Does the choice of advertising partner affect brand perception?

Transcription

1 Does the choice of advertising partner affect brand perception? Part 1: What Consumers Say July 2016 Rogers Insight Research Study conducted on behalf of: v

2 The Hypothesis Premium media environments and context offered by NewsBrands have a powerful effect for Advertisers Engagement Trust Community There are high levels of trust in the NewsBrands they favour. NewsBrand readers have very high levels of engagement with their chosen NewsBrand, and attention levels are high. The context in which ads are seen is one that readers personally identify with, they are part of their NewsBrand s community. The Halo Effect 2

3 What we did to prove the Hypothesis The Globe Media Group, The Canadian Marketing Association, and Marketing magazine, in partnership embarked on a research study conducted by Rogers Insights. 4,000 Canadian consumers were surveyed online, with a comprehensive questionnaire with the objective of identifying the importance and value of premium media environments for consumers and marketers. What defines a premium media brand Is there a Halo Effect of premium environments on brand perception Exploring and refuting the idea that all audiences are equal Part 1 presents consumer insights Part 2 focusses on marketers insights and will be included in the full research study to be presented at the Marketing Evolution Summit on September 21, 2016 Available at the Marketing Evolution Summit on September 21 3

4 What Consumers Told us Seeing an ad in a premium environment, in the right context has a positive impact on brand perception. The Halo Effect 4

5 How do consumers define a premium/prestige MediaBrand? % of Respondents 79% TRUSTED SOURCE OF INFORMATION 76% WELL DESIGNED 68% HOLDS YOUR INTEREST 64% MAKES YOU FEEL INFORMED 64% UNBIASED INFORMATION 57% BALANCED INFORMATION 53% ORIGINAL CONTENT CONTEXT MATTERS: CONSUMER STUDY 5

6 Original Content defines Premium/Prestige Media sites Consumer Top Websites of major daily newspapers e.g. globeandmail.com, nationalpost.com, vancouversun.com Websites of major national magazines e.g. macleans.ca Original online news organization websites e.g. huffingtonpost.ca 6

7 What s the impact on brands The Halo Effect? Across three industry categories (automotive, financial, and travel), all brands see a significant positive lift in opinion if they advertise on what respondents consider their most premium/prestigious type of website: Premium Non-Premium The negative impact of choosing to advertise in less prestigious sites is considerably stronger MORE POSITIVE LESS POSITIVE Copyrighted and reprinted with permission from Marketing magazine 7

8 Top 3 most appropriate sites for Ads by category Discount Airline Full Service Airline Banks/Financial Services Luxury Auto Non-Luxury Auto Free Daily/Weekly Newspaper sites Major Daily Newspaper sites Major Daily Newspaper sites Sites for Business Major Daily Newspaper sites Major Daily Newspaper sites Sites for Business Sites for Business Major Daily Newspaper sites Free Daily/Weekly Newspaper sites Social Media Websites of major national magazines Websites of major national magazines Websites of major national magazines Websites of major national magazines Daily Newspaper sites dominate even more so for MOPEs and High Income Households 8

9 Consumers confirm that context does matter. NewsBrands are their premium sites of choice for ad appropriateness. Ads on Premium sites show significant positive lift of brand opinion/perception the Halo Effect. Major Daily Newspaper websites are their leading premium site choice. Advertising on non-premium sites has a dramatic negative impact on brand opinion/perception. CONTEXT MATTERS: CONSUMER STUDY 9

10 Need more proof that premium sites deliver premium performance? Key findings from this 2016 comscore study show that: Display ads on premium publisher sites had an average of 67% higher brand lift than nonpremium sites. Premium publishers are more than 3x more effective in driving mid-funnel brand lift metrics favourability, consideration and intent to recommend Premium publisher effectiveness is driven in part by higher viewability rates, which include lower levels of invalid traffic. Source: The Halo Effect comscore

11 The Globe Media Group delivers Premium Power Trusted content Award-winning journalism A large community of engaged and influential readers Globe Alliance portfolio of premium world-class publisher sites Globe Edge custom content studio 11

12 Canada s #1 Premium NewsBrand Audience Offering access to 19 million Canadian UVs monthly, multi-platform News, Business and Finance 14.3 million UVs Arts & Entertainment 3.8 Million Lifestyle & Entertainment 9.9 million UVs Fashion & Beauty 3.6 Million Home & Décor 3.1 Million Men s Lifestyle 1.3 Million Culture Film Music Life & Style Life & Style Sports Source: comscore Multi-platform Key Measures & Audience Duplication, March month average and Globe Estimates 12

13 Globe Viewability drives effectiveness Moat Analytics measure ad viewability, exposure and interactivity across all Globe Alliance properties. How do our desktop sites perform, compared to benchmarks? 15% More In-View ads 6% More In-View Time 17% More Interactions 30% More Page Dwell Time 61.3% 28.2 sec 3.4% 9.7 sec 64.1 sec vs. 52.9% vs sec vs. 2.9% 28% More Interaction Time vs. 7.6 sec vs sec We can optimize your campaign effectiveness in real-time and provide deeper reporting insights by site, placement and creative. Globe Alliance Performance vs. Moat Desktop Benchmarks, Q

14 The Globe Media Group delivers Premium across all platforms Newspaper 3.9 million readers (6 day cume) Website Video 2.8 million video views monthly Events 60+ Events Annually Magazines 2.1 million readers 22 million+ Custom Publishing Globe Website 3.5 million monthly UVs desktop Mobile 3.9 million monthly UVs Canadians read, watch, engage 24/7 Globe Website 824,000 registered readers 773,000 monthly blog page views 1.5 million monthly comment page views Globe Alliance 19 million UVs desktop/mobile enewsletters 610,000 weekly 14,000+ registered users 1.3 million followers Monthly Referrals Facebook: 1,144,000 Twitter: 347,000 Reddit: 174,000 Source: Vividata Q AP 12+; comscore Q1 2016, Internal Globe Stats Q Multi-platform figures are internal estimates. Updated May 16/16 14

15 Context Matters across platforms and drives brand lift metrics Case study The Challenge: Reinvigorate a well-established, high awareness brand led by a new and innovative product. Change opinions and perceptions of the brand The Execution: Comprehensive multi-platform custom content partnership Digital custom content, brand ads, video Print custom content, brand ads, high impact ads Events with product integration The Results Favourable Opinion Brand Attributes DIGITAL ONLY % LIFT EXPOSED TO: PRINT ONLY DIGITAL AND PRINT + 5% + 18% +36% + 31 to 50% + 19 to 24% + 26 to 60% Consideration +57% +88% +129% Source: GMG/comScore Brand Lift Study

16 YOUR CAMPAIGNS MAY BE COST EFFICIENT BUT ARE THEY COST EFFECTIVE? The Halo Effect that The Globe Media Group can offer through it s premium environments can significantly and cost effectively improve your brand perception and key brand lift metrics. TRUST ENGAGEMENT COMMUNITY 16