mail media pack

Media Pack May 2009

1) Why Use the Mail Online

2) Channel Breakdown

4) Case Studies

3) Creative Opportunities

Five Reasons To Advertise With The Mail OnlineOverview

ENGAGEMENT

INNOVATION

SPENDREACHMail users spend an

average of £1,840 each annually onlineThis is more than

Guardian, Yahoo and MSN users

The Mail receives a higher

percentage of UK visits than any other national

news site

Creatives offering maximum standout

including page peels, page wraps and belly bands

The Mail Online’s dwell time is 50% greater than

that ofthe other national

newspaper sites

Source: Hitwise March 09 Source: TGI Internet Wave 18

Source: Comscore April 09

Utilise the Mail’s female orientated channels to reach women who spend more on clothes than any other major female portals

FEMALE USERS

Source: TGI Internet Wave 18

Over 100 Years Worth Of Heritage

The Daily Mail•Second highest circulating daily

national newspaper with a readership of 4.9 million.

The Mail on Sunday•Second highest circulating Sunday national newspaper with a readership

of 5.6 million

The Mail Online•More UK visits than any other

newspaper site

Source: NRS April 09-March 09/Hitwise March 09

Cross Media Reach

Source: Audience Dynamics 2009

of Mail Online Users also read the Newspaper

of Paper Readers also

use the Website

Which is a 24% uplift in reach when you add online to an offline campaign!

Solus Reach40% of Mail Users do not visit the

This is a solus reach of 2.8M uniques

15% do not visit

This is a solus reach of 1M uniques!

Source: TGI Internet Wave 18/Intellitracker May 09

More UK Visits than Any Other National Newspaper Site

19.67%

16.61%

16.38%

14.39%

12.74%

Source: Hitwise March 09

This means Mail users come back to

the site more regularly than users of any other

news site

4.35.2

The Highest Engagement

Minutes

MinutesMinutes

Source: Comscore April 09

Mail Online users spend an average of 9.8 minutes on the site

per month, this is 50% longer than users of other newspaper sites

6.4 Minutes 6.2

90% enjoy spending time with their

family

INDEX 102

40% are AB, 73% are ABC1

33% have children aged 1-16 years

Average Gross HH Salary

£39,775

20% have a gross HH income of

£50k+

Average Age

46

Source: Audience Dynamics 09/TGI Internet Wave 18

45% say its important their

family thinks their doing well INDEX

116

57% have at least 3 or more members in their household

INDEX 104

Audience

Highly Receptive To Online Advertising

“Online sponsorship is an effective way of

advertising”

“I Have Researched a Brand Seen Online”

“Advertising Creativity Is At Its Highest Online”

“Online Ads are More Entertaining Than Other

Ads”

21% (160)

14% (111)

12% (99)

57% (128)

52% (116)

50% (112)

43% (145)

28% (94)

27% (91)

22% (172)

15% (120)

13% (102)


Spending More Online

£1,840

£1,704

£1,576

£1,480

£1,478

Average annual online spend, per user

In total Mail Online users

account for £12.7bn each year of all online

spend.

Source: TGI Internet Wave 18/ABCe April 09

£1,596

£1,558

Buying Quality/Branded Products

140

110

86

105

100

99

96

150

111

109

125

108

109

118

135

118

86

100

111

107

100

149

113

113

113

113

108

104 Source: TGI Internet Wave 18

Own a Gucci Watch

Shop at Ted Baker

Use Estee Lauder Eye Make-Up

Use Calvin Klein

AftershaveBuy Adidas

Sports Clothes

117

107

99

100

104

114

111

Channel Breakdown

As well as covering the breaking news stories throughout the

day, News is a fully interactive channel including a daily poll

and comment function on every article. Visitors can choose to

view home or world news, headlines or the news in

pictures. Registered users have the added advantage of

receiving a regular newsletter and a daily headlines bulletin

•Mail users are 75% more likely than the online average to have watched news video’s online in the last 6 months.

•78% more likely to have read about news content on their mobile phone

•30% more likely to have made a charity donation due to current affairs! Source: TGI Internet Wave 18


NEWS

ABC1s

75%

Full Time Working

51%

Married

54%

Average Age

47

Children in HH

34%

Women : Men

52:48

Gross HH Income

£40,644

TV & SHOWBIZ CHANNEL

ABC1s

76%

Women : Men

65:35

Children in HH

36%

Gross HH Income

£41,431

Married

51%

Full Time Working

50%

Average Age

45

TV and Showbiz is the Mail Online’s entertainment hub,

packed with stories and gossip from the world’s celebrity hotspots. Special features

include an entertainment poll, the Screening Room showing

the latest film trailers and Soap Box, keeping viewers up

to date with the latest happenings in their

favourite soaps.

20% of Mail Online users say their favourite type of film is a comedy. This is more than the other national newspaper websites!

•Mail 139

•Telegraph 98

•Guardian 97

•Times 91

INDEX



FEMAIL CHANNELThe Femail channel is packed

full of engaging articles written by award winning

stylists and make-up artists and even includes an online

fashion store! Ideal for cosmetic and fashion clients

wanting to target female users who have the disposable

income to shop, visit health spars and keep up with the latest cosmetic innovations.

Femail Users are more likely to purchase skin firming face creams than users of other major female portals!

•Femail 233

•Handbag 196

•I Village 163

•M&S Life & Style 130

•Vogue 127

INDEX



Women : Men

74:26

ABC1s

78%

Full Time Working

50%

Married

50%

Gross HH Income

£42,460

Average Age

44

Children in HH

36%

SPORT CHANNELTarget our sports mad male users on the sports channel.

Content includes all the latest sports news, free to

view premier league highlights, fantasy league

and club’s own pages. Written by celebrity and

award winning journalists including Martin Samuel,

Matt Dawson & Jamie Redknapp

Women : Men

19:81

ABC1s

73%

Average Age

46

Full Time Working

60%

Married

57%

•Mail Users 140

•Times 118

•Telegraph 114

•Guardian 108

14% of Mail users have paid to watch football on TV in the last 12 months. This is more than users of other national newspaper sites



INDEX

Gross HH Income

£40,969

Children in HH

39%

HEALTH CHANNEL

The Mail’s Health channel keeps users up to date with the latest wellbeing advice and ideas for all the family. Special features including

ask the doctor, health calculator, pregnancy guide, breast cancer checker and a

six week workout

ABC1s

74%

Women : Men

73:27

Children in HH

36%

Gross HH Income

£40,581

Married

49%

Full Time Working

47%

Average Age

45

50% of our female users are prepared to pay more for food that doesn’t contain artificial additives. This is more than users of other female portals!

•Mail Users 106

•MSN Life & Style 102

•I Village 99

•Vogue 87


INDEX


SCIENCE & TECH CHANNEL

ABC1s

71%

Married

49%

Average Age

45

Full Time Working

51%Gross HH Income

£37,683

Women : Men

44:56

Science and tech attracts the Mails gadget mad users

looking for their next boys toy or to read about the latest techie developments! Article content is wide ranging and

covers anything from the environment, gaming, DIY, wildlife and space. Science and Tech even has its own

online store where users can click through to purchase gadgets, toys and gifts.

Mail Online users are almost 30% more likely to agree they love buying new gadgets & appliances than users of other news websites!

•Mail Users 129

•Times 116

•Telegraph 114

•Guardian 112

INDEX



Children in HH

35%

COFFEE BREAK

Average Age

48

Full Time Working

54%Gross HH Income

£35,751

Children in HH

34%

Women : Men

66:34

ABC1s

70%

Married

46%

Coffee break attracts Mail users who love online gaming

and the chance to win cash prizes. Special features

include Mail Bingo, Sudoku, Crosswords, cartoons, celeb trumps and online scratch cards. An ideal channel to

reach our female users whilst they spend time on each page interacting with the

content

42% of Mail Online user’s have used the internet to play/download games in the last 6 months! This is more than the online average and other newspaper sites.

•Mail Users 111

•Guardian 99

•Telegraph 91

•Times 89



INDEX

YOU CHANNEL

Average Age

46

Full Time Working

46%

Married

54%

Children in HH

31%

Women : Men

79:21

ABC1s

75%

Mail users spent an average of £91 on dresses in the last 12 months. This is more than users of other female portals such as I Village!

•Mail Online £91

•I Village £75

•Vogue £73

•MSN Life & Style £72



Building on the success of its offline counterpart (You mag

being the national press’ original women's magazine) this

channel is idea for targeting women interested in fashion &

beauty. Strong online content includes mail on Sunday

exclusives, recipe ideas, beauty clinic, horoscopes and agony

aunt. Articles are written by Liz Jones, former editor of Marie Claire and Grazier journalist

Mimi Spencer

Gross HH Income

£39,430

LIVE CHANNEL

ABC1s

75%

Average Age

44

Full Time Working

51%

Married

53%

Gross HH Income

£43,850

Children in HH

34%

Women : Men

50:50

Editorial content is topical, lively and packed with information and recommendations for the male

consumer on all he needs to know about the latest

technology, cars, style, leisure activities, food, drink and

entertainment. The online magazine is literally sprinkled with star columnists,

topped and tailed by Dylan Jones and Piers Morgan. Dylan is Editor of GQ magazine and Piers needs

no introduction!



Almost 1 in 5 Mail Users intend to buy a car in the next 12 months! This is 1.4 million potential customers!

•Mail Online 19.25%

•Telegraph 18.03%

•Times 17.3%

•Independent 17.04%

•Guardian 15.72%

109

102

98

97

89

INDEX

TRAVEL MAIL

Women : Men

50:50

ABC1s

68%

Average Age

52

Full Time Working

45%

Married

66%

Gross HH Income

£36,623

Children in HH

30%

Travel Mail is well established as a leading holiday research

site for UK travellers. It strives to enrich the high

quality experience enjoyed by the travel sections in its

offline counterparts. Strong online content includes

videos, photos, guides and exclusive offers. Ideal for

travel advertising aimed at a high end audience who spend 8 months of the year planning

their holidays.



Mail users are 43% more likely than the online average to have spend 21 nights or more away on their last holiday! This is more than users of The Telegraph, Times and MSN Travel!

•Mail Online 143

•Telegraph 137

•Times 120

•MSN Travel 67

INDEX

65% Women

74% Women

79% Women

73% Women

TV & SHOWBIZ

FEMAIL

HEALTH

YOU

A highly relevant audience and environment means these

channels are ideal for advertising fashion, beauty and

other female targeted products!

“Female Package”


88% Men

81% Men

56% Men

FANTASY

FOOTBALL

SPORT SCIENCE & TECH

A highly relevant audience and environment means these

channels are ideal for advertising sport, motors and other male targeted products!

“Male Package”


LIVE

50% Men

Creative Opportunities

Masthead Sponsorship

Exclusive opportunity to ‘own’ the daily mail homepage. Rebrand the masthead to

achieve massive stand out, exposure and strong

brand association

Wrap a page to create maximum visual

impact

Page Wrap

The 3x MPU wide format guarantee’s maximum

standout and exposure

Belly Band

Unique ad positions framing editorial content for maximum

stand out

Book-Ends

Integrate video into a microsite for maximum user

engagement and interaction

Microsite with Video

Allows for a long message and is in a prominent top of the page

position! The Ticker is a permanent feature ensuring

share of voice!

Ticker

Case Studies

Results

……and shifted key branding metrics

•Spontaneous brand awareness increased by 150%

•Spontaneous SUV awareness increased by 550%

•Behaviour intent increased by 213%

Summary

The Daily Mail and the MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.

Campaign demonstrates cross media ad effectiveness of the Mail brand with a 550% increase in SUV awareness following campaign

Background

Chevrolet Captiva wanted to raise awareness of the new Chevrolet Captiva SUV model amongst their target audience of UK adults aged 35 years or more, as well as encourage footfall and test-drives at Chevrolet dealers.

Campaign Objectives

•Promote “Captiva”•Change SUV brand perception•Increase ‘call to action’

AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the on/offline activity.

The campaign successfully reached the target audience of 35+ year olds

• Robust sample sizes – 3,500 respondents

“The Chevrolet campaign not only successfully targeted the ideal demographic but also supported overall brand marketing efforts.”

“The Mail brands were a perfect partnership for Chevrolet. The campaign successfully demonstrated cross media advertising effectiveness, with a 550% increase in SUV brand awareness.”

Source: Survey Interactive

Chevrolet

Spontaneousaw areness

Campaignaw areness

Behaviourintent

MailOnline Daily Mail

“The ING campaign confirms that the MailOnline provides an excellent platform for brands to engage with consumers.”

“We were delighted with the results of our campaign on the MailOnline. The campaign successfully communicated the benefits of ING savings products.”

Campaign demonstrates online ad effectiveness of the Mail brand with a 77% increase in online campaign awareness

Background

ING wanted to raise awareness of their new savings account, as well as encourage “ call to action.”

Campaign Objectives

•Promote “ING”•Raise awareness of the

savings account•Increase ‘call to action’

Results

AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the online activity.




•Prompted brand awareness increased by 26%

•Campaign awareness increased by 64%

•Behaviour intent increased by 52%

Summary

The MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.

Spontaneousawareness

Campaignawareness

Behaviour intent

Exposed Non-Exposed


ING

“The Mail's campaign for Auris was really strong - both form a creative and results perspective. Daily Mail readers and users are really responsive and helped us achieve great ROI on this campaign”

“ The Auris campaign was perfectly targeted using the mail brands as it delivered the right audience for Toyota, and successfully communicated brand marketing efforts .”

Campaign demonstrates effectiveness of the Mail brands with a 94% increase in spontaneous awareness

BackgroundToyota Auris wanted to raise awareness of the new Auris model amongst their target audience of UK adults aged 40 years or more, as well as encourage footfall and test-drives at Toyota dealers.

Campaign Objectives•Promote “Auris”•Change Auris brand

perception•Increase ‘call to action’

Results

AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the cross media activity.




•Spontaneous brand awareness increased by 94%

•Prompted brand awareness increased by 51%

•Campaign awareness increased by 204% for online and 175% for newspapersSummary

The Daily Mail and the Mail Online successfully shifted key branding metrics and supported overall brand marketing efforts.

Spontaneousawareness

Promptedawareness

Behaviour intent

Exposed Non-Exposed


Toyota

The Travel Mail bespoke email got a click through

rate of 25%

Campaign125 years of Orient Express

MediaDaily Mail3x 20x2 mono on DiaryTravelMail & MailOnlineAdvertorial, plus traffic drivers andemails targeted to our users aged 45+All on and offline activity directedreaders and users to the advertorial

Illustrating the Responsiveness of Our Users

• The advertorial attracted 17,786 unique visitors in 4 weeks

• Sending 70% of them - over 12,500 users – directlythrough to Orient Express’ website

• Orient Express then data captured 10,414 users from acompetition to win a trip on the Orient Express

• This represented 56% of all visitors to the advertorial, and 83% of all users sent by TravelMail to Orient Express’ site

Orient Express

mail media pack

News & Politics

online average

daily mail

newspaper site source

highest online online

index source

mail online moreuk visits

tgi internet wave

mail onlineusers