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Seize the moment

Seize the moment. Using newspapers’ topicality, speed and flexibility to connect with consumers. Seize the moment. Topicality can hugely increase your advertising impact and reader engagement .

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Seize the moment

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  1. Seize the moment Using newspapers’ topicality, speed and flexibility to connect with consumers

  2. Seize the moment... • Topicality can hugely increase your advertising impact and reader engagement. • Only newspapers can do this.Their speed and flexibility allows advertisers to create high impact topical advertising.

  3. Seize the moment... “A newspaper is great for capturing a particular zeitgeist or responding to a current frame of mind.” Richard Flintham, Executive Creative Director, Fallon “Topical, relevant, immediate and absorbing. If you want to seize the day, a newspaper grabs it with both hands.” Matt Lloyd, Creative Director, VCCP Blue

  4. Seize the moment... The Weather 2010

  5. Seizing the moment...The Oscars 2010

  6. Seizing the moment...The Budget 2010

  7. Seizing the moment...The General Election 2010

  8. Seizing the moment...April Fool’s Day 2010

  9. Seizing the moment...St George’s Day 2010

  10. Seizing the moment...Midsummer’s Day 2010

  11. How brands have harnessed the power of the news to their advantage

  12. Short cut to… Emotion click thumbnail to play video

  13. Short cut to… Impact click thumbnail to play video

  14. Less is More click thumbnail to play video

  15. The value of …Context

  16. The value of… Association click thumbnail to play video

  17. The value of… Association click thumbnail to play video

  18. The value of… Mending Associations

  19. The value of… Association click thumbnail to play video

  20. Getting on to… Consumers’ Radar click thumbnail to play video

  21. Getting on to… Consumers’ Radar click thumbnail to play video

  22. Targeting… Talk to the readers’ ‘clubs’

  23. Making your own News • Bold, fast creativity can turn a negative to a huge positive

  24. The brand is the News • Only newspapers could deliver the quick response needed • The ad delivered impact and engagement • Consumers identified with it • Consumers respect brands that listen to them and act positively click thumbnail to play video

  25. Make the News work for your brand

  26. Hard Fact One • 85% of female newspaper readers and 83% of male readers agree that seeing adverts next to related articles makes them more memorable and relevant. BMRB Sept 2008 (Women 1378; Men 320)

  27. Hard Fact Two • Topical ads in newspapers can boost impact by 5% points • The NMA tested responses of women to 75 cosmetics and toiletries ads, including 12 topical ads. The average score for the topical ads was 5% points higher than the average of all the ads. BMRB Sept 2008 (Women, 75 ad sample 1378, topical ad sample 1277)

  28. Hard Fact Three • By being relevant to the topic that the audience is interested in at that time, the chances of the marketing message entering the workspace are maximised, so it can have more effect...this strongly supports the notion of placing advertising in topic-relevant spots. Jane Raymond and Graham Page, University of Wales/Millward Brown Cognitive Neuroscience Marketing & Research, 2006

  29. Hard Fact Four • In neuroscience, the theory is that brands are built by creating or modifying the tags associated with the brand. The rub for newspapers is that, section by section, they provide a context which on a good day helps brands achieve this. David Fletcher, Head of MediaLab at Mediaedge CIA, Campaign, Jan 2007

  30. Hard Fact Five • Readers appreciate the relevance of well placed ads as research for a selection of Swine Flu ads demonstrates: • 92% agreed that “It was clever to remind me of their anti-viral products on the same page as the NHS advice.” • 73% “It made these brands stand out as more relevant and trustworthy than other brands.” • 72% “Seeing alongside the NHS ad would make me more likely to buy these products.” BMRB Sept 2009: Women (Swine Flu ads total 1374)

  31. Top Tips for TopicalityA Selection of the best topical newspaper ads

  32. Top Topicality Tips OneSeize the day with an immediate response

  33. Top Topicality Tips TwoHarness the power of association

  34. Top Topicality Tips ThreeBe brave – let the news take the lead

  35. Top Topicality Tips FourGive it a twist

  36. Top Topicality Tips FiveLess is more – let the topicality do the work for you

  37. Top Topicality Tips SixMake your own news

  38. Top Topicality Tips SevenEcho a respected source of information

  39. Top Topicality Tips EightIf you have a real news story, go for it

  40. It’s more than just immediacy... • ...it’s also the ability to reach a mass audience in a flash

  41. The ANNAs Topicality Award • The Topicality Award was launched in 2007 to celebrate the best in topical national press advertising • £10k prize split between the winning media and creative teams • Entry is free, the awards are in January each year, more details at http://www.nmauk.co.uk

  42. The ANNAs Topicality Awards 2008 2009

  43. So harnessing the power of topicality can increase your advertising impact and reader engagement.

  44. Seize the moment

  45. Appendix:Research Sample & Method • Consumer video clips: four BC1C2 focus groups with five respondents in each group • Research took place in June 2009 • All respondents were daily readers of newspapers, thorough (i.e. read most of the paper) and loyal readers, advertising responders

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