1. Print vs Digital – who wins?
Updated
February 2018
Print vs Digital – who wins?

2. Key Findings: Print vs Digital
We know from the ROI study that adding newspapers to a campaign boosts ROI by three times on average
The IPA Databank study confirms that print newsbrands are becoming more effective over time at driving long term business effects when included within the communications mix vs campaigns that don’t use newsbrands
RAMetrics provides substantiation as to why, highlighting that ad recall within print newsbrands has increased by a whopping 55% between 2008/09 to 2016/17, as well as branding, engagement and action measures improving over time.
Looking at the latest 100 ads tested for each platform, advertising in print newsbrands drives higher levels of recall vs. digital newsbrands (72% vs. 28%). However, of the 28% of readers who recall advertising across digital newsbrand sites (a strong stat in the context of digital viewing generally) digital newsbrands are comparable to those who recall advertising in print across a number of key engagement metrics
We should also be mindful that the inclusion of digital newsbrands within the advertising mix drives both short and long-term business effects (IPA Databank study), that newsbrand sites provide double the viewing time per page vs non newsbrand sites (Lumen) and that ads are much more likely to get noticed on newsbrand sites vs, other digital sites.
However there is increasing evidence that using more than one newsbrand platform delivers more than the sum of the parts (The multi-platform study).
So the good news is that while print and digital newsbrands individually remain effective at driving brand and business metrics, in terms of platform choice, two is better than one
In an increasingly digital world, the fate of newspaper advertising is often called into question. Does the rise of mobile and the internet mean the death of newspaper ads?
This is a topic of debate which frequently rears its head above the parapet and we have to acknowledge that, in recent years, the circulation of newspapers has fallen (although overall, cross platform readership has increased). However, it should also be acknowledged that the knock on effect this seems to be having on advertising spend is disproportionate, with the decrease in spend far outpacing the declining print audience – which is still a thumping 25 million a week, representing 47% of the population.
On a more positive note, the people still reading print are the most engaged and attentive readers. This is providing healthy returns to advertisers and brands from every category, both in terms of short-term business metrics such as sales and market share, but also longer term business metrics such as price sensitivity, loyalty, customer acquisition and profit.
We know from the ROI Effectiveness Study, that Newsworks commissioned in 2016, that adding newspapers to a campaign boosts ROI by three times on average. However, we also have evidence, from the IPA Databank Study that we have conducted with marketing effectiveness guru Peter Field, that print newsbrands are becoming more effective over time at driving longer term business effects when included within the communications mix versus campaigns that don’t use newsbrands.
When looking for some substantiation as to why print newsbrand advertising is becoming more effective over time, we can look to RAMetrics; a database which tests hundreds of ads and articles a year across multiple measures, within both print and digital newsbrands, to provide benchmarks that help us understand how newsbrand ads are likely to perform.
This data highlights that ad recall within print newsbrands has increased by a whopping 55% between 2008/09 and 2016/2017, from 42% to 65%. The latest 100 ads tested in 2017/8 see an even bigger improvement, raising the recall average to 72%.
While the trend is the same for digital newsbrand advertising, the positive increments are smaller, with ad recall shifting 5 points (23%) from 22% in 2008/09 to 27% in 2016/7.
When comparing and contrasting the performance of the latest 100 print and digital ads, among a base of those who have read the newspaper/newsbrand website, it is also evident that print outperforms digital across all brand and action measures:
Ad recall is 2.6 times higher for ads within print newsbrands than it is for ads appearing in digital newsbrands (on average 72% of readers recalled print ads compared with 28% of readers who recalled digital ads)
Branding is 107% stronger in print advertising versus digital advertising (29% vs 14%)
Print ads are easier to understand by a factor of 2.4 times (46% of readers claimed print ads very easy to understand but only 19% of readers felt the same for digital ads)
Readers are 190% more likely to say that print ads are interesting to them (32% for print vs 11% for digital)
When it comes to driving action, despite digital being a tried and tested response vehicle, RAMetrics data points towards print advertising driving higher levels of web visits (13% for print vs 7% for digital); intention to purchase (11% vs 4%); recommendation (23% vs 6%) and discussions (13% vs 4%)
That said, among the 28% of readers who do recall advertising across digital newsbrands (a strong stat in the context of digital ad viewing generally), conversion through to action is strong. RAMetrics data suggests that digital newsbrand ad performance is comparable to print among the people who recall it, across key engagement measures such as ‘branding’ at 50% (vs 41% for print); ‘easy to understand at 66% (vs 64% for print) & ‘interesting’ at 41% (vs 44% for print), as well as action metrics such as ‘look for more information at 26% (vs 21% for print); ‘visit advertiser’ at 22% (vs 18% for print) and ‘recommend’ at 25% (vs 32% for print).
We should also be mindful that the inclusion of digital newsbrands within the advertising mix drives both short-term and long-term business effects, that newsbrand sites provide double the viewing time per page versus non newsbrand sites and that ads are much more likely to get noticed on newsbrand sites versus other digital sites.
Finally, it’s important to note that there is increasing evidence that using more than one newsbrand platform delivers more than the sum of two parts. In our 2016 Multi-platform study we saw that print plus digital newsbrands produced a 3.4 times multiplier effect on brand health measures. This is almost exactly mirrored by Peter Field’s latest analysis of the business effects delivered by newsbrands. Using both print and digital in the campaign mix delivers 3.5 times the uplift in very large business effects of using just one platform.
So, the good news is that while print and digital newsbrands individually remain effective at driving brand and business metrics, in terms of platform choice, two is better than one.
Source: RAMetrics. Countries: England/Scotland. Left – 30 ads from 20/09/2016 to 03/04/2017, Right – 31 ads from 03/11/2016 to 03/04/2017. Score base: read the newspaper.

3. attention + recognition
Print ad recall has improved over the past decade and all other measures have increased among people who have read the newspaper by a significant margin
Ad recall has improved over the past decade and all other measures have increased among people noticing the ad
brand measures
recall
attention + recognition
engagement
action
Print’s effectiveness has increased over the last decade across all of RAM’s measures, through recall, recognition, engagement and action.
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: 234 ads, 2016/7: 312 ads. Base: read the newspaper.

4. attention + recognition
Digital Ad Recall has also increased over time, but with smaller incremental shifts across key recognition, engagement and action metrics
Ad recall has improved over the past decade and all other measures have increased among people noticing the ad
brand measures
recall
attention + recognition
engagement
action
Digital newsbrand effectiveness has increased over the last decade across all of RAM’s measures, through recall, recognition, engagement and action.
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, 2016/7: 35 ads. Base: read the newspaper.

5. Print vs Digital - Ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Print ads from 03/06/2017 – 21/02/2018, Digital – 100 ads from 25/03/2014 – 21/02/2018 Score base: read the newspaper.

6. Print vs Digital ad comparison: scores amongst those who read the newspaper
brand measures
attention +
recognition
engagement
action
Digital
Print
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. Print ads from 03/06/2017 – 21/02/2018, Digital – 100 ads from 25/03/2014 – 21/02/2018 Score base: read the newspaper.

7. Although digital ads are much less recalled, they are similarly effective as print ads in converting engagement to action
Print
Digital
Ad recall 72%
Brand recognition 36%
Engagement 32%
Action 15%
50%
89%
47%
Ad recall 28%
Brand recognition 16%
Engagement 12%
Action 6%
57%
75%
50%
Source: RAMetrics. Countries: England/Scotland. Print ads from 03/06/2017 – 21/02/2018, Digital – 100 ads from 25/03/2014 – 21/02/2018 Score base: read the newspaper.

8. Print vs Digital ad comparison: scores among those who recalled the ads
brand measures
attention +
recognition
engagement
action
Digital
Print
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. Print ads from 03/06/2017 – 21/02/2018, Digital – 100 ads from 25/03/2014 – 21/02/2018 Score base: read the newspaper.

9. As a result they are effective at driving sales
Digital newsbrands deliver increased sales
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 (52% of all cases)

10. Digital newsbrands drive long-term brand measures
Peter Field’s Databank study clearly shows that more and more advertisers are using digital newsbrands 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 (52% of all cases)
Source: IPA Databank UK case studies (52% of all cases)

11. 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

12. 60% higher viewable time for ads
With 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

13. Print + digital newsbrands = 3.4 times multiplier effect
+17%
Print + digital newsbrands = 3.4 times multiplier effect
+5%
Average uplift across brand health measures
Across 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
Print
Print + digital