A series of studies in partnership with Benchmarketing, Peter Field, BDRC Continental and Havas Media Group investigate the return on investment of including newsbrands in multi-media campaigns.
Coming next: more insight into the ROI of digital newsbrands
Using the results from over 500 econometric models over the last five years, Benchmarketing has proved that newsbrands continue to play a very important part in the modern media mix. As a result, advertising spend should return to 2013 levels for optimum effectiveness.
Peter Field analysed 108 UK cases from the IPA Effectiveness Awards Databank 2012-2016, to understand the business effectiveness of UK newsbrands. Building on his previous analysis of 2012-14 cases, the study proves that UK newsbrands are a powerful weapon in the battle against short-termism, because they deliver business effects that are vital to long-term brand success: market share, reduced price sensitivity, loyalty, customer acquisition and profit, in addition to sales uplifts. They are an effective multiplier of other media, as well as delivering a strong multiplier effect when both print and digital are employed together. The data also demonstrate that print newsbrand business effectiveness is increasing.
Ben Dudley, head of data modelling at Havas Media Group, implemented a two-pronged measurement solution to provide proof of digital newsbrand effectiveness.
Based on long-term econometric modelling , the analysis shows that newsbrand partnerships are an efficient channel for driving visits to Westfield and that the long-term partnership has increased returns over the three years 2014-2016.
The second study, analysing O2’s digital attribution model, shows newsbrands’ contribution to ROI on a high investment plan and isolates their specific strength in affecting the middle of consumer digital journeys.
Peter Field’s analysis found that advertising campaigns which use newsbrands deliver stronger business effects as well as boosting the business effectiveness of other media, particularly digital media.
10,856 readers, five big brand campaigns and 700,000+ individual brand measurements demonstrate that newsbrands have a significant impact on brand health. Print plays a vital role for newsbrands – it’s the most effective newsbrand brand building platform and it kick starts a multiplier effect across digital newsbrands.
