The importance of environment for online advertising

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The importance of environment for online advertising

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• Newsbrands online sites are highly trusted by digital users– Original content sites (newsbrands) are considered trustworthy by 62%

compared with 32% trusting social network sites. (AOP )– Reuters Institute Digital News Report 2013 shows 60% trust digital

newsbrands, rising to 78% trusting the site they read most often (on a par with broadcaster sites such as BBC)

• Higher trust in sites = higher trust in advertisers on that site (AOP)• Higher trust in sites = more effective advertising

– Advertising on newsbrand (original content) sites is measurably more effective than other online media in delivering on all levels of the purchase journey from awareness to purchase (AOP)

• Higher trust in sites = more consumer actions – Ads on newsbrand (original content) sites encourage more visits to the

advertiser site and/or searches for the advertiser brand than ads on portal or social network environments (AOP)

Trusted and relevant online environment translates into better ad performance

UK broadcaster sites

Newspaper website you use most regularly*

UK newspaper sites

News providers outside UK

News related blogs

Twitter

Facebook

79%

78%

60%

21%

11%

9%

8%

Newspaper brands are highly trusted in the digital environment, especially among readers of the brand

Source: Reuters Institute Digital News Report analysis 2013Q UK9A. Thinking about the types of sites, mobile sites or apps where you get news online, how trustworthy do you find the news content of the following? % answering very/quite trustworthy.Base: 2078 UK internet users interested in news/752 online newspaper readers

*Base = online newspaper readers

I tend to access news from sites that I know and trust

I don’t really notice which sites I am using, I just look at the news that interests me

77%

16%

86%

13%

89%

12%

Print + online newspapers Online newspapersUK average

Known and trusted newsbrands provide strong motivation for multiplatform users

Source: Reuters Institute Digital News Report analysis 2013Q9 Thinking about the different kind of news available to you online… To what extent do you agree or disagree with each of the following statements - % agreeing. Base: 2078 UK internet users interested in news/752 online newspaper readers, 476 reading both print and online

Directly via a branded news website, mobile site or app

General search engine like Google or Bing

Alerted by friends, colleagues or family

Social network like Facebook or Twitter

34%

24%

18%

17%

50%

26%

27%

26%

50%

29%

24%

23%

44%

26%

26%

26%

Online - Popular Online - Midmarket Online - Quality UK average

Brands provide the main gateway to news, especially for digital newspaper readers

Source: Reuters Institute Digital News Report analysis 2013Q10.Thinking about how you FIND news online, which are the main ways that you come across news stories? (Please choose up to five) Base: 2078 UK internet users interested in news/752 online newspaper readers, 353 quality, 338 midmarket, 151 popular

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AOP research shows the increased trust associated with newsbrand (original content) sites

Source: Association Of Online Publishers: The value of trust“How strongly do you agree or disagree that the site shown and its content is trustworthy?”

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As a result advertisers on those sites are also more trusted

Source: Association Of Online Publishers: The value of trust“How strongly do you agree or disagree that you trust the advertisers and brands that appear on this site?”

”

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...and advertising responses for newsbrand (original content) sites are stronger at all stages of the purchase funnel

Source: comScore Marketing Solutions

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People exposed to ads on newsbrand (original content) sites are more likely to visit advertisers website

For advertisers in this study, each 10 index points of trust in the environments within which the ads appeared was equivalent to a 4.7% lift in site visitation versus a similar set of unexposed consumers.

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IAB case study for VW Play campaign also shows the impact of the newsbrand environment

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• Newspaper & Specialist Sites– Online newspaper sites– Specialist automotive sites

• General sites– Social Media Video Content– Pure play digital publishers– Sites booked through DSP

Results split Newspaper & Specialist sites from General sites

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Brand awareness doubled on newspaper and specialist sites vs control group

Brand Awareness

14%

22%

28%

Control Group All Sites Newspaper & specialist sites

Source: IAB Building Brands Online – Formats and Environment: VW

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Brand perception is boosted by advertising on newspaper and specialist sites

Brand Perception

21%

26%

32%

Control Group All Sites Newspaper & specialist sites

Source: IAB Building Brands Online – Formats and Environment: VW

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Brand favorability is more than doubled by advertising on newspaper and specialist content sites

Brand Favourability

11%

14%

23%

Control Group All Sites Newspaper & specialist sites

Source: IAB Building Brands Online – Formats and Environment: VW

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People are more likely to purchase having seen the ads in a newspaper/specialist sites

Purchase Intent

11%12%

14%

Control Group All Sites Newspaper & specialist sites

Source: IAB Building Brands Online – Formats and Environment: VW

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Newsbrand and specialist sites outperformed advertising on other sites

Metric Newsbrand & Specialist All Sites

Brand Awareness + 14 points +6 points

Brand Perception + 11 points + 5 points

Brand Favourability +12 points + 3 points

Purchase Intent + 3 points +1 point

Source: IAB Building Brands Online – Formats and Environment: VW

Appendix – Research methods

• Objective: reaffirm the importance of site trust & prove that strong correlation between brand & site drives desired advertiser action

• The study assessed 3 groups of sites:– Original Content Sites | Portals | Social Networks

• Survey of 2,009 UK online consumers, broken down into the 3 site groups:– Original Content Sites | Portals | Social Networks

1,020 503 486

• comScore tracking identified online success indicators per campaign (e.g. brand site visitation, brand search term usage, etc.) and compared exposed versus matched control group behaviour for up to 4 weeks after first exposure.

Value of Trust research overviewAOP/comScore, with partner agency SSI

• A previous AOP 2010 study – "New Rules of Engagement" proved that the key dimensions for site engagement were:– Trustworthy– Authoritative– Community– Unique– Entertaining

• The key drivers for advertising behaviour were:– Trust– Action– Awareness

• The study found that the strongest correlation between site engagement and advertising behaviour was trust.

Value of Trust research overviewAOP/comScore, with partner agency SSI

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• Research was conducted by Gfk for the IAB

• Conducted from 22nd February to 25th April – using Control & Exposed

• Sample consisted of 1,256 people, 258 in the control & 998 exposed

• 99 million impressions reached 23% of the online population – 7.6 times each

• Online Media Plan– Specialist Auto Sites, Online Newspapers, Pure Play Digital Publishers,

Social Media (Video content & community) & sites booked through DSP*

Building Brands OnlineIAB research and campaign details

*Demand Side Platforms allow advertisers to buy audiences rather than specific website ad placement through real time bidding