The Key Points We Are Going To Make Today

The Brief…

Does exposure to advertising in

The Daily Mail or The Mail On Sunday

influence the way a person subsequently

searches online?

Methodology

Source: Independent research conducted by River Research

Asked to go online for c.15

minutes and search for a

holiday / short break OR

personal finance products

Asked to go online for c.20

minutes and search for a

holiday / short break OR

personal finance products

Read the DM / TMOS for

c.15 minutes – asked in

particular to read the travel

OR finance sections

Subsequent interviews were undertaken with respondents after a further 7 days

Observed And Recorded Browsing Behaviour

Source: Independent research conducted by River Research

What We Were Looking For - ‘Hits’

Respondent goes to

the Nationwide website

If Mail readers have more

than Non-readers, it would suggest

that advertising in The Mail

influences

their online browsing behaviour

A Nationwide advertisement

appears in The Mail On Sunday

Source: Independent research conducted by River Research

of all Mail readers

of an advertiser who had

in that day’s

50%

15%

Mail readers Non-readers

% of respondents with ‘Hits’

Advertising in The Mail is an effective

driver of traffic to your website

The Mail Drives Online Browsing Behaviour – Fact!

Readers are more likely to go to

the website of an advertiser featured in

The Mail than Non-readers

Source: Independent research conducted by River Research

Inspiring Visits To A Broader Range Of Brands

Advertising in The Mail encourages readers to go to a

mixture of big brand websites and those they were

unaware of or were not previously front of mind –

Non-readers ‘Hits’ tended to be

big, well-known brands Mail readers ‘Hits’ were a mix of

big and specialist brands

Source: Independent research conducted by River Research

The DMA Has Similar Quantitative Findings

52% of measured response

to insert and

door drop campaigns

went online

The Insert Council and the D2D Council measured response to 3 million

advertising items delivered directly to consumers, across 5 clients and 11

different distribution methods. On average, across the campaigns, 52% of the

response measured went online in this quantitative study.

Why Did Readers Visit These Websites?

Source: Independent research conducted by River Research

Well… there was an ad

in the Newspaper

The Mail sometimes brings up

something different

What was said in the paper looked

quite interesting, and I wanted

to give it a try

It was mentioned in

the newspaper

Source: Independent research conducted by River Research

Mail readers are much

more likely to go

than use a search engine

The Mail Driving Direct-To-Brand ‘Hits’

Direct visits to

branded websites: (as % of all the different

websites visited in total)

29% 19%

Mail readers are much more likely to go

than use a search engine

(e.g. generically searching for “cheap holiday deals”)

Source: Independent research conducted by River Research

User types in web

address directly into

address bar

Do they have

a brand or

deal in mind?

User wants to look online for

holiday / personal finance product

Arrive at pre-

planned website

Do they know

the web

address?

Y Y Is the web

address easy

to type in?

Y

Goes to Google and

types in brand name

Is user

susceptible to

other offers?

Y

Will Google

showpromoted

ads?

Arrive at Google-

inspired website User clicks on

alternative search

result

N

Y

N

N

Goes to Google and

types in generic

search term

N

Clicks on Google

promoted ad

Clicks on website

they have heard of

before / already use

Clicks on another

Google result within

1st page of results OR OR

N

Google auto

complete kicks in,

user may change

direction

Google auto

complete kicks in,

user may change

direction

Users Don’t Always End Up At Their Intended Sites

Source: Independent research conducted by River Research

Consumers Love To Use Search Engines

Search engines feel Search engines feel

Perception that SEs

are unbiased

Perception that SEs

will be comprehensive

and can lead to the

cheapest deals

It feels like you’ve

done it yourself

Google is well known

and trusted

SEs will guide you if you

don’t know the right web

address

SEs are a legitimiser –

perception that SE

results are ‘good’ results

Google usually gives

me more options

I use Google for

everything

Source: Independent research conducted by River Research

But SEs May Not Be A Friend To All Advertisers

Source: Independent research conducted by River Research

The Mail provides a valued & trusted ad environment

The Online world =

Endless /

Overwhelming

Go in any

direction

Treasures to

be found

Potential

dangers

Go your own

way Need a guide

The Mail =

Limited

Safe

Directed

Manageable

Trusted

Anodyne

82%

74%

Trusted More Than…

of Mail readers trust it to provide them with reliable information,

even more than the BBC

69%

55%

40%

41%

74%

Source: Mylife BMRB

Reading The Mail

doesn’t just have an

impact on ,

but also on

of Mail readers did further research following

the interview (Non-readers: 25%)

of Mail readers went on to purchase a product or service

advertised (Non-readers: 0%)

Prolonged Effect On Purchase Behaviour

Source: Independent research conducted by River Research

The Key Points We Are Going To Make Today