A broadcasters campaign Cross-platform ad effectiveness research

Today Reaching the right audienceAd recall and understanding Improving perceptions and prompting further action The impact of cross-media exposure

A broadcaster ran a campaign across all Guardian platforms… …its effectiveness was tested by surveying the Brand Aid Panel …the aim was to promote specific programmes and encourage consideration of the broadcaster generally

The Brand Aid Panel Panellist numbers correct as of April ,340 panellists online 4,067 panellists in print

The Brand Aid Panel 543 panellists on tablet 1,030 panellists on mobile Panellist numbers correct as of April 2013

Reaching the right audience

Watching a wide range of programmes Source: Brand Aid Panel March 2013 Drama 78% Art & Culture 54% Comedy 72% Political 39% News/ factual 84% % of respondents who usually watch each type

Advertising that works

The campaign had good cut through Source: Brand Aid Panel March Vs average Guardian campaign tested. Particularly high recall for the print element

The ad performed much better than average Source: Brand Aid Panel March Base: all who recalled seeing the campaign on any platform. Vs all campaigns tested on Guardian, guardian.co.uk, m.guardian and iPad panels.

The campaign changed perceptions of the broadcaster % agree that the ads improved their perception that the broadcaster offers… Source: Brand Aid Panel March Base: all who recalled seeing the campaign on any platform …higher quality programming than expected: 47% …a wide range of programmes: 45% …programmes that are relevant to them: 43%

The ads prompted further action Source: Brand Aid Panel March Base: all who recalled seeing the campaign on any platform Nearly half of respondents intended to watch the programmes promoted

Share of traffic to the broadcasters site rose during the campaign Source: Hitwise Jan – Feb 2013 There was a 10% increase in the share of traffic coming to the broadcasters site from guardian.co.uk

The impact of advertising cross media

41% of respondents recalled seeing the campaign on more than one Guardian platform… Source: Brand Aid Panel March 2013 OnlineIn PrintOn TabletOn mobile

… they were more likely to feel positively about the broadcaster Source: Brand Aid Panel March 2013.

… and were more likely to act upon what they saw Source: Brand Aid Panel March 2013

Those exposed across platforms felt more positive about the broadcaster… Source: Brand Aid Panel March Caution: small sample size for those who saw on print + iPad and print + mobile

…and were more likely to act upon what they saw Source: Brand Aid Panel March Caution: small sample size for those who saw on print + iPad and print + mobile Print + digital = high recall AND further action

Exposure across multiple Guardian platforms was the most effective prompt Source: Brand Aid Panel March 2013

Conclusions Source: Brand Aid Panel March 2013, H itwise Jan – Feb * vs other Guardian campaigns tested. The campaign reached the right audience, of consumers of a wide variety of programme genres A good level of ad recall was achieved and the ad was seen as much more appealing and original than average* The campaign successfully improved attitudes towards and consideration of the broadcaster. Nearly half of respondents intended to watch the programme(s) promoted Share of traffic from guardian.co.uk to the broadcasters site increased by 10% during the campaign Those exposed across multiple GNM platforms were more likely to understand and appreciate the ad, and to be intending to take further action as a result of seeing it