The multi-platform study

The multi-platform study

Brand health

We

wanted to

know… 1 2How effective are campaigns

that use multi-platform

newsbrands versus those

using just one platform?

How does each platform

and each combination

of platforms build brand

responses?

Benchmark guidance for

planning newsbrand campaigns

What we did

Five multi-platform campaigns

Matched

controlled

exposure

study

10,856

sample

13 brand

measures

How newsbrands

work across platform

Effective

brand

building

Even more

effective brand

building

Print + digital newsbrands =

3.4 times multiplier effect

Average uplift across

brand health measures

Print Print + digital

+5%

+17%

+17%

+5%

+3%

v

Multiplier effect is dependent

on print being in the mix



Print

Print + digital

Multiple digital

+24%

+5%

+7%

+21%

+23%

v

Multiplier effect is

strongest with

computer and tablet



Print

Print + smartphone

Print + computer

Print + tablet

Print + computer + tablet

Brand-building strengths of print

newsbrands

• Salience

• Spontaneous awareness

• Innovative

Brand-building strengths of

multiple newsbrand platforms

+ + +

• Salience +60%

• Innovative +34%

• Awareness +31%

• Quality +24%

• Trustworthy +19%

• Salience +52%

• Worth paying

extra for +43%

• Quality +31%

• Awareness +31%

• Salience +27%

• Awareness +26%

• Trustworthy +30%

Benchmarking

the effects –

towards a

ready reckoner

15.6m

Computer only

campaign

34.4m

Print only

campaign

34.5m

Mobile only

campaign

38m

Mobile + computer

campaign

38.8m

Print + computer

campaign

45.8m

Print + mobile

campaign

46.9m

Print + computer +

mobile campaign

Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16

Coverage build

across newsbrand

platforms

Newsbrand

readership

by platform

2.4m

8.8m

3.4m

1.1m

8.1m

14.3m

8.9m

2.4m

8.8m

3.4m

1.1m

8.1m

14.3m

8.9m


Campaign

impact on brand

health measures

by platform

2.4m

8.8m

3.4m

1.1m

8.1m

14.3m

8.9m

+21%

+21%

+4%

+4%

+3%

+11%

+5%


33%

73% 74%

81% 83%

98%100%

15.6m 34.4m 34.5m 38m 38.8m 45.8m 46.9m

+1.2% +3.7% +2.2% +2.7% +7.8% +7.4% +10.1%

Campaign impact ready reckoner

Average uplift across brand health measures among total newsbrand audience as each platform is added:


Computer only

campaign

Print only

campaign

Mobile only

campaign

Mobile + computer

campaign

Print + computer

campaign

Print + mobile

campaign

Print + computer +

mobile campaign

CTR average

Industry

Benchmark

0.31 0.94 1.11 0.07

Digital newsbrands

drive interactions

Smartphone drives the

highest level of interaction

Digital newsbrands

command high attention

10 seconds average

How newsbrands work across platform

to build brand health

Print is effective

at brand building

and also primes the

multi-platform reader

Digital platforms

need print to

activate

Different platforms

impact on different metrics - use of all

helps maximise

brand effect

All newsbrand

digital platforms

command attention

and drive online

interactions -smartphone is

the most

effective

Marketing

The multi-platform study