Why digital newsbrands deserve their premium

Digital newsbrands are strong across the board brand measures recall recognition engagement action Ad recall for digital newsbrands is relatively high at 26% (though lower than the 61% for print). Among those recalling ads in digital newsbrands, both brand building and action measures are strong. Ad recall: Do you recall seeing the ad? % saying yes Attention: How closely did you read / look at the ad? % scoring above 7 on 10 pt scale Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale Like ad: How did you like the ad? % scoring above 7 on 10 pt scale Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale New information: The ad contains news or new information. % scoring above 7 on 10 pt scale Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale Appeals to me: Ad appeals to you. % Yes Benefit: Have you benefited or will you benefit from something in the ad? % Yes Interesting: The ad is interesting. % scoring above 7 on 10 pt scale Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale Emotional reaction: Did you react to the advertisement emotionally? % Yes Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes Have bought / will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016) Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016) Source: RAMetrics. Countries: England/Scotland. Base: 241. Ad Recall base: Read digital newsbrand. All other scores base: Noticed ad.

Response has improved among those exposed brand measures recall recognition engagement action Please note that the base is all readers of the digital newsbrands tested, not just those that have recalled the ad. Ad recall: Do you recall seeing the ad? % saying yes Attention: How closely did you read / look at the ad? % scoring above 7 on 10 pt scale Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale Like ad: How did you like the ad? % scoring above 7 on 10 pt scale Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale New information: The ad contains news or new information. % scoring above 7 on 10 pt scale Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale Appeals to me: Ad appeals to you. % Yes Benefit: Have you benefited or will you benefit from something in the ad? % Yes Interesting: The ad is interesting. % scoring above 7 on 10 pt scale Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale Emotional reaction: Did you react to the advertisement emotionally? % Yes Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes Have bought / will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016) Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016) Source: RAMetrics. Countries: England/Scotland. Base: 2008/9 – 28 ads, 20016/17 – 28 ads. Respondent base: Read digital newsbrand.

They drive interactions… Industry benchmark CTR average 0.31 0.94 1.11 0.07 All newsbrand digital platforms outperform 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. Smartphones drive the highest interaction Source: Newsworks, The multi-platform study, 2016

… and command high dwell times 10 second average The average interaction time with digital newsbrand ads as measured by MOAT analytics was an impressive 10 seconds. 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. Source: Newsworks, The multi-platform study, 2016

As a result they are effective at driving sales Peter Field’s IPA Databank 2017 update shows that as a result, those harnessing digital newsbrands in their campaigns see a marked rise in sales compared with non-users, with an uplift of 12% in very large business effects versus non-users. Campaigns including digital newsbrands – campaigns from the IPA databank that included digital newsbrands. Non-users of digital newsbrands – campaigns from the IPA databank that didn’t use newsbrands. Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

So we know that they drive short-term metrics; interactions, dwell time, sales… …but there’s a lot more to digital newsbrands

Digital newsbrands drive long-term brand measures Peter Field’s Databank study clearly shows that more and more advertisers are using them for long-term campaigns (more than six months in duration). As a result digital newsbrands deliver increase business effectiveness on long-term brand measures such as market share, price sensitivity, loyalty, customer acquisition and profit, all of which see an uplift in very large business effects versus campaigns that don’t include digital newsbrands. Campaigns including digital newsbrands – campaigns from the IPA databank that included digital newsbrands. Non-users of digital newsbrands – campaigns from the IPA databank that didn’t use newsbrands. Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

So, why are they so effective? It’s a context thing…digital newsbrands provide attention in a quality environment

Personal identification Regular newsbrand readers have a strong connection to their newsbrand of choice Brand context effect The more engaged the reader the stronger the effect 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. 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. A ‘brand context effect’ is borne out of the of engagement, trust and personal identification. Engagement Trust Personal identification Source: Newsworks, The company you keep, 2015

This context effect is stronger for newsbrands than digital natives Regular newsbrand readers vs non-readers Regular digital native readers vs non-readers Brand love +21% +9% Buzz +31% +10% Newsworks’ ‘The company you keep’ research found that newsbrand context provides advertisers with improved advertising responses. The results are projected from physical tests with print and tablet newsbrands and merged with online tests on computers. Results have been averaged to create three key metrics: 1) Brand love is a composite of three engagement metrics – how close people feel towards the brand, the warmth of their feelings, and the brands empathy with them. 2) Buzz shows how much people think the brands are talked about. 3) Consideration measures intent to purchase the next time people are in the market. There is a clear context effect for advertising across all newsbrand platforms. Online newsbrand sites are a really effective context for generating increased brand consideration among regular readers, but they also generate more brand love (emotional engagement) and buzz than digital native sites. Consideration +68% +25% Source: Newsworks, The company you keep, 2015. Projections from physical test for tablet and print, online reading task for computer

Digital newsbrands command high levels of attention 73% 73% 72% 69% 68% 68% 67% 66% Newsworks’ ‘The battle for attention’ research finds digital newsbrands outperforming the likes of other commercial news websites and social media on the ability to generate attention. 64% 54% 42% Source: Newsworks, The battle for attention, 2016

Double the viewing time per page than non-newsbrand sites Newsbrand sites provide double the viewing time per page than non-newsbrand sites Lumen research shows the benefits of a quality online environment, boasting double the viewing time per page than non-newsbrand sites. Double the viewing time per page than non-newsbrand sites Source: Lumen Research. See Newsworks, Attention in a quality environment, 2017

60% higher viewable time for ads With 60% higher viewable time for ads Lumen’s research also shows that there’s a 60% higher viewable time for ads 60% higher viewable time for ads Source: Lumen Research. See Newsworks, Attention in a quality environment, 2017

Ad viewing 2½ times more likely on a newsbrand site Ad viewing is 2½ times more likely on a newsbrand site Ad viewing is 2½ times more likely on a newsbrand site. Ad viewing 2½ times more likely on a newsbrand site Source: Lumen Research. See Newsworks, Attention in a quality environment, 2017

As a result, time on newsbrand sites is more valuable to advertisers Newsbrands convert viewable time to actual ad views more effectively Therefore, time on newsbrand sites is more valuable to advertisers than other digital spaces, with digital newsbrands converting viewable time to actual ad views more effectively. Source: Lumen Research. See Newsworks, Attention in a quality environment, 2017

MPUs perform better on newsbrand sites MPUs with 30 seconds viewable time are seen 44% of the time on newsbrand sites, but just 26% elsewhere – a 70% uplift % Viewed MPU 10” 20” 30” 40” 50” 60” Newsbrands 23% 35% 44% 51% 56% 61% Other sites 11% 19% 26% 31% 36% 40% MPUs with 30 seconds viewable time are seen 44% of the time on newsbrand sites, but just 26% elsewhere – a 70% uplift. Source: Lumen Research. See Newsworks, Attention in a quality environment, 2017

46% higher dwell time on site 30% longer average dwell time per ad In fact, average ad dwell time is 30% higher on newsbrand sites 46% higher dwell time on site more viewable time 30% longer average dwell time per ad The impact of a quality environment into dwell time on advertising is clear. With more dwell time on newsbrand sites meaning more viewable time for ads, the average dwell time per ad is 30% longer newsbrand sites than non-newsbrand sites. Source: Lumen Research. See Newsworks, Attention in a quality environment, 2017

People trust ads in the context of digital newsbrands Consumers are 80% more likely to associate quality and trust with established online media brands (eg. newsbrands) vs. emerging media AND 50% more likely to believe ads should appear on established media brand sites than emerging media sites The Financial Times’ ‘2015 Halo study’ showed consumers are 80% more likely to associate quality and trust with established online media brands (such as newsbrands) compared with emerging media. When asked which sites a range of ads should appear in, consumers were 50% more likely to choose established media brand sites than emerging media sites. Placement in established trusted media sites also had positive implicit impact on consumer perceptions of the brands advertised. Source: Financial Times, The 2015 Halo study, 2015

Why digital newsbrands deserve their premium A quality environment that delivers strong business results High attention Attention and time spent are higher for newsbrand sites Double the viewing time per page Ad viewing 2 ½ times more likely +30% longer ad dwell time Emotional and rational Advertising engages and prompts action in trusted newsbrand context Among those viewing: 30% pay close attention 36% find ads appealing 25% visit website 31% recommend to friends Short and long-term effectiveness Campaigns that include digital newsbrands deliver strong short and long-term business effects. Uplift in very large business effects vs non-users: +12% sales +29% customer acquisition +94% market share +33% profit Digital newsbrands deserve the premium. Context is intrinsic to success online and digital newsbrands have it in buckets, providing a quality environment for advertisers. Recent research conducted by Lumen Research found that digital newsbrands provide a superior environment for ad viewing with: double the viewing time per page than non-newsbrand sites ad viewing 2½ times more likely on a newsbrand site 60% higher viewable time for ads An analysis of RAMetrics shows that advertising in digital newsbrands engages and prompts action in trusted newsbrand context. According to RAM data, among those viewing ads, 30% pay close attention, 36% find ads appealing, 25% visit the website and 31% recommend to friends. So digital newsbrands are strong at delivering on both brand and action measures. What we also see from RAMetrics is that response to advertising in digital newsbrands has improved over the last nine years among those exposed, with increases across all measures (recall, recognition, engagement and action). One of the strengths of digital newsbrand sites is their ability to deliver on short-term metrics. Peter Field’s IPA Databank 2017 update shows that those harnessing digital newsbrands in their campaigns see a marked rise in sales compared with non-users, with an uplift of 12% in very large business effects versus non-users. However, when it comes to digital newsbrands, this is only part of the story. Peter Field’s Databank study clearly shows that more and more advertisers are using them for long-term campaigns (more than six months in duration). As a result digital newsbrands deliver increased business effectiveness on long-term brand measures such as customer acquisition, market share and profit, all of which see an uplift in very large business effects versus campaigns that don’t include digital newsbrands.