A broadcaster’s campaignCross-platform ad effectiveness

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Today

Reaching the right audience

Ad recall and understanding

Improving perceptions and

prompting further action

The impact of cross-media exposure

A broadcaster ran a campaign across all Guardian platforms…

…its effectiveness was tested by surveying the Brand Aid Panel

…the aim was to promote specific programmes and encourage consideration of the broadcaster generally

The Brand Aid Panel

Panellist numbers correct as of April 2013

2,340 panellists

online

4,067 panellistsin print

The Brand Aid Panel

543 panellistson tablet

1,030 panellistson mobile

Panellist numbers correct as of April 2013

Reaching the right audience

Watching a wide range of programmes

Source: Brand Aid Panel March 2013

Drama78% Art &

Culture54%

Comedy72%

Political39%

News/ factual

84%

% of respondents who usually watch each type

Advertising that works

The campaign had good cut through

Source: Brand Aid Panel March 2013. Vs average Guardian campaign tested.

Particularly high recall for the

print element

Print iPad Mobile Online0

10

20

30

40

50

60

70

80

90

79

64

46

24

52

58

35

23

% recall of the ads, by platform

This campaign Average campaign

The ad performed much better than average

Source: Brand Aid Panel March 2013. Base: all who recalled seeing the campaign on any platform. Vs all campaigns tested on Guardian, guardian.co.uk, m.guardian and iPad panels.

Ad re

call

Iden

tifica

tion

of a

dver

tiser

Thoro

ughn

ess

Easy to

und

erst

and

Benefi

t

Appea

ls to

me

New in

form

atio

n

Fresh

app

roac

h

Positi

ve0

10

20

30

40

50

60

70

80

90

Recall and understanding of the campaign (%)

This campaign Average Guardian campaign

The campaign changed perceptions of the broadcaster

% agree that the ads improved their perception that the broadcaster offers…

Source: Brand Aid Panel March 2013. Base: all who recalled seeing the campaign on any platform

…higher quality programming than

expected: 47%

…a wide range of programmes:

45%

…programmes that are relevant to

them: 43%

The ads prompted further action

Source: Brand Aid Panel March 2013. Base: all who recalled seeing the campaign on any platform

0

10

20

30

40

50

60

49

46

33

30

As a result of seeing the ad % likely to…

Nearly half of respondents intended to watch the

programmes promoted

Share of traffic to the broadcaster’s site rose during the campaign

Source: Hitwise Jan – Feb 2013

There was a 10% increase in the share of

traffic coming to the broadcaster’s site from

guardian.co.uk

The impact of advertising cross media

41% of respondents recalled seeingthe campaign on more than one Guardian platform…

Source: Brand Aid Panel March 2013

Online In Print On Tablet On mobile

… they were more likely to feel positively about the broadcaster

Source: Brand Aid Panel March 2013.

A wid

e ra

nge

of p

rogr

amm

es

Hig

her q

ualit

y pr

ogra

mm

ing

than

you

had

expe

cted

Progr

amm

es th

at a

re re

leva

nt to

you

010203040506070

3540

32

59 58 58

% agree that the ad improved their perception that the broadcaster offers…

Single platform Multiple platforms

… and were more likely to act upon what they saw

Source: Brand Aid Panel March 2013

010203040506070

41 38

1727

60 5848 43

As a result of seeing the ad % likely to…

Single platform Multiple platforms

Those exposed across platforms felt more positive about the broadcaster…

Source: Brand Aid Panel March 2013. Caution: small sample size for those who saw on print + iPad and print + mobile

Higher quality programming than they had expected

Programmes that are relevant to them

A wide range of programmes0

10

20

30

40

50

60

70

80

90

47

38 37

65 6762

46

615757

79

66

% agree that the ad improved their perception that the broadcaster offers… (print respondents)

Print only Print + online Print + iPad Print + mobile

…and were more likely to act upon what they saw

Source: Brand Aid Panel March 2013. Caution: small sample size for those who saw on print + iPad and print + mobile

0

20

40

60

80

5344

33

16

73 68

50 52

75 73

49 47

8572

53 49

As a result of seeing the ad, % likely to… (print respondents)

Print only Print + online Print + iPad Print + mobile

Print + digital = high recall AND further action

Exposure across multiple Guardian platforms was the most effective prompt

Source: Brand Aid Panel March 2013

Guardian only Guardian + other media

Single Guardian platform

Multiple Guardian platforms

0

10

20

30

40

50

60

70

45

55

41.1859205776173

60.0565552699229

% likely to watch the programme(s) promoted, by exposure on...

Conclusions

Source: Brand Aid Panel March 2013, H itwise Jan – Feb 2013. * vs other Guardian campaigns tested.

• The campaign reached the right audience, of consumers of a wide variety of programme genres

• A good level of ad recall was achieved and the ad was seen as much more appealing and original than average*

• The campaign successfully improved attitudes towards and consideration of the broadcaster. Nearly half of respondents intended to watch the programme(s) promoted

• Share of traffic from guardian.co.uk to the broadcaster’s site increased by 10% during the campaign

• Those exposed across multiple GNM platforms were more likely to understand and appreciate the ad, and to be intending to take further action as a result of seeing it