The IPA Databank study Business effectiveness Analysis of IPA effectiveness case studies 2012 and 2014

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.

3 key questions 123 How effective are campaigns that use newsbrands versus those that do not? How effective are campaigns that use multi-platform newsbrands versus those using just one platform? What impact do newsbrands have on the effectiveness of other media? Source: IPA Databank case studies 2012 and 2014

3 key answers Campaigns that use newsbrands are more effective at delivering business effects than those that do not use newsbrands Campaigns that use multi- platform newsbrands are more effective than those using just one platform Newsbrands enhance the business effectiveness of TV, online and social 123 Source: IPA Databank case studies 2012 and 2014

Definitions and 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 Source: IPA Databank case studies 2012 and 2014

Summary of profiling Disadvantage for newsbrands Very low ESOV Short-term cases New/small brands Value/mainstream brands Less likely to be emotional Advantage for newsbrands More service sector brands Source: IPA Databank case studies 2012 and 2014

Campaigns that use print newsbrands deliver stronger business effects +36% Uplift in business effects vs non-users Source: IPA Databank case studies 2012 and 2014

T Larger brands have higher uplifts with print newsbrands in the mix Uplift in business effects vs non-users All casesLarge brands 36% 57%57% Source: IPA Databank case studies 2012 and 2014

The impact of print newsbrands is higher for long-term cases Uplift in business effects vs non-users All cases Long-term cases 62% 36% Source: IPA Databank case studies 2012 and 2014

Multi-platform newsbrands are even more effective +58% Uplift in business effects vs non-users NEWS Source: IPA Databank case studies 2012 and 2014

Multi-platform newsbrands impact all business metrics % reporting very large effects sales Print + digital newsbrand usersNon-users loyaltymarket share customer acquisition price sensitivity profit Source: IPA Databank case studies 2012 and 2014

Newsbrands boost the effectiveness of TV +65% vs TV with no newsbrands TV NEWS Source: IPA Databank case studies 2012 and 2014

TV + online benefits from the inclusion of digital newsbrands +59% vs TV with no online NEWS TV Source: IPA Databank case studies 2012 and 2014

Newsbrands boost the business effectiveness of other digital media +53% vs online display with no newsbrands +118% vs social media with no newsbrands NEWS Source: IPA Databank case studies 2012 and 2014

Conclusions Newsbrands widely enhance effectiveness when included in the media mix Newsbrands work more effectively in multi-media campaigns when both print and digital platforms are included Multi-platform newsbrands boost the business effectiveness of TV, social and online display Newsbrands deliver widespread long-term benefits: Profit Market share Price protection New users TV NEWS Source: IPA Databank case studies 2012 and 2014