Computer A deep dive

Table of contents NEWS Demographics 3 Key readership facts 4 Reach 8 Total 9 Demographics 1 Who are they? 12 How online newsbrands can deliver results 22 Business effects 23 Multi-platform study 28 Why online newsbrands are so effective 32 Attention 33 Context effect 38 Trust 40 Summary 41 NEWS

Demographics 53% 47% Daily Weekly Monthly Adults 17% 9m 26% 13.9m 29% 18-34 19% 2.8m 4.2m 32% 4.5m 35-54 3.3m 31% 5.2m 33% 5.7m 55+ 14% 2.6m 21% 4.0m 23% 4.3m ABC1 6.6m 35% 10m 37% 10.7m C2DE 10% 2.3m 3.9m 4.4m 53% 47% Source: NRS PADD Apr 2016 – Mar 2017

The average computer user visits at least two newspaper sites Unique visitors duplicated 46.9m 15.1m 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 Apr 2016 – Mar 2017

People reading newsbrands on computer are more active online More likely to have visited websites in the last 7 days than the average person via PC 34% Financial services 35% Entertainment 39% Automotive Shopping Travel 18% 33% Source: TGI Clickstream Mobile 2017 Q2

Average age Computer: Visited newsbrand(s) website(s) in the last 7 days 45 47 43 44 Source: TGI Clickstream Mobile 2017 Q2

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 Apr 2016 – Mar 2017

Computer readership reach By gender (millions) 31% 29% 19% 26% 24% 15% Doesn’t include Sunday titles Source: NRS PADD Apr 2016 – Mar 2017

Computer readership reach By age (millions) 33% 34% 30% 30% 33% 32% 30% 27% 29% 19% 27% 17% 21% 18% 20% 18% 18% 11% Source: NRS PADD Apr 2016 – Mar 2017

Who are they?

Computer readers are… 10.5 million 79% 8 million 74% 58% TECH FIENDS 10.5 million ‘I often refer to the internet before making a purcase’ GREEN 79% ‘I make a conscious effort to recycle’ FINANCIALLY SAVVY CHARITABLE RISK AVERSE 8 million ‘It is important to be well insured for everything’ 74% ‘If there’s something I want, I’ll save up for it’ 58% ‘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 2017 Q2

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 £27,653 £25,960 £23,941 £20,754 £24,802 Source: TGI ClickStream Mobile 2017 Q2

Newsbrand readers on PC are more likely to access finance/business related websites Types of sites visited in the last month Daily newspaper via mobile in last 7 days Watch TV ever Listen to the radio ever Facebook visited in last 7 days Source: TGI Clickstream Mobile 2017 Q2

They are also more likely than the average person to use price comparison websites Visited in the last 7 days (PC) ~ Price comparison sites Daily newspaper via mobile in last 7 days Watch TV ever Listen to the radio ever Facebook visited in last 7 days Source: TGI ClickStream Mobile 2017 Q2

Newsbrand PC readers explore the internet for travel information more than social media users Visited travel website in the last 7 days Visited in the last 7 days (PC) ~ Price comparison sites Daily newspaper via mobile in last 7 days Watch TV ever Listen to the radio ever Facebook visited in last 7 days Source: TGI Clickstream Mobile 2017 Q2

Newsbrand PC readers explore the internet for travel information more than social media users Visited travel website in the last 7 days Visited in the last 7 days (PC) ~ Travel sites Daily newspaper via mobile in last 7 days Watch TV ever Listen to the radio ever Facebook visited in last 7 days Source: TGI Clickstream Mobile 2017 Q2

They tend to spend a bit more too Visited newsbrand(s) website(s) in the last 7 days Visited website(s) in the last 7 days £1,526 £1,513 £1,520 £1,517 £1,512 Source: TGI Clickstream Mobile 2017 Q2

Newsbrand readers on PC are more likely to buy a new vehicle Types of sites visited in the last month Daily newspaper via mobile in last 7 days Watch TV ever Listen to the radio ever Facebook visited in last 7 days Source: TGI Clickstream Mobile 2017 Q2

They intend to spend more on it than most people Visited newsbrand(s) website(s) in the last 7 days Visited website(s) in the last 7 days £12,226 £11,873 £11,911 £11,844 £11,888 Source: TGI Clickstream Mobile 2017 Q2

How online newsbrands can deliver results

There is a significant context effect from using digital newsbrands Adding online display to TV increases business effectiveness by 17% + Adding digital newsbrands increases the multiplier effect by 60% + A really powerful example of the strength and difference of digital newsbrands is the impact they have in combination with TV advertising. When TV is coupled with online display on sites that are non-newsbrands the impact on business effects is much smaller than when digital newsbrands are included in the online mix. Given the issues surrounding programmatic and algorithms, there is a strong brand health case for being much more selective in digital media. This IPA databank analysis suggests that there is also a very strong business case. Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

The latest data has seen a huge increase in the use of digital newsbrands without print Whereas in 2012 and 2014 the split was fairly even, in 2016 Effectiveness awards cases there was a major swing towards using digital newsbrands without any print in the campaign. This trend is worrying for advertisers, as they will be missing out on the very strong multiplier effect that comes from using newsbrands across platform in campaigns (using both print and digital newsbrands in the campaign mix delivers 3.5 times the uplift in very large business effects of using just one platform.) Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

However, digital newsbrand cases buck the rise of short-termism Average 24% Analysis of the overall database clearly shows that short-term campaigns – those of less than six months duration – are less effective at delivering a range of very large business effects (and especially profit) than longer-term campaigns. Yet there is a tendency towards short-termism. Over a third of recent campaigns that include print newsbrands are short-term. This is short-sighted, as it is really under-utilising the power of print, which is most effective and efficient at delivering long-term business effects such as profit. More encouragingly, campaigns that use digital newsbrands are much more likely to be longer term, which will help optimise business effectiveness. Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

Campaigns that use digital newsbrands deliver stronger business effects There is increasing evidence that using more than one newsbrand platform delivers more than the sum of two parts. In our 2016 multi-platform brand health study (newsworks.org.uk/effectiveness), we saw that print plus digital newsbrands produce a 3.4 times multiplier effect on brand health measures. This is almost exactly mirrored by Peter Field’s latest analysis of the business effects delivered by newsbrands. Using both print and digital newsbrands in the campaign mix delivers 3.5 times the uplift in very large business effects of using just one platform. Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

Two are better than one, there is a significant multiplier effect from using print and digital in combination There is increasing evidence that using more than one newsbrand platform delivers more than the sum of two parts. In our 2016 multi-platform brand health study (newsworks.org.uk/effectiveness), we saw that print plus digital newsbrands produce a 3.4 times multiplier effect on brand health measures. This is almost exactly mirrored by Peter Field’s latest analysis of the business effects delivered by newsbrands. Using both print and digital newsbrands in the campaign mix delivers 3.5 times the uplift in very large business effects of using just one platform. Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

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

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

Digital newsbrands provide a quality environment for ads Double the viewing time per page than non-newsbrand sites 60% higher viewable time for ads Ad viewing 2½ times more likely on a newsbrand site Newsbrand digital readers 70% more likely to see MPUs with 30 seconds viewable time Average ad dwell time 30% higher on newsbrand sites Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, indy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk, walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com, channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com

Newsbrand sites achieve higher ad viewing Page visits last twice as long Which increases viewable time for ads Viewability is similar across newsbrand and other popular sites (IAB definition) But viewing of ads is 2 ½ times more likely on newsbrand sites Time on page - seconds Viewable time - seconds Viewable % Viewed % Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, indy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk, walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com, channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com

Time on newsbrand sites is more valuable to advertisers Newsbrands convert viewable time to actual ad views more effectively MPUs with 30 seconds viewable time are seen 44% of the time on newsbrands site, but just 26% elsewhere – a 70% uplift % Viewed MPU 10” 20” 30” 40” 50” 60” Newsbrands 23% 35% 44% 51% 56% 61% Other sites 11% 19% 26% 31% 36% 40% Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, iindy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk, walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com, channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com

Digital newsbrands: a quality environment for ads 46% higher dwell time on site More viewable time 30% longer average dwell time per ad Online newsbrands: Mirror.co.uk, Metro.co.uk, Thesun.co.uk, Thetimes.co.uk, Dailymail.co.uk, Telegraph.co.uk, Theguardian.com, Independent.co.uk Non-newsbrands: msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, howtogeek.com, theregister.co.uk, sportinglife.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com

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 15 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. They provide a quality environment for ads. 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