New study into Times users reveals how ads impact consumer behaviour
A new study by News UK Commercial has revealed the correlation between what internet users read and their subsequent online behaviour, conversations, and purchases.
A new study by News UK Commercial has revealed the correlation between what internet users read and their subsequent online behaviour, conversations, and purchases.
A new study by News UK Commercial has revealed the correlation between what internet users read and their subsequent online behaviour, conversations, and purchases.
Project Footprint, developed in partnership with comScore and the Keller Fay Group, closely tracked the online and offline activities of 70 multiplatform subscribers to The Times over the course of a month to show how exposure to advertising on the tablet edition of the newspaper provokes consumer behaviour.
Key findings show that users of The Times:
Advertising exposure demonstrated a strong correlation to brand advocacy in various categories e.g. supermarkets (95 per cent of brand advocates also saw an ad for their preferred brand during the month), banking (86 per cent), airlines (75 per cent) and Cars (65 per cent).
Advertising was also found to drive higher offline conversation levels for a variety of brands, compared to a non-exposed control group e.g. Burberry +150 per cent, Mr Turner (movie) +114 per cent, VW +67 percent, Barclays +36 per cent, Audi +28 per cent and John Lewis +16 per cent.
Advertising exposure also drove higher online behaviour (brand search/website visitation), compared to a non-exposed control group e.g. cinemas +111 per cent, Marks & Spencer +50 per cent, Lloyds Bank +18 per cent.
Advertising exposure also drove higher offline action (purchases/brand choice) versus non-exposed control group e.g. BMW +163 per cent uplift (versus non-exposed control), VW +80 per cent uplift, Audi +33 per cent uplift, HSBC +10 per cent uplift, John Lewis +7 per cent uplift.
Project Footprint also revealed a significant proportion of Times subscribers having a conversation and taking online action for an exposed brand e.g. retail (40 per cent), movies (14 per cent), banking (13 per cent), auto (7 per cent).
Abba Newbery, director of strategy for News UK Commercial, told Marketing Magazine:
“Our proposition is that we deliver the most engaged audiences possible. This research proves that our audience is at their most engaged and attentive when they are consuming our content, more likely to use search and more likely to take an action.”
Mike Read, UK senior vice president and managing director of comScore, called the study “ground-breaking”, claiming it provides a “more complete view of the effectiveness of digital advertising“.
A very interesting article and strong evidence for News Corp to use in discussions with existing and potential advertisers. As the Times uses a paywall you assume their subscribers are very engaged. It would be interesting to compare this level of engagement with other UK newspapers who don’t use paywalls.