Newspaper Creative Benchmark Report Shell July 2011

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; To measure and identify the effectiveness of newspaper creative To help improve understanding of how to use newspapers effectively To improve the understanding of the roles newspaper advertising can play To improve the standard of newspaper creative To provide a consistent metric that is accepted as the industry standard

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comparison of creative against category averages Comprehensive analysis of how newspapers can best be used to influence purchase behaviour The Newspaper Works’ effectiveness partner:

Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner: Ad Recognition Brand Linkage Message Comprehension Brand Equity Impact Role Map Action Map Newspaper Creative Diagnostics

Branded Newspaper Benchmarks

Being a hot button issue, we tested 5 recent newspaper ads from the Resources sector to see what response they generated Chevron SantosShell GE Australian Mining

Shell was one of eight ads tested in Sydney Sample: Australians 16+ Sample size: 113 Fieldwork: 20 – 26 July 2011 Conducted online by Ipsos MediaCT Benchmarks used: All Newspaper Norm (see appendix for details) ‘Remote Sources’ Market: Sydney Size: BS Position: EGN

The ad generated very high levels of Interest. While recognition and brand linkage were low, this can be affected by weight of the campaign or the timing of research. Respondent attempts at branding included ‘gas company’, ‘AGL’ and ‘Government’ Significantly different to Newspaper Norms at 90% c.l. * Newspaper Norm +16 nb: Brand Linkage samples are low so please view these results with caution n = 13 All branding removed

The Shell ad achieved significant scores for improving familiarity/understanding and generating differentiation. Newspaper Norm Significantly different to Newspaper Norms at 90% c.l.

The ad scored above average on most positive diagnostic attributes. Verbatims reflected positively on the beach imagery and use of bright colours. Newspaper Norm

60% of respondents understood the main messaging of the ad with a further 22% able to understand the general purpose of the advertising.

What did the respondents say about the ad? Very bright colours and informative Shows that Shell is a responsible company Shell is serious about seeking alternative Clean Energy, protecting the environment. Its nice and bright but I feel the writing should be bigger because it was hard to read Interesting important topic. Had not thought of Shell as being involved in gas mining. It highlights an issue that is certainly controversial at this time and so is appealing Reappraisal of Shell Bright Interesting & important

As we’d expect, the ad has outperformed norms at driving Public Agenda, while delivering significant results for Affinity and Reappraisal. Newspaper Norm Significantly different to Newspaper Norms at 90% c.l.

Comparison of Key Benchmarking Metrics

Reappraisal : This ad encourages me to think differently about the advertiser All 5 ads achieved significantly high scores for driving Reappraisal with GE leading the pack. Newspaper Norms

Affinity : This ad gives me a good feeling about the advertiser Affinity scores were generally high across the board with GE achieving very high and significant scores. Newspaper Norms

Comparative Engagement Metrics For people like me GE was chosen as the ad that had the most to say, relevant to respondents. The Australian Mining ad was considered to be the most ‘WOM’ worthy. Likely to get people talking

Comparative Engagement Metrics Provides Important Information The GE ad achieved much higher scores for being ‘Attention Grabbing’ than the others tested. Important to note this ad was a DPS versus some of the others that were broken space. The Shell ad was perceived to be providing important information. Verbatims reflected a Reappraisal of Shell as a result of new information. Attention Grabbing

Comparative Engagement Metrics Convincing Believable Upon being presented with the ads in the controlled research environment, respondents found the Australian Mining ads to be the most convincing and believable, closely followed by GE and Shell. Comprehension was hampered in some cases which may be due to respondents lacking familiarity with the advertiser or the complexity of the issues being presented.

All 5 of the Resources sector ads we tested did well at achieving strong Affinity scores and driving Reappraisal As we would expect, they also spoke strongly to the Public Agenda The Shell ad was seen as vibrant and engaging, achieving significantly high scores for being interesting, increasing understanding and differentiation. Verbatims reflected that respondents were prepared to consider Shell in new ways, as a result of this advertising The ad scored at the upper end of the scale for being ‘convincing’ and ‘believable’ versus similar ads, and was praised in verbatims for providing good and interesting information The Shell ad worked hard in a smaller space than most of the ads from similar advertisers, seeking to highlight a complex and topical issue Assuming the objective of the ad was to generate Affinity and Reappraisal, this ad has achieved these successfully. Comments

Established in 2006 by the major Australian newspaper publishers: – News Limited – Fairfax Media (including Rural Press) – APN News and Media – West Australian Newspapers Represents paid national, metropolitan, regional and community titles. Primary aims: – To promote newspapers as a powerful medium for advertisers – To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

Creation of All Newspaper norms Testing of randomly selected newspaper display ads 5,100 ad observations in total 40 test ads, 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, July-August 2008 Sample size 1,737

Newspapers are a powerful medium to utilise across a broad range of strategic roles. Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics. Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested. Retail average Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action. Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. New measure introduced in March 2010, norm not yet available.

Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. Retail average Statements are tailored to be appropriate to the advertising category.