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Media Pack May 2009
1) Why Use the Mail Online
2) Channel Breakdown
4) Case Studies
3) Creative Opportunities
Five Reasons To Advertise With The Mail OnlineOverview
ENGAGEMENT
INNOVATION
SPENDREACHMail users spend an
average of £1,840 each annually onlineThis is more than
Guardian, Yahoo and MSN users
The Mail receives a higher
percentage of UK visits than any other national
news site
Creatives offering maximum standout
including page peels, page wraps and belly bands
The Mail Online’s dwell time is 50% greater than
that ofthe other national
newspaper sites
Source: Hitwise March 09 Source: TGI Internet Wave 18
Source: Comscore April 09
Utilise the Mail’s female orientated channels to reach women who spend more on clothes than any other major female portals
FEMALE USERS
Source: TGI Internet Wave 18
Over 100 Years Worth Of Heritage
The Daily Mail•Second highest circulating daily
national newspaper with a readership of 4.9 million.
The Mail on Sunday•Second highest circulating Sunday national newspaper with a readership
of 5.6 million
The Mail Online•More UK visits than any other
newspaper site
Source: NRS April 09-March 09/Hitwise March 09
Cross Media Reach
Source: Audience Dynamics 2009
of Mail Online Users also read the Newspaper
of Paper Readers also
use the Website
Which is a 24% uplift in reach when you add online to an offline campaign!
Solus Reach40% of Mail Users do not visit the
This is a solus reach of 2.8M uniques
15% do not visit
This is a solus reach of 1M uniques!
Source: TGI Internet Wave 18/Intellitracker May 09
More UK Visits than Any Other National Newspaper Site
19.67%
16.61%
16.38%
14.39%
12.74%
Source: Hitwise March 09
This means Mail users come back to
the site more regularly than users of any other
news site
4.35.2
The Highest Engagement
Minutes
MinutesMinutes
Source: Comscore April 09
Mail Online users spend an average of 9.8 minutes on the site
per month, this is 50% longer than users of other newspaper sites
6.4 Minutes 6.2
90% enjoy spending time with their
family
INDEX 102
40% are AB, 73% are ABC1
33% have children aged 1-16 years
Average Gross HH Salary
£39,775
20% have a gross HH income of
£50k+
Average Age
46
Source: Audience Dynamics 09/TGI Internet Wave 18
45% say its important their
family thinks their doing well INDEX
116
57% have at least 3 or more members in their household
INDEX 104
Audience
Highly Receptive To Online Advertising
“Online sponsorship is an effective way of
advertising”
“I Have Researched a Brand Seen Online”
“Advertising Creativity Is At Its Highest Online”
“Online Ads are More Entertaining Than Other
Ads”
21% (160)
14% (111)
12% (99)
57% (128)
52% (116)
50% (112)
43% (145)
28% (94)
27% (91)
22% (172)
15% (120)
13% (102)
Source: TGI Internet Wave 18
Spending More Online
£1,840
£1,704
£1,576
£1,480
£1,478
Average annual online spend, per user
In total Mail Online users
account for £12.7bn each year of all online
spend.
Source: TGI Internet Wave 18/ABCe April 09
£1,596
£1,558
Buying Quality/Branded Products
140
110
86
105
100
99
96
150
111
109
125
108
109
118
135
118
86
100
111
107
100
149
113
113
113
113
108
104 Source: TGI Internet Wave 18
Own a Gucci Watch
Shop at Ted Baker
Use Estee Lauder Eye Make-Up
Use Calvin Klein
AftershaveBuy Adidas
Sports Clothes
117
107
99
100
104
114
111
Channel Breakdown
As well as covering the breaking news stories throughout the
day, News is a fully interactive channel including a daily poll
and comment function on every article. Visitors can choose to
view home or world news, headlines or the news in
pictures. Registered users have the added advantage of
receiving a regular newsletter and a daily headlines bulletin
•Mail users are 75% more likely than the online average to have watched news video’s online in the last 6 months.
•78% more likely to have read about news content on their mobile phone
•30% more likely to have made a charity donation due to current affairs! Source: TGI Internet Wave 18
Source: Audience Dynamics 2009
NEWS
ABC1s
75%
Full Time Working
51%
Married
54%
Average Age
47
Children in HH
34%
Women : Men
52:48
Gross HH Income
£40,644
TV & SHOWBIZ CHANNEL
ABC1s
76%
Women : Men
65:35
Children in HH
36%
Gross HH Income
£41,431
Married
51%
Full Time Working
50%
Average Age
45
TV and Showbiz is the Mail Online’s entertainment hub,
packed with stories and gossip from the world’s celebrity hotspots. Special features
include an entertainment poll, the Screening Room showing
the latest film trailers and Soap Box, keeping viewers up
to date with the latest happenings in their
favourite soaps.
20% of Mail Online users say their favourite type of film is a comedy. This is more than the other national newspaper websites!
•Mail 139
•Telegraph 98
•Guardian 97
•Times 91
INDEX
Source: TGI Internet Wave 18
Source: Audience Dynamics 2009
FEMAIL CHANNELThe Femail channel is packed
full of engaging articles written by award winning
stylists and make-up artists and even includes an online
fashion store! Ideal for cosmetic and fashion clients
wanting to target female users who have the disposable
income to shop, visit health spars and keep up with the latest cosmetic innovations.
Femail Users are more likely to purchase skin firming face creams than users of other major female portals!
•Femail 233
•Handbag 196
•I Village 163
•M&S Life & Style 130
•Vogue 127
INDEX
Source: TGI Internet Wave 18
Source: Audience Dynamics 2009
Women : Men
74:26
ABC1s
78%
Full Time Working
50%
Married
50%
Gross HH Income
£42,460
Average Age
44
Children in HH
36%
SPORT CHANNELTarget our sports mad male users on the sports channel.
Content includes all the latest sports news, free to
view premier league highlights, fantasy league
and club’s own pages. Written by celebrity and
award winning journalists including Martin Samuel,
Matt Dawson & Jamie Redknapp
Women : Men
19:81
ABC1s
73%
Average Age
46
Full Time Working
60%
Married
57%
•Mail Users 140
•Times 118
•Telegraph 114
•Guardian 108
14% of Mail users have paid to watch football on TV in the last 12 months. This is more than users of other national newspaper sites
Source: TGI Internet Wave 18
Source: Audience Dynamics 2009
INDEX
Gross HH Income
£40,969
Children in HH
39%
HEALTH CHANNEL
The Mail’s Health channel keeps users up to date with the latest wellbeing advice and ideas for all the family. Special features including
ask the doctor, health calculator, pregnancy guide, breast cancer checker and a
six week workout
ABC1s
74%
Women : Men
73:27
Children in HH
36%
Gross HH Income
£40,581
Married
49%
Full Time Working
47%
Average Age
45
50% of our female users are prepared to pay more for food that doesn’t contain artificial additives. This is more than users of other female portals!
•Mail Users 106
•MSN Life & Style 102
•I Village 99
•Vogue 87
Source: TGI Internet Wave 18
INDEX
Source: Audience Dynamics 2009
SCIENCE & TECH CHANNEL
ABC1s
71%
Married
49%
Average Age
45
Full Time Working
51%Gross HH Income
£37,683
Women : Men
44:56
Science and tech attracts the Mails gadget mad users
looking for their next boys toy or to read about the latest techie developments! Article content is wide ranging and
covers anything from the environment, gaming, DIY, wildlife and space. Science and Tech even has its own
online store where users can click through to purchase gadgets, toys and gifts.
Mail Online users are almost 30% more likely to agree they love buying new gadgets & appliances than users of other news websites!
•Mail Users 129
•Times 116
•Telegraph 114
•Guardian 112
INDEX
Source: TGI Internet Wave 18
Source: Audience Dynamics 2009
Children in HH
35%
COFFEE BREAK
Average Age
48
Full Time Working
54%Gross HH Income
£35,751
Children in HH
34%
Women : Men
66:34
ABC1s
70%
Married
46%
Coffee break attracts Mail users who love online gaming
and the chance to win cash prizes. Special features
include Mail Bingo, Sudoku, Crosswords, cartoons, celeb trumps and online scratch cards. An ideal channel to
reach our female users whilst they spend time on each page interacting with the
content
42% of Mail Online user’s have used the internet to play/download games in the last 6 months! This is more than the online average and other newspaper sites.
•Mail Users 111
•Guardian 99
•Telegraph 91
•Times 89
Source: TGI Internet Wave 18
Source: Audience Dynamics 2009
INDEX
YOU CHANNEL
Average Age
46
Full Time Working
46%
Married
54%
Children in HH
31%
Women : Men
79:21
ABC1s
75%
Mail users spent an average of £91 on dresses in the last 12 months. This is more than users of other female portals such as I Village!
•Mail Online £91
•I Village £75
•Vogue £73
•MSN Life & Style £72
Source: TGI Internet Wave 18
Source: Audience Dynamics 2009
Building on the success of its offline counterpart (You mag
being the national press’ original women's magazine) this
channel is idea for targeting women interested in fashion &
beauty. Strong online content includes mail on Sunday
exclusives, recipe ideas, beauty clinic, horoscopes and agony
aunt. Articles are written by Liz Jones, former editor of Marie Claire and Grazier journalist
Mimi Spencer
Gross HH Income
£39,430
LIVE CHANNEL
ABC1s
75%
Average Age
44
Full Time Working
51%
Married
53%
Gross HH Income
£43,850
Children in HH
34%
Women : Men
50:50
Editorial content is topical, lively and packed with information and recommendations for the male
consumer on all he needs to know about the latest
technology, cars, style, leisure activities, food, drink and
entertainment. The online magazine is literally sprinkled with star columnists,
topped and tailed by Dylan Jones and Piers Morgan. Dylan is Editor of GQ magazine and Piers needs
no introduction!
Source: TGI Internet Wave 18
Source: Audience Dynamics 2009
Almost 1 in 5 Mail Users intend to buy a car in the next 12 months! This is 1.4 million potential customers!
•Mail Online 19.25%
•Telegraph 18.03%
•Times 17.3%
•Independent 17.04%
•Guardian 15.72%
109
102
98
97
89
INDEX
TRAVEL MAIL
Women : Men
50:50
ABC1s
68%
Average Age
52
Full Time Working
45%
Married
66%
Gross HH Income
£36,623
Children in HH
30%
Travel Mail is well established as a leading holiday research
site for UK travellers. It strives to enrich the high
quality experience enjoyed by the travel sections in its
offline counterparts. Strong online content includes
videos, photos, guides and exclusive offers. Ideal for
travel advertising aimed at a high end audience who spend 8 months of the year planning
their holidays.
Source: TGI Internet Wave 18
Source: Audience Dynamics 2009
Mail users are 43% more likely than the online average to have spend 21 nights or more away on their last holiday! This is more than users of The Telegraph, Times and MSN Travel!
•Mail Online 143
•Telegraph 137
•Times 120
•MSN Travel 67
INDEX
65% Women
74% Women
79% Women
73% Women
TV & SHOWBIZ
FEMAIL
HEALTH
YOU
A highly relevant audience and environment means these
channels are ideal for advertising fashion, beauty and
other female targeted products!
“Female Package”
Source: Audience Dynamics 2009
88% Men
81% Men
56% Men
FANTASY
FOOTBALL
SPORT SCIENCE & TECH
A highly relevant audience and environment means these
channels are ideal for advertising sport, motors and other male targeted products!
“Male Package”
Source: Audience Dynamics 2009
LIVE
50% Men
Creative Opportunities
Masthead Sponsorship
Exclusive opportunity to ‘own’ the daily mail homepage. Rebrand the masthead to
achieve massive stand out, exposure and strong
brand association
Wrap a page to create maximum visual
impact
Page Wrap
The 3x MPU wide format guarantee’s maximum
standout and exposure
Belly Band
Unique ad positions framing editorial content for maximum
stand out
Book-Ends
Integrate video into a microsite for maximum user
engagement and interaction
Microsite with Video
Allows for a long message and is in a prominent top of the page
position! The Ticker is a permanent feature ensuring
share of voice!
Ticker
Case Studies
Results
……and shifted key branding metrics
•Spontaneous brand awareness increased by 150%
•Spontaneous SUV awareness increased by 550%
•Behaviour intent increased by 213%
Summary
The Daily Mail and the MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.
Campaign demonstrates cross media ad effectiveness of the Mail brand with a 550% increase in SUV awareness following campaign
Background
Chevrolet Captiva wanted to raise awareness of the new Chevrolet Captiva SUV model amongst their target audience of UK adults aged 35 years or more, as well as encourage footfall and test-drives at Chevrolet dealers.
Campaign Objectives
•Promote “Captiva”•Change SUV brand perception•Increase ‘call to action’
AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the on/offline activity.
The campaign successfully reached the target audience of 35+ year olds
• Robust sample sizes – 3,500 respondents
“The Chevrolet campaign not only successfully targeted the ideal demographic but also supported overall brand marketing efforts.”
“The Mail brands were a perfect partnership for Chevrolet. The campaign successfully demonstrated cross media advertising effectiveness, with a 550% increase in SUV brand awareness.”
Source: Survey Interactive
Chevrolet
Spontaneousaw areness
Campaignaw areness
Behaviourintent
MailOnline Daily Mail
“The ING campaign confirms that the MailOnline provides an excellent platform for brands to engage with consumers.”
“We were delighted with the results of our campaign on the MailOnline. The campaign successfully communicated the benefits of ING savings products.”
Campaign demonstrates online ad effectiveness of the Mail brand with a 77% increase in online campaign awareness
Background
ING wanted to raise awareness of their new savings account, as well as encourage “ call to action.”
Campaign Objectives
•Promote “ING”•Raise awareness of the
savings account•Increase ‘call to action’
Results
AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the online activity.
The campaign successfully reached the target audience of 40+ year olds
• Robust sample sizes – 1,740 respondents
……and shifted key branding metrics
•Prompted brand awareness increased by 26%
•Campaign awareness increased by 64%
•Behaviour intent increased by 52%
Summary
The MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.
Spontaneousawareness
Campaignawareness
Behaviour intent
Exposed Non-Exposed
Source: Survey Interactive
ING
“The Mail's campaign for Auris was really strong - both form a creative and results perspective. Daily Mail readers and users are really responsive and helped us achieve great ROI on this campaign”
“ The Auris campaign was perfectly targeted using the mail brands as it delivered the right audience for Toyota, and successfully communicated brand marketing efforts .”
Campaign demonstrates effectiveness of the Mail brands with a 94% increase in spontaneous awareness
BackgroundToyota Auris wanted to raise awareness of the new Auris model amongst their target audience of UK adults aged 40 years or more, as well as encourage footfall and test-drives at Toyota dealers.
Campaign Objectives•Promote “Auris”•Change Auris brand
perception•Increase ‘call to action’
Results
AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the cross media activity.
The campaign successfully reached the target audience of 40+ year olds
• Robust sample sizes – 4,500 respondents
……and shifted key branding metrics
•Spontaneous brand awareness increased by 94%
•Prompted brand awareness increased by 51%
•Campaign awareness increased by 204% for online and 175% for newspapersSummary
The Daily Mail and the Mail Online successfully shifted key branding metrics and supported overall brand marketing efforts.
Spontaneousawareness
Promptedawareness
Behaviour intent
Exposed Non-Exposed
Source: Survey Interactive
Toyota
The Travel Mail bespoke email got a click through
rate of 25%
Campaign125 years of Orient Express
MediaDaily Mail3x 20x2 mono on DiaryTravelMail & MailOnlineAdvertorial, plus traffic drivers andemails targeted to our users aged 45+All on and offline activity directedreaders and users to the advertorial
Illustrating the Responsiveness of Our Users
• The advertorial attracted 17,786 unique visitors in 4 weeks
• Sending 70% of them - over 12,500 users – directlythrough to Orient Express’ website
• Orient Express then data captured 10,414 users from acompetition to win a trip on the Orient Express
• This represented 56% of all visitors to the advertorial, and 83% of all users sent by TravelMail to Orient Express’ site
Orient Express