ROI of Digital Newsbrands
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Newsbrands can demonstrate their ROI through digital measurement. A two-pronged approach uses content partnerships and digital attribution to show impact. Case studies found that newsbrand partnerships were the second most efficient channel for increasing visits. They also predominantly appeared in the middle of consumer journeys. Accounting for cross-channel effects shows newsbrands may be undervalued. Newsbrands delivered ads 10% cheaper than other strategies and were equally as effective at a lower cost per order. Overall, digital newsbrands provide a measurable ROI.
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ROI of Digital Newsbrands
- 1. ROI IN PRACTICE J U L Y 2 0 1 7
- 2. “Demonstrate the ROI of digital newsbrands”
- 4. A TWO PRONGED MEASUREMENT SOLUTION Content partnerships Digital attribution PPC click Display impression SEO click Sale Display impression
- 5. CONTENT PARTNERSHIP CASE STUDY
- 6. WESTFIELD & ESI CONTENT PARTNERSHIP 6
- 7. PARTNERSHIP HAS SUCCEEDED IN INCREASING MENTAL AVAILABILITY Westfield most recognised shopping destination 1st choice consideration doubled Perception of Westfield as an iconic fashion destination more than doubled 34% increase in understanding of entertainment options at Westfield Source: Westfield post-campaign research Jan 17
- 8. OVERALL, NEWSBRAND PARTNERSHIPS WERE THE 2ND MOST EFFICIENT CHANNEL 0 50 100 150 200 250 300 Radio OOH Print Influencer Display Social Newsbrand Partnerships VOD Indexed Cost Per Visit Source: HMG econometric models Indexed vs. 2016 Partnerships = 100
- 9. THE LONG-TERM PARTNERSHIP HAS DELIVERED INCREASING RETURNS FOR THE CLIENT 136 113 100 2014 2015 2016 IndexedCPV Source: HMG econometric models Indexed vs. 2016 Partnerships = 100
- 10. THE PARTNERSHIP AS A WHOLE PERFORMS BETTER THAN EACH ELEMENT DOES IN ISOLATION 0 50 100 150 200 250 300 Radio OOH Print Influencer Display Social Newsbrand Partnerships VOD Indexed Cost Per Visit Source: HMG econometric models Indexed vs. 2016 Partnerships = 100
- 11. DIGITAL ATTRIBUTION CASE STUDY
- 12. O2 CAMPAIGN
- 13. ECONOMETRIC MODELLING SHOWS THAT DIGITAL DISPLAY HAS A STRONG ROI Source: Accenture econometric models Indexed vs Digital Display 0 20 40 60 80 100 120 140 160 180 200 Channel F Channel G Channel E Channel D Digital Display Channel B Channel A Indexed ROI
- 14. NEWSBRANDS PREDOMINANTLY APPEAR IN THE MIDDLE OF DIGITAL CONSUMER JOURNEYS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Other Strategy Newsbrands Publisher Role (Opener, Advancer, Closer) Opener Advancer Closer Source: VisualIQ
- 15. NEWSBRANDS MORE LIKELY TO BE UNDERVALUED IF CROSS-CHANNEL EFFECTS AREN’T ACCOUNTED FOR 17% 21% 0% 20% 40% 60% 80% 100% Other Strategy Newsbrands %ofconversions ATLAS People Graph Same Device Conversion (even weighting) Cross Device Conversions (even weighting) Source: ATLAS people graph
- 16. NEWSBRANDS DELIVERED ADS IN VIEW 10% CHEAPER THAN THE REMAINDER OF THE CAMPAIGN 100 110 Newsbrands Other Strategy Indexed viewable CPM Source: IAS viewability
- 17. OVERALL, NEWSBRANDS ARE EQUALLY AS EFFECTIVE AS OTHER CAMPAIGN ELEMENTS 100 101 IndexedTruecostperorder True CPO 46 47 49 60 78 105 106 197 212 IndexedTruecostperorder True CPO by publisher Source: VisualIQ
- 18. WHAT HAVE WE LEARNT? Digital newsbrands ARE effective and deliver a measurable return on investment Newsbrand partnerships that include digital have a greater effect than the sum of their parts Digital newsbrand audiences deliver cost efficient online sales
Editor's Notes
- #3: Newsworks have built a body of evidence which proves the effectiveness of newsbrands IPA study to look at the impact on business effects for both print and digital newsbrands. However the IPA sample is limited to the cases that enter, and meta analysis makes it tricky to measure ROI impact. ROI study to look at print as a newsbrand channel and not digital newsbrands Objective of the project is therefore to demonstrate the ROI of digital newsbrands Measure and understand the effectiveness of digital newsbrand activity Quantify the overall effect of using print and digital newsbrands
- #4: The display landscape: Hard to separate newsbrands out from the amorphous mass that is online display. Digital comprises lots of different content, in lots of different places, consumed on many different devices, all of which give a different experience to the person consuming it. On some occasions newsbrands may be part of the campaign, on other occasions they won’t – they won’t always be specifically planned to be part of the campaign, or a specific proportion of it The ubiquity of programmatic trading means the content the ad is placed next to is typically deemed much less important than "who" it's being served to. Unless specifically planned in advance and with the requisite data ops and ad ops systems in place to track and report on it Investment Historic investment in digital newsbrands is typically quite low as a proportion of overall campaign budget Also bought as part of an overall campaign with a lack of variation in data making measurement more difficult
- #5: Content partnerships: Typically have a high proportion of media value delivered digitally, including display, social and digital content Levels of investment are high enough for robust measurement The phasing of each component of a partnership provides natural variation, making robust measurement using an econometric model significantly more likely to succeed Our measurement uses an existing econometric modelling framework, which HMG and Westfield have been using in partnership since 2014, and which won the 2015 Media Week Gold Award for the best use of econometrics. Digital attribution: Perfect way to understand the role of individual newsbrands within a digital consumer journey and the effectiveness of newsbrands at generating a digital conversion relative to other types of Display activity Pros and cons but models that are data driven, take all non-converting journeys into account, and include direct site visits and SEO as well as paid media can clearly provide valuable insight on relative effectiveness We work with Visual IQ - an independent market leading digital attribution provider - to measure and optimise O2's digital marketing activity
- #7: Background: Long-term partnership between Westfield and ESI since 2014 Elements have evolved over time but include: Print ads Digital and print content, including The Agenda Social & print promotions Digital display ads on site and traffic drivers Lots of variation in data enabling robust measurement of different elements Objectives: Reach NEW customers to Westfield, drive increases in new footfall and spend Position Westfield as a destination: communicate the breadth of its offering (fashion, food, leisure & entertainment) through leveraging editorial support in paper and through digital Drive credibility through association, positioning Westfield as a multi-dimensional retailer Build a brand digitally as well as through offline – not all about short-term response Deliver media value, above and beyond a traditional campaign plan
- #8: Not all about short-term response Successful in delivering the objectives of the campaign Westfield became the most recognised shopping destination, beating Harrods & Selfridges 1st choice consideration increased from 13% to 25% Seriously consider increased from 17% to 35% Perception of Westfield as an iconic fashion destination increased from 34% (average across WL & WSC) to 79% Good understanding of the entertainment options at Westfield increased from 59% to 79%
- #10: Long term partnerships have generated better results for the client Borrowing brand values from
- #11: Brings the best of channels together
- #13: In Q2, O2 ran a campaign to increase in market awareness and consideration amongst new customers The campaign was across both Handsets and SIMs and had a strong value message As part of the overall campaign a digital display plan was created with the objectives of: Delivering a high level of viewability Driving scale and frequency across the campaign Allowing detailed targeting possibilities Delivering an efficient Cost Per Connection Digital newsbrands were bought in a way that we could ensure that all the activity could be isolated within the attribution model The primary KPI of the campaign and basis for campaign optimisation was “ads in view” Clearly it was also important to generate sales
- #14: This ROI is achieved from high investment levels – so it is effective as well as efficient
- #15: Newsbrands should be used to continue the conversation with prospects
- #16: Suggests that the devices people are consuming newsbrand content on are less likely to be the devices they purchase on
- #17: This was the primary campaign KPI and optimisation objective