Download - Car advertising in newsbrands
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Car Advertising in newsbrands
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• Category Facts
• Our readership is your target audience
• They are open to being persuaded
• The Newsbrands toolbox
• Advertising with newspaper titles build business
Contents
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Category Facts
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£739
Newsbrands are important to car manufacturers
Source: Nielsen, 2011
milliontotal ad spend
16%Spent with
newsbrands
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Bmw U
k
Citroe
n Uk L
td
Skoda
Uk L
td
Fiat A
uto
Uk Ltd
Toyot
a (G
b) L
td
Seat U
k Ltd
Hyund
ai C
ar U
k Ltd
Vauxh
all M
otor
s Ltd
Maz
da C
ars (
Uk) L
td
Honda
Uk L
td
Audi U
k Ltd
All Car
Ave
rage
Mer
cede
s Ben
z Ltd
Renau
lt Uk L
td
Nissan
Mot
or G
b Lt
d
Peuge
ot M
otor
Co
Plc
Kia M
otor
s Uk
Volks
wagen
Uk L
td
Ford
Mot
or C
ompa
ny L
td
Volvo
Car
Uk L
td
Land
Rov
er0
5
10
15
20
25
30
Newsbrands have a 16% share
Source: Nielsen, 2011
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Category 2011 spend £
Technology* 1,388m
Finance 1,270m
Entertainment & Leisure 912m
Retail 910m
Food 814m
Motors 739m
Cosmetics & Personal Care 712m
Travel & Transport 597m
Nearly ¾ of a £ billion advertising market
Technology includes computers, electronics and household appliances, games & consoles, telecoms
Source: Nielsen, 2011
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Our readership isyour target audience
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Our readers are into cars
Source: NRS July 2011-Jun 2012
Interest in motoring
Index vs all adults
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That’s a lot of interested people
Source: NRS, UKOM
Readership by Platform
(Excludes Mobile & Tablet)
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They are buyers – not just lookers
Source: NRS, Jul 2011-Jun 2012
Our reader like new cars
Index vs all adults
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They are open to being persuaded
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Readers can, and do, change their opinion on brands
Source: Millward Brown
The Ford advertising was
“surprising, and gets me to think differently”
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Newspapers get you on the short listThe car sector is particularly responsive to newspaper advertising
Source: Newsworks Effectiveness Case Studies
Increase in brand consideration attributable to newspaper advertising
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Newspapers get you on the short listNewspapers drive purchase consideration
% of respondents saying either...
“It’s my preferred car”
or “It’s one of the first I would consider”
or “It’s one of a number I’d consider”
Source: Newsworks Effectiveness Case Studies
Did not recognise newspaper campaign
Recognised newspaper campaign
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TV Campaigns are stronger with newsbrands
Consideration shift, pre to post, is three times bigger when people see newspaper advertising as well as TV
Source: Newsworks Effectiveness Case Studies
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Multiple executions give campaigns greater power
Seeing three executions increases all measures
(compared to those seeing only 1 execution)
Source: Newsworks Effectiveness Case Studies
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The newsbrand toolbox
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Wraps
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Microsites
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Supplements
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Sponsorship
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Online display
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Creative Solution Packages
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Polybags and inserts
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Cross Platform solutions
Source: ComScore
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Newsbrands build business
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Newspapers make people more likely to actNewspapers are the stronger medium for driving behaviour
Gives me a reason to go out and buy
Source: Newsworks Effectiveness Case Studies
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We drive traffic to websites
Both online and printed newspapers drove traffic to the Toyota website
Source: Newsworks Effectiveness Case Studies
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Newsbrands are budget efficient
Cost (£m) of 1% increase in Brand Measures
Awareness, Consideration, Brand Image
and Brand Personality
Source: Ford Effectiveness Case Study