the proof 1 the business case for newspaper advertising as part of the media mix
TRANSCRIPT
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This is the second time we’ve worked in partnership with the NMA using CrossMedia™ to assess our campaigns.
The findings clearly show the long-term benefits of brand advertising in national newspapers and demonstrate the valuable role newspapers can play in integrated multi-media campaigns.
Ian Robinson
Senior Campaign Manager,
E.ON
CrossMedia™ findings from the first study helped us clarify the role of each channel, enabling us to maximise the impact of the campaign.
This second set of results confirmed the positive impact newspapers have on an integrated multichannel campaign.
Matt Weller
Manager, MediaCom
E.onThe client’s view
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Newspapers continue to play a pivotal role in E.ON’s Energy Fit campaign, proving their ability to build brands long-term
Previously, in case study 1
Autumn 2009Newspapers are the lead medium, boosting awareness, engagement and purchase intent. Especially among opinion formers.
Summer 2010Newspapers’ ROI proven.
They deliver significant, cost-effective brand health shifts – both in their own right and via synergies with TV.
In this second case study…
Autumn/Winter 2010 During an extreme winter, when fuel costs and price rises are top of mind with householders, national newspapers continue to make a significant brand-building contribution.
The most cost-efficient medium for brand-building among customers.
More cost-efficient than TV, outdoor and online for brand-building among non-customers.
E.onHeadline results
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E.onHeadline results
Newspapers were the strongest and most cost-effective medium for driving E.ON customer retention measures
Newspapers accounted for 15% of spend and delivered…
45% of uplift in customer recommendation
32% of uplift in customer future consideration
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E.onHeadline results
Newspapers played a multi-faceted role in the drive to recruit non-customers
Among non-customers, newspapers accounted for…
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E.onCreative work
Strong creative impact leads to high recognition
Long copy Mice Any newspaper ad
38
Millward Brown print norm (326 Ads)
46
20
58
Newspaper ad recognition
% recognising
10
E.onNewspapers drive customer loyalty measures harder than any other medium
% of total campaign effect accounted for by medium
Customer consideration/recommendation
Note: Outdoor/Transport = 22% of spend but no uplift
6
39
26
16
13
%
Newspapers
Magazines
TV
Radio
Online
E.onNewspapers drive E.ON customer loyalty measures harder than any other medium
11
315
32
13
22
16
Share of spend
Outdoor: no effect
%
6
39
26
16
13
Share of uplift in customer consideration/recommendation
%
Newspapers
Magazines
TV
Radio
Outdoor
Newspapers
Magazines
TV
Radio
Online
Online
12
E.onNewspapers’ impact 2 ½ times greater than share of ad spend
15
Share of spend
%
39
Share of campaign effect
E.ON customers
%
Newspapers Newspapers
13
E.onNewspapers also encourage increased recommendation
48
16
18
18
Share of spend*
*Digital newspapers excluded as reach too low
%
20
28
17
36
Share of uplift in “definitely recommend” Ford
%
Newspapers
TV
Radio
Outdoor
Newspapers
TV
Radio
Outdoor
14
E.onNewspapers are the cheapest medium for driving customer measures
Newspapers Magazines Radio
£0.585
Online
Cost of 1% uplift across E.ON customer retention measures
£m
NB Transport/outdoor spend was £1.08m but ROI not calculated as no effect on key measures due to timing/creative
£0.770
£1.305
£1.924£2.039
TV
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E.onNewspapers deliver big effects at low cost
Cost efficiency versus uplift
E.ON customers
Cos
t of 1
% u
plift
Size of uplift
0
Newspapers
TV
Radio
Online
Magazines
Note: Outdoor/transport = no uplift
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E.onAll media contributed in some way to build brand health uplifts among non-customers
Contribution to change in key measures that drive recruitment
Non -customers
Influ
en
ce s
tre
ng
th
TV Newspapers Online(inc NP) Radio Magazines
Recommendation 17% Consideration 10% Helping customers 15% Awareness - - - -
Corporate vision 21% -
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E.onNewspapers more cost-effective than TV among non-customers
NewspapersMagazines Radio
£0.107
Online
Cost of 1% uplift across E.ON brand measures
Non-customers £000s
£0.683
£1.530
£2.224
£5.572
TV
Caution low spend
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E.onNewspaper ads engage readers powerfully
Newspaper involvement diagnostics
MB UK Norm
Mice ads
Long copy ads
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E.onNewspapers create strong emotional identification with E.ON
especially with Mice ads
Advertising measures – Emotional connection
Helps me connect and identify more strongly
Top 2 Box %*
*Agree strongly/slightly
Newspaper Long copy ad
TV Newspaper Mice ads
TV + any NP
53
81
73 73
20
E.onEmotional response builds with exposure to multiple executions
Advertising measures – Emotional connection
Helps me connect and identify more strongly
Top 2 Box %*
1 Newspaper ad
56
7683
2 Newspaper ads 3 Newspaper ads
21
E.onLong copy ads prompt re-appraisal
Advertising measures – Re-appraisal
Surprising and gets me to think differently
Top 2 Box %
Newspaper Long copy ad
TV Newspaper Mice ads
TV + any NP
47
60
7177
22
E.onNewspapers prompt high call to action
Advertising measures – Call to action
Gives me a reason to go out and choose
Top 2 Box %
Newspaper Long copy ad
TV Newspaper Mice ads
TV + any NP
38
57
7166
23
E.onCall to action builds with exposure to multiple executions
Advertising measures – Call to action
Gives me a reason to go out and choose
Top 2 Box %
1 Newspaper ad
50
70
76
2 Newspaper ads 3 Newspaper ads
25
E.onE.ON built on success of summer 2010 campaign
21
Newspapers share of spend
%
31
Newspapers share of campaign effect
E.ON customers
%
Newspapers Newspapers
26
E.onNewspapers deliver mass reach and complement TV’s viewing profile
Newspaper audience delivery indexed against commercial TV
Source : BARB Jan – Jun 2011 / NRS Jan – Jun 2011
ABMen 16-24 C1
125114
190
115
152
London
TV Profile % 42.4 10.3 14.2 24.0 16.3
NPs Profile % 53.0 11.7 27.0 27.5 24.8
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To quantify the effects of individual communications channels in a multi-media campaign for the E.ON brand.
To establish the efficiency of each medium in building brand measures – what is the return on investment?
To understand the longer-term brand building role for newspapers
E.onTest Objectives
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E.onTest detail
Media Plan
Oct 10 Nov 10 Dec 10 £m
MediaTarget audience:ABC1C2 Families
Newspapers 0.7
TV 1.6
Radio 0.6
Outdoor inc. Transport 1.1
Online (inc. NP) 0.8
Magazines 0.1
Research DatesMillward Brown
CrossMedia™
Sample: 2000 decision makers about energy suppliers, ABC1C2 families.
Media Source: NMR/BARB/NRS Source : BARB Jul - Dec 2010/ NRS Jul – Dec 2010
426 GRPs
929 TVRs
During/PostPre
940 TVRs
91 GRPs