2. The Key Points We Are Going To Make Today

3. The Brief…
Does exposure to advertising in
The Daily Mail or The Mail On Sunday
influence the way a person subsequently
searches online?

4. Methodology
Read the DM / TMOS for Asked to go online for c.20
c.15 minutes – asked in minutes and search for a
particular to read the travel holiday / short break OR
OR finance sections personal finance products
Asked to go online for c.15
minutes and search for a
holiday / short break OR
personal finance products
Subsequent interviews were undertaken with respondents after a further 7 days
Source: Independent research conducted by River Research

5. Observed And Recorded Browsing Behaviour
Source: Independent research conducted by River Research

6. What We Were Looking For - ‘Hits’
A Nationwide advertisement
appears in The Mail On Sunday
If Mail readers have more
than Non-readers, it would suggest
Respondent goes to
that advertising in The Mail
the Nationwide website influences
their online browsing behaviour
Source: Independent research conducted by River Research

8. of all Mail readers
of an advertiser who had
in that day’s

9. The Mail Drives Online Browsing Behaviour – Fact!
% of respondents with ‘Hits’
50%
Advertising in The Mail is an effective
driver of traffic to your website
Readers are more likely to go to
15% the website of an advertiser featured in
The Mail than Non-readers
Mail readers Non-readers
Source: Independent research conducted by River Research

10. Inspiring Visits To A Broader Range Of Brands
Non-readers ‘Hits’ tended to be Mail readers ‘Hits’ were a mix of
big, well-known brands big and specialist brands
Advertising in The Mail encourages readers to go to a
mixture of big brand websites and those they were
unaware of or were not previously front of mind –
Source: Independent research conducted by River Research

11. The DMA Has Similar Quantitative Findings
52% of measured response
to insert and
door drop campaigns
went online
The Insert Council and the D2D Council measured response to 3 million
advertising items delivered directly to consumers, across 5 clients and 11
different distribution methods. On average, across the campaigns, 52% of the
response measured went online in this quantitative study.

12. Why Did Readers Visit These Websites?
It was mentioned in
Well… there was an ad the newspaper
in the Newspaper What was said in the paper looked
quite interesting, and I wanted
to give it a try
The Mail sometimes brings up
something different
Source: Independent research conducted by River Research
Source: Independent research conducted by River Research

13. Mail readers are much
more likely to go
than use a search engine

14. The Mail Driving Direct-To-Brand ‘Hits’
Direct visits to
branded websites: 29% 19%
(as % of all the different
websites visited in total)
Mail readers are much more likely to go
than use a search engine
(e.g. generically searching for “cheap holiday deals”)
Source: Independent research conducted by River Research

16. Users Don’t Always End Up At Their Intended Sites
User wants to look online for
holiday / personal finance product
Do they have Do they know Is the web
a brand or
Y the web
Y address easy
Y
deal in mind? address? to type in?
N N N
User types in web
Goes to Google and Goes to Google and
address directly into
types in generic types in brand name
address bar
search term
Google auto
Google auto complete kicks in,
complete kicks in, user may change
user may change direction
direction
Will Google N
showpromoted
ads?
Clicks on website Clicks on another
Clicks on Google Y
promoted ad OR they have heard of OR Google result within
before / already use 1st page of results Is user
susceptible to
other offers? N
Arrive at Google-
Y
User clicks on
inspired website Arrive at pre-
alternative search
result planned website
Source: Independent research conducted by River Research

17. Consumers Love To Use Search Engines
Search engines feel Search engines feel
Perception that SEs Google is well known
are unbiased and trusted
Perception that SEs SEs will guide you if you
will be comprehensive Google usually gives don’t know the right web I use Google for
and can lead to the me more options address everything
cheapest deals SEs are a legitimiser –
It feels like you’ve perception that SE
done it yourself results are ‘good’ results
Source: Independent research conducted by River Research

18. But SEs May Not Be A Friend To All Advertisers
Source: Independent research conducted by River Research

19. The Mail provides a valued & trusted ad environment
The Online world = The Mail =
Endless / Anodyne
Overwhelming
Manageable
Treasures to
Directed
be found Go in any
direction
Safe
Potential
dangers Limited
Go your own Need a guide Trusted
way

20. Trusted More Than…
of Mail readers trust it to provide them with reliable information,
even more than the BBC
69%
82%
41%
55% 74%
74%
40%
Source: Mylife BMRB

21. Reading The Mail
doesn’t just have an
impact on ,
but also on

22. Prolonged Effect On Purchase Behaviour
of Mail of Mail readers
readers did further went on to purchase
research following a product or service
the interview advertised (Non-
(Non-readers: 25%) readers: 0%)
Source: Independent research conducted by River Research

23. The Key Points We Are Going To Make Today