The multi-platform study Brand health

Print + digital newsbrands = 3.4 times multiplier effect +17% Print + digital newsbrands = 3.4 times multiplier effect +5% Average uplift across brand health measures Print Print + digital The study was set up to discover how advertising in newsbrands builds brand health. We wanted to know the impact of each platform – print, tablet, computer and mobile – and how each of those platforms work together. Is there is a significant increase in brand impact for each additional newsbrand platform added to a campaign (beyond increased reach/frequency)? Do we need print in the mix? Could we identify specific brand effects driven by each platform? Our aim was to provide benchmark guidance on what each newsbrand platform contributed to brand health measures - on its own and in combination with others - that would help when deploying budgets Newsworks collaborated with media agencies to measure five client campaigns across newsbrand print and digital platforms. We worked with big brand advertisers, where brand metrics are harder to shift – and none were first time newsbrand advertisers. Print is the most effective single platform for brand building. Digital in isolation has lower impact on brand building measures, whether pc, tablet or mobile Across the five campaigns, we found that print newspapers increased brand health measures by 5%. There is also consistent evidence that exposure to print advertising primes readers to respond more positively to digital advertising. Print plus one other digital newsbrand platform increased brand health measures by an average of 17%. It is not simply the effect of being exposed twice rather than just once – the uplift is almost 3 ½ times higher and is only seen when one of the exposures is print

Multiplier effect is dependent on print being in the mix v +5% Multiplier effect is dependent on print being in the mix Print +17% Average uplift across brand health measures Print + digital +3% Multiple digital Exposure to ads in digital newsbrands also has an impact on brand health – on average 3% for each digital platform on its own. However, there is no evidence that exposure on multiple digital platforms has a multiplier effect – consistently we find that print is needed to kick-start this process.

Multiplier effect is strongest with computer and tablet +24% +5% +7% +21% +23% v Multiplier effect is strongest with computer and tablet Average uplift across brand health measures Print Print + smartphone Print + computer Print + tablet Print + computer + tablet 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 – it is the leading platform for interaction rates.

Digital newsbrands drive interactions Digital newsbrands command high attention Smartphone drives the highest level of interaction CTR average: Industry Benchmark 0.31 0.94 1.11 0.07 10 seconds 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.