Wake up and smell the baconPeter Fieldeffectiveness consultant

#shiftnorth

The IPA Databank StudyThe business value to advertisers of newsbrands

in the digital era2012 & 2014 case studies

Peter Field Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 18 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & The Short of it, Brand Immortality, The Link Between Creativity and Effectiveness and a chapter of the Sage Handbook of Advertising. He is also a contributor to the Wharton Future of Advertising Project. Peter writes and speaks regularly around the world about marketing effectiveness. He is an honorary Fellow of the UK Institute of Practitioners in Advertising.

Why this study is important• The digital advertising machine has promoted some very

destructive beliefs and trends:– Short-termism– Tight targeting is more efficient than broad reach– ‘Timely and relevant offers’ trump brand-building– Data is more important than creativity– Programmatic is better than human judgement

Where has it got us?

2002 2004 2006 2008 2010 2012 20140.0

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0.4

0.5

0.6

0.7

0.8

6 years ending

SOV

Effic

ienc

y

What really drives effectiveness

Short-term

Tight targeting

Path to purchase

Information & deals

Long-term

Broad reach

Talk value & salience

Emotion & fame

The danger for traditional channels• Online channels are powerful drivers of short-term sales

activation• But weak at long-term brand-driven growth• The reverse is true of traditional channels

So a marketing world driven by short-term results and metrics compromises long-term success and plays into the hands of

digital channels

A uniquely digital future is not ideal

The most effective campaigns balance long-term with short-term effects:

Brand building with sales activation

Traditional with online

The study3 key questions:

1. How effective are campaigns that use newsbrands versus those that do not?

2. How effective are campaigns that use multi-platform newsbrands versus those using just one platform?

3. What impact do newsbrands have on the effectiveness of other media?

Definitions & sample sizesNewsbrand print users: more than 8% of budget

Newsbrand digital users: more than 0.01% of budget

Non-users:didn’t use/light or passing use

76 cases analysed:Newsbrand print users 43Non-users 33Newsbrand digital users 44Non-users 32Newsbrand print + digital users 32Non-users of both 44Total newsbrand users 55Non-users 21

Not a level playing fieldDisadvantages for newsbrands users• Very low ESOV • Short-term cases • New/small brands• Value/mainstream brands • Less likely to be emotional

Advantages for newsbrands users• More service sector brands

Large brands show the real print boost

All users Large brands0%

10%

20%

30%

40%

50%

60% 36%

57%Uplift to business effects when

print newsbrands added to mix

Print newsbrands boost effectiveness

Long-term cases show the real print boost

All users Long-term cases0%

10%

20%

30%

40%

50%

60%

70% 36%

62%

Uplift to business effects when print newsbrands added to mix

Multi-platform users are even stronger

Print newsbrand users Multiplatform newsbrand users0%

10%

20%

30%

40%

50%

60%

70% 36%

58%

Uplift to business effects when newsbrands added to mix

Multi-platform benefits are widespread

50%

28%

13%22%

41% 38%

48%

18%

2%7%

20%25%

Multi-platform newsbrands users Light/non-users% reporting very

large effects

Multi-platform newsbrands boosts TV effectiveness

+65%

Uplift to business effects vs. TV without newsbrands

Online properties are not all equal

Non-newsbrands online Newsbrands online

16%

59%Uplift to TV effectiveness when online channels added

Newsbrands boost other media

Online display Social media

53%

118%

Uplift to business effects vs. channels without newsbrands

Conclusions1. Newsbrands widely enhance effectiveness when included in the

media mix2. Newsbrands work more effectively in multi-media campaigns

when both print and digital platforms are included3. Multi-platform newsbrands boost the business effectiveness of

TV, social and online display4. Newsbrands deliver widespread long-term benefits:

• Profit • Market share • Price protection • New users