Sector report: Telecoms

Insight from RAMetrics


People born in the late 1970s are the last generation to have grown up prior to the popularisation of digital culture. From zoom meetings to online shopping, it’s completely revolutionised our day-to-day lives and changed the way we do business and how we communicate with each other.

The recent pandemic has taught us that having a decent Wi-Fi connection is crucial to modern human existence. According to the latest Touchpoints survey 95% of the Brits have Wi-Fi access at home – up from 84% in 2014. We are a nation reliant on our devices so it’s not surprising that 99% of users claim that they couldn’t live without the internet on their mobile phones!

With a growing audience of 36 million highly engaged daily readers, news brands provide telecom companies with an audience that’s attentive to advertising and more likely to take out key campaign messages.

Using data from RAMetrics, we can compare the average performances of telecom ads in news brands, against ads in all other advertising categories.

When it comes to print advertising, readers find telecom ads more memorable and impactful than the average print ad and readers find it easy to recognise the brand (ad recall: 66% vs 64%, familiarity: 46% vs 42%, branding: 32% vs 31% for all ads).

Although the strength in telecom ads lies in recognition metrics, they tend to be less engaging than ads in other categories. Creatively, telecom print ads are not involving readers as strongly as they could and readers find them less appealing and interesting (appeals to me: 29% vs 26%, interesting: 30% vs 28% for telecom ads). As a result, telecom ads are less likely to encourage action (recommend: 27% vs 23% for telecom ads).

We looked at two age groups, 18-34s and adults aged 35+. The younger group score is significantly higher than the over 35s across every single brand and action measure. They are more likely to be paying attention to telecom ads (ad recall: 71% vs 65%, attention: 28% vs 23% for 35+) and as a result, find the advertising to be more appealing (31% vs 24% for 35+) and are more likely to take actions such as visiting the advertiser’s website or store (visiting website: 16% vs 11%, visiting advertiser: 15% vs 10% for 35+).

We know from previous analysis that image-based advertising is better at altering consumer perceptions and has more of an emotional impact, whereas price-based advertising is better at prompting action.

For telecom advertisers, image-based ads outperform price-based ads across most brand measures, with readers finding the ads easier to remember, more informative and more beneficial (ad recall: 66% vs 64%, new information: 50% vs 47% and beneficial: 22% vs 16% for price-based ads). Readers find price-based ads more familiar and easier to understand (familiarity: 71% vs 66%, easy to understand: 68% vs 65% for image-based ads).

Lumen eye-tracking research shows that advertising on the right-hand side of the page is seen more. In this case, 94% see full page ads on the right-hand side, whereas only 89% see them on the left-hand side.

RAMetrics corroborates these findings for telecom brands as ads on the right-hand side come out on top. They score better for attention and readers find them more appealing, interesting and positive (attention: 40% vs 32%, appeals to me: 42% vs 35%, interesting: 44% vs 37% and positive: 44% vs 35% for right-hand side ads).

So, how do telecoms ads score against different age groups? Looking at 18-34s who are in comparison to adults aged 35, the younger group, they score higher across most of the brand and action measures (like ad: 46% vs 38%, fresh approach: 54% vs 43% for 35+).

18-34s are more likely to be paying attention to telecom ads (ad recall: 71% vs 66%, attention: 44% vs 36% for 35+), but unsurprisingly, older readers are more likely to recognise the brand (branding: 48% vs 44% for 18-34s).

Generally speaking, advertising in quality environments and more specifically across news brand websites, drives greater engagement and brand responses – significantly higher than industry standards. Eye-tracking shows that ads on news brand sites get noticed more and for longer, so how do digital telecom ads on news brands perform?

Our analysis shows that when it comes to digital advertising, telecom brands are on the ball. They score significantly higher than the average for ad recall (46% vs 25% for all ads) and the majority of brand and action measures such as familiarity and conveying new information (familiarity: 76% vs 32%, new information: 40% vs 28% for all ads).

We use the internet in almost everything we do, whether it’s reading a breaking news story, ordering a pizza or even looking at directions. News brands provide telecom advertisers with direct access to an incredibly engaged audience in an effective and trusted environment.

Get in touch if you have any questions.

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