Digital brands click with print

Digital brands are turning to print for customer acquisition, realising the quality, engaged audiences generated by newspapers are prolific online consumers. ADRIAN FERNANDES looks at the impact of print ads for two online businesses.

ADVANCE_CARSGUIDE & CATCH OF THE DAY_DIGITALFinding new customers is essential for every growing business. Many digital brands are turning to traditional media – and especially print – to fulfil this part of their strategy.

They are doing so with good reason. Some 73 per cent of newspaper readers – that’s 4.8 million potential consumers – have made an online purchase in the past four weeks.

Two recent print ads – from e-retailer Catch of The Day and auto market Carsguide – have been tested for their effectiveness using ADvance, NewsMediaWorks’ proprietary benchmarking methodology.

Results show online brands increase awareness, lift site traffic and grow customer numbers by advertising in print media.

Catch of the Day execution

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This ad appeared in The Daily Telegraph. It offers free shipping to customers who spend $70 or more. Its call-to-action approach is supported by a range of images that offer readers a flavour of the products available.

Carsguide

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The ad for Carsguide appeared in the Herald Sun. A simple execution, it promotes free advertising for those seeking to sell a car. The message has a clever headline and attracts attention by flipping the word “free”. Copy is kept to a minimum and the purple helps with stand-out.

Strategic RoleMap

Six strategic advertising roles of newspapers have been validated both qualitatively and quantitatively by NewsMediaWorks, resulting in the creation of RoleMap. For more information on this map, click here.

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Catch of the Day successfully introduced its brand to a new group of consumers. One in four respondents (24%) said they were not aware of the brand before seeing the ad.

 “I’ve never heard of them but will look them up.”

Carsguide encouraged reappraisal. Its ad delivered information that encouraged 17 per cent of readers to view the brand differently with most saying they did not know the service was free.

Both ads encouraged a large portion of respondents to take action.

One in three said the Catch of the Day ad gave them a reason to buy, use or find out more about the service, with 29 per cent saying the same of Carsguide’s execution.

ActionMap

Newspapers are recognised as an effective medium for delivering a Call to Action. ActionMap, another proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. For more information on ActionMap, click here.

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The specific actions that respondents would take were similar for both ads, delivering memorable messages and encouraging websearch.

Carsguide scored highest in terms of driving memorability, with one in three saying they would remember the service in the future.

“I didn’t realise Carsguide was free. I’d consider using them next time I sell a car.”

One in five said they would go online to visit the Catch of the Day site.

“I haven’t used this site so I’d be interested to see how it compares with Groupon, for example.”

Some respondents commented that the offer from Catch of the Day was not compelling enough for them to act on.

“I don’t find free shipping for purchases over $70 a particularly good deal. I would expect a better offer for a first time customer.”

Brand Perceptions

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Half of our respondents said the Carsguide ad improved their familiarity with the brand, 22 per cent more than the typical print ad.

Some 47 per cent of respondents said the Catch of the Day execution was brand appropriate.

Both ads performed well in differentiating the brands from competitors in their respective marketplaces.

Creative Diagnostics

This NewsMediaWorks’ proprietary newspaper metric, provides a set of creative diagnostics unique to the attributes of newspaper advertising.  They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.

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When it came to aesthetics, the Carsguide creative outperformed Catch of the Day across a number of metrics.

Some 38 per cent of respondents said the ad was eye-catching, a score that is significantly higher than the typical print ad (24%).

“The background colour stands out on the page. Also, having words upside-down makes you take notice.”

The ad also successfully highlighted an important feature to 42 per cent of respondents.

“The ad is quite eye-catching, conveys its message in a direct and unfussy way, and supplies all the necessary information required if one is interested in using such a site.”

The Catch of the Day execution was too cluttered for 36 per cent of respondents, featuring too many product images.

Summary

Carsguide.com.au

Carsguide encouraged reappraisal of the brand, educating consumers about free elements of the service. The message was memorable, with one in three saying they would use the service in the future. A clever headline, simple copy and a colourful background combined to deliver a standout execution.

Catch of the Day

Catch of the Day introduced its brand to a new group of consumers, with one in five saying they would go online to visit the site. For some, the central offer was not compelling.  De-cluttering the execution would help the ad standout on the page.

Quote – Unquote

Carsguide.com.au

“The back ground colour really stands out on the page. Also, having words upside-down makes, you stop and take notice.”

“The ad is quite eye-catching, conveys its message in a direct and unfussy way, and supplies all the necessary information required if one is interested in using such a site.”

“The fact that it’s free to advertise with them caught my attention. I’ll go to their site to see if there are any catches.”

“I didn’t realise Carsguide was free. I’d consider using them next time I sell a car.”

Catch of the day

“I haven’t used this service so I would be interested to see how it compares with Groupon, for example.”

“I have never heard of them and will look them up online.”

“There’s so much going on, the ad looks too cluttered and distracting from the main message about free shipping.”

“I’d never heard of COTD before. But I don’t find free shipping for purchases over $70 a particularly good deal. I would expect a better offer for a first time customer.”

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