Banking & Finance market Briefing notes and sales support for newspaper media sales teams

This deck is split into two sections: Section 1 An overview of the Australian travel market The 2015 Media i Industry Survey asked agencies “what are the most important factors when dealing with media owners”. The most common factor (52% agreed ) was “understanding of your client’s business and category”. Section one provides an overview of the banking and finance industry, specifically around retail banking, superannuation and credit cards. The information contained in this section won’t make you an instant expert but it will help get you up to speed on some important facts about the category. Section 2 Support slides for sales presentations Every great sales presentation is tailored for each client, but there are certain points that fit most clients within a category. Sections two contains research about how newspaper media can help finance brands win customers. What’s in this deck?

Section 1 Finance market: an overview

Banks continue impressive performance $29 billion annual cash earnings in % increase in bank loans in the past 12 months 7.1% bank deposits grew despite falling interest rates Source: PWC, Innovating for growth Major Banks Analysis, November A fall in bad debts combined, growth in core earnings and a rebound in credit demand helped underpin record results last year.

Majors see stable growth for 1H2015 Source: KPMG, Australian Banks: Half Year Results 2015.

CBA dominates the retail banking sector Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June *Main bank used.

Impressive customer satisfaction scores Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June Strong loyalty and positive customer satisfaction overall, despite large numbers Net Promoter Score “detractors”.

Insurance top of mind for finance customers Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June 2015.

Visa leads as credit card debt falls Average credit card debt has fallen from $3300 to $3106 in the past 6 months. Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June 2015.

Property investment drives strong performance 5.2 million home mortgage holders in Australia 2.1 million investment property mortgage holders 634,000 thinking about getting a home mortgage in the next 12 months 536,000 thinking about getting an investment mortgage in the next 12 months Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June 2015.

Superannuation market share Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June 2015.

Average super savings not enough $100, $124, $202, $234, Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June ASFA Retirement Standard, March Quarter ASFA estimates the lump sum needed to support a comfortable lifestyle for a couple is $510,000 (or $430,000 for a single person) assuming a partial Age Pension. Average superannuation balance

3 in 5 own investment products Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June Average value of financial investments among those with a portfolio is $330,331.

Section 2 Support slides for sales presentations

The following slides provide general supporting arguments to assist sales teams when building client-specific presentations. The purpose is to open discussion, to demonstrate a basic understanding of factors that drive financial decisions, and to show how newspaper media can help to influence the sales process. These slides are intended to be used in a presentation after recapping the brief, and before presenting analysis and recommendations tailored to the specific client. Needless to say, they can and be should be adapted to suit your particular presentation requirements. About these slides Recap client/agency brief Finance industry support slides Client specific analysis Recommendations

Newspaper media reaches finance customers 4 million intending to buy a new financial product or service this year read print newspapers. Newspapers in print and digital formats read by 89% of those planning to buy a financial product or service in the next 12 months. One in two planning on getting a mortgage this year read digital newspapers. Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June 2015.

80 percent of people planning to get a mortgage in the next year read printed newspapers. Consumers intending on getting a personal loan are 24% more likely to use their mobile to access newspaper media. Two in three customers intending to sign up for a new credit card read a metro newspaper in the last 4 weeks. Get the best from newspaper platforms Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June Some forms of newspaper media are more efficient than others at reaching specific finance customer segments.

Finance customers regularly engage with newspapers Consumers planning to open a term deposit are 13% more likely to be heavy newspaper readers (i.e. 7+ editions a week) than the general public. Credit card customers are 6% more likely to be heavy newspaper readers than the general public. Consumers planning to open a new Superannuation account are 6% more likely to be heavy newspaper readers. Finance customers likely to be mid- or heavy- print newspaper readers. Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June 2015.

It’s not “Internet vs. newspapers”. It’s “Internet and newspapers”. 6.6 million people who use financial institutions’ websites also turn to newspapers. 7.1 million who use Internet advertising and search also rely on newspapers Source: emma, 12 months to June 2015: base: any media most useful

78% 66% Newspapers are also digital The combined reach of print and digital newspaper media: 92% of finance customers. Print Digital Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June 2015.

Mobile readers are prime targets People who read newspaper media on mobile phones are 18% more likely to buy finance products in the next 12 months. Mobile newspaper media readership up 16% YOY. Sources: emma, 12 months to June 2015; Deloitte Media Consumer Survey 2015 – Australian media and digital preferences – 4 th ed, 72% of consumers spend over 2 hours/day on their mobiles. 75% research purchases on mobiles.

Mobile critical for under 40s 58% of Millennials (born mid-80s – early 2000s) rank mobile as one of their top 3 devices. 43% of 25 to 40 year old home buyers read newspaper media on their mobiles. Source: emma ™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June 2015

Business & Finance Sections reach an elite audience Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending June 2015.

Client specific analysis & recommendations This is the point to bridge to a client specific discussion. Each presentation will need to be individually tailored to suit the client and their objectives, but the logical flow from here is to move on to Analyses that address the client’s specific situation, challenges and opportunities. Solutions using your inventory, giving clear reasons why they are appropriate to the client’s specific needs, and suggestions on how they can be used most effectively.

About The Author Adrian Fernandes is Research & Insights Specialist at The Newspaper Works. He is an award winning researcher with over a decade of experience in advertising and brand research for leading market research agencies in Europe & Australia. His previous experience includes 4 years at Fairfax Media as Consumer Insights Manager. Adrian combines data analytics with market research to provide publishers, advertisers and their agencies with actionable insights relating to the newspaper audience on print and digital platforms. For more information on this deck, please