newspapers drive web traffic

Download Newspapers drive web traffic

Post on 24-Feb-2016




0 download

Embed Size (px)


Newspapers drive web traffic. Summary of effectiveness test findings. 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 - PowerPoint PPT Presentation


Click to edit Master title style

Newspapers drive web traffic1Summary of effectiveness test findings2Newsbrands dual platform ideal for driving web trafficNewspapers (both print and online formats) deliver huge audiences 21m readership of print titles per day15m UK unique visitors to online papers per month22m readership of print and online titles per day

Newspapers prompt action9 case studies = 9 significant web traffic upliftsBetween 31% and 5292% uplift!Across Motors, Finance and FMCG categories

3Newspapers drive web traffic - Major brands tested

4Robin GilesGeneral Manager,Marketing Communications,Toyota plc

Justin BasiniVice President,Customer Initiative Management,Capital One Bank (Europe)

Carlton LawsonMarketing Director UK/Ireland,PfizerAdding 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.5MotorsToyota Yaris 2006 & 2007

Toyota Auris 2007

Vauxhall Tigra 2005562006 Toyota Yaris: Newsbrands drive 44% extra trafficNational newspapers overall drove a 44% increase in unique visitors23% from brand advertising in national newspapers21% from online newspapers websitesJuly 06 vs 12 month YTD average %Online newspaper websites232116732100National newspapers(paper versions)TVOther online campaignsSearch campaignBase = 12 month July YTD averageSource: Sophus3 ,2006Sophus3 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.

672006 Toyota Yaris online newsbrand sites highly efficientOnline newspapers drive Yaris web traffic increase equivalent to 66% of keyword Search campaign increase.

Source: Sophus3 ,2006Online 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.

782007 Toyota Yaris: newsbrands drive web trafficNewspaper Advertising effect on Web Traffic -Unique visitors to Toyota Yaris microsite% increaseSource: Sophus3, 2007+10%+22%Direct access from newspaperOnline newspaperNon-referrer trafficUnique URLs (eg 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.

892007 Toyota Yaris: newsbrands drive web trafficSource: Sophus3, 2007Newspaper Advertising effect on Web TrafficUnique visitors to Toyota Auris landing pages - % increase-13%14%17%TVOnline newspapersNewspapers - printAgainst 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.

9102007 Toyota Yaris: newsbrands deliver high worth trafficNewspaper Advertising effect on Website Visitors % taking further action

4.781.090.85Newspapers -printOnline Newspapers7.02Test drive requestBrochure requestSource: Sophus3, 2007Sophus3 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.

10112005 Vauxhall Tigra: Newspapers drive 39% increaseUnique visitors to Tigra pages of Vauxhalls website increased by an impressive 39% as a direct result of the 2005 newspaper campaign.Tigra Website PagesUnique Visitors Daily Average

+39%Non-advertised periodNP campaign periodSource: Sophus3, 2005Vauxhall 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.1112Newspaper readers are highly responsive

Though not designed as a direct response ad, presence of web address increased Tigra web traffic by 39%.

Source: Sophus3, 200513FoodKraft Philadelphia 2006 & 20071314Kraft Philadelphia (March 2007): Newspapers more than double search trafficUpliftTotal Online NewspaperEstimated NP (paper)Total Search SitesPhiladelphia Non Referrer Traffic167%99% 61%228%Newspaper Advertising effect on Web Traffic Unique visitors to Kraft Philadelphia website March-April 2007 - % increaseSource: Sophus3, 2007Kraft Philadelphia (Aug 2007): Newspapers outperform TV in driving web traffic

Total Indirect NP (paper) Total Online NewspaperTotal Direct NP url (paper)All TV + Sponsorship for Philadelphia brand and variantsAverage UVs when no advertising160%Uplift114%67%21%72%Source: Sophus3, 2007Comparison 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.

1516Kraft 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 - % increaseUpliftUVs to Recipes homepage during NP campaignAverage UVs to Recipes homepage July 1st - Aug 19th (TV/TV Sponsorship only)Source: Sophus3, 2006The 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.

1617Kraft Philadelphia 2006: Newspapers drive 440% increase in visits

Visits to the recipe section of the Philadelphia website increased by a massive 440% due to newspapersTotal Philadelphia web traffic increased by 240%

Source: Sophus3, 200618FinanceCapital OneAbbeyCapital One: TV + Newspapers drive web traffic

TV + NP campaignCapital One HomepageSecurity Landing pageNo advertising+61%+157%Newspaper and TV Advertising effect on Web Traffic % uplifts versus no advertisingSource: Sophus3Sophus3 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.

1920Abbey: Newspapers drive 51% uplift in web traffic

Print and online newspaper advertising effect on web trafficUnique visitors% increase vs period with no advertising+51%Abbey Savings Campaign Landing PagesSource: Sophus3, 2008Driving 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. TheAbbey 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 campaignperiod.

2021Abbey: Longer dwell time for newspaper readersSource: Sophus3 2008Newspaper advertising effect on dwell time and page views% increase vs. all visitors3423+19%+44%All visitorsVisitors fromNP pagesVisitors 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.

2122Abbey: Search and direct traffic boosted by newspapers

TV + Print newspaper advertising effect on web trafficAverage daily UV traffic to increaseNatural Searchvia GoogleDirect TrafficFirs