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The Proof

The Proof. The business case for newspaper advertising as part of the media mix. E.on. The client’s view. CrossMedia ™ findings from the first study helped us clarify the role of each channel, enabling us to maximise the impact of the campaign.

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The Proof

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  1. The Proof The business case for newspaper advertising as part of the media mix

  2. E.on The client’s view 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 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

  3. E.on Headline results 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.

  4. E.on Headline 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

  5. E.on Headline results Newspapers played a multi-faceted role in the drive to recruit non-customers Among non-customers, newspapers accounted for…

  6. E.on Winter 2010 creative work Newspaper & magazine creative

  7. E.on Winter 2010 creative work Outdoor/transport creative TV creative Digital newspaper creative

  8. E.on Creative work Strong creative impact leads to high recognition Newspaper ad recognition % recognising 58 46 38 20 Long copy Mice Millward Brown print norm (326 Ads) Any newspaper ad

  9. The Findings Brand response

  10. E.on Newspapers drive customer loyalty measures harder than any other medium Newspapers Magazines TV Radio Online % of total campaign effect accounted for by medium Customer consideration/recommendation % Note: Outdoor/Transport = 22% of spend but no uplift

  11. E.on Newspapers drive E.ON customer loyalty measures harder than any other medium Online Online Newspapers Magazines Radio TV Newspapers Magazines TV Radio Outdoor Share of spend Share of uplift in customer consideration/recommendation % % Outdoor: no effect

  12. E.on Newspapers’ impact 2 ½ times greater than share of ad spend Newspapers Newspapers Share of spend Share of campaign effect E.ON customers % %

  13. E.on Newspapers also encourage increased recommendation Newspapers TV Radio Outdoor Newspapers TV Radio Outdoor Share of spend* Share of uplift in “definitely recommend” Ford % % *Digital newspapers excluded as reach too low

  14. E.on Newspapers are the cheapest medium for driving customer measures Cost of 1% uplift across E.ON customer retention measures £m £2.039 £1.924 £1.305 £0.770 £0.585 Newspapers Magazines Online Radio TV NB Transport/outdoor spend was £1.08m but ROI not calculated as no effect on key measures due to timing/creative

  15. E.on Newspapers deliver big effects at low cost Newspapers TV Radio Online Magazines Cost efficiency versus uplift E.ON customers Cost of 1% uplift 0 Size of uplift Note: Outdoor/transport = no uplift

  16. E.on All media contributed in some way to build brand health uplifts among non-customers Contribution to change in key measures that drive recruitment Non -customers Influence strength

  17. E.on Newspapers more cost-effective than TV among non-customers Cost of 1% uplift across E.ON brand measures Non-customers £000s £5.572 £2.224 £1.530 Caution low spend £0.683 £0.107 Magazines Newspapers Online Radio TV

  18. E.on Newspaper ads engage readers powerfully Newspaper involvement diagnostics MB UK Norm Mice ads Long copy ads

  19. E.on Newspapers 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 %* 81 73 73 53 TV Newspaper Long copy ad Newspaper Mice ads TV + any NP *Agree strongly/slightly

  20. E.on Emotional response builds with exposure to multiple executions Advertising measures – Emotional connection Helps me connect and identify more strongly Top 2 Box %* 83 76 56 1 Newspaper ad 2 Newspaper ads 3 Newspaper ads

  21. E.on Long copy ads prompt re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % 77 71 60 47 TV Newspaper Long copy ad Newspaper Mice ads TV + any NP

  22. E.on Newspapers prompt high call to action Advertising measures – Call to action Gives me a reason to go out and choose Top 2 Box % 71 66 57 38 TV Newspaper Long copy ad Newspaper Mice ads TV + any NP

  23. E.on Call 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 % 76 70 50 1 Newspaper ad 2 Newspaper ads 3 Newspaper ads

  24. E.on The media rationale

  25. E.on E.ON built on success of summer 2010 campaign Newspapers Newspapers Newspapers share of spend Newspapers share of campaign effect E.ON customers % %

  26. E.on Newspapers deliver mass reach and complement TV’s viewing profile Newspaper audience delivery indexed against commercial TV 190 152 125 114 115 Men 16-24 London AB C1 Source : BARB Jan – Jun 2011 / NRS Jan – Jun 2011

  27. E.on Test detail

  28. E.on Test Objectives 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

  29. E.on Test detail Media Plan 426 GRPs 929 TVRs 940 TVRs 91 GRPs Pre During/Post Sample: 2000 decision makers about energy suppliers, ABC1C2 families. Media Source: NMR/BARB/NRS Source : BARB Jul - Dec 2010/ NRS Jul – Dec 2010

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