +19% +52% • Quality +31% • Awareness +31% • Trustworthy +30% • Salience +27% • Awareness +26%
Benchmarking the effects – towards a ready reckoner
Coverage build across newsbrand platforms 34. 4 m 15. 6 m Print only campaign 45. 8 m 38. 8 m 34. 5 m Mobile only campaign 46. 9 m Print + mobile campaign Print + computer + mobile campaign Mobile + computer Print + computer campaign Computer only campaign Source: NRS PADD inc Mobile Devices Apr’ -Mar ‘ 16 + com. Score Mar ‘ 16
Newsbrand readership by platform 14. 3 m 8. 9 m 8. 1 m 8. 8 m 2. 4 m 3. 4 m 1. 1 m Source: NRS PADD inc Mobile Devices Apr’ -Mar ‘ 16 + com. Score Mar ‘ 16
Campaign impact on brand health measures by platform +11% 14. 3 m +5% 8. 9 m +3% 8. 1 m 8. 8 m +21% 2. 4 m +21% 3. 4 m +4% 1. 1 m +4% Source: NRS PADD inc Mobile Devices Apr’ -Mar ‘ 16 + com. Score Mar ‘ 16
Campaign impact ready reckoner Average uplift across brand health measures among total newsbrand audience as each platform is added: +1. 2% +3. 7% +2. 2% +2. 7% +7. 8% 81% 83% +7. 4% +10. 1% 98% 100% 73% 74% 34. 4 m 34. 5 m 38. 8 m 45. 8 m 46. 9 m Print only campaign Mobile + computer campaign Print + mobile campaign Print + computer + mobile campaign 33% 15. 6 m Computer only campaign Source: NRS PADD inc Mobile Devices Apr’ -Mar ‘ 16 + com. Score Mar ‘ 16
Digital newsbrands drive interactions Smartphone drives the highest level of interaction Industry Benchmark CTR average 0. 31 0. 94 1. 11 0. 07
Digital newsbrands command high attention 10 seconds average
How newsbrands work across platform to build brand health Print is effective at brand building and also primes the multi-platform reader Digital platforms need print to activate Different platforms impact on different metrics - use of all helps maximise brand effect All newsbrand digital platforms command attention and drive online interactions smartphone is the most effective
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