smell the bacon Peter Field effectiveness consultant shiftnorth The IPA Databank Study The business value to advertisers of newsbrands in the digital era 2012 amp 2014 case studies Peter Field ID: 549147
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Wake up and smell the bacon
Peter Fieldeffectiveness consultant
#
shiftnorthSlide2
The IPA Databank Study
The business value to advertisers of newsbrands in the digital era2012 & 2014 case studiesSlide3
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. Slide4
Why this study is importantThe digital advertising machine has promoted some very destructive beliefs and trends:Short-termismTight targeting is more efficient than broad reach‘Timely and relevant offers’ trump brand-buildingData is more important than creativity
Programmatic is better than human judgementSlide5
Where has it got us?Slide6
What really drives effectivenessShort-term
Long-termSlide7
The danger for traditional channelsOnline channels are powerful drivers of short-term sales activationBut weak at long-term brand-driven growthThe reverse is true of traditional channelsSo a marketing world driven by short-term results and metrics compromises long-term
success and plays into the hands of digital channelsSlide8
A uniquely digital future is not idealThe most effective campaigns balance long-term with short-term effects:Brand building with sales activation
Traditional with onlineSlide9
The study3 key questions:How effective are campaigns that use newsbrands versus those that do not?
How effective are campaigns that use multi-platform newsbrands versus those using just one platform?What impact do newsbrands
have on the effectiveness of other media
?Slide10
Definitions & sample sizesNewsbrand print users: more than 8% of budgetNewsbrand digital users: more than 0.01% of budget
Non-users:didn’t use/light or passing use76 cases analysed:
Newsbrand
print users 43
Non-users 33
Newsbrand
digital users 44
Non-users 32
Newsbrand
print + digital users 32
Non-users of both 44
Total
newsbrand
users 55
Non-users 21Slide11
Not a level playing fieldDisadvantages for newsbrands usersVery low ESOV Short-term cases New/small brands
Value/mainstream brands Less likely to be emotionalAdvantages for newsbrands usersMore service sector brandsSlide12
Print newsbrands boost effectivenessSlide13
Large brands show the real print boost
Print newsbrands boost effectivenessSlide14
Long-term cases show the real print boostSlide15
Multi-platform users are even strongerSlide16
Multi-platform benefits are widespreadSlide17
Multi-platform newsbrands boosts TV effectivenessSlide18
Online properties are not all equalSlide19
Newsbrands boost other mediaSlide20
ConclusionsNewsbrands widely enhance effectiveness when included in the media mixNewsbrands
work more effectively in multi-media campaigns when both print and digital platforms are includedMulti-platform newsbrands boost the business effectiveness of TV, social and online displayNewsbrands
deliver widespread long-term ben
efits:
• Profit • Market share • Price protection • New users