roi of digital newsbrands
TRANSCRIPT
![Page 1: ROI of Digital Newsbrands](https://reader033.vdocuments.us/reader033/viewer/2022051710/5a658ad77f8b9a987f8b4e91/html5/thumbnails/1.jpg)
ROI IN PRACTICE
J U L Y 2 0 1 7
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“Demonstrate the ROI of
digital newsbrands”
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THE MEASUREMENT CHALLENGE
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A TWO PRONGED MEASUREMENT SOLUTION
Content partnershipsDigital
attribution
PPC
clickDisplay
impression
SEO
clickSale
Display
impression
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CONTENT PARTNERSHIP CASE STUDY
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WESTFIELD & ESI CONTENT PARTNERSHIP
6
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PARTNERSHIP HAS SUCCEEDED IN INCREASING
MENTAL AVAILABILITY
Westfield most
recognised shopping
destination
1st choice
consideration
doubled
Perception of
Westfield as an
iconic fashion
destination more
than doubled
34% increase in
understanding of
entertainment
options at Westfield
Source: Westfield post-campaign research Jan 17
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OVERALL, NEWSBRAND PARTNERSHIPS WERE THE 2ND MOST EFFICIENT CHANNEL
0 50 100 150 200 250 300
Radio
OOH
Influencer
Display
Social
Newsbrand Partnerships
VOD
Indexed Cost Per Visit
Source: HMG econometric modelsIndexed vs. 2016 Partnerships = 100
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THE LONG-TERM PARTNERSHIP HAS DELIVERED INCREASING RETURNS FOR THE CLIENT
136
113
100
2014 2015 2016
Ind
exe
d C
PV
Source: HMG econometric modelsIndexed vs. 2016 Partnerships = 100
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THE PARTNERSHIP AS A WHOLE PERFORMS BETTER THAN EACH ELEMENT DOES IN ISOLATION
0 50 100 150 200 250 300
Radio
OOH
Influencer
Display
Social
Newsbrand Partnerships
VOD
Indexed Cost Per Visit
Source: HMG econometric modelsIndexed vs. 2016 Partnerships = 100
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DIGITAL ATTRIBUTION CASE STUDY
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O2 CAMPAIGN
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ECONOMETRIC MODELLING SHOWS THAT DIGITAL DISPLAY HAS A STRONG ROI
Source: Accenture econometric modelsIndexed vs Digital Display
0 20 40 60 80 100 120 140 160 180 200
Channel F
Channel G
Channel E
Channel D
Digital Display
Channel B
Channel A
Indexed ROI
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NEWSBRANDS PREDOMINANTLY APPEAR IN THE MIDDLE OF DIGITAL CONSUMER JOURNEYS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other Strategy
Newsbrands
Publisher Role
(Opener, Advancer, Closer)
Opener Advancer Closer
Source: VisualIQ
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NEWSBRANDS MORE LIKELY TO BE UNDERVALUED IF CROSS-CHANNEL EFFECTS AREN’T ACCOUNTED FOR
17% 21%
0%
20%
40%
60%
80%
100%
Other Strategy Newsbrands
% o
f co
nve
rsio
ns
ATLAS People Graph
Same Device Conversion (even weighting) Cross Device Conversions (even weighting)
Source: ATLAS people graph
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NEWSBRANDS DELIVERED ADS IN VIEW 10% CHEAPER THAN THE REMAINDER OF THE CAMPAIGN
100
110
Newsbrands Other Strategy
Indexed viewable CPM
Source: IAS viewability
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OVERALL, NEWSBRANDS ARE EQUALLY AS EFFECTIVE AS OTHER CAMPAIGN ELEMENTS
100 101
Ind
exe
d T
rue c
ost
per
ord
er
True CPO
46 47 49 6078
105 106
197212
Ind
exe
d T
rue c
ost
per
ord
er
True CPO by publisher
Source: VisualIQ
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WHAT HAVE WE LEARNT?
Digital newsbrands ARE effective and deliver a measurable return on investment
Newsbrand partnerships that include digital have a greater effect than the sum of their parts
Digital newsbrand audiences deliver cost efficient online sales