Newspaper Creative Benchmark Report ING Direct November 2010

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; To measure and identify the effectiveness of newspaper creative To help improve understanding of how to use newspapers effectively To improve the understanding of the roles newspaper advertising can play To improve the standard of newspaper creative To provide a consistent metric that is accepted as the industry standard ING Direct was included in the November 2010 study

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comparison of creative against category averages Comprehensive analysis of how newspapers can best be used to influence purchase behaviour The Newspaper Works’ effectiveness partner:

Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner: Ad Recognition Brand Linkage Message Comprehension Brand Equity Impact Role Map Action Map Newspaper Creative Diagnostics

ING was one of three ads tested in Sydney Sample: Australians 16+ Sample size: 101 Fieldwork: Nov 2010 Conducted online by Ipsos MediaCT Benchmarks used: All newspaper norm (see appendix for details)

Market: Syd Size: 28 x 5 Position: EGN Tested: Nov 2010 Previous ad tested Market: Melb Size: 28 x 5 Position: EGN Tested: Sept 2010

An exceptional recognition result for ‘Charles’, and while its brand linkage appears lower, it is coming from a larger base. Interest remains consistent. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Significantly different to All newspaper norm at 90% c.l. * * Caution – small sample size | Brand linkage sample size: Charles – 49 | Queen 27 All newspaper norm

Both ads contribute to brand equity, particularly differentiation – delivering some of the highest scores for the category to date. Significantly different to All newspaper norm at 90% c.l. All newspaper norm

Charles links well with TV and is helping to prompt reappraisal. By comparison Queen works very well in isolation. All newspaper norm

Both ads inspire similar actions, acting most strongly on prompting search for more info online. **New measure introduced in March 2010, norms are not yet available

*As observed by The Newspaper Works. This is not intended to be a full representation of the campaign It’s well recognised combining media delivers a ‘multiplier’ effect. Recent findings from effectiveness studies using TV and newspapers by food advertisers provide a gauge of potential outcomes for ING Direct

Source: Newspaper Marketing Agency UK. Capital One Case Study n= 796 adults 25-60, credit card owners, decision makers, would not reject direct provider. UK findings indicate even greater performance enhancement when multiple newspaper executions are used in conjunction with TV. +74% BOOST TO EMOTIONAL BRAND VALUES BY ADDING MULTIPLE NEWSPAPER EXECUTIONS (Capital One) +127% INCREASE IN CALL TO ACTION WITH MULTIPLE NEWSPAPER EXECUTIONS (Capital One)

Source: Millward Brown; Base: Aggregate of six campaigns, respondents. NMA UK. Based on 350 tarps and food advertising % increase for 3 newspaper ads versus 1 newspaper ad (Top 2 box %) Call to Action ‘Gives me a reason to go out and buy’ Brand Values ‘Helps me to connect and identify more strongly with brand’ Re-appraisal ‘Is surprising and gets me to think differently ’ Depth of Information ‘Gives me enough information to decide’

Early in the campaign and Charles clearly links strongly to TV, and is not far off some of the best performing ads on this measure of the 300 that have been tested to date.

Newspaper activity shows some early signs of prompting reappraisal, yet has some scope to grow, perhaps with more specific messaging that helps differentiate ING beyond Charles himself. The Reappraisal comparison

5x Higher than norm 5x Higher than norm 2.1x Higher than norm 2.9x Higher than norm 7.8x Higher than norm 3.8x Higher than norm All newspaper norm. November 2010 (Updated monthly)

The new campaign is certainly well recognised as evidenced by recognition results for this single execution. The ad is performing in line with or above newspaper norms on all measures – in particular Extension. Enhanced effectiveness for newspaper activity may come in allowing messaging to add further dimension to TV, rather than just reinforce it.

Established in 2006 by the major Australian newspaper publishers: – News Limited – Fairfax Media (including Rural Press) – APN News and Media – West Australian Newspapers Represents paid national, metropolitan, regional and community titles. Primary aims: – To promote newspapers as a powerful medium for advertisers – To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

Testing of randomly selected newspaper display ads 5,100 ad observations in total 40 test ads, 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, July-August 2008 Sample size 1,737

The second proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. All newspaper norm Statements are tailored to be appropriate to the advertising category.

Newspapers are a powerful medium to utilise across a broad range of strategic roles. Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics. Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested. All newspaper norm Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action. Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. New measure introduced in March 2010, norm not yet available. Statements are tailored to be appropriate to the advertising category.

Campaign creative: TV & Newspaper 1 of 3 executions 1 of 2 executions

Capital One creative work Newspaper creative