2. 2
Newsbrands dual platform ideal for driving web
traffic
Newspapers (both print and online formats) deliver huge audiences
21m readership of print titles per day
15m UK unique visitors to online papers per month
22m readership of print and online titles per day
Newspapers prompt action
9 case studies = 9 significant web traffic uplifts
Between 31% and 5292% uplift!
Across Motors, Finance and FMCG categories
4. Robin Giles
General Manager,
Marketing Communications,
Toyota plc
Justin Basini
Vice President,
Customer Initiative Management,
Capital One Bank (Europe)
Carlton Lawson
Marketing Director UK/Ireland,
Pfizer
Adding brand-led newspaper advertisements [in
print and online] significantly enhanced
responses to TV, clearly demonstrating how an
integrated TV, newspaper and online newspaper
campaign can positively drive up interest and
awareness.”
“It was very satisfying to see that this combined
effect, supported by online newspaper website
advertising, achieves a demonstrable increase in
unique visitors to our website.”
“Newspapers have played an important role in the
[Listerine] Citrus launch… encouraging trial by
driving tens of thousands of people to the website
to get a free sample size trial.”
6. 6
2006 Toyota Yaris: Newsbrands drive 44% extra
traffic
• National newspapers
overall drove a 44%
increase in unique visitors
• 23% from brand
advertising in national
newspapers
• 21% from online
newspapers websites
July 06 vs 12 month YTD average %
Online newspaper websites
23
21
16
7
32
100
National newspapers
(paper versions)
TV
Other online campaigns
Search campaign
Base = 12 month July
YTD average
Source: Sophus3 ,2006
7. 7
2006 Toyota Yaris online newsbrand sites highly
efficient
Online newspapers drive
Yaris web traffic increase
equivalent to 66% of
keyword Search campaign
increase.
Source: Sophus3 ,2006
8. 8
2007 Toyota Yaris: newsbrands drive web traffic
Newspaper Advertising effect on Web Traffic -Unique visitors to Toyota Yaris
microsite
% increase
Source: Sophus3, 2007
+10%
+22%
Direct access from newspaper
Online newspaper
Non-referrer traffic
9. 9
2007 Toyota Yaris: newsbrands drive web traffic
Source: Sophus3, 2007
Newspaper Advertising effect on Web Traffic
Unique visitors to Toyota Auris landing pages - % increase
-13%
14%
17%
TV
Online newspapers
Newspapers - print
10. 10
2007 Toyota Yaris: newsbrands deliver high
worth traffic
Newspaper Advertising effect on Website Visitors % taking further
action
4.78
1.09
0.85
Newspapers -print Online
Newspapers
7.02
Test drive
request
Brochure request
Source: Sophus3, 2007
11. 11
2005 Vauxhall Tigra: Newspapers drive 39%
increase
Unique visitors to Tigra
pages of Vauxhall’s
website increased by an
impressive 39% as a
direct result of the 2005
newspaper campaign.
Tigra Website Pages
Unique Visitors Daily Average
+39%
Non-advertised
period
NP campaign
period
Source: Sophus3, 2005
12. 12
Newspaper readers are highly responsive
Though not designed as a
direct response ad,
presence of web address
increased Tigra web traffic
by 39%.
Source: Sophus3, 2005
14. Kraft Philadelphia (March 2007):
Newspapers more than double search traffic
Uplift
Total Online Newspaper
Estimated NP (paper)
Total Search Sites
Philadelphia Non Referrer Traffic
167%
99%
61%
228%
Newspaper Advertising effect on Web Traffic
Unique visitors to Kraft Philadelphia website March-April 2007 - % increase
Source: Sophus3, 2007
15. Kraft Philadelphia (Aug 2007):
Newspapers outperform TV in driving web traffic
Total Indirect NP (paper)
Total Online Newspaper
Total Direct NP url (paper)
All TV + Sponsorship
for Philadelphia brand and variants
Average UVs when no advertising
160%
Uplift
114%
67%
21%
72%
Source: Sophus3, 2007
16. Kraft Philadelphia (Aug 2007):
Newspapers create desired web behaviour
5292%
Newspaper Advertising effect on Web Traffic Unique visitors to Kraft Philadelphia Recipes homepage
August-September 2007 - % increase
Uplift
UVs to Recipes homepage
during NP campaign
Average UVs to Recipes
homepage July 1st - Aug
19th (TV/TV Sponsorship
only)
Source: Sophus3, 2006
17. 17
Kraft Philadelphia 2006: Newspapers drive
440% increase in visits
Visits to the recipe
section of the
Philadelphia website
increased by a massive
440% due to
newspapers
Total Philadelphia web
traffic increased by
240%
Source: Sophus3, 2006
19. Capital One: TV + Newspapers drive web traffic
TV + NP campaign
Capital One
Homepage
Security
Landing
page
No advertising
+61%
+157%
Newspaper and TV Advertising effect on Web Traffic
% uplifts versus no advertising
Source: Sophus3
20. 20
Abbey: Newspapers drive 51% uplift in web
traffic
Print and online newspaper advertising effect on web traffic
Unique visitors
% increase vs period with no advertising
+51%
Abbey Savings Campaign Landing Pages
Source: Sophus3, 2008
21. 21
Abbey: Longer dwell time for newspaper readers
Source: Sophus3 2008
Newspaper advertising effect on dwell time and page views
% increase vs. all visitors
3
4
2
3
+19% +44%
All visitors
Visitors from
NP pages
22. 22
Abbey: Search and direct traffic boosted by
newspapers
TV + Print newspaper advertising effect on web traffic
Average daily UV traffic to abbey.com
% increase
Natural Search
via Google
Direct Traffic
First 4 days of TV + NP
Last 4 days of TV
only
+39%
+47%
Source: Sophus3 2008
24. 24
Online newspapers provide relevant editorial
23% of women
recognising Garnier
Nutrisse online
newspaper ads clicked
on the ad.
Garnier Nutrisse online newspaper creative
Source: Millward Brown 2006
25. 25
Newspapers generate sample requests via
website
Newspapers alone drove
20,000 requests on the
Listerine website for free
Cool Citrus samples in the
first 2 weeks of the 2005
campaign.
Source: Pfizer 2005
26. 26
Corsodyl: newsbrands drive more traffic than TV
Source: Sophus3
Comparison of web traffic
Newsbrands (print & online) v. TV
% difference
+31%
+27%
Unique visitors Page views
Editor's Notes
Sophus3 carry out the website analysis for all major European car companies. Analysis by Sophus3 showed that brand advertising in national newspapers accounted for a 23% increase in unique visitors to the Yaris homepage versus the year to date monthly average in 2007. Online newspapers’ websites accounted for a further 21% increase in traffic. Thus, national newspapers overall drove a 44% increase.
Online newspapers have the double advantage for many advertisers of specialist content and high, regular visitor numbers. They are therefore perfect for precision targeting of the maximum number of people in the target. For Yaris, the increase in unique visitors generated by online newspaper websites represents 66% of the increase generated by the ongoing keyword search campaign.
Unique URLs (eg www.toyota.co.uk/puddle) in newspapers, and online ads on newspaper sites directed traffic to a Yaris microsite in 2007. Sophus3 analysis showed a 32% increase in traffic: 22% from online papers and 10% via direct access from newspaper readers.Sophus3 suggest total uplift due to newspapers was probably higher, as readers will have used search or landed on the Toyota home-page rather than entering precise web address. Directing traffic to a microsite also potentially loses people.
Against a market background of declining web visitors, national newspapers generated traffic increases for Auris. Online newspapers drove a 17% increase to the Auris landing page. Ads in the print formats carried unique urls for each execution and resulted in a 14% rise in UV traffic to the respective landing pages. Analysis showed that TV advertising coincided with a 13% decrease in traffic.
Sophus3 analysis of website behaviour showed that newspapers generated a high proportion of brochure requests compared with average response rates. The brochure request rate via online newspapers was healthy, at over 1%. Readers of the paper versions were highly committed to taking the next step towards purchase, with brochure requests running at over 7% and test drive requests at 4.78% of all unique visitors coming via unique newspaper ad urls.
Vauxhall Tigra advertised in newspapers in 2005. There was no TV campaign running at the same time. Sophus3 tracking showed that newspapers drove a 39% increase in unique visitors to Tigra pages of the Vauxhall website, after taking into account effect of online advertising.
Comparison of average website traffic during the period where no advertising took place versus the period when TV, Sponsorship and Splendips advertising took place, versus the period when newspaper advertising broke, showed that total TV activity drove 114% increase in overall unique visitor traffic. Newspapers, with much less than half the spend, drove a 160% increase in overall Philadelphia traffic. 67% came from people clicking through from the online newspaper ads; 21% came from people directly typing in the unique url on newspaper ads, and 72% uplift was through indirect referral, such as typing Philadelphia recipes into search.
The newspaper campaign clearly sparked consumer interest in finding more Philly recipe ideas. Unique visitors to the recipes section (unique url in newspapers and landing page for online newspaper ads) increased by an astonishing 5292% in Aug/Sep 2007.
Sophus3 analysis of Capital One web traffic showed that the TV and newspaper campaign drove a 61% overall increase to the homepage. Newspaper ads carried specific URLs which took people straight to the Security landing page for more details of the Identity Theft product. Traffic to this landing page increased by 157% during the effectiveness campaign.
Driving people to brand websites online is becoming increasingly vital for finance companies. Finance category insight work conducted by BMRB for the NMA showed that newspaper readers are more than twice as likely to go online as to make a phone call after seeing an ad for a financial product. The Abbey Savings newspaper campaign – both print and online - was effective at prompting direct visits to the Abbey website. Unique URLs were used to assess newspaper effect. Average daily UV traffic to specific Abbey Savings landing pages was elevated by 51% during the newspaper and online newspaper campaign period.
Visitors referred from the Newsworks landing pages spent longer on the Abbey website, and on average viewed more pages per visit, than the average across all Abbey website visitors.
Newspaper readers will not always type in the full URL, so Sophus3 also measured traffic increases to abbey.com via search and direct input of homepage address.In addition to driving traffic to specific campaign landing pages, adding the print newspaper campaign also generated a substantial 39% increase in visitors to Abbey via Google search, compared with the TV only period. Average daily traffic from direct type-in of abbey.com and bookmarks/favourites also increased by 47%.
Garnier Nutrisse ads in Big Brother sections of online newspapers heightened campaign synergy. Online ad recognition was higher among people who also saw the newspaper print ads for Garnier Nutrisse, and 23% of recognisers said they clicked on the ad.
Newspapers were the only medium to carry the web address and sample offer in the first 2 weeks of the launch campaign.
During the test, there was a TV solus period and a national newspapers (print + online) solus period. Print and online newspapers drove significantly more people to the website than TV – 31% more unique visitors and 27% more page views.