1. Computer
A deep dive

2. Table of contents NEWS Demographics 3 Key readership facts 4 Reach 9
Total
Demographics 11
Who are they?
How online newsbrands can deliver results 22
Attention
Business effects 24
Multi-platform study 28
Why online newsbrands are so effective 32
Context effect 33
Trust
Summary
NEWS

3. Demographics 53% 47% Unique users Reach Share of audience
Total audience
145m
28%
100%
18-34
4.3m
31%
30%
35-54
5.5m
33%
38%
55+
4.1m
22%
ABC1
10.2m
36%
70%
C2DE
18%
53%
47%
Source: NRS PADD Oct Sep comScore Sep 2016

4. Daily newsbrand readers on computers would fill Twickenham Stadium
117 times
Twickenham stadium capacity: 82,000
Newsbrand PC audience: 9,553,000
Source: NRS PADD Oct Sep comScore Sep 2016

5. The average computer user visits at least two newspaper sites
Unique visitors
duplicated
39.8m
14.5m
Unique visitors unduplicated
The average user visits at least 2 newspaper sites.
Total Unique Visitors is the estimated number of different individuals visiting the analysis entity during the reporting period.
Duplicated: sum of unique visitors to each newspaper site
Unduplicated figure: unique visitors, counted once only, regardless of how many newspaper sites visited
Includes Express, Star
Source: NRS PADD Oct Sep comScore Sep 2016

6. People reading newsbrands on computer are more active online
More likely to visit… websites than the average person via PC
56%
Financial services
82%
Entertainment
110%
Automotive
Retail
Travel
49%
83%
Source: TGI Clickstream Mobile 2016 Q4

7. Average age
Computer: Visited newsbrand(s) website(s) in the last 7 days 44 47 43
Source: TGI Clickstream Mobile 2016 Q4

8. Readers spend a significant amount of time with their newsbrand of choice
Time spent reading newsbrands on their computer, on the days they read
Source: IPA Touchpoints 2016

9. Reach

10. Computer reach is unique by title
Total unique visitors (000)
23,365
Source: NRS PADD Oct Sep comScore Sep 2016

11. Computer reach 53% 47% By gender (millions) 7.7m 6.8m Male Female 23m
Source: NRS PADD Oct Sep comScore Sep 2016

12. Computer reach 45% 42% 37% 39% 32% By age groups (millions)
Source: NRS PADD Oct Sep comScore Sep 2016

13. Who are they?

14. Computer readers are… 9 million 51% 51% 10 million 57%
BUSY
9 million
‘Shopping online makes my life easier’
TRAVELLERS
TECH FIENDS
CHARITABLE
RISK AVERSE
51%
‘It is important to be well insured for everything’
51%
‘I enjoy planning
holidays;’
10 million
‘In this day and age, I cannot manage
without the internet’
57%
‘Would be willing to volunteer my time
for a good cause’
Computer: Visited newsbrand(s) website(s) in the last 7 days
Source: TGI ClickStream Mobile 2016 Q4

15. Newsbrand readers on computers are more likely to access popular financial comparison websites
Index vs UK population
Visited newsbrand(s) website(s) in the last 7 days
Visited website(s) in the last 7 days
Price comparison websites accessed in last 7 days via PC
Source: TGI ClickStream Mobile 2016 Q4

16. Online newsbrand readers have higher savings on average than social media users
Visited newsbrand(s) website(s) in the last 7 days
Visited website(s) in the last 7 days
£26,099
£25,590
£23,247
£21,632
£24,015
Source: TGI ClickStream Mobile 2016 Q4

17. Computer readers explore the internet for travel information more than Facebook users
Visited travel website in the last 7 days
Index vs UK population
Computer: Visited newsbrand(s) website(s) in the last 7 days
Visited website(s) in the last 7 days
Travel website accessed in last 7 days via PC
Source: TGI ClickStream Mobile 2016 Q4

18. Newsbrand readers on computers are more likely to go through with travel purchases
Used website to book holiday or travel in the last 12 months
ebookers.com
Index Vs UK population
Computer: Visited newsbrand(s) website(s) in the last 7 days
Visited website(s) in the last 7 days
Used website to book holiday or travel in the last 12 months
booking.com
expedia.co.uk
hotels.com
opodo.co.uk
Thomascook.com
thomson.co.uk
Source: TGI ClickStream Mobile 2016 Q4

19. How online newsbrands can deliver results

20. Online newsbrands command a high level of attention
Attention = solus media + (multimedia x high focus)
Source: Newsworks, The battle for attention, 2016

21. Digital newsbrands drive business effects
% reporting very large effects
Digital newsbrand users
Non-users 52 44 34 34 27 25 22 16 16 11 9
This chart looks at the specific very large business effects of campaigns that include online newsbrands, compared with cases where online newsbrand use is zero or very light.
Where digital newsbrands are included in campaigns, there is also positive improvement in business effectiveness across all business measures.
In particular, the inclusion of newsbrands in the media mix has a large effect on acquiring new customers, generating very high levels of profitability and having a substantial impact on market share.
Sales
Market share
Price sensitivity
Loyalty
Customer acquisition
Profit
Source: IPA Databank case studies, 2012 and 2014

22. TV + online benefits from the inclusion of digital newsbrands
Other online display TV
+59%
vs TV with no online
+16%
vs TV with no online
Note: this chart uses Nielsen data to define power users of other online
Business effects = sales, market share, price sensitivity, loyalty, customer acquisition, profit
There is evidence that not all online properties are equal. There is a multiplier effect from adding online to TV, but the size of the effect depends on which sites are used.
When digital newsbrands are included in a campaign, business effectiveness goes up by a pretty impressive 59% compared with TV with no online. When there are no digital newsbrands but only other online display media used alongside TV, the increase is only 16%.
Source: IPA Databank case studies, 2012 and 2014

23. Online newsbrands boost the business effectiveness of other digital media
+42%
vs online display with no digital newsbrands
+97%
vs social media with no digital newsbrands
Business effects = sales, market share, price sensitivity, loyalty, customer acquisition, profit
Having digital newsbrands (without print) in the mix has a clear effect – online display is enhanced by 42%, social media by 97%.
Source: IPA Databank case studies, 2012 and 2014

24. Lift in advertiser site visitation vs. matched control group
Online newsbrands are more likely to drive traffic
Search
Web visits % % % % % %
Original content site
Portals
Social networks
Original content site
Portals
Social networks
Original content site = online newsbrands
Lift in advertiser site visitation vs. matched control group
Lift in advertiser-branded search term usage versus matched control group
Source: The Association of Online Publishers / comScore, 2013

25. + • Salience +60% • Innovative +34% • Awareness +31% • Quality +24%
Combining online newsbrands with print creates a strong multiplier effect on brand measures
• Salience +60% +
• Innovative +34%
• Awareness +31%
• Quality +24%
• Trustworthy +19%
Each print and digital combination builds slightly different brand strengths – although the powerful influence of print can be seen in all dual platform combinations with the strong impact on brand salience and spontaneous awareness.
Source: The multi-platform study, 2016

26. v
+5%
+21%
Print
Print + computer
Combining online newsbrands with print creates a strong multiplier effect on brand measures
Average uplift across brand health measures
The strongest 2-platform impact on brand measures is print and tablet, followed closely by the print and pc combination. Smartphone adds a little brand building power – but this is not the main strength of mobile in the mix, as we will discuss later when we look at digital interaction rates.
Source: The multi-platform study, 2016

27. Digital newsbrands drive interactions
Industry benchmark
CTR average
All newsbrand digital platforms outperformed industry benchmarks for click-through rates.
While print, tablet and computer have the strongest effect on brand values, newsbrand advertising on smartphone drives the highest level of interaction.
0.31
0.07
Source: The multi-platform study, 2016

28. Digital newsbrands command high attention
Attention and engagement is vital in today’s multi-media environment. The interaction time with digital newsbrand ads – as measured by MOAT analytics in was an impressive 10 seconds. This obviously varied by campaign – ads which specifically encouraged deeper engagement witnessed interaction times of up to 16 seconds.
Interaction time = Average length of time the user interacted with the ad when they entered the frame of the ad for at least 0.5 secs
10 second average
Source: The multi-platform study, 2016

29. Why online newsbrands are so effective

30. Personal identification
Regular newsbrand readers on computers have a strong connection to newsbrands
Engagement
Trust
Personal identification
Newsbrand readers have very high levels of emotional engagement with their chosen newsbrand and attention levels are high – and that relationship is constantly being reinforced due to the frequency of reading. In the attention deficit age, could we measure the impact of highly focussed attention?
There are high levels of trust in the newsbrand they favour. The context in which the ads are seen is one that readers personally identify with, and that makes them feel part of a like-minded community – they see themselves as Mirror readers, or Guardian readers or Telegraph readers, for example.
Readers seem very aware that placement of ads in newsbrands imbues those ads with certain values.
Brand context effect
The more engaged the reader the stronger the effect
Source: Newsworks, The company you keep, 2015

31. Regular newsbrand readers vs. non-readers
People react positively to ads in the familiar context of their favoured online newsbrands
Brand love
Buzz
Consideration
Results averaged to create 3 key metrics:
Brand love is a composite of 3 engagement metrics – how close people feel towards the brand, the warmth of their feelings, and the brands empathy with them.
Buzz shows how much people think the brands are talked about.
Consideration measures intent to purchase the next time people are in the market.
+10%
+14%
+31%
Regular newsbrand readers vs. non-readers
Source: Newsworks, The company you keep, 2015

32. Trust the advertisers appearing on the publisher
Newsbrand websites are more trusted
and consequently, so are the advertisers…
Trust the advertisers appearing on the publisher
Trust the publisher
62%
Original content site = online newsbrands
Original content site
Portals
Social networks
Original content site
Portals
Social networks
Source: The Association of Online Publishers / comScore, 2013

33. NEWS
Summary
Over 16 million people read newsbrands on computers every month
Online newsbrand readers are an active audience who are willing to spend more on products and services
Adding online newsbrands to your campaign drives business effects and makes other media work harder. You get a 42% uplift in effects vs. online display with no newsbrands
People trust and have an emotional connection to their chosen newsbrand this leads to a brand context effect – people react favourably to ads in the familiar context of their favoured newsbrand
NEWS