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The Proof
1
The business case for newspaper
advertising as part of the media mix
2
Adding brand-led newspaper advertisements
significantly enhanced responses to
TV, clearly demonstrating how an integrate...
3
TV plus print and online newspapers drove a 61% increase in
web traffic to the Capital One homepage, and 157% uplift to
...
4
Capital One
Test Hypothesis: Newspapers are perfect partners to TV
TV and national newspapers - both print and online fo...
5
Capital One
The creative work
Newspaper creative
TV creative
6
Capital One
The creative work
Newspaper creative Online newspaper creative
7
Capital One
High newspaper recognition
Recognition – Capital One Newspaper ads
% recognising
NP
20
31
54
Online NP
MB Pr...
Capital One
8
The findings
9
Capital One
Test detail
Media Plan
Oct 07 Nov 07 Dec 07 Jan 08 Feb 08 £m
Media
Target audience:
ABC1 Adults
TV – 30 sec
...
10
Capital One
TV plus newspapers drives applications
Source: Client data
4 weeks post-campaign
Campaign
Period
Capital On...
11
Capital One
TV plus newspapers drives web traffic
Source: Sophus3*
TV + Newspaper Advertising effect on web traffic
Uni...
12
Capital One
Adding newspapers drives saliency and familiarity
Brand Familiarity
Have credit card with Capital One/seen ...
13
Capital One
TV + Newspaper campaign motivates consideration
Advertising responses
TV ad NP ads TV solus Any NP TV + NP
...
14
Capital One
Twice the increase in brand involvement with TV + Newspapers
Brand Involvement
Someone I like
Pre to post %...
15
Brand Dynamics Equity Analysis Post-wave
Bonding
Advantage
Performance
Relevance
Presence
TV solus
24
4
42
43
66
Capita...
16
Capital One
Adding newspapers strengthens TV ad branding and boosts enjoyment
TV Ad Branding
Definitely remember ad was...
17
Capital One
Adding newspapers enhances TV engagement
TV involvement diagnostics
-+
Added effect of NP
Recognise TV only...
18
Capital One
Newspapers Boost ad performance
Response to TV ad
% agreeing
48
41
41
54
36
MB norm
Contained new
informati...
19
Capital One
Newspapers enhance TV ad secondary messaging
TV advertising
Strongly suggests
% answering
Offers assistance...
20
Capital One
Newspapers enhance TV ad secondary messaging
Newspaper advertising
Strongly suggests
% answering
Offers ass...
21
Capital One
Strong synergy between print & online newspapers
+7
A+
A+
P+
P+
P+
P-P-
A-
A-
A-
A+
P-
+11
+14
Online NP In...
22
80
74
67
61
46
TV + 1
NP ad
TV solus TV + 2 or 3
NP ads
TV + 4
NP ads
TV + 4
NP ads +
Online NP
Advertising measures – ...
23
Advertising measures – Depth of Information
Gives me enough information to decide
Top 2 Box %
Capital One
Newspapers ad...
24
Advertising measures – Re-appraisal
Surprising and gets me to think differently
Top 2 Box %
Capital One
Newspapers prov...
25
Advertising measures – Call to action
Gives me a reason to go out and buy
Top 2 Box %
Capital One
Call to action up 127...
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Newsworks Capital One effectiveness

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How did brand-led newspaper and online newspaper ads coupled with TV positively drive web traffic and active consideration for the credit card provider?

Published in: News & Politics, Business
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Newsworks Capital One effectiveness

  1. 1. The Proof 1 The business case for newspaper advertising as part of the media mix
  2. 2. 2 Adding brand-led newspaper advertisements significantly enhanced responses to TV, clearly demonstrating how an integrated TV, newspaper and online newspaper campaign can positively drive up interest and awareness. We continue to see a key role for newspaper advertising in fulfilling our brand and response objectives.” Justin Basini Vice President of Customer Initiative Management & Brand Marketing, Capital One Bank (Europe) “ Newspaper advertising played a key role for Capital One in launching our unique identity theft assistance products – our named advisor team and our Identity Theft Alert service. Thorough pre-testing of our creative idea resulted in an extremely strong campaign. Highly distinctive newspaper advertising helped deliver increases in brand saliency and engagement among readers. We have also seen considerable uplifts in web traffic and a significant increase in active consideration for Capital One and in likelihood to apply for a Capital One credit card. Capital One The client’s view
  3. 3. 3 TV plus print and online newspapers drove a 61% increase in web traffic to the Capital One homepage, and 157% uplift to Security landing page (URL for newspaper ads) TV + newspapers built saliency and familiarity Adding newspapers produced double the increase in emotional brand involvement, compared with TV solus Adding national newspapers and online newspapers made the TV work more effectively across all diagnostic measures, including engagement, branding, communication and likelihood to apply for the new credit card Adding multiple newspaper executions across print and online platforms built brand re–appraisal by 48%, emotional brand values by 74% and call to action by 127% compared with TV on its own Capital One Headline results
  4. 4. 4 Capital One Test Hypothesis: Newspapers are perfect partners to TV TV and national newspapers - both print and online formats - are the perfect partnership They are processed in different but complementary ways: TV is more passive, newspapers involve active processing TV and newspapers are heavily consumed in the evening; online newspapers have high daytime access. Media profiles are complementary Together, the brand impact should be stronger than either medium separately
  5. 5. 5 Capital One The creative work Newspaper creative TV creative
  6. 6. 6 Capital One The creative work Newspaper creative Online newspaper creative
  7. 7. 7 Capital One High newspaper recognition Recognition – Capital One Newspaper ads % recognising NP 20 31 54 Online NP MB Print norm
  8. 8. Capital One 8 The findings
  9. 9. 9 Capital One Test detail Media Plan Oct 07 Nov 07 Dec 07 Jan 08 Feb 08 £m Media Target audience: ABC1 Adults TV – 30 sec +40 sec 2.4 Newspapers 0.8 Online NP 0.1 Research Dates Millward Brown Pre-wave Post wave Research sample: 25-60 year old credit card owners, decision makers, would not reject direct provider Media Source: NMR/BARB/NRS 284 TVRs Campaign objective In a marketplace that is increasingly commoditised around price, the key objective was to differentiate Capital One and further build their credentials around helping their customers deal with the problem of Identity Theft. 434 TVRs 321 GRPs
  10. 10. 10 Capital One TV plus newspapers drives applications Source: Client data 4 weeks post-campaign Campaign Period Capital One Application rates
  11. 11. 11 Capital One TV plus newspapers drives web traffic Source: Sophus3* TV + Newspaper Advertising effect on web traffic Unique visitors to Capital One % increase Capital One homepage +61% +157% Security page
  12. 12. 12 Capital One Adding newspapers drives saliency and familiarity Brand Familiarity Have credit card with Capital One/seen or heard a lot about Pre to post % points increase - Top 2 box % TV solus TV + NP TV + NP + Online NP 72 64 57 77 67 59 Pre-wave Post-wave -2 +3 +5
  13. 13. 13 Capital One TV + Newspaper campaign motivates consideration Advertising responses TV ad NP ads TV solus Any NP TV + NP 53 56 33 55 58 Made me more likely to apply for Capital One credit card % agreeing Gives me a reason to go out and apply for a Capital One credit card % agreeing
  14. 14. 14 Capital One Twice the increase in brand involvement with TV + Newspapers Brand Involvement Someone I like Pre to post % points increase - Top 2 Box % TV solus TV + NP TV + NP + Online NP 27 18 11 34 24 8 +3 +6 +7 Pre-wave Post-wave
  15. 15. 15 Brand Dynamics Equity Analysis Post-wave Bonding Advantage Performance Relevance Presence TV solus 24 4 42 43 66 Capital One TV + Newspapers audience more highly bonded TV + NP 37 12 50 51 72 TV + NP + Online NP 42 18 53 56 77
  16. 16. 16 Capital One Adding newspapers strengthens TV ad branding and boosts enjoyment TV Ad Branding Definitely remember ad was for Capital One % TV Ad Enjoyment Enjoyed watching % +13 TV solus +2166 +17 +2457 Added effect of TV + NP Added effect of TV + NP + Online NP
  17. 17. 17 Capital One Adding newspapers enhances TV engagement TV involvement diagnostics -+ Added effect of NP Recognise TV only Recognise TV + NP (Each axis 0-90%) P A - + Active Passive Positive Negative +17 +16 A+ A+ P+ P+ P+ P-P- A- A- A- A+ +13 Distinctive Interesting Soothing Pleasant Gentle WeakBoring Irritating Unpleasant Disturbing Involving
  18. 18. 18 Capital One Newspapers Boost ad performance Response to TV ad % agreeing 48 41 41 54 36 MB norm Contained new information Contained different information Points made were relevant Made brand more appealing Made me more likely to apply for a Capital One credit card 63 +15 +19 59 +21 +23 58 +16 +24 53 +23 +29 42 +16 +27 TV solus Added effect of TV + NP Added effect of TV + NP + Online NP
  19. 19. 19 Capital One Newspapers enhance TV ad secondary messaging TV advertising Strongly suggests % answering Offers assistance if you’re victim of IDT Protects you from credit card fraud Alerts you to unusual changes to credit rating Is a professional and competent provider Has low rates of interest 82 +4 +6 63 +5 +13 30 +12 +29 28 +18 +7 27 +19 +26 TV solus Added effect of TV + NP Added effect of TV + NP + Online NP
  20. 20. 20 Capital One Newspapers enhance TV ad secondary messaging Newspaper advertising Strongly suggests % answering Offers assistance if you’re victim of IDT Protects you from credit card fraud Alerts you to unusual changes to credit rating Is a professional and competent provider Has low rates of interest 79 63 47 40 30
  21. 21. 21 Capital One Strong synergy between print & online newspapers +7 A+ A+ P+ P+ P+ P-P- A- A- A- A+ P- +11 +14 Online NP Involvement Diagnostics - + Difference between TV + NP + Online NP and TV + Online NP Recognise TV + Online NP Recognise TV + NP + Online NP ads (Each axis 0-80%) P A - + Active Passive Positive Negative Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving
  22. 22. 22 80 74 67 61 46 TV + 1 NP ad TV solus TV + 2 or 3 NP ads TV + 4 NP ads TV + 4 NP ads + Online NP Advertising measures – Brand values Helps me to connect and identify more strongly Top 2 Box % Capital One Newspapers boost emotional connection by 74%
  23. 23. 23 Advertising measures – Depth of Information Gives me enough information to decide Top 2 Box % Capital One Newspapers add depth of information TV + 1 NP ad TV solus TV + 2 or 3 NP ads TV + 4 NP ads TV + 4 NP ads + Online NP 80 76 71 77 61
  24. 24. 24 Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % Capital One Newspapers provoke strong re-appraisal 807976 68 54 TV + 1 NP ad TV solus TV + 2 or 3 NP ads TV + 4 NP ads TV + 4 NP ads + Online NP
  25. 25. 25 Advertising measures – Call to action Gives me a reason to go out and buy Top 2 Box % Capital One Call to action up 127% when multiple executions added 75 6360 49 33 TV + 1 NP ad TV solus TV + 2 or 3 NP ads TV + 4 NP ads TV + 4 NP ads + Online NP

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