Computer A deep dive

Table of contents NEWS Demographics 3 Key readership facts 4 Reach 9 Total 10 Demographics 11 Who are they? 13 How online newsbrands can deliver results 22 Attention 23 Business effects 24 Multi-platform study 28 Why online newsbrands are so effective 32 Context effect 33 Trust 35 Summary 36 NEWS

Demographics 53% 47% Unique users Reach Share of audience Total audience 145m 28% 100% 18-34 4.3m 31% 30% 35-54 5.5m 33% 38% 55+ 4.1m 22% ABC1 10.2m 36% 70% C2DE 18% 53% 47% Source: NRS PADD Oct 2015 - Sep 2016 + comScore Sep 2016

Daily newsbrand readers on computers would fill Twickenham Stadium 117 times Twickenham stadium capacity: 82,000 Newsbrand PC audience: 9,553,000 Source: NRS PADD Oct 2015 - Sep 2016 + comScore Sep 2016

The average computer user visits at least two newspaper sites Unique visitors duplicated 39.8m 14.5m Unique visitors unduplicated The average user visits at least 2 newspaper sites. Total Unique Visitors is the estimated number of different individuals visiting the analysis entity during the reporting period. Duplicated: sum of unique visitors to each newspaper site Unduplicated figure: unique visitors, counted once only, regardless of how many newspaper sites visited Includes Express, Star Source: NRS PADD Oct 2015 - Sep 2016 + comScore Sep 2016

People reading newsbrands on computer are more active online More likely to visit… websites than the average person via PC 56% Financial services 82% Entertainment 110% Automotive Retail Travel 49% 83% Source: TGI Clickstream Mobile 2016 Q4

Average age Computer: Visited newsbrand(s) website(s) in the last 7 days 44 47 43 Source: TGI Clickstream Mobile 2016 Q4

Readers spend a significant amount of time with their newsbrand of choice Time spent reading newsbrands on their computer, on the days they read Source: IPA Touchpoints 2016

Reach

Computer reach is unique by title Total unique visitors (000) 23,365 Source: NRS PADD Oct 2015 - Sep 2016 + comScore Sep 2016

Computer reach 53% 47% By gender (millions) 7.7m 6.8m Male Female 23m Source: NRS PADD Oct 2015 - Sep 2016 + comScore Sep 2016

Computer reach 45% 42% 37% 39% 32% By age groups (millions) Source: NRS PADD Oct 2015 - Sep 2016 + comScore Sep 2016

Who are they?

Computer readers are… 9 million 51% 51% 10 million 57% BUSY 9 million ‘Shopping online makes my life easier’ TRAVELLERS TECH FIENDS CHARITABLE RISK AVERSE 51% ‘It is important to be well insured for everything’ 51% ‘I enjoy planning holidays;’ 10 million ‘In this day and age, I cannot manage without the internet’ 57% ‘Would be willing to volunteer my time for a good cause’ Computer: Visited newsbrand(s) website(s) in the last 7 days Source: TGI ClickStream Mobile 2016 Q4

Newsbrand readers on computers are more likely to access popular financial comparison websites Index vs UK population Visited newsbrand(s) website(s) in the last 7 days Visited website(s) in the last 7 days Price comparison websites accessed in last 7 days via PC Source: TGI ClickStream Mobile 2016 Q4

Online newsbrand readers have higher savings on average than social media users Visited newsbrand(s) website(s) in the last 7 days Visited website(s) in the last 7 days £26,099 £25,590 £23,247 £21,632 £24,015 Source: TGI ClickStream Mobile 2016 Q4

Computer readers explore the internet for travel information more than Facebook users Visited travel website in the last 7 days Index vs UK population Computer: Visited newsbrand(s) website(s) in the last 7 days Visited website(s) in the last 7 days Travel website accessed in last 7 days via PC Source: TGI ClickStream Mobile 2016 Q4

Newsbrand readers on computers are more likely to go through with travel purchases Used website to book holiday or travel in the last 12 months ebookers.com Index Vs UK population Computer: Visited newsbrand(s) website(s) in the last 7 days Visited website(s) in the last 7 days Used website to book holiday or travel in the last 12 months booking.com expedia.co.uk hotels.com opodo.co.uk Thomascook.com thomson.co.uk Source: TGI ClickStream Mobile 2016 Q4

How online newsbrands can deliver results

Online newsbrands command a high level of attention Attention = solus media + (multimedia x high focus) Source: Newsworks, The battle for attention, 2016

Digital newsbrands drive business effects % reporting very large effects Digital newsbrand users Non-users 52 44 34 34 27 25 22 16 16 11 9 This chart looks at the specific very large business effects of campaigns that include online newsbrands, compared with cases where online newsbrand use is zero or very light. Where digital newsbrands are included in campaigns, there is also positive improvement in business effectiveness across all business measures. In particular, the inclusion of newsbrands in the media mix has a large effect on acquiring new customers, generating very high levels of profitability and having a substantial impact on market share. Sales Market share Price sensitivity Loyalty Customer acquisition Profit Source: IPA Databank case studies, 2012 and 2014

TV + online benefits from the inclusion of digital newsbrands Other online display TV +59% vs TV with no online +16% vs TV with no online Note: this chart uses Nielsen data to define power users of other online Business effects = sales, market share, price sensitivity, loyalty, customer acquisition, profit There is evidence that not all online properties are equal. There is a multiplier effect from adding online to TV, but the size of the effect depends on which sites are used. When digital newsbrands are included in a campaign, business effectiveness goes up by a pretty impressive 59% compared with TV with no online. When there are no digital newsbrands but only other online display media used alongside TV, the increase is only 16%. Source: IPA Databank case studies, 2012 and 2014

Online newsbrands boost the business effectiveness of other digital media +42% vs online display with no digital newsbrands +97% vs social media with no digital newsbrands Business effects = sales, market share, price sensitivity, loyalty, customer acquisition, profit Having digital newsbrands (without print) in the mix has a clear effect – online display is enhanced by 42%, social media by 97%. Source: IPA Databank case studies, 2012 and 2014

Lift in advertiser site visitation vs. matched control group Online newsbrands are more likely to drive traffic Search Web visits % % % % % % Original content site Portals Social networks Original content site Portals Social networks Original content site = online newsbrands Lift in advertiser site visitation vs. matched control group Lift in advertiser-branded search term usage versus matched control group Source: The Association of Online Publishers / comScore, 2013

+ • Salience +60% • Innovative +34% • Awareness +31% • Quality +24% Combining online newsbrands with print creates a strong multiplier effect on brand measures • Salience +60% + • Innovative +34% • Awareness +31% • Quality +24% • Trustworthy +19% Each print and digital combination builds slightly different brand strengths – although the powerful influence of print can be seen in all dual platform combinations with the strong impact on brand salience and spontaneous awareness. Source: The multi-platform study, 2016

v +5% +21% Print Print + computer Combining online newsbrands with print creates a strong multiplier effect on brand measures Average uplift across brand health measures The strongest 2-platform impact on brand measures is print and tablet, followed closely by the print and pc combination. Smartphone adds a little brand building power – but this is not the main strength of mobile in the mix, as we will discuss later when we look at digital interaction rates. Source: The multi-platform study, 2016

Digital newsbrands drive interactions Industry benchmark CTR average All newsbrand digital platforms outperformed industry benchmarks for click-through rates. While print, tablet and computer have the strongest effect on brand values, newsbrand advertising on smartphone drives the highest level of interaction. 0.31 0.07 Source: The multi-platform study, 2016

Digital newsbrands command high attention Attention and engagement is vital in today’s multi-media environment. The interaction time with digital newsbrand ads – as measured by MOAT analytics in was an impressive 10 seconds. This obviously varied by campaign – ads which specifically encouraged deeper engagement witnessed interaction times of up to 16 seconds. Interaction time = Average length of time the user interacted with the ad when they entered the frame of the ad for at least 0.5 secs 10 second average Source: The multi-platform study, 2016

Why online newsbrands are so effective

Personal identification Regular newsbrand readers on computers have a strong connection to newsbrands Engagement Trust Personal identification Newsbrand readers have very high levels of emotional engagement with their chosen newsbrand and attention levels are high – and that relationship is constantly being reinforced due to the frequency of reading. In the attention deficit age, could we measure the impact of highly focussed attention? There are high levels of trust in the newsbrand they favour. The context in which the ads are seen is one that readers personally identify with, and that makes them feel part of a like-minded community – they see themselves as Mirror readers, or Guardian readers or Telegraph readers, for example. Readers seem very aware that placement of ads in newsbrands imbues those ads with certain values. Brand context effect The more engaged the reader the stronger the effect Source: Newsworks, The company you keep, 2015

Regular newsbrand readers vs. non-readers People react positively to ads in the familiar context of their favoured online newsbrands Brand love Buzz Consideration Results averaged to create 3 key metrics: Brand love is a composite of 3 engagement metrics – how close people feel towards the brand, the warmth of their feelings, and the brands empathy with them. Buzz shows how much people think the brands are talked about. Consideration measures intent to purchase the next time people are in the market. +10% +14% +31% Regular newsbrand readers vs. non-readers Source: Newsworks, The company you keep, 2015

Trust the advertisers appearing on the publisher Newsbrand websites are more trusted and consequently, so are the advertisers… Trust the advertisers appearing on the publisher Trust the publisher 62% Original content site = online newsbrands Original content site Portals Social networks Original content site Portals Social networks Source: The Association of Online Publishers / comScore, 2013

NEWS Summary Over 16 million people read newsbrands on computers every month Online newsbrand readers are an active audience who are willing to spend more on products and services Adding online newsbrands to your campaign drives business effects and makes other media work harder. You get a 42% uplift in effects vs. online display with no newsbrands People trust and have an emotional connection to their chosen newsbrand this leads to a brand context effect – people react favourably to ads in the familiar context of their favoured newsbrand NEWS