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Does the choice of advertising partner affect brand perception? Part 1: What Consumers Say
July 2016
Rogers Insight Research Study conducted on behalf of:
The Hypothesis
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The Halo Effect
Engagement
Trust
Community
Premium media environments and context offered by NewsBrands have a powerful effect for Advertisers
NewsBrand readers have very high levels of engagement with their chosen NewsBrand, and
attention levels are high.
There are high levels of trust in the NewsBrands they favour.
The context in which ads are seen is one that readers personally
identify with, they are part of their NewsBrand’s community.
What we did to prove the Hypothesis
The Globe Media Group, The Canadian Marketing Association, and Marketing magazine,
in partnership embarked on a research study conducted by Rogers Insights.
4,000 Canadian consumers were surveyed online, with a comprehensive questionnaire with
the objective of identifying the importance and value of premium media environments for
consumers and marketers.
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• What defines a premium media brand
• Is there a Halo Effect of premium environments on brand perception
• Exploring and refuting the idea that all audiences are equal
Available at the Marketing Evolution Summit on September 21
Part 1 presents consumer insights
Part 2 focusses on marketers’ insights and will be included in the full research study to be
presented at the Marketing Evolution Summit on September 21, 2016
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What Consumers Told us…
Seeing an ad in a premium environment, in the right context has a positive impact on brand perception.
The Halo Effect
How do consumers define a premium/prestige MediaBrand?
5 CONTEXT MATTERS: CONSUMER STUDY
79% TRUSTED
SOURCE OF INFORMATION
76% WELL
DESIGNED
68% HOLDS YOUR
INTEREST
64% MAKES YOU
FEEL INFORMED
64% UNBIASED
INFORMATION
57% BALANCED
INFORMATION
53% ORIGINAL CONTENT
% of Respondents
Original Content defines Premium/Prestige Media sites
Consumer Top 3
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1
2
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Websites of major daily newspapers e.g. globeandmail.com, nationalpost.com, vancouversun.com
Original online news organization websites e.g. huffingtonpost.ca
Websites of major national magazines e.g. macleans.ca
What’s the impact on brands…The Halo Effect?
7 Copyrighted and reprinted with permission from Marketing magazine
Across three industry categories (automotive, financial, and travel), all brands see a significant positive lift in opinion if they advertise on what respondents consider their most premium/prestigious type of website:
The negative impact of choosing to advertise in less prestigious sites is considerably stronger
LESS POSITIVE MORE POSITIVE
Premium
Non-Premium
Top 3 most appropriate sites for Ads by category
Free Daily/Weekly
Newspaper sites
Major Daily Newspaper sites
Social Media
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Discount Airline Full Service Airline Banks/Financial Services Luxury Auto Non-Luxury Auto
Major Daily Newspaper sites
Sites for Business
Websites of major national
magazines
Major Daily Newspaper sites
Sites for Business
Websites of major national
magazines
Sites for Business
Major Daily Newspaper sites
Websites of major national
magazines
Major Daily Newspaper sites
Free Daily/Weekly
Newspaper sites
Websites of major national
magazines
Daily Newspaper sites dominate…even more so for MOPEs and High Income Households
Consumers confirm that context does matter.
9 CONTEXT MATTERS: CONSUMER STUDY
• NewsBrands are their premium sites of choice for ad appropriateness.
• Ads on Premium sites show significant positive lift of brand opinion/perception…the Halo Effect.
• Major Daily Newspaper websites are their leading premium site choice.
• Advertising on non-premium sites has a dramatic negative impact on brand opinion/perception.
Need more proof that premium sites deliver premium performance?
Key findings from this 2016 comScore study show that:
Display ads on premium publisher sites had an average of 67% higher brand lift than non- premium sites.
Premium publishers are more than 3x more effective in driving mid-funnel brand
lift metrics – favourability, consideration and intent to recommend
Premium publisher effectiveness is driven in part by higher viewability rates, which
include lower levels of invalid traffic.
10 Source: The Halo Effect comScore 2016
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• Trusted content
• Award-winning journalism
• A large community of engaged and influential readers
• Globe Alliance portfolio of premium world-class publisher sites
• Globe Edge custom content studio
The Globe Media Group delivers Premium Power
Canada’s #1 Premium NewsBrand Audience
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Lifestyle & Entertainment 9.9 million UVs
News, Business and Finance 14.3 million UVs
Arts & Entertainment
3.8 Million
Fashion & Beauty
3.6 Million
Home & Décor
3.1 Million
Men’s Lifestyle
1.3 Million
Culture
Film
Music
Life & Style Life & Style
Sports
Source: comScore Multi-platform Key Measures & Audience Duplication, March 2016 3-month average and Globe Estimates 12
Offering access to 19 million Canadian UVs monthly, multi-platform
Moat Analytics measure ad viewability, exposure and interactivity across all Globe Alliance properties.
How do our desktop sites perform, compared to benchmarks?
We can optimize your campaign effectiveness in real-time and provide deeper reporting insights – by site, placement and creative.
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15% More
In-View ads
6% More
In-View Time
17% More
Interactions
30% More
Page Dwell Time
61.3% 28.2 sec 3.4% 64.1 sec vs.
52.9% vs.
26.6 sec vs.
2.9% vs.
49.4 sec
28% More
Interaction Time
9.7 sec vs.
7.6 sec
Globe Viewability drives effectiveness
Globe Alliance Performance vs. Moat Desktop Benchmarks, Q2 2016
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The Globe Media Group delivers Premium across all platforms
14 Source: Vividata Q4 2015 AP 12+; comScore Q1 2016, Internal Globe Stats Q1 2016. Multi-platform figures are internal estimates.
Newspaper
3.9 million readers (6 day cume)
Magazines
2.1 million readers
Globe Website
3.5 million monthly UVs desktop
Mobile
3.9 million monthly UVs
Website Video
2.8 million video views monthly
Globe Website
824,000 registered readers
773,000 monthly blog page views
1.5 million monthly comment page views
Events 60+
Events Annually
Globe Alliance
19 million UVs desktop/mobile
eNewsletters
610,000 weekly
Monthly Referrals Facebook: 1,144,000
Twitter: 347,000 Reddit: 174,000
1.3 million followers
Custom Publishing
22 Canadians read, watch, engage 24/7 million+
14,000+ registered users
Updated May 16/16
Context Matters across platforms and drives brand lift metrics
Case study
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The Challenge: • Reinvigorate a well-established, high awareness brand – led by a new and innovative product. • Change opinions and perceptions of the brand
The Execution: • Comprehensive multi-platform custom content
partnership • Digital custom content, brand ads, video • Print custom content, brand ads, high impact ads • Events with product integration
The Results
% LIFT EXPOSED TO:
DIGITAL ONLY
PRINT ONLY
DIGITAL AND PRINT
Favourable Opinion
+ 5% + 18% +36%
Brand Attributes
+ 31 to 50%
+ 19 to 24%
+ 26 to 60%
Consideration +57% +88% +129%
Source: GMG/comScore Brand Lift Study 2013
YOUR CAMPAIGNS MAY BE COST EFFICIENT…BUT ARE THEY COST EFFECTIVE?
The Halo Effect that The Globe Media Group can offer through it’s premium environments can significantly and cost effectively improve your brand perception
and key brand lift metrics.
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TRUST ENGAGEMENT COMMUNITY