in newsbrands Category Facts Our readership is your target audience They are open to being persuaded The Newsbrands toolbox Advertising with newspaper titles build business Contents Category Facts ID: 588520
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Slide1
Car Advertising
in newsbrandsSlide2
Category FactsOur readership is your target audience
They are open to being persuadedThe Newsbrands toolboxAdvertising with newspaper titles build business
ContentsSlide3
Category FactsSlide4
4
£739
Newsbrands
are important to car manufacturers
Source:
Nielsen, 2011
million
total ad spend
16%
Spent with
newsbrandsSlide5
5
Newsbrands
have a 16% share
Source:
Nielsen, 2011Slide6
Category
2011 spend £
Technology*
1,388m
Finance
1,270m
Entertainment & Leisure
912m
Retail
910m
Food
814m
Motors
739mCosmetics & Personal Care712m
Travel & Transport
597m
6
Nearly ¾ of a £ billion advertising market
Technology
includes computers, electronics and household appliances, games & consoles,
telecoms
Source
:
Nielsen, 2011Slide7
Our readership isyour target audienceSlide8
8
Our readers are into cars
Source
:
NRS July 2011-Jun 2012
Interest in motoring
Index
vs
all adultsSlide9
9
That’s a lot of interested people
Source
:
NRS, UKOM
Readership by Platform
(Excludes Mobile & Tablet)Slide10
10
They are buyers – not just lookers
Source
:
NRS, Jul 2011-Jun 2012
Our reader like new cars
Index
vs
all adultsSlide11
They are open to being persuadedSlide12
12
Readers can, and do, change their opinion on brands
Source
:
Millward Brown
The Ford advertising was
“surprising, and gets me to think differently”Slide13
13
Newspapers get you on the short list
The car sector is particularly responsive to newspaper advertising
Source
: Newsworks Effectiveness Case Studies
Increase
in brand consideration attributable
to
newspaper advertisingSlide14
14
Newspapers get you on the short listNewspapers drive purchase consideration
% of respondents saying either...
“It’s my preferred car”
or “It’s one of the first I would consider”
or “It’s one of a number I’d consider”
Source
: Newsworks Effectiveness Case Studies
Did
not recognise newspaper campaign Recognised newspaper campaignSlide15
15
TV Campaigns are stronger with newsbrands
Consideration shift, pre to post, is three times bigger when people see newspaper advertising as well as TV
Source
: Newsworks Effectiveness Case StudiesSlide16
16
Multiple executions give campaigns greater power
Seeing three executions increases all measures
(compared to those seeing only 1 execution)
Source
: Newsworks Effectiveness Case StudiesSlide17
The newsbrand toolboxSlide18
18
WrapsSlide19
19
MicrositesSlide20
20
SupplementsSlide21
21
SponsorshipSlide22
22
Online displaySlide23
23
Creative Solution PackagesSlide24
24
Polybags and insertsSlide25
25
Cross Platform solutions
Source
:
ComScoreSlide26
Newsbrands build businessSlide27
27
Newspapers make people more likely to actNewspapers are the stronger medium for driving behaviour
Gives
me a reason to go out and buy
Source
: Newsworks Effectiveness Case StudiesSlide28
28
We drive traffic to websites
Both online and printed newspapers drove traffic to the Toyota website
Source
: Newsworks Effectiveness Case StudiesSlide29
29
Newsbrands are budget efficient
Cost (£m) of 1% increase in Brand Measures
Awareness, Consideration, Brand Image
and Brand Personality
Source
:
Ford
Effectiveness Case
Study