Topics & themes

Research on advertising’s larger topics and themes from audience attention to measuring effectiveness.

Sector report: Telecoms

The internet has been growing at an exponential rate, revolutionising our day to day lives, changing the way we do business and how we communicate with each other. According to the latest TGI Clickstream survey, 90% of the British public have internet access in their homes and a further 95% use mobile phones admitting that they feel lost without them.

Using RAMetrics analysis, we find that telecom brands could be doing more to engage readers. Print ads for the category are less impactful than ads across all categories (ad recall: 62% vs 70% for all categories) and as a result they score below average across almost all brand measures.

It is not possible for all readers to constantly give their full attention, so how about those that do? Those who noticed the ads scored slightly better across some metrics – finding the advertising more familiar (66% vs 63% for all categories) and easier to understand (67% vs 65% for all categories). Although the telecom ads are well-branded (branding: 47% vs 42% for all categories), they provoked lower than average emotional reaction (18% vs 23% for all categories) and did not convey any information (46% vs 52% for all categories) or personal benefit to readers.

We looked at two age groups, 18-34s and adults aged 35+. The younger group score significantly higher than the over 35s across every single brand measure. They are more likely to be paying attention to telecom ads (ad recall: 68% vs 61% for 35+), and are more likely to recognise the brands (familiarity: 77% vs 64% for 35+). They also are more likely to find the ads more appealing (55% vs 32% for 35+) and take action by visiting the advertiser’s website (28% vs 15% for 35+).

So how do telecom print ads stack up against the averages for print ads across all categories, specifically for 18-34s? As with the total readership, telecom ads have a lower impact (ad recall: 68% vs 83% for all categories), however, they manage to redeem themselves across other brand measures. Young people find them easier to understand (78% vs 61% for all categories) and more positive (56% vs 52% for all categories). The ads are well-branded (familiarity: 77% vs 64% for all categories), but they are not delivering as well as they could against action orientated metrics such as encouraging young people to recommend the advertiser (43% vs 46% for all categories).

Next we looked at gender segmentation. Interestingly male readers are more likely to notice ads for telecoms (57% vs 65% for men). They also respond more positively across almost all attention, recognition and engagement in comparison to women. We then looked at how the category perform against the averages, specifically for male readers. Despite having a lower ad recall (65% vs 70% for all categories), male readers react well to telecom print ads in comparison to all print ads - They are more likely to gain new knowledge from the advertising (new information: 50% vs 46% for all ads) and even have conversations around the brands (discuss: 16% vs 14% for all ads).

What about the age old question, does size matter? Is bigger better? We know from Lumen that full-page ads are viewed by more people, but what about for our chosen category? RAMetrics data shows that for telecom brands, bigger ads are noticed more (ad recall: 59% vs 56% for full-page ads vs strip ads). Readers find strip ads better branded (familiarity: 39% vs 34% for full-page ads) so it’s not surprising that they induce more of an emotional reaction (11% vs 6% for full-page ads). When it comes to engagement, full-page ads out-perform strip ads. Readers find the larger ad formats more likeable (23% vs 16% for strip ads), beneficial (12% vs 9% for strip ads) and they even encourage visits to the advertiser (9% vs 7% for strip ads).

Finally, full-page ads for telecom brands underperform when compared against full-page ads across all categories, they are less noticeable (59% vs 67% for all ads) and less engaging (easy to understand: 38% vs 45% for all ads). However they do encourage readers to talk about the products advertised (14% vs 12% for all ads).


View more RAMetrics insight

Download .PPTX (.32mb)Sector report: Telecoms

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