National Newspapers Effectiveness Finance

AbbEy sAviNgs

The combination of TV, Newspaper and Online advertising played a key role in the successful launch of our Super Saver campaign.
Keith Moor Director of Brand & Communications, Abbey, Alliance & Leicester, Bradford and Bingley

Newspapers: Perfect Partner to Tv

Abbey Savings

National Newspapers & Tv Abbey savings The Evidence

WEb siTE TrAFFic iNcrEAsEd
Newspapers + online newspapers delivered: 51% traffic increase to the Abbey Savings landing pages Longer dwell times and more pages viewed than average visitor At print newspaper ad campaign launch: Traffic via Google Search increased by 39% Direct Abbey home page traffic boosted by 47%

The combination of TV, Newspaper and Online advertising played a key role in the successful launch of our Super Saver campaign. And weve clear evidence that this combination of media built both involvement with the brand and increased web traffic during this campaign. Its clear to us, that going forward, a multi-media campaign that involves TV, newspaper and online advertising will remain an important part of Abbeys future integrated advertising campaigns, to meet our response and brand objectives.

NEWsPAPEr + Tv PErFEcT brANd-buildiNg PArTNErshiP

Combination of TV + newspapers is more effective than TV alone. Brand commitment and consideration increased. Brand involvement up 5% points.

NEWsPAPErs MAdE AN EFFEcTivE Tv cAMPAigN WorK EvEN hArdEr

The addition of newspapers made the TV advertising more effective across all diagnostic and engagement measures. Diagnostic measures Likelihood to apply Ad enjoyment Branding Communication Added effect of NP +10% points +14% points +22% points +10% points

MulTiPlE NEWsPAPEr ExEcuTioNs boosT cAMPAigN PErForMANcE

Results improved with exposure to multiple newspaper ads. Call to action increased by 86% and emotional brand values improved by 49%, versus TV solus.

coNclusioN
Strong creative, with an integrated campaign of TV + print & online newspapers is much more effective than TV alone.

Keith Moor Director of Brand & Communications, Abbey, Alliance & Leicester, Bradford and Bingley
3

Abbey: The Creative Work

Newspaper creative The Abbey Savings newspaper ads achieved a high level of recognition, with 42% of the sample recognising. Pre-testing helped to ensure the Abbey Savings campaign delivered strong synergy with the TV, high emotional engagement, strong branding, visual standout and copy clarity all crucial factors in making an impact on readers. As a result, TV and print newspaper recognition was comparable.

Newspaper creative

Recognition Abbey Savings ads % recognising

TV

48 42 13 20

TV creative

Newspaper

Online Newspaper ads Millward Brown Print Norm

Abbey savings: The Media

NATioNAl NEWsPAPErs A PErFEcT PArTNEr To TV
National newspapers have a complementary audience profile to TV. The nature of commercial TV in the UK naturally results in over of a TV ad campaign weight being delivered against the heaviest of TV viewers.
Abbey savings TV campaign Share of campaign weight by light, medium & heavy TV viewer Abbey savings TV campaign Analysis of Heavy TV viewers by social grade & age Adult Popn. Profile Heaviest 13 of TV viewers Ab Adult Popn. Profile

13

26%
18-44

44

48%

56

c1c2

45

50%

Online newspaper creative

Middle 13 of TV viewers

31 13

dE

42

24%

45+

56

52%

Online newspaper sites as well as the print versions are used for research, advice and tips, often in tandem with comparison sites and brand sites. Thanks to strong visual synergy with the rest of the campaign, the online ad successfully captured attention.

67

lightest 13 of TV viewers

social Grade

Age

54

Source: BARB analysis of Abbey Savings TV campaign Adults 18+ /TGI population profile 2008 Qtr 3

TV Plus NEWsPAPErs A MorE bAlANcEd AudiENcE

Adding newspapers to TV created a more balanced exposure to the Abbey campaign than would have been possible using only TV. The nature of TV delivery leads to polarised TV ad viewing. 12% of the audience were not exposed at all to the Abbey Savings TV ad, while 18% were exposed once or twice.
Abbey Savings MB Norm Frequency distribution for Abbey savings TV campaign low weights of TV exposure are less effective The optimal bit in the middle High weights of TV exposure suffer diminishing returns

28

Online NP advertising cut-through Advertising I would stop and look at % agreeing

Adding newspapers to the TV advertising helps reach those light TV viewers who have a low exposure to TV advertising campaigns.

18 15 12

18

Source: BARB, analysis of Abbey Savings TV campaign - Adults 18+ 6

Zero oTs

1-2 oTs

3-4 oTs

5-7 oTs

8-9 oTs

10+ oTs

Abbey Savings: Test Detail

TEST HYPOTHESIS
TV and National Newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers engage active processing. Both media are heavily consumed in the evening. Media profiles are complementary: newspapers compensate for the inherent weaknesses of commercial TV in London/South and among younger, more upmarket consumers. Together, the brand impact should be stronger than either medium separately.

Abbey Savings: The Findings

NEWSPAPERS DRIVE 51% UPLIFT IN WEB TRAFFIC
Driving people to brand websites online is becoming increasingly vital for finance companies. Finance category insight work conducted by BMRB for the NMA showed that newspaper readers are more than twice as likely to go online as to make a phone call after seeing an ad for a financial product. The Abbey Savings newspaper campaign both print and online was effective at prompting direct visits to the Abbey website. Unique URLs were used to assess newspaper effect. Average daily UV traffic to specific Abbey Savings landing pages was elevated by 51% during the newspaper and online newspaper campaign period.
Print and online newspaper advertising effect on web traffic Unique visitors % increase vs period with no advertising Source: Sophus3 Abbey Savings Campaign Landing Pages

+51%

CAMPAIGN OBJECTIVES
To ensure that Abbey is part of prospective savers consideration set, by communicating Abbeys competitive range of savings products.

MEDIA PlAN
Mar 08 Media Target Audience: Adults 30-64 Established families /mature workers TV 30 sec Non-test TV Newspapers Online NP Research Dates
(Millward Brown) Super ISA 570 TVRs 435 GRPs

Apr 08

May 08

Jun 08

m 2.0 1.9 0.6 0.1

For further insight into finance category and newspaper advertising go to www.nmauk.co.uk/finance

Savings 618 TVRs

LONGER DWELL TIME FOR NEWSPAPER READERS

Visitors referred from the NMA landing pages spent longer on the Abbey website, and on average viewed more pages per visit, than the average across all Abbey website visitors.
+19% 4 3 2 3 +44%

Pre-wave Post-wave

Research Sample: Adults 30-64 current owners of savings account/product, main or joint decision makers Media Source: NMR/BARB/NRS

Analysis of the data focuses on a comparison of: 1) Those who recognise the TV advertising only (TV solus) 2) Those who recognise both the TV and newspaper advertising (TV + NP) 3) Those who recognise any of the newspaper advertising (Any NP)
It was not possible to analyse online newspaper recognisers separately, as all recognised TV and/or NP.

Newspaper advertising effect on dwell time and page views % increase vs all visitors Source: Sophus3 All visitors Visitors from NP landing pages Average dwell time (min) Average page views per visit

For further explanation of Sophus3 and Millward Brown methodolog y go to www.nmauk.co.uk 8 9

Abbey Savings: The Findings

SEARCH AND DIRECT TRAFFFIC BOOSTED BY NEWSPAPERS
Newspaper readers will not always type in the full URL, so Sophus3 also measured traffic increases to abbey.com via search and direct input of homepage address. In addition to driving traffic to specific campaign landing pages, adding the print newspaper campaign also generated a substantial 39% increase in visitors to Abbey via Google search, compared with the TV only period. Average daily traffic from direct type-in of abbey.com and bookmarks/favourites also increased by 47%.
TV + Print newspaper advertising effect on web traffic Average daily UV traffic to abbey.com % increase Source: Sophus3 First 4 days of TV + NP Last 4 days of TV only Natural Search via Google Direct Traffic

TV + NEWSPAPER CAMPAIGN BUILDS BRAND EQUITY

Millward Browns Brand Dynamics equity analysis describes the journey to loyalty, from knowing about the brand (Presence), through to Bonding. The higher people are converted up the pyramid, the stronger the relationship, and the higher the share of category expenditure. Abbey Savings has a relatively strong equity versus competitors, and the TV + newspapers campaign drove improvements through to Advantage.
Brand Dynamics Equity Analysis Pre-post % points change Base: Total sample Bonding Advantage Pre-wave Post-wave Difference

+39%

6 20 34 40 52

5 22 39 44 55

-1 +2 +5 +4 +3

+47%

Performance Relevance Presence

ADDING NEWSPAPERS INCREASES BRAND COMMITMENT

Brand commitment is a tough measure to shift for finance brands, as it requires people to include a brand among their top 1-3 choices for their next savings product, whereas most people like to keep their options much more open. The combination of TV and newspapers delivered an encouraging 2% point uplift in brand commitment for Abbey, whereas among those exposed to TV alone, scores were stable.
Brand Commitment Likelihood to choose Pre to post % points increase Top 2 Box % Pre-wave Post-wave TV solus TV + NP Any NP

INCREASE IN BRAND INVOLVEMENT WITH TV + NEWSPAPERS

+3

+0

+2 18 16 15

18

Readers relationship with their newspaper is emotional. Advertising that taps into these emotions in turn builds stronger emotional bonds with the advertised brand. Emotional affinity with Abbey Savings was increased by 5% points among those exposed to newspapers as well as TV.
13

-4

+5 26 21

10

10

9
Brand Involvement Someone I like* Pre to post % points increase Top 2 Box % Pre-wave Post-wave TV solus TV + NP

For further reading download Emotional Connections and National Newspaper at www.nmauk.co.uk 10 11

Abbey Savings: The Findings

BRAND IMAGE SHIFTS WITH TV + NEWSPAPER
The addition of newspapers to the campaign shifted a broader set of image attributes than TV alone, particularly the rate message.
Brand Image Pre to post % points change % endorsing Abbey Savings TV solus TV + NP

Tv ENgAgEMENT ENhANcEd WhEN sEEN WiTh NEWsPAPEr Ads

Abbey Savings TV advertising was considered highly distinctive and involving in its own right. But adding newspapers boosts active engagement those who also saw newspaper ads rated the TV ad much more interesting and involving.
+7 Distinctive A+

+17 Involving A+ Disturbing A

+12 Interesting A+

Competitive rates for savings More ideas for your money Make savings simple Leading the way in financial services Help you save money

2 1 -4 4 5 -4 3

Soothing P+

5
Tv involvement diagnostics

Unpleasant A

Pleasant P+

Norm (698 TV ads) Recognise TV + NP Recognise TV only (Each axis 0-80%)

Irritating A

Gentle P+

A Active

NEWSPAPERS BooST AD PERFoRMANcE

All NMA effectiveness tests show that TV ad performance is significantly enhanced when people have also seen newspapers ads for the brand. Abbey Savings was no exception. Newspapers made an effective TV ad work even harder, by improving branding, enjoyment and rational persuasion.
Definitely remember ad was for Abbey Savings %
TV Ad Branding

Passive Positive Negative

Boring P

Dull P

Weak P

+ Added effect of NP

50

+22

NEWsPAPErs ENhANcE Tv Ad MEssAgiNg

Communication of TV alone focused on a rate and security message. The addition of newspapers boosted take out of all messages, particularly range, producing an average increase of 10% points.
Your money is safe with Abbey

52

+7

TV Ad Enjoyment Enjoyed watching %

Offers market leading rates on savings

42

+13

66

+14

Has more ideas for your money

42

+8

Made me more likely to apply for an Abbey Savings account %

TV Ad Persuasion

Tv advertising Strongly suggests % answering TV solus Added effect for TV+ NP

Great range of savings products

36

+11

30
TV solus Added effect for TV + NP

+10

I should talk to Abbey about opening a savings account

30

+10

12

13

Abbey savings: The Findings

NEWsPAPErs build MEssAgiNg
A key strength of newspapers is the opportunity to use multiple executions, each conveying a specific message, to communicate a broader proposition. The Abbey Savings newspaper campaign as a whole built to communicate a range of messages, complementing the TV focus on rate and security.
Offer a 9.1% rate if you invest an equal amount into a fixed term investment Offer a 6.65% rate on a fixed rate monthly saver over 12 months Offers market leading rates on savings Great range of savings products

NEWsPAPErs boosT EMoTioNAl coNNEcTioN

57 47 43 40 38

Emotional brand values were 49% stronger among people seeing TV + all three newspaper ads versus those seeing TV alone. Newspapers in both print and online formats are a trusted source of advice for people considering financial products. Confidence and interest in the editorial context helps to enhance responses to ads.
Advertising measures brand values Helps me to connect and identify more strongly* Top 2 box %

64 51 43

Your money is safe with Abbey I should talk to Abbey about opening a savings account Has more ideas for your money

Newspaper advertising Strongly suggests % answering

32 32

TV solus

TV + 1 or 2 NP ads

TV + 3 NP ads

cAll To AcTioN uP 86% WhEN MulTiPlE ExEcuTioNs AddEd NEWsPAPErs Add dEPTh oF iNForMATioN
The effect of seeing all 3 newspaper ads in addition to TV was to increase perceived depth of information gives me enough information to decide by 28%.
54 69 64

Newspapers trigger high levels of direct action, whether it is visiting a website, making a call or deciding to buy a product. Using multiple newspaper executions strengthens consumers reason to buy even more. For Abbey Savings, adding one or two newspaper executions in addition to TV boosted call to action by over a third; but when people saw the full range of 3 executions call to action rocketed by 86%.

52

38 28

Advertising measures call to action Gives me a reason to go out and buy* Top 2 box % TV solus TV + 1 or 2 NP ads TV + 3 NP ads

Advertising measures depth of information Gives me enough information to decide* Top 2 box % TV solus TV + 1 or 2 NP ads TV + 3 NP ads

Research Details: Pre-post tracking by Millward Brown among the same respondents for each burst (brand/category interest disguised at pre-stage), to measure changes among people seeing different media and account for any existing predispositions of any media group. Sample: Adults 30-64, current holders of savings account/product, main or joint decision makers

14

15

Push your budget further

Business Development Incentive
New or increased investment in newspapers could gain your brand up to 33% EXTRA SPACE

Advertising effectiveness testing

If you qualify to take part in an NMA effectiveness test, you will benefit from MATCHED INVESTMENT

To find out more, call Maureen Duffy, Judy Harman or Rhona Livesey or email jharman@nmauk.co.uk

Newspaper Marketing Agency 175 Piccadilly London W1J 9EN 020 7182 17 00 www.nmauk.co.uk Email: effectiveness@nmauk.co.uk Acknowledgements With thanks to Abbey and their agencies, WCRS and Carat Web data analysis by Sophus3 Media expenditure: NMR

Maureen Duffy Chief Executive Judy Harman Planning Director Jamie Willard Marketing Manager

Newspaper Link and Brand Tracking Research conducted by Millward Brown *Metric developed by Hall & Partners

Newspaper Marketing Agency Date of Issue: November 2008 Qualitative research by Corr Research & Boszco