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Newspapers drive web traffic

Newspapers drive web traffic. Summary of effectiveness test findings. Newsbrands dual platform ideal for driving web traffic. Newspapers (both print and online formats) deliver huge audiences 21m readership of print titles per day 15m UK unique visitors to online papers per month

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Newspapers drive web traffic

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  1. Newspapers drive web traffic Summary of effectiveness test findings

  2. Newsbrands dual platform ideal for driving web traffic Newspapers (both print and online formats) deliver huge audiences 21m readership of print titles per day 15m UK unique visitors to online papers per month 22m readership of print and online titles per day Newspapers prompt action 9 case studies = 9 significant web traffic uplifts Between 31% and 5292% uplift! Across Motors, Finance and FMCG categories

  3. Newspapers drive web traffic - Major brands tested

  4. “It was very satisfying to see that this combined effect, supported by online newspaper website advertising, achieves a demonstrable increase in unique visitors to our website.” Robin Giles General Manager,Marketing Communications,Toyota plc Adding brand-led newspaper advertisements [in print and online] significantly enhanced responses to TV, clearly demonstrating how an integrated TV, newspaper and online newspaper campaign can positively drive up interest and awareness.” Justin Basini Vice President,Customer Initiative Management,Capital One Bank (Europe) “Newspapers have played an important role in the [Listerine] Citrus launch… encouraging trial by driving tens of thousands of people to the website to get a free sample size trial.” Carlton Lawson Marketing Director UK/Ireland,Pfizer

  5. Motors • Toyota Yaris 2006 & 2007 • Toyota Auris 2007 • Vauxhall Tigra 2005

  6. National newspapers overall drove a 44% increase in unique visitors 23% from brand advertising in national newspapers 21% from online newspapers websites 2006 Toyota Yaris: Newsbrands drive 44% extra traffic National newspapers(paper versions) 23 21 Online newspaper websites 16 TV 7 Other online campaigns 32 Search campaign 100 Base = 12 month July YTD average July 06 vs 12 month YTD average % Source: Sophus3 ,2006

  7. Online newspapers drive Yaris web traffic increase equivalent to 66% of keyword Search campaign increase. 2006 Toyota Yaris online newsbrand sites highly efficient Source: Sophus3 ,2006

  8. 2007 Toyota Yaris: newsbrands drive web traffic Newspaper Advertising effect on Web Traffic -Unique visitors to Toyota Yaris microsite% increase +10% Direct access from newspaper +22% Online newspaper Non-referrer traffic Source: Sophus3, 2007

  9. Newspapers - print Online newspapers TV 2007 Toyota Yaris: newsbrands drive web traffic Newspaper Advertising effect on Web TrafficUnique visitors to Toyota Auris landing pages - % increase 17% 14% -13% Source: Sophus3, 2007

  10. Brochure request Test drive request 2007 Toyota Yaris: newsbrands deliver high worth traffic Newspaper Advertising effect on Website Visitors % taking further action 7.02 4.78 1.09 0.85 Newspapers -print Online Newspapers Source: Sophus3, 2007

  11. 2005 Vauxhall Tigra: Newspapers drive 39% increase Tigra Website PagesUnique Visitors Daily Average Unique visitors to Tigra pages of Vauxhall’s website increased by an impressive 39% as a direct result of the 2005 newspaper campaign. +39% Non-advertised period NP campaign period Source: Sophus3, 2005

  12. Newspaper readers are highly responsive Though not designed as a direct response ad, presence of web address increased Tigra web traffic by 39%. Source: Sophus3, 2005

  13. Food • Kraft Philadelphia 2006 & 2007

  14. Kraft Philadelphia (March 2007): Newspapers more than double search traffic Newspaper Advertising effect on Web Traffic Unique visitors to Kraft Philadelphia website March-April 2007 - % increase 167% 228% 61% Total Online Newspaper 99% Estimated NP (paper) Total Search Sites Philadelphia Non Referrer Traffic Uplift Source: Sophus3, 2007

  15. Kraft Philadelphia (Aug 2007): Newspapers outperform TV in driving web traffic 72% 160% 21% 67% Total Indirect NP (paper) 114% Total Direct NP url (paper) Total Online Newspaper All TV + Sponsorship for Philadelphia brand and variants Average UVs when no advertising Uplift Source: Sophus3, 2007

  16. Kraft Philadelphia (Aug 2007): Newspapers create desired web behaviour Newspaper Advertising effect on Web Traffic Unique visitors to Kraft Philadelphia Recipes homepage August-September 2007 - % increase 5292% UVs to Recipes homepage during NP campaign Average UVs to Recipes homepage July 1st - Aug 19th (TV/TV Sponsorship only) Uplift Source: Sophus3, 2006

  17. Kraft Philadelphia 2006: Newspapers drive 440% increase in visits • Visits to the recipe section of the Philadelphia website increased by a massive 440% due to newspapers • Total Philadelphia web traffic increased by 240% Source: Sophus3, 2006

  18. Finance • Capital One • Abbey

  19. Capital One: TV + Newspapers drive web traffic Newspaper and TV Advertising effect on Web Traffic % uplifts versus no advertising No advertising TV + NP campaign +157% +61% Security Landing page Capital One Homepage Source: Sophus3

  20. Abbey: Newspapers drive 51% uplift in web traffic Print and online newspaper advertising effect on web traffic Unique visitors % increase vs period with no advertising +51% Abbey Savings Campaign Landing Pages Source: Sophus3, 2008

  21. Abbey: Longer dwell time for newspaper readers Newspaper advertising effect on dwell time and page views% increase vs. all visitors +44% +19% 4 3 3 All visitors 2 Visitors fromNP pages Source: Sophus3 2008

  22. Abbey: Search and direct traffic boosted by newspapers TV + Print newspaper advertising effect on web traffic Average daily UV traffic to abbey.com% increase +39% First 4 days of TV + NP Last 4 days of TV only +47% Natural Searchvia Google Direct Traffic Source: Sophus3 2008

  23. Toiletries & Cosmetics • Garnier Nutrisse • Listerine • Corsodyl

  24. Online newspapers provide relevant editorial 23% of women recognising Garnier Nutrisse online newspaper ads clicked on the ad. Garnier Nutrisse online newspaper creative Source: Millward Brown 2006

  25. Newspapers generate sample requests via website Newspapers alone drove 20,000 requests on the Listerine website for free Cool Citrus samples in the first 2 weeks of the 2005 campaign. Source: Pfizer 2005

  26. Corsodyl: newsbrands drive more traffic than TV Comparison of web traffic Newsbrands (print & online) v. TV % difference Source: Sophus3

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