December 2011 Newspaper Creative Benchmark Report eBay

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; To measure and identify the effectiveness of newspaper creative To help improve understanding of how to use newspapers effectively To improve the understanding of the roles newspaper advertising can play To improve the standard of newspaper creative To provide a consistent metric that is accepted as the industry standard

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comparison of creative against category averages Comprehensive analysis of how newspapers can best be used to influence purchase behaviour The Newspaper Works’ effectiveness partner:

Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner: Ad Recognition Brand Linkage Message Comprehension Brand Equity Impact Role Map Action Map Newspaper Creative Diagnostics

Ad Appearance: – Sun Herald, Sunday November 6 th 2011 This ad was one of three shown to respondents Sample: Australians 16+ Sample size: 102 Test market: Sydney Fieldwork: 2 ND – 12 TH December 2010 Conducted online by Ipsos MediaCT Benchmarks used: Newspaper Norms (see appendix for details)

Ad Appearance: – Sun Herald, Sunday October 23 rd 2011 This ad was one of three shown to respondents Sample: Australians 16+ Sample size: 102 Test market: Sydney Fieldwork: TBC December 2010 Conducted online by Ipsos MediaCT Benchmarks used: Newspaper Norms (see appendix for details) Ad shown as it appeared in the Sun Herald on October 23 rd, 2011 Branded Newspaper Benchmarks

Retail Averages The creative diagnostics results show that the ad ‘Has a great photo/image’ and ‘Looks good’, it also appears cluttered. This is not always a bad thing as we will demonstrate further. One area to consider is that respondents have responded negatively to ‘Makes it easy to see what is on offer’ which can be a barrier to further interaction.

Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research. The scores achieved against ad recognition and brand linkage did not deter interest in the ad itself which is within tolerances for Retail Averages. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Significantly different to Retail Average at 90% c.l. Retail Averages Branding removed

The ad performs very well against all three key brand equity measures. Significantly different to Retail Average at 90% c.l. Retail Averages

25% of respondents returned very specific elements of main messaging, with a further 39% mentioning shopping in other contexts. That 36% ‘don’t know’ is a likely reflection of the amount of copy on the ad, or some misattribution.

What did the respondents say about the ad? If you have seen something and it exists, you will find it on eBay, its true. It makes me want to shop on eBay. It evokes positive feelings, and it visually appealing, even though I skimmed over the written part. Couldn’t see ebay. Thought it was David Jones. Not clear. It’s a very stylish ad, and makes me reconsider buying products from eBay Cheaper on eBay Reconsideration of eBay Too much information? EBay promises to get shoppers the best price for consumer goods. They are able to access international shops and offer clothing at good prices. They are open 24/7. Too much information and glammed up making it less believable to me It’s eye catching.

The word cloud shows a strong connection to shopping

The ‘clutter’ factor has not negatively affected brand Reappraisal. Respondents have thought differently about the brand as a result of this approach. Significantly different to Retail Average at 90% c.l. Retail Averages

The ad meets ActionMap Retail Averages and is more likely than average to be shared online % scores Significantly different to Retail Average at 90% c.l. Retail Averages

In this ad Ebay have used a ‘lookalike’ creative strategy as an interesting way to make competitive claims against a major retailer. Some aspects of the ad have worked well Many respondents found the ad helped them to Reappraise their perceptions of Ebay which is an important step in gaining new customers Some aspects of the ad worked less well Some respondents found the ad cluttered and difficult to ‘see what’s on offer’; message comprehension was low On balance better results for most retailers have been achieved by developing their own campaigns with clear branding and a distinctive positioning

Comparison with other ads

Ebay goes head to head with DJ’s December 2011 (In papers November 6 tH) December 2011 (In papers November 2 nd ) Nb: each ad was reviewed by a separate respondent group so the respondents are not comparing the ads side by side but offering an unbiased view.

David Jones vs. Ebay The David Jones ad did a great job at driving brand Affinity off the back of heritage and service promises, while Ebay’s ad generated significant levels of Reappraisal. Ultimately, respondents were more likely to visit a David Jones store (exceeding Action Map averages) than ‘visit’ Ebay, or use Web Search as a result of their lookalike ad (which met, but did not exceed averages) which may indicate respondent attachment to a well known, trusted brand.

Surprising readers to gain fresh consideration May 2010March 2011 December 2011

Reappraisal One of the most difficult things for Retailers is to drive new customer consideration without relying on price points. These three ads are all good examples of different strategies that have generated strong levels of Reappraisal, hopefully leaving to new customers and increased store traffic.

Top Performers on Rolemap

6.2x Higher than norm 5x Higher than norm 2.1x Higher than norm 2.9x Higher than norm 7.8x Higher than norm 3.8x Higher than norm All newspaper norm. December 2011 (Updated monthly)

Established in 2006 by the major Australian newspaper publishers: – News Limited – Fairfax Media (including Rural Press) – APN News and Media – West Australian Newspapers Represents paid national, metropolitan, regional and community titles. Primary aims: – To promote newspapers as a powerful medium for advertisers – To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

Testing of randomly selected and hand picked newspaper display ads Over 7,000 ad observations in total 36 test ads (27 randomly selected, 9 hand picked) 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, July-August and October – November 2008 Sample size 2,475

Newspapers are a powerful medium to utilise across a broad range of strategic roles. Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics. Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested. Retail average Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action. Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. New measure introduced in March 2010, norm not yet available.

Another 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. Retail average Statements are tailored to be appropriate to the advertising category.