Car Advertising in newsbrands

• Category Facts

• Our readership is your target audience

• They are open to being persuaded

• The Newsbrands toolbox

• Advertising with newspaper titles build business

Contents

Category Facts

4

£739

Newsbrands are important to car manufacturers

Source: Nielsen, 2011

milliontotal ad spend

16%Spent with

newsbrands

5

Bmw U

k

Citroe

n Uk L

td

Skoda

Uk L

td

Fiat A

uto

Uk Ltd

Toyot

a (G

b) L

td

Seat U

k Ltd

Hyund

ai C

ar U

k Ltd

Vauxh

all M

otor

s Ltd

Maz

da C

ars (

Uk) L

td

Honda

Uk L

td

Audi U

k Ltd

All Car

Ave

rage

Mer

cede

s Ben

z Ltd

Renau

lt Uk L

td

Nissan

Mot

or G

b Lt

d

Peuge

ot M

otor

Co

Plc

Kia M

otor

s Uk

Volks

wagen

Uk L

td

Ford

Mot

or C

ompa

ny L

td

Volvo

Car

Uk L

td

Land

Rov

er0

5

10

15

20

25

30

Newsbrands have a 16% share

Source: Nielsen, 2011

6

Category 2011 spend £

Technology* 1,388m

Finance 1,270m

Entertainment & Leisure 912m

Retail 910m

Food 814m

Motors 739m

Cosmetics & Personal Care 712m

Travel & Transport 597m

Nearly ¾ of a £ billion advertising market

Technology includes computers, electronics and household appliances, games & consoles, telecoms

Source: Nielsen, 2011

Our readership isyour target audience

8

Our readers are into cars

Source: NRS July 2011-Jun 2012

Interest in motoring

Index vs all adults

9

That’s a lot of interested people

Source: NRS, UKOM

Readership by Platform

(Excludes Mobile & Tablet)

10

They are buyers – not just lookers

Source: NRS, Jul 2011-Jun 2012

Our reader like new cars

Index vs all adults

They are open to being persuaded

12

Readers can, and do, change their opinion on brands

Source: Millward Brown

The Ford advertising was

“surprising, and gets me to think differently”

13

Newspapers get you on the short listThe car sector is particularly responsive to newspaper advertising

Source: Newsworks Effectiveness Case Studies

Increase in brand consideration attributable to newspaper advertising

14

Newspapers get you on the short listNewspapers drive purchase consideration

% of respondents saying either...

“It’s my preferred car”

or “It’s one of the first I would consider”

or “It’s one of a number I’d consider”

Source: Newsworks Effectiveness Case Studies

Did not recognise newspaper campaign

Recognised newspaper campaign

15

TV Campaigns are stronger with newsbrands

Consideration shift, pre to post, is three times bigger when people see newspaper advertising as well as TV

Source: Newsworks Effectiveness Case Studies

16

Multiple executions give campaigns greater power

Seeing three executions increases all measures

(compared to those seeing only 1 execution)

Source: Newsworks Effectiveness Case Studies

The newsbrand toolbox

18

Wraps

19

Microsites

20

Supplements

21

Sponsorship

22

Online display

23

Creative Solution Packages

24

Polybags and inserts

25

Cross Platform solutions

Source: ComScore

Newsbrands build business

27

Newspapers make people more likely to actNewspapers are the stronger medium for driving behaviour

Gives me a reason to go out and buy

Source: Newsworks Effectiveness Case Studies

28

We drive traffic to websites

Both online and printed newspapers drove traffic to the Toyota website

Source: Newsworks Effectiveness Case Studies

29

Newsbrands are budget efficient

Cost (£m) of 1% increase in Brand Measures

Awareness, Consideration, Brand Image

and Brand Personality

Source: Ford Effectiveness Case Study