Advertising in newspapers could triple your ad campaign effectiveness

Advertising in newspapers could triple your ad campaign effectiveness

Advertisers who are cutting back on newspaper advertising might be missing a trick. According to a new study conducted by effectiveness consultancy Benchmarketing for Newsworks, which claims that advertising with newspapers increases overall revenue return on investment by three times. The study covers 500 econometric models to provide evidence of the impact newsbrands have on advertising campaigns. The results show that newspapers increase overall campaign effectiveness as well as boosting other media – newspapers make TV twice as effective and online display four times more effective. It goes on to claim that using digital newsbrands boosts print ROI by up to five times. The research follows challenging times in the print market, which has seen print advertising revenues decline at a rapid rate this year as advertisers are investing more digitally. The research hopes to prove the value of print advertising. It claims advertisers wanting to maximise effectiveness in their campaigns need to return to 2013 levels of expenditure, where investment in print was at 11.4%. That figure has since dropped to 7.6 % in 2015. On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; 3 times for travel; 2.8 times for retail; 1.7 times for automotive; and 1.2 times for FMCG. Claire Harrison-Church, VP marketing at Asda, said: “Newsbrands are a crucial part of Asda’s marketing mix because they provide us with an influential and flexible platform that we use to inform and inspire our customers. The ultimate goal of our comms is to deliver returns and this large-scale study allows us to continue to invest...
Consolidation of Press Advertising Sales?

Consolidation of Press Advertising Sales?

Newspaper groups are discussing merging their advertising sales. With declining print revenues and a lack of online growth in the face of Google and Facebook’s dominance over the past 18 months proprietors and media owners have had to focus their minds. There are around eight main sales houses currently– News UK, Mail Brands, Guardian News & Media, Telegraph Media Group, Trinity Mirror, Northern & Shell, ESI Media and The Financial Times; merging ad sales is a logical move to gain scale. This excludes regional newspaper publishers and magazine companies. TV has consolidated into just three sales houses, radio and cinema each have only two major players; all have reaped benefits. Trinity Mirror is very keen to push joint ad sales and have sounded out Telegraph Media Group, News UK and others.But progress has been mixed. Trinity Mirror has pulled out of 1XL, a joint ad-sales house for digital advertising, in which regional publishers Johnston Press and Newsquest remain involved. Scott Gill, managing director of 1XL, is optimistic that joint ad sales can take off across the industry, “assuming legality is established and if there is buy-in from the highest levels”, he says. So to conclude, moving to joint ad sales might be a good idea, but no-one thinks it will be easy and it could be a while up. If you are interested in including press as part of your advertising campaign, please give our team a call on 02921 320200 or e mail info@themediaangel.co.uk #...
Brands are losing consumer trust on social media

Brands are losing consumer trust on social media

Recent research conducted by YouGov for the Chartered Institute of Marketing, shows 25% of consumers claimed to have seen a fake online review, increased from 17% when the survey was last conducted in 2014. Also, 21% (up from 14% in 2014) of consumers say they have seen a brand incentivising customers to share positive comments on social media without making it clear to the users, with 16% saying that brands pay someone for promotion without payment being declared. “This has led to consumers querying if what they are seeing is genuine. There is a growing awareness of certain practices out there, brands should be wary,” says CIM CEO Chris Daly. Brands social media platforms are losing trust with consumers. 30% say they have little or no trust in the brand information they view on Facebook, 20% rise since 2014. The increase is matched across Twitter, Instagram, Pinterest and LinkedIn. Brands should be concerned as social media is a key source of information for consumers when making purchase decisions. When questioned by CIM, 62% of people said they now ‘Often’ or ‘occasionally’ use social media when deciding whether to make a purchase. “Consumers are looking for reassurance on social media that the restaurant they have booked for a special occasion or laptop they are thinking of buying is the right choice. “Creating a degree of transparency and honesty will make brands appear authentic and boost loyalty.” – Chris Daly, CEO, CIM The Advertising Standards Authority has undertaken work to engage with, raise awareness of and produce advice and training to marketers. 52% of marketers have little or no understanding of...
Cinema ad spend surges as industry leaders invest in premium spots

Cinema ad spend surges as industry leaders invest in premium spots

Ad spend in UK cinema has experienced a year-on-year increase for the first quarter of 2016 at a massive 26%. Of the many industries increasing their spend in cinema advertising, it appears the automakers industry is investing particularly heavily in the platform. Automaker brands have spent around 198% more on cinema during the first quarter of 2016 than they did during the same period in 2015. The figures, released by Digital Cinema Media (DCM) also noted a surge in booking for premium positions as brands increasingly look to air ads in the last commercial slot before a film kicks off. This is known as the ‘Gold Spot’ and has seen revenues rise by 244%. The Gold Spot position before every family film for the year was claimed earlier in 2016 by Sky through a one-year deal, ahead of the hugely anticipated movies like Zootropolis and Finding Dory. Cinema ad spend grew by 7.6% globally in 2015 and is set to grow by a further 5% in 2017. In light of this impressive growth, Karen Stacey, chief executive of DCM, claims: “2016 is proving a defining moment for cinema advertising and the stellar results that we have recorded so far, and in particular around the Easter period, speak volumes for the effectiveness and popularity of our medium.” Our team are here to help you benefit from the power of Cinema as an advertising platform. Get in touch with us on 02921 320 200 or email info@themediaangel.co.uk for award winning media planning and buying advice.  ...
TV advertising spend in the UK tops £5 billion for first time

TV advertising spend in the UK tops £5 billion for first time

TV advertising revenue in the UK reached £5.27 billion in 2015, according to figures provided to Thinkbox by the UK commercial TV broadcasters. This is the sixth consecutive year that TV advertising revenue has grown in the UK. The figure represents all the money invested by advertisers in commercial TV: linear spot and sponsorship, Broadcaster VOD, and product placement. Based on data from Nielsen, online businesses invested over £500 million in TV in 2015, an increase of 14% on 2014. Google, Facebook and Netflix spend over 60% of their marketing budgets on TV advertising. While Motors increase TV spend by 18% to £318 million, finance increased by 17% to £428 million, and household FMCG increased by 14% to £199 million. Facebook was last year’s biggest new TV advertiser, investing £10.8 million. TV advertising is 30% cheaper than 10 years ago Despite some recent inflation in TV advertising prices due in part to increased advertiser demand and some decline in TV set viewing, in 2015 TV advertising was 30% cheaper in real terms than 10 years ago. TV advertising at a glance: Commercial TV reaches 98.2% of the UK every week (BARB, 2015) An average broadcast TV campaign in the UK (of 400 TV ratings) gets 234 million views (BARB, 2015) The TV advertiser with the most views across 2015 was 30.5 billion TV advertising £ for £ has the highest return on investment with an average of £1.79 profit for every £1 invested (Ebiquity, ‘Payback 4’, 2014) 87% of TV in the UK is watched live (BARB, 2015) There are 17 million conversations about TV advertising every evening in...

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