Cross-media ad effectiveness research

Transcription

1 Cross-media ad effectiveness research

2 The campaign A leading energy supplier ran a campaign across every GNM platform.a key message was encouraging customers to manage their utilities online Guardian/ Observer readers on every platform ed surveys before and after the campaign

3 The Brand Aid panel 1,989 panellists 504 panellists 902 panellists 1,631 panellists 2,223 panellists Panellist numbers correct as of July 2012

4 Advertising that works

5 The campaign had good cut through 70 % recall of the campaign by platform, vs GNM average Particularly high recall for the print element Print ipad edition m.guardian guardian.co.uk The campaign GNM average Source: Brand Aid Panel April - June No ipad benchmark data available.

6 Readers felt that it contained a clear message 80 Recall and understanding of the campaign (%) Ad recall Sender identification New information Easy to understand Fresh approach The campaign GNM average Source: Brand Aid Panel April - June Base: all who recalled seeing the campaign on any platform (1,121 respondents)

7 The campaign improved perceptions 0f the energy supplier as a modern, forward thinking brand % agree that the energy supplier is Forward thinking Up to date Modern A company that I can trust Different from A company that its competition has the customer at heart A company that makes things easier Pre-campaign Post-campaign Source: Brand Aid Panel April - June Post campaign = those who saw it on any GNM platform

8 Comments about the brand and the campaign Nice ad, good variety of formats. Have seen on the site, on mobile and in the paper, so makes a good integrated campaign Female, 33 Well presented and clear Male, 45 They offer a much more flexible service than their competitors Male, 29 Good idea, in tune with the times. Female, 33 I m with them already but good to know that I can do those things online Male, 37 Bright and eye catching and an interesting concept. Female, 46 Source: Brand Aid Panel April - June Base: all who recalled seeing the campaign on any platform (1,121 respondents)

9 The ads prompted further action 30 As a result of seeing the ad, % who intend to Visit the site for more information Sign up for an online utilities account with the company Download the app described in the ad Talk to other people about the brand or this ad Current customers of the supplier All respondents Source: Brand Aid Panel April - June Base: all who recalled seeing the campaign on any platform (1,121 respondents in total, including 306 current customers of the energy supplier)

10 Traffic to the energy supplier s site rose during the campaign 0.30% % of traffic to the supplier s site from guardian.co.uk % of upstream traffic from guardian.co.uk 0.25% 0.20% 0.15% 0.10% 0.05% Start of the campaign Campaign runs on Guardian homepage End of the campaign 0.00% Week ending Source: Htiwise April June 2012

11 The impact of advertising cross media

12 High levels of cross media exposure I.e. 60% of respondents who saw the ad on guardian.co.uk also saw it on another GNM platform % of respondents who also saw the campaign elsewhere across GNM portfolio Online 60 Mobile 59 Print 41 ipad Source: Brand Aid Panel April - June Base: all who recalled seeing the campaign on any platform (1,121 respondents)

13 Those exposed across platforms absorbed the campaign s messages more fully 80 Understanding of the campaign (%) Sender identification New information Easy to understand Fresh approach Exposed across multiple platforms Exposed on single platform Source: Brand Aid Panel April - June Base: all who recalled seeing the campaign on any platform (1,121 respondents)

14 Those exposed across media were more likely to act upon what they saw After seeing the ad, % likely to (print respondents) Print + digital = high recall and follow up online Visit the site for more information Download the app described in the ad 2 Sign up for an online account with the supplier 1 Talk to other people about the supplier or this ad 2 Also saw on guardian.co.uk Also saw on m.guardian Also saw on ipad app Saw in print only Source: Brand Aid Panel April - June Base: respondents who recalled seeing the ad in print. Caution: small sample sizes for those who saw on mobile and ipad.

15 Conclusions The campaign reached the right audience, of consumers familiar with the concept of online utility account management A good level of ad recall was achieved and the ad was seen as more clear and informative than average The campaign successfully improved attitudes towards and consideration of the energy supplier Share of traffic from guardian.co.uk to the supplier s site increased during the campaign Those exposed across multiple GNM platforms were more likely to understand and appreciate the ad, and to be intending to take further action as a result of seeing it In particular, combining print and digital activity resulted in high recall and a greater likelihood to take further action Source: Brand Aid Panel April - June 2012