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Wake up and smell the bacon

The document discusses a study by effectiveness consultant Peter Field, analyzing the business value of newsbrands in the digital advertising landscape. It highlights the importance of balancing short-term sales activation with long-term brand building, noting that campaigns using multi-platform newsbrands significantly boost effectiveness across various media. The findings suggest that incorporating newsbrands into marketing strategies enhances overall business performance, delivering substantial long-term benefits.

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Wake up and smell the bacon Peter Field effectiveness consultant #shiftnorth
The IPA Databank Study The business value to advertisers of newsbrands in the digital era 2012 & 2014 case studies
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.
Why this study is important • The digital advertising machine has promoted some very destructive beliefs and trends: – Short-termism – Tight targeting is more efficient than broad reach – ‘Timely and relevant offers’ trump brand-building – Data is more important than creativity – Programmatic is better than human judgement
Where has it got us? 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 2002 2004 2006 2008 2010 2012 2014 SOVEfficiency 6 years ending
What really drives effectiveness Short-term Tight targeting Path to purchase Information & deals Long-term Broad reach Talk value & salience Emotion & fame
The danger for traditional channels • Online channels are powerful drivers of short-term sales activation • But weak at long-term brand-driven growth • The reverse is true of traditional channels So a marketing world driven by short-term results and metrics compromises long-term success and plays into the hands of digital channels
A uniquely digital future is not ideal The most effective campaigns balance long-term with short- term effects: Brand building with sales activation Traditional with online
The study 3 key questions: 1. How effective are campaigns that use newsbrands versus those that do not? 2. How effective are campaigns that use multi-platform newsbrands versus those using just one platform? 3. What impact do newsbrands have on the effectiveness of other media?
Definitions & sample sizes Newsbrand print users: more than 8% of budget Newsbrand digital users: more than 0.01% of budget Non-users: didn’t use/light or passing use 76 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 21
Not a level playing field Disadvantages for newsbrands users • Very low ESOV • Short-term cases • New/small brands • Value/mainstream brands • Less likely to be emotional Advantages for newsbrands users • More service sector brands
Large brands show the real print boost 36% 57% 0% 10% 20% 30% 40% 50% 60% All users Large brands Uplift to business effects when print newsbrands added to mix Print newsbrands boost effectiveness
Long-term cases show the real print boost 36% 62% 0% 10% 20% 30% 40% 50% 60% 70% All users Long-term cases Uplift to business effects when print newsbrands added to mix
Multi-platform users are even stronger 36% 58% 0% 10% 20% 30% 40% 50% 60% 70% Print newsbrand users Multiplatform newsbrand users Uplift to business effects when newsbrands added to mix
Multi-platform benefits are widespread 50% 28% 13% 22% 41% 38% 48% 18% 2% 7% 20% 25% sales market share price sensitivity loyalty customer acquisition profit % reporting very large effects Multi-platform newsbrands users Light/non-users
Multi-platform newsbrands boosts TV effectiveness +65% Uplift to business effects vs. TV without newsbrands
Online properties are not all equal 16% 59% Non-newsbrands online Newsbrands online Uplift to TV effectiveness when online channels added
Newsbrands boost other media 53% 118% Online display Social media Uplift to business effects vs. channels without newsbrands
Conclusions 1. Newsbrands widely enhance effectiveness when included in the media mix 2. Newsbrands work more effectively in multi-media campaigns when both print and digital platforms are included 3. Multi-platform newsbrands boost the business effectiveness of TV, social and online display 4. Newsbrands deliver widespread long-term benefits: • Profit • Market share • Price protection • New users