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Newspaper Creative Benchmarking Methodology
• Dedicated methodology, designed to– Measure the effectiveness of newspaper creative – Provide an understanding how to use the newspaper medium
more effectively
• 330 ads tested to date as at March 2011• Commissioned by The Newspaper Works• Conducted online by Ipsos Media CT • 100+ observations per ad• Ads presented in situ on the newspaper page, then full
screen• Results benchmarked to All Newspaper norm and/or
category averages
3
The Newspaper Works’ effectiveness partner:
Automotive benchmarking
• 55 automotive ads tested to date as at March 2011– 30 ads in automotive study– 25 ads in monthly benchmarking
• 5,500+ ad observations in total• Ads selected by The Newspaper Works• Skew towards manufacturer ads so Automotive Average is
not a true norm• Automotive study conducted June – September 2009 • Monthly benchmarking ads tested between 2008-2011
4
The Newspaper Works’ effectiveness partner:
Proprietary newspaper measures
The Newspaper Works’ effectiveness partner:
Ad Recognition
Brand Linkage
Message Comprehension *
Brand Equity Impact
Role Map
Action Map *
Newspaper Creative Diagnostics
Automotive Ad Diagnostics
Newspaper Creative Benchmarking MeasuresSee Appendix for more detail
* Available for ads tested since March 2010
Recognised industry measures
Top Line Measures
7
All Newspaper Norm
Automotive Average
Automotive ads score similarly to newspaper ads in general on top line measures, though brand linkage is lower – perhaps due to convergence of automotive creative
Brand Equity ImpactHow the ad influenced perceptions of the brand
8
Automotive ads produce similar brand equity effects to newspaper ads in general, though it appears they are less differentiating. Again this could be a result of convergent creative styles.
All Newspaper Norm
Automotive Average
9
Role Map demonstrates how people respond to and interpret newspaper ads
The automotive ads tested show a skew towards Affinity and Reappraisal.
10
All Newspaper Norm
Automotive Average
Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad
The Automotive and general newspaper footprints are similar, though Automotive ads are weaker at highlighting an important feature
NEGATIVE POSITIVE
Top line measures
14
3 Series recognition and interest on par with averages but linkage apparently low (off a small very small sample size)
All NP Norm
Auto Average
3 Series
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of researchNote: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research
Caution: Small sample size. Caution: Small sample size.
Brand equity impact:How the ad influenced perceptions of the brand
15
Impact on brand equity is in line with averages, with differentiation directionally looking strong.
Auto Average
3 Series
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
16
Making a strong emotional connection, as evidenced by significantly above average scores on two Automotive diagnostics
Newspaper Auto diagnostics
Auto Average
3 Series
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
Emotional connection:An overall measure of how the ad engages on an emotional level
17
A significantly above average emotional connection
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
Auto Average
The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement:
•Makes it look like a car you’d be proud to own
•It’s an exciting car ad
•Helps me see what kind of lifestyle the car could open up for me
•I can see myself driving that car
3 Series
18
Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad
Good photography and the look of the cars are driving the better performing diagnostics.
NEGATIVE POSITIVE
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
All NP Norm
Auto Average
3 Series
19
Role Map demonstrates how people respond and interpret newspaper ads
The ad is performing better at generating affinity than driving retail response (if that was the desired outcome).
All NP Norm
Auto Average
3 Series
Top line measures
21
7 Series recognition almost significantly down but this is most likely to be the timing of the research and/or weight of the campaign.
All NP Norm
Auto Average
7 Series
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of researchNote: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research
Caution: Small sample size. Caution: Small sample size.
Brand equity impact:How the ad influenced perceptions of the brand
22
7 Series differentiation is significantly up vs the average, around par on other measures.
Auto Average
7 Series
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
23
7 Series ‘pride’ is the highest in the survey and one of the few models to be significantly up on a number of diagnostics. A highly desirable car .
Newspaper Auto diagnostics
Auto Average
7 Series
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
Emotional connection:An overall measure of how the ad engages on an emotional level
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Strong emotional connection, over three times the average.
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
Auto Average
The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement:
•Makes it look like a car you’d be proud to own
•It’s an exciting car ad
•Helps me see what kind of lifestyle the car could open up for me
•I can see myself driving that car
7 Series
25
Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad
7 series delivers the #1 photo in the survey and #3 scores on eye catching and good looking.
NEGATIVE POSITIVE
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
All NP norm
Auto Average
7 Series
Interesting and different ads act as a catalyst for emotional engagement
26
Significant up or down vs Automotive average at 90% C.I Significant up or down vs Automotive average at 90% C.I
BMW delivering mixed results against interest and difference. With the 7 series outscoring the 3.
Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad.
Min
Sur
vey
Sco
re =
22
NP
Nor
m =
34
Aut
o A
vera
ge =
33
Max
Sur
vey
Sco
re 6
0
Min
Sur
vey
Sco
re =
13
NP
Nor
m =
25
Aut
o A
vera
ge =
20
Max
Sur
vey
Sco
re 6
4
=27 =37
=27 =44
27
Role Map demonstrates how people respond and interpret newspaper ads
7 Series emotional engagement showing in the significantly high Affinity score and demonstrates a good use of print for campaign reinforcement.
All NP Norm
Auto Average
7 Series
28
Role Map Comparison vs E Class
All NP Norm
Auto Average
Dreams
7 Series
Although similar models the E class creative is more retail in nature and drives reappraisal, and call to action.
BMW is performing beyond the category on the key consumer criteria of lifestyle
29
+2.7x higher (see myself driving the car )
+1.1x higher
(an exciting car ad)
+3.0x higher (see myself driving the car )
+1.8x higher
(an exciting car ad)
Best performing ads on Role Map from Automotive survey
30
3.3x Higher than
average
2.9x Higher than
average
2.3x Higher than
average
2.1x Higher than
average
8.0x Higher than
average
2.4x Higher than
average
The Affinity comparison
31
As at March 2011 (updated monthly). 55 automotive ads tested to date.
7 series is 7/55 ads tested to date on Affinity.
The Reappraisal comparison
32
As at March 2011 (updated monthly). 55 automotive ads tested to date.
The three highest scoring ads on Reappraisal featured environmental messages.
The Information comparison
33
As at March 2011 (updated monthly). 55 automotive ads tested to date.
Clear communication of features and model range can both result in strong Information scores.
The Call to Action comparison
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As at March 2011 (updated monthly). 55 automotive ads tested to date.
A strong call to action can result from emotive advertising or communication of product features as well as retail advertising.
The Public Agenda comparison
35
As at March 2011 (updated monthly). 55 automotive ads tested to date.
Ads scoring highly on public agenda feature environmental and/or safety messages.
The Extension comparison
36
As at March 2011 (updated monthly). 55 automotive ads tested to date.
High scoring extension ads reveal a range of ways in which newspaper creative can link to TV activity.
3 ads that work well with TV
38
Hybrid Camry SydneyAll adults 16+FPCTested: March 2010
Fiesta SydneyAll adults 16+FPCTested: July 2010
SkodaBrisbaneProspective & recent car buyersHPTested: June 2009
39
Role Map demonstrates how people respond and interpret newspaper ads
All NP Norm
Auto Average
Delivering strong emotional connection as witnessed byhigh Affinity and Reappraisal scores together with a top 4 campaign linkage score within the survey.
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
40
Role Map demonstrates how people respond and interpret newspaper ads
*Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers
All NP Norm
Auto Average
A heavy multichannel campaign. Newspapers linking strongly with television to drive affinity, public agenda and call to action.
Camry
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
41
Role Map demonstrates how people respond and interpret newspaper ads
Fiesta*
*Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers
All NP Norm
Auto Average
A very powerful ad: Emotional connection demonstrated by significant out-performance of auto and NP norms across every measure
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Message comprehensionRelates to the message out-take from an ad. It is asked of all research participants and is established through forced exposure
43
Respectable communication, with the messaging around being able to go further/fuel efficiency and safety getting through to around half the respondents.
Message comprehension: Word CloudIllustrates the message comprehension as a word cloud. Question asked of all research participants through forced exposure
44
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