The value of inserts August 2018

Transcription

1 The value of inserts August 2018

2 The Value of Inserts August 2018

3 MAIL PRINT TITLES REACH 8.6M PEOPLE A MONTH MAJORITY NOTICE INSERTS CREATE A POSITIVE IMPRESSION COMPLEMENT EXISTING CAMPAIGNS KEY CONCLUSIONS INSERTS BULD CONFIDENCE HAVE ACTED ON INSERTS

4 Mail titles reach of 8.6m people every month 4.7m Daily Mail (Sat) 4.2m Mail on Sunday 3.9m Weekend 2.6m Event 3.0m You

5 Leaflets and inserts get noticed 83% of readers have previously noticed leaflets & catalogues in the Mail 7.1m readers Source: Mail Metro Media, Advertising Research, August PAMCo April 17 - March 18. Monthly reach 8.578m

6 An open mindset: actively hunting for deals and offers when reading 51% say when I look through my newspaper I make sure I check for vouchers, offers or other promotions 45% say I like being informed about special or promotional offers through advertising in my newspaper Source: Mail Metro Media, Advertising Research, August Base; Daily Mail/Mail on Sunday readers. Please indicate your level of agreement with the level of agreement or disagreement with the following statements. Any agree: When I look through my newspaper I make sure I check for vouchers, offers or other promotions/ I like being informed about special or promotional offers through advertising in my newspaper.

7 BEFORE AFTER Advertising that stands out 3 in 4 readers look through inserts 1 in 10 1 in 5 I look at them before I read the newspaper I look at them after I ve read the newspaper Source: Mail Metro Media, Advertising Research, August How often do you look at leaflets/catalogues that come with the Daily Mail/Mail on Sunday? Re-based to exclude those who don t know / not sure.

8 Advertising that drives traffic to websites Over 1 in 2 readers have taken action as a result of seeing leaflets and catalogues in the Mail Driving to websites Visited a website for more information 27% Bought something on a website 21% Used to compare prices 21% Visited a store 14% Source: Mail Metro Media, Advertising Research, August Have you done any of the following as a result of reading a catalogue or leaflet that came with the Daily Mail / Mail on Sunday? Base: All those who recall seeing leaflets/ catalogues in the Daily Mail / Mail on Sunday.

9 An issue of trust Leaflets/catal ogues in my favourite newspaper 62% Leaflets/catalogues posted directly through my letterbox 24% Unsolicited mail from companies 7% 26% agree Promotional mail / leaflets pushed through my door can be useful 14% agree they enjoy reading promotional mail How much would you say you generally trust companies who use following sources of advertising or promotional material? Trust a lot/trust a little (selected shown)

10 Context is King. Wrap your leaflets & catalogues in newspaper for added impact Valuable 4x more than High quality Over 3x more than LEAFLETS & CATALOGUES IN NEWSPAPERS Useful 2x more than LEAFLETS & CATALOGUES DIRECT THROUGH LETTERBOX 4.8x more than Cheap 1.8x more than Annoying LEAFLETS & CATALOGUES IN NEWSPAPERS 1.5x more than Unwanted LEAFLETS & CATALOGUES DIRECT THROUGH LETTERBOX Source: Mail Metro Media, Advertising Research, August Which, if any, of the following words or phrases would you associated with the following types of advertising or promotional material? Selected shown.

11 Consider the halo-effect of advertising in news-brands Ads in newspapers effective at creating a positive impression 42% TV adverts 35% Adverts in newspapers / newspaper supplements 35% Advertising in magazines Source: Mail Metro Media, Advertising Research, August Which of the following do you think are effective at creating a positive opinion of companies and the products that they offer?

12 The Mail instils confidence 1 in 2 agree they would feel confident buying from a company that advertised using leaflets / catalogues inserted in the Mail Source: Mail Metro Media, Advertising Research, August Please state your level of agreement or disagreement with the each of the following statements.

13 Leaflet & catalogues work well in conjunction with other media 3 in 10 say they pay more attention to leaflets/catalogues if it's about something I have seen advertised/ promoted elsewhere Source: Mail Metro Media, Advertising Research, August Please state your level of agreement or disagreement with the each of the following statements.

14 Advertising to an in-market audience 63% say I am more likely to look at advertising if it is something I need right now Fashion / Clothing Gardening General goods / gift catalogues Travel DIY/Home improvement Homeware (kitchen / bathroom items) Electrical Technology/Telecoms (Satellite TV / Mobile / Furniture/Furnishing Finance (Insurance, Loans, Pensions etc) Likely to purchase in the next 12 months (%) 76% 68% 60% 59% 57% 57% 46% 38% 37% 28% Source: Mail Metro Media, Advertising Research, August We would like you to think about purchases for the home. How likely or unlikely are you to purchase goods in the following sectors in the next twelve months?

15 The value of inserts August 2018

16 Appendix

17 Inserts in the Daily Mail is a great way to increase brand recognition, increase product sales and importantly retain repeat business. They have exceeded our expectations in terms of response rates and we have found Mail Inserts to be competitively priced against other advertising such as television, radio and direct mail. We wouldn t hesitate to recommend them. Marketing Manager, Thomson & Morgan

18

19 The value of inserts Background. This study was conducted in August 2018 with participants drawn from our Mail Matters Community our online reader panel hosted by agency Research Bods. 345 respondents completed an online survey a 10-minute survey the aim was to discover what readers really think of inserts, how and why they use them and to appraise their value in the context of other advertising options. What we know? PAMCO data has already shown that the Mail titles are among the most read in the UK every week. What this study shows is that inserts themselves are not simply discarded on opening the newspaper they are well read and viewed as highly relevant to a dealhungry audience. They are trusted as a source of information, bolster reader confidence in an advertisers, alter perceptions of brands and, most importantly, deliver response.

20 The value of inserts Why the Mail? 8.6m people read the Mail print products each month. 5.4m of these belong to the affluent ABC1 social grade. It means that the Mail delivers more ABC1s than any other national 7-day newspaper offering. Inserts in the Mail get noticed. 83% of participants in our survey said that they have previously noticed leaflets and catalogues in the Mail 7.1m readers. 3 in 4 participants claim that they ever look through them meaning if the insert is relevant they will be read.

21 The value of inserts Value the newspapers halo-effect. One in three say advertising in newspapers is effective at creating a positive impression of an advertiser they are rated joint second (alongside magazines) slightly behind TV. That s why the same formats can have different impacts. More people say they trust the leaflets and catalogues in their favourite newspaper than those that drop directly on to the doormat 62% to 24% respectively. Readers invest their trust in the medium. They trust the content, they trust the media owner to curate the advertising.

22 The value of inserts A different view. Leaflets and catalogues in newspapers are quite simply perceived differently to leaflets and catalogues that are pushed through the letterbox. Leaflets and catalogues in newspapers are perceived by four times as many people as being valuable, over three times as many people as being high quality and over twice as many people as being useful as those just pushed through the door. Conversely those delivered direct to the letterbox are five times more likely to be viewed as cheap, almost twice as likely to be annoying and one and half times more likely to be described as unwanted. There is value in being in news-print McLuhan s maxim The medium is the message still holds true.

23 The value of inserts Insert advertising drives action. One in two have acted in response to leaflets and catalogues that they have seen in Mail newspapers. They are particularly effective at driving on-line action. Almost three in ten have undertaken information searches online with one in four saying that they have made an online purchase. One in seven have been driven instore. Inserts in the Mail communicate confidence. One in two would feel confident buying from a company that uses the Mail. And, as we have already seen, inserts wrapped in news-print come with kudos.. Our readers are ready to spend. Over half of all readers plan to purchase within the clothing, gardening, travel & home improvement sectors in the coming year. With two-in-three saying they notice ads when they are in-market there has never been a better time to think about inserts.