the ipa databank study

The IPA Databank study

Business effectiveness

Analysis of IPA effectiveness case studies

2012 and 2014

Peter Field

Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 18 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & The Short of it, Brand Immortality, The Link Between Creativity and Effectiveness and a chapter of the Sage Handbook of Advertising. He is also a contributor to the Wharton Future of Advertising Project. Peter writes and speaks regularly around the world about marketing effectiveness. He is an honorary Fellow of the UK Institute of Practitioners in Advertising.

3 key questions

1 2 3How effective are campaigns

that use newsbrands versus

those that do not?

How effective are campaigns

that use multi-platform

newsbrands versus those

using just one platform?

What impact do

newsbrands have on the

effectiveness of other

media?

Source: IPA Databank case studies 2012 and 2014

3 key answers

Campaigns that use

newsbrands are more

effective at delivering

business effects than those

that do not use newsbrands

Campaigns that use multi-

platform newsbrands are

more effective than those

using just one platform

Newsbrands enhance the

business effectiveness of

TV, online and social

1 2 3


Definitions and sample sizes

Newsbrand print users:

more than 8% of budget

Newsbrand digital users:

more than 0.01% of budget

Non-users:

didn’t use/light or passing use

76 cases analysed:

Newsbrand print users 43

Non-users 33

Newsbrand digital users 44

Non-users 32

Newsbrand print + digital users 32

Non-users of both 44

Total newsbrand users 55

Non-users 21


Summary of profiling

Disadvantage for newsbrands

Very low ESOV

Short-term cases

New/small brands

Value/mainstream brands

Less likely to be emotional

Advantage for newsbrands

More service sector brands


Campaigns that use print

newsbrands deliver stronger

business effects

+36%Uplift in business effects

vs non-users


T

Larger brands have

higher uplifts with

print newsbrands

in the mix

Uplift in business effects vs non-users

All cases Large brands

36%

57%


The impact of print newsbrands

is higher for long-term cases

Uplift in business effects vs non-users

All cases Long-term cases

62%

36%


Multi-platform newsbrands

are even more effective

+58%Uplift in business effects

vs non-users

NEWS


Multi-platform newsbrands impact

all business metrics

% reporting very large

effects

sales

5048

28

18

Print + digital newsbrand users Non-users

13

22

4138

2

7

20

25

loyaltymarket

share

customer

acquisition

price

sensitivity

profit


Newsbrands boost the

effectiveness of TV

+65%vs TV with

no newsbrands

TV

NEWS


TV + online benefits from

the inclusion of digital

newsbrands

+59%vs TV with no online

NEWS

TV


Newsbrands boost the

business effectiveness

of other digital media

+53%

vs online display with no newsbrands

+118%

vs social media with no newsbrands

NEWSNEWS


Conclusions

Newsbrands

widely

enhance

effectiveness

when included in

the media mix

Newsbrands work

more effectively

in multi-media

campaigns when

both print and digital

platforms are included

Multi-platform

newsbrands

boost the business

effectiveness of TV,

social and online

display

Newsbrands

deliver widespread

long-term benefits:

• Profit

• Market share

• Price protection

• New users

TV

NEWS
