Effectiveness

Arena Media's Justin Gibbons unveils a new study from Work Research and Bournemouth University, Cultural clout – the role of culture in consumer decision-making, at Shift 2013.

• Perceptions of mobile advertising are changing – ads on mobile devices have more than doubled in favourability
• Mobile usage is significant and increasing but mobile attitudes are mixed. There can’t be one monolithic mobile strategy
• Mobile ads that have more traction are: tailored and localised
• Apps on mobiles have good potential, but usability is key to success
• Freebies and coupons are still key drivers of brand perception

• When asked how much trust they attach to ads in various media, consumers gave newspapers and magazines a score of 63%
• Almost seven out of 10 said that advertising in magazines and newspapers was most important in supporting purchase decisions
• Four distinct consumer segments emerged from the research - Slow bon vivants, Busy mix-and-matchers, Tolerant surfers and Youthful digilovers
• The study was conducted between April and August 2012 in 13 European countries among 700 consumers

• New research on consumer attitudes to food and food trends, plus essential facts and figures
• What consumers are doing to manage food bills
• Why provenance is a hot topic
• Newsbrand readers are interested and influential high spenders

• The newsbrands audience
• Why the top 40 retailers all use newsbrands
• Creative use of the medium

• Looking at the role that The Mail can play in influencing consumers' online decision-making processes
• Readers are three times more likely to go to a website of an advertiser featured in The Mail than non-readers
• Mail readers are much more likely to go directly to an advertiser website than use a search engine
• 86% of Mail readers trust it to provide them with reliable information

• Our readership is your target audience
• Our readers are open to being persuaded
• The newsbrand toolbox
• Advertising in newsbrands builds business

• 82 percent of respondents said they thought that newspapers had "power and influence" over their readers
• Only 14 percent thought newspapers had little or no power and influence
• 44 percent of the sample thought newspapers had more influence than a decade ago
• A further 27 percent agreed that newspapers "had a lot of influence and still do"

• Tablet users have an appetite for paid content
• In USA Kindle Fire equals ipad 2 ownership
• 60% use their tablet several times a day
• Averaging 14hours a week

• Adding online to print increases reach
• Reduces cost per thousands
• Increases online actions

• Immediate 7% sales uplift
• 6.9% brand penetration increase
• Newspapers sustain sales uplift
• 11.7% higher sales at 3 ots during campaign

• Newsbrands provide essential insight and analysis of the championships
• Digital newspapers offer fans opportunities to follow every serve and volley
• Newsbrands are the only mass medium where advertisers can serve up messages close to the Wimbledon action 

• Fans feel that their newspapers share their game's values
• Digital newspapers are part of the rugby community
• Fans enjoy ads that are linked to the day-by-day events, and look out for the next execution
• 17.2m men read newspapers across a weekend

• Active engagement
• 81% of newspaper readers have bought from a major retailer in the past  weeks
• 59% visited website after seeing a newspaper ad
• Readers take action

• 44% for Motors
• 225% for Food
• 51% for Finance
• 31% for Toiletries

• Adding newspapers produces 5.7% immediate sales increase
• 7.3% relative increase in brand penetration
• Newspapers drive full price sales