New Study Finds That News Platforms Deliver Superior Advertising Effectiveness And Brand Impact

New Study Finds That News Platforms Deliver Superior Advertising Effectiveness And Brand Impact
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



The Benchmark Series, the largest cross-media advertising effectiveness study ever conducted in Australia, has found that national and metro news is a highly effective advertising channel based on its unique ability to encode brand memories.

Advertising placed in national and metro news, in print and digital, deliver superior brand recall and purchase propensity.

The Benchmark Series was overseen by Dr Duane Varan, CEO of audience research lab MediaScience. It included more than 5,350 participants and ran across 42 print runs and 252 websites, together creating 6,037 unique brand exposures.

The study set out to understand the impact news platforms have along the path to purchase by measuring key metrics across short and long-term memory, as well as brand lift.

Dr Varan said, “this is a landmark study, both for Australia and globally. The sheer scale and scope of the cross-platform comparison is unprecedented.”

“The overarching finding of the research is that national and metro news, in print and digital form, are extremely effective at embedding brands in people’s memories. The reason for this is that when people consume news content, they enter an active and alert state of mind and this carries over to the advertising in the channel.”

Findings of the study included that advertising in printed national and metro newspapers yielded eight point five times great unprompted recall than the run of the internet**.

Print specifically is highly effective at embedding brands in consumer memories with unpromoted recall at 34 per cent compared to four per cent for run of the internet.

Ads in digital news environments delivered superior memory and recall, as digital news channels delivered a strong uptick in brand recall. Unprompted recall was 26 per cent for digital national and metro news, versus eleven per cent for run of the internet.

Print and digital news combinations generated three point five times greater brand lift, compared to run of the internet. Cross-platform, these benefits are amplified.

The study found that the combination of print and digital news widens the gap on effectiveness versus other publications. The combination drives unpromoted recall of 32 per cent versus just five per cent for run of the internet.

Advertising in Total News* channels was two-point two times better remembered than run of the internet. It delivered unprompted recall of 22 er cent, compare to ten per cent for run of the internet. It also yielded superior sales impact with one point eight times brand lift.

Benefits were even more pronounced among light category consumers, where news advertising widened the effectiveness gap with unprompted recall 19 per cent compared to seven per cent for run of the internet.

Ads in Total News delivered stronger brand choice lift and a high propensity to purchase. As measured via discreet choice modelling, brand choice for Total News was 14 per cent compared to just nine per cent for run of the internet. Again, this gap widens for light buyers with brand lift increasing from four per cent for run of the internet to 11 per cent for Total News.

ThinkNewsBrands General Manager Vanessa Lyons said, “the findings are clear: as an advertising channel, news has the power to increase the propensity to purchase due to the halo created by the engaging, trusted and professionally produced content.”

“This research, combined with the impressive daily reach of news, its vast and growing audience, and clear cross-platform performance, make a compelling case for marketers to reappraise their perceptions of news.”

** Run of the internet refers to non-premium sites including but not limited to TechRadar, The Daily Mail, Yahoo, Mamamia and Buzzfeed.

**Total News refers to the print and digital news assets of ThinkNewsBrands stakeholders News Corp, Nine and Seven West Media. This includes but is not limited to The Age, The Australian, The Australian Financial Review, The Daily Telegraph, The West Australian, 7news.com.au, nine.com.au and news.com.au.

Please login with linkedin to comment

Latest News

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]