1. Finance and newsbrands

2. Table of contents The market 3 The journey 8 The role of newsbrands 19
The proof
The proof in action
The gallery
Summary

3. The Market

4. 49% (15.2m) of credit card users make full payments
The average British person spends about £319 on their credit card every month
49% (15.2m) of credit card users make full payments
59% (30.8m) of adults own a credit card
57% (30m) of adults use contactless card or device to make payments
The mean value of savings and investments in GB is £24,865
9% (4.5m) use a smart device for contactless payments
Source: TGI Clickstream Mobile 2017 Q2

5. £26,202 Newsbrand readers mean value of savings and investments is
That’s 5% higher than the national average
Source: TGI Clickstream Mobile 2017 Q2

6. Newsbrand readers on mobile are 41% more likely to regularly use their smart devices for contactless payments
Source: TGI Clickstream Mobile 2017 Q2

7. Newspaper readers are 10% more likely to take out a life insurance policy than the average person
Newsbrands reach 72% (25.7m) of adults who have not taken out life insurance policies
Newsbrand readers on mobile devices are 22% more likely to insure their mobile phones compared to the average person
Newsbrands reach 33m (72%) adults who do not have private health or medical insurance
Source: TGI Clickstream Mobile 2017 Q2

8. The Journey

9. How people buy

10. Finance journeys can be medium or long
(e.g. mobile phone insurance, credit card)
Long
(e.g. current account, pension, mortgage)

11. Most journeys consist of an assumed front-runner
Brand preference through the journey
Long
13%
31%
23%
Only one brand in mind
For bigger purchases/longer purchase journeys, two-thirds of people are choosing between 2 brands. Of those who have just 1 brand in mind, 7 in 10 of them do not even try another brand. Those ongoing seeding of brand ideas are so important. Byron Sharp calls it the mental availability of brands. This was quoted in a great FT article by Ian Leslie the weekend before last.
For 2/3 the journey is about choosing between two brands
Choice of two brands
Shortlist
33%
No preference to begin with
Source: Newsworks, How People Buy, 2015

12. Most people have a brand in mind right from the start
Brand preference through the journey
Medium
Over 4/10 were always intending to get the brand they bought
14%
45%
19%
Only one brand in mind
And the same is even truer for medium term purchases
For 2/3 the journey is about choosing between two brands
Choice of two brands
Shortlist
22%
No preference to begin with
Source: Newsworks, How People Buy, 2015

13. But there is still an opportunity for brands to be seen and heard
While most journeys consist of an assumed front-runner, there is still an opportunity for brands to be seen and heard.

14. A lack of urgency opens the door for brands to seed ideas and help frame product considerations
I had to buy it right away
I could have bought it at any time
23%
57%
People are not it seems very quick at making decisions about what to buy – there was a great quote from one of our respondents – “well I wondered if I should just put it off for another year”. This opens the door for brands to seed ideas and help frame product considerations.
Question B1a Below are some pairs of statements. For each, please tell us which side applies to your purchase … . Base = 2,000 A18-65; Usual grocery n = 1000, New grocery n=1000, Mobile phone n=1000, Car n = 1000.
28%
52%
Source: Newsworks, How People Buy, 2015

15. Finance journeys are not necessarily planned, opening the door to shortcuts and challenges
I had been thinking of buying it for a long time
It was an impulse purchase
46%
32%
And actually those purchases could happen at any time. There is not necessarily a strong correlation between size of purchase and the level of planning that goes into it. Even bigger purchases, where thousands of pounds change hands can be impulsive.
Question B1a Below are some pairs of statements. For each, please tell us which side applies to your purchase … . Base = 2,000 A18-65; Usual grocery n = 1000, New grocery n=1000, Mobile phone n=1000, Car n = 1000.
57%
21%
Source: Newsworks, How People Buy, 2015

16. £ In the finance category there are two main journey types REGRETS NO
Being
Background associations
Build up
Realisation
Expand
Identifying options
Filter
Excluding options
Test
Confirming
conclusions
Buy
Best deal
Assumed front-runner Need to validate
Gather alternatives
Not ‘missing out’
Cross-examine initial assumption
Reassure not a bad decision
Continue cross-examination in store/dealership
Decision made
Quick check if better deal elsewhere
REGRETS NO
There are two key types of medium/long journey
No regrets
Journey is about checking initial assumption was right so there are no regrets post-purchase. It is usually quicker, and definitely more stress-free. The stages might not follow in “logical” order, and some are easily missed out.
Research options
More like the classic “funnel” approach, in that more stages are followed in order to feel reasonably safe in the final choice – but can easily bounce to and fro between stages, especially for Expand and Filter
Being: Absorbing brand, product and category information to FRAME perceptions through a variety of needs
Build-up: Growing awareness of need to make decision – often due to a TEASE, Start ‘tuning’ into background – raising AWARENESS, SHARING opinions. Potential for a SHORTCUT to skip a stage
Expand: Fleshing out consideration set to ensure all possible options are considered, AFFIRM opinions and get more AWARE of options
Filter: get more INFORMED to whittle down final options, continue to be TEASED whilst you make up your mind.
Test: First-hand experience of option/options to ISOLATE options for focus, Potential for new ideas to change consideration set through CHALLENGE or have opinions AFFIRMED
Shop around: Exploring deals offered by different providers/dealers to identify best value for money
Perceptions framed
No front runner
Assumed consideration set
No front-runner
Research options in & out of consideration set
Systematically whittle down options
Cross-examination conclusions in store/dealership
Further research to find best purchase location
RESEARCH
OPTIONS
Source: Newsworks, How People Buy, 2015

17. The journey is about reducing your worry
Long
Build up
Realisation
Expand
Identifying options
Filter
Excluding options
Test
Confirming
conclusions
Buy
Best deal
Worried about making a mistake
Very confident of making the right decision
Particularly with longer journeys, the worry about making a mistake can be overwhelming at the start.
Question C4. How worried or concerned were you that you may not end up getting the right [CATEGORY] for you in the end? Base = 2,000 A18-65; Short n = 2000, Medium n=1000, Long n = 1000.
Source: Newsworks, How People Buy, 2015

18. For medium journeys the worry is still present with confidence still the aim
Confidence often dips just before the final decision
Medium
Build up
Realisation
Expand
Identifying options
Filter
Excluding options
Test
Confirming
conclusions
Buy
Best deal
Worried about making a mistake
Very confident of making the right decision
Worry is lower for medium length journeys, but is still present – and higher than confidence levels at the start.
Question C4. How worried or concerned were you that you may not end up getting the right [CATEGORY] for you in the end? Base = 2,000 A18-65; Short n = 2000, Medium n=1000, Long n = 1000.
Source: Newsworks, How people buy, 2015

19. Role of media and newsbrands
So how can media help people? Media plays a key role in guiding people through the purchase journey and giving them confidence

20. Newsbrands can trigger journey start
28%
12%
Question B3 What was the trigger? Base = 1,000 A18-65
Long journey
Medium journey
Source: Newsworks, How people buy, 2015

21. Here are 10 key roles for media in consumer purchase decision journeys…
Frame
Short cut
Awareness
Tease
Inform
Frame
shaping
perceptions
helping make
decisions
what’s out there and is important
gentle but persistent
reminders
a ‘real world’ perspective
Isolate
Challenge
Confirm
Enjoy
Share
So we’ve talked about the importance of the ongoing seeding of brand associations – that’s a really important role for media and for newsbrands – one we’ve called FRAME
During the journey itself, there are 7 roles that media brands can and do play in helping people making the decision as to which brand or product to buy.
And the influence of media doesn’t stop at purchase, there are 2 further roles that media play post purchase, SHARE and ENJOY. Given the fact that a significant number of people are still worried once they have made the purchase, the role of media in generating satisfaction and confidence is vital.
a moment of clarity
stress testing assumptions
corroborating assumptions
review satisfactions
comments and advocacy

22. How do these roles fit in the path to purchase?
So we’ve talked about the importance of the ongoing seeding of brand associations – that’s a really important role for media and for newsbrands – one we’ve called FRAME
During the journey itself, there are 7 roles that media brands can and do play in helping people making the decision as to which brand or product to buy.
And the influence of media doesn’t stop at purchase, there are 2 further roles that media play post purchase, SHARE and ENJOY. Given the fact that a significant number of people are still worried once they have made the purchase, the role of media in generating satisfaction and confidence is vital.

23. £ Key roles for media in consumer purchase decision journeys Being
Background associations
Build up
Realisation
Expand
Identify options
Filter
Excluding options
Test
Confirming
conclusions
Buy
Best deal
Frame
shaping
perceptions
Tease
gentle but persistent
reminders
Confirm
corroborating assumptions
Inform
a ‘real world’ perspective
Isolate
a moment of clarity
Enjoy
review satisfactions
Awareness
what’s out there + is important
Awareness
what’s out there + is important
Tease
gentle but persistent
reminders
Challenge
Stress testing assumptions
Share
Comments and advocacy
Share
Comments and advocacy
Confirm
corroborating assumptions
Being: Absorbing brand, product and category information to FRAME perceptions through a variety of needs
Build-up: Growing awareness of need to make decision – often due to a TEASE, Start ‘tuning’ into background – raising AWARENESS, SHARING opinions. Potential for a SHORTCUT to skip a stage
Expand: Fleshing out consideration set to ensure all possible options are considered, AFFIRM opinions and get more AWARE of options
Filter: get more INFORMED to whittle down final options, continue to be TEASED whilst you make up your mind.
Test: First-hand experience of option/options to ISOLATE options for focus, Potential for new ideas to change consideration set through CHALLENGE or have opinions AFFIRMED
Shop around: Exploring deals offered by different providers/dealers to identify best value for money
Short cut
Helping make decisions

24. Frame Shaping perceptions
Semi-consciously absorbing information on the products, brands and retailers out there and worth paying attention to
Creating a strong sense of excitement and anticipation about a product or retailer that is within someone’s consideration set
Shorter Journey: Priming people to notice products, brands and retailers when out and about
Longer Journey: Defines the assumed category consideration set before people have even decided that they need to make a purchase decision
ROLE OF NEWSBRAND: Provides a moment of inspiration in the journey that helps isolate and hone in on a specific product or area
TYPE OF JOURNEY: Typically long journeys
WHERE IN JOURNEY: Tend to be most influential when consumers naturally need to focus on making a choice
PLATFORM: Print and to a lesser degree tablet. Influence is usually encountered as a full bleed or large advert. People are usually in a more open-minded / relaxed frame of mind when reading newsbrand content in print / on tablet vs. on their computer where they tend to be more critical

25. 87% 87% Newsbrands act as a lens on the world
On what to spend time thinking about, and the choices that matter
The features and stories tend to suit people like me
Gives me ideas to share with other people
87%
87%
Newsbrands act as a lens on the world, reinforcing values and helping people determine what matters and what to spend time thinking about. This is as true of purchase decisions as it is of politics and culture; they provide a lens on the choices that matter and are worth considered.
Question N6 And how much do you agree or disagree with what’s being said below about <Newsbrands>? Base = 2,000 A18-65
Source: Newsworks, How People Buy, 2015

26. Newsbrands set the stage across different journeys within the finance category
% of consumers who say newsbrands provide helpful or useful information about
84%
a credit card
84%
car/home insurance
Question N3. When it comes to providing content or information about products or brands, how well do (your Newsbrands) provide helpful or useful information about these other products/categories? .… . Base = 2,000 A18-65
Source: Newsworks, How people buy, 2015

27. 84% Newsbrands infer relevance and a sense of ‘rightness’ onto brands…
If they recommend something, then I know there’s a good chance I’ll like it
84%
Question N6 And how much do you agree or disagree with what’s being said below about <Newsbrands>? Base = 2,000 A18-65
Source: Newsworks, How People Buy, 2015

28. Providing a ‘real world’ perspective
Inform
Providing a ‘real world’ perspective
Providing additional detail and information about products to fill in gaps in knowledge and help make a ‘better’ decision
Providing additional detail and information about products to fill in gaps in knowledge and help make a ‘better’ decision
Shorter Journeys: Later in journey when looking for information to fill in the gaps from other media messages, such as TV, to build a more detailed picture of something
Longer Journeys: Earlier in journey when looking for information to expand knowledge of products and brands in consideration sets
Newsbrands are trusted to provide more grounded insight into the ‘real life’ experience of a product or brand – sifting through the category jargon to inform consumers of what matters and what doesn’t about a potential product
Source: Newsworks, How People Buy, 2015

29. Inform Long journey Medium journey
Providing a ‘real world’ perspective
The news brand has given me more information I wouldn’t have found myself and more depths in the decision process – it has given me the ability to know more rather than hoping
Lucy, 29, Mirror reader
Long journey
Medium journey
Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
Source: Newsworks, How people buy, 2015

30. Stress testing assumptions
Challenge
Stress testing assumptions
Searching for information or ideas that tests assumptions to ensure you are not missing out on anything and won’t regret the decision
Primarily looking for reassurance that a front runner is the best choice; however in some instance new ideas are stumbled upon that completely re-draw the parameters of a consideration set
Searching for information or ideas that tests assumptions to ensure you are not missing out on anything and won’t regret the decision
Primarily looking for reassurance that a front runner is the best choice; however in some instance new ideas are stumbled upon that completely re-draw the parameters of a consideration set
Longer Journeys: Especially during later stages when looking for final reassurance around decision
Newsbrands are one of the key means through which assumed consideration sets are thrown up in the air because their trusted status gives consumers confidence to re-think consideration sets

31. Challenge Long journey Medium journey Stress testing assumptions
I think this quote really sums up the role of newsbrands in challenging assumptions. Now I know that there will be many other factors that influence the final decision, but newsbrands got the Lexus on to the consideration set. From my memory of working on car brands, it is about 1 in 3 test drives that result in a sale. I know for me I rejected a car because it didn’t have a proper key to start the ignition, and that just felt too strange
Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
Source: Newsworks, How People Buy, 2015

32. Helping make decisions
Short cut
Helping make decisions
Presenting the right option at precisely the moment of need to completely bypass the effort of deliberating or cross-examining decisions
Short Journeys: Makes a decision for consumers that answers an immediate need, often prompting immediate action before any thought goes into journey
Longer Journey: Helps cut through the noise later in the process
Newsbrands ability to fit within habits and routines throughout the day mean they are well placed to respond to needs as and when they arise

33. Short cut Long journey Medium journey Helping make decisions
Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
Source: Newsworks, How People Buy, 2015

34. Showing what’s out there and is important
Awareness
Showing what’s out there and is important
Raising awareness of relevant new products and offers, often at earlier stages of the journey
Newsbrands are adept at turning something that people are aware of in the background to more immediate attention, they are able to cut through the noise and raise salience by leveraging the perceived trust and assumed relevance of the things they present
Shorter Journeys: Can kick-start a journey, reminding consumers of needs and brands that have slipped into the background, increasing salience and the sense that ‘now is the time’ to make the decision
Longer Journeys: Introduces new options into emerging consideration sets as the need to make a decision grows

35. Awareness Showing what’s out there and is important Long journey
Medium journey
Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
Source: Newsworks, How people buy, 2015

36. Newsworks.org.uk/planningtool
A planning tool was developed using the insights and data from this research. With it you will be able to determine:
Which channels are best at influencing different types of purchase
Which channels have the greatest influence at the different stages of the purchase journey
How different media channels help consumers decide which brand/product to buy
Newsworks.org.uk/planningtool

37. The Proof

38. In the finance category, campaigns that use print newsbrands are more effective than those that do not

39. Print newsbrand % of total campaign spend No print newsbrand spend
Automotive
Finance
Print newsbrands boost overall campaign ROI by up to 5.7 times but advertisers are missing out on large additional revenues by not including newsbrands in the mix
£1.49
£8.47
£6.76
£3.91
Total campaign revenue ROI
Low 2-5%
Medium 7-22%
High 22-37%
Print newsbrand % of total campaign spend
No print newsbrand spend
2015 spend levels
7.9%
Financial Services campaigns boost overall campaign ROI by up to 5.7 times when print newsbrand spend is between 7% and 22%
Financial services – total comms revenue ROI vs. print newsbrand % of spend
Source: Benchmarketing/Brand Science Results Vaults 2011 to 2015

40. Print newsbrands go on working for much longer than online in the finance category
391% higher impact at day 7
Source: Benchmarketing/Brand Science Results Vaults 2011 to 2015

41. Print newsbrands should form at least 11% of the budget for finance brands
What proportion of the budget should be spent on print newsbrands to deliver optimum total campaign ROI?

42. Print newsbrands should form a significant proportion of the mix for finance brands
Recommended % spend on print newsbrands to optimise total campaign ROI
11%
62%
51%
34%
26%
21%
17%
15%
13%
12% 5 10 15 20 25 30 35 40 45 50
In finance the average spend is around £25m and larger spenders are at around £50m.
The range from our tertile analysis was 7-22%. Here we can see that the sweet spot for the average spender is at 21%. Average spend in 2015 was much lower at 7.7%.
Total annual campaign budget £m
Source: BrandScience channel planning sales analysis 2015

43. effectiveness.newsworks.org.uk/roi-calculator/
We have created a tool to help media planners find the optimum level of investment in print newsbrands as a proportion of the total budget for a range of different budget levels.
Instructions:
Select category
Select annual budget
Calculate
effectiveness.newsworks.org.uk/roi-calculator/

44. Print newsbrands make other media more effective
So we know then from our results that it is always best to have print newsbrands in the mix, and we know the average levels to deliver optimum return.
This is not about comparing individual channels but rather acknowledging that most if not all campaigns are multimedia and that we need to know the role of print newsbrands in the mix

45. Combined Services: Print newsbrands make TV spend work twice as hard
£6.49
£12.22
£5.72
£10.82
TV revenue ROI
Low 2-10%
Medium 10-12%
High 12-18%
Print newsbrand % of total campaign spend in combined services
No print newsbrand spend
Using the same format, comparing groups by level of spend in print newsbrands we looked at the impact on the average TV revenue ROI. For this analysis we looked at the wider combined services category to get a bigger sample of models.
The results showed that including print newsbrands in the mix make TV spend work twice as hard, doubling the average revenue per £1 spent on TV.
Source: Benchmarketing/Brand Science Results Vaults 2011 to 2015 – excludes outliers and incomplete models.
Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other Services(Online & Offline)
* combined services used to ensure robust base size

46. Automotive
Finance
Finance: Print newsbrands also boost online RROIs by an average of 2.3 times in finance
£4.84
£12.10
£13.33
£8.28
Online display revenue ROI
Low 2-10%
Medium 10-12%
High 12-18%
Print newsbrand % of total campaign spend in finance
No print newsbrand spend
And even in the finance category print newsbrands boost online display ROIs by an average of 2.3 times
Finance – online total revenue ROI vs. print newsbrand % of spend
Source: Benchmarketing/Brand Science Results Vaults 2011 to 2015

47. Finance
Finance: Print newsbrands boost radio revenue by up to 1.9 times in finance
£1.70
£3.21
£0.45
£3.15
Radio revenue ROI
Low 2-7%
Medium 7-22%
High 22-37%
Print newsbrand % of total campaign spend in finance
No print newsbrand spend
In finance there is also a positive story the effect of print newsbrands on radio revenue, where they boost the radio revenue ROI by almost two times
Finance – radio total revenue ROI vs. print newsbrand % of total campaign spend
Source: Benchmarketing/Brand Science Results Vaults 2011 to 2015

48. Newsbrand effectiveness doesn’t stop at ROI..
So we know then from our results that it is always best to have print newsbrands in the mix, and we know the average levels to deliver optimum return.
This is not about comparing individual channels but rather acknowledging that most if not all campaigns are multimedia and that we need to know the role of print newsbrands in the mix

49. Ad exposure strongly correlates with brand advocacy
More likely to
See the ad
Recommend the brand
86%
Banking
In this study, ad exposure was strongly correlated with advocacy for brands likely to be recommended in the future. This can work in 2 ways, creating a virtuous circle.
At the end of the study, people were asked to indicate which brand (if any) they would recommend in a particular category. For all those who indicated a brand, a high proportion had been exposed to an ad for that brand in The Times edition over that month
Chicken or egg?
Source: News UK, Project Footprint, 2015

50. +36% 11% Ad exposure drives higher conversation levels
Ad exposure drives higher offline action
(+10% vs. non exposed)
11%
took action
+36%
There is a correlation between those exposed to the advertising and their subsequent offline activity, whether making a brand choice or a purchase
Source: News UK, Project Footprint, 2015
Note: Uplifts based on % taking offline action (purchasing or making brand choice), comparing ad exposed vs. non ad exposed groups

51. The holy grail… advertising that generates multiple effects
Over just one month, the proportion of total exposed respondents both having a conversation and visiting/searching online in a variety of categories were:
13%
Banking
Theory: If people talk about a brand, they have an even stronger level of commitment to it
Comparative figures for those exposed to ads that either had a conversation about/visited/searched for the brand they were exposed to within a particular category were:
Banking – 53%
Source: News UK, Project Footprint, 2015

52. The Proof in Action

53. MoneySupermarket.com
Case study

54. Objectives What they did
Drive visits to the MoneySupermarket.com website
Increase consideration of the brand
Effectively communicate the breadth of the offering
Differentiate MoneySupermarket.com from competitors
What they did
MoneySuperMarket.com undertook two large-scale regional tests in order to isolate the effects of adding newsbrands to its media plan across print, online and tablet formats for the first time.
The campaign ran in 2013 from March to June. MoneySuperMarket.com tracked and modelled results.

55. Results
A brand tracker showed that exposure to newspaper advertising improved MoneySuperMarket.com's brand perceptions; delivered strong improvements in preference and differentiation; and had a halo effect on a wider range of products
The campaign also prompted an immediate impact on overall website visits; saw a large increase in claimed recent web visits among 18-34s; and converted visits into enquiries
Tablets performed particularly well - for each £1 spent on tablet advertising, almost two incremental visits were generated
“Newsbrands increased consideration and helped differentiate us from our competitors. They weren't considered in our media mix before but we think differently now.”
Gareth Helm, brand director
MoneySuperMarket.com

56. Hiscox – ESI Media: Where product meets passion
Case study

57. Objectives What they did
Grow consideration for the specialist Hiscox home insurance in a highly competitive and commoditised sector
Make a specific set of high net worth individuals feel like Hiscox is “a brand for them”
What they did
Partnering with The Evening Standard, Hiscox became the first ever Official Arts Partner of the newsbrand. For print Hiscox combined high impact advertorials, daily signposting and logo accreditation. At the heart of the partnership was a purpose built ‘Online Arts Channel’ – hosting weekly bespoke native articles

58. Results
Average time per visit on the Arts Channel was 215 seconds, beating the ESI benchmark of 50 seconds
An average of 2.43minutes has been spent with the native articles, again beating the ESI benchmark by 21.5%
68% rated the brand fit 'good or excellent'
“The Evening Standard Arts partnership not only represents a brilliant distillation of our passions-based strategy, but the content that it has created has been between widely and enthusiastically consumed by their readers, and had a strong effect on our brand in a small amount of time.”
Hiscox

59. Lloyds Bank – Reimagining personal finance
Case study

60. Objectives What they did
To make customers feel confident that Lloyds Bank understands their needs and can help them make the right financial decisions
What they did
Created an editorial series with the Guardian money desk including handy advice, real life stories and fact-filled listicles – answering some pf the toughest questions on retirement and wealth management
Infographics explored the topics of tax laws around the world and where pensioners’ cash comes from
Utlising the Guardian’s own networks, targeted s were sent to C-suite audiences

61. Results
18% increase in awareness of Lloyds Bank wealth management and private banking products
21% of readers claimed they’d book an appointment with a Lloyds private banking advisor and nearly 5% had booked
26% of readers claimed they’d had it or would have conversations about Lloyds
8k comment, shares, and engagements on social platforms of campaign content

62. More finance case studies
Aviva - Save Smarter
Aviva collaborated with MailOnline and Metro to demonstrate its new emotive style and communicate to its audience the need to ‘Save Smarter’.
View full case study

63. More finance case studies
Halifax's print advertising campaigns demonstrate how innovation can be used to stand out from competitors in the banking sector and reconnect with consumers during a financial crisis.
View full case study
Halifax – innovating via print

64. More finance case studies
This case study shows Scottish Widows, a UK financial services and pension band, encouraged younger people to think about retirement planning through a behaviourally inspired ad campaign.
View full case study
Scottish Widows: Life feels better with planning

65. More finance case studies
The trust transaction: How content can transform the way banks connect with people
Using examples from RBS and Santander, this report shows how the two banking brands used content marketing to help build trust in the UK, delivering useful, high quality and easy to understand content.
View full case study

66. The Gallery

74. The consumer journey is about reducing worry
The consumer journey is about reducing worry. Even with medium journeys such as credit cards, confidence in the decision is not a given from the outset
Newsbrands have a key role to play in the consumer journey framing the landscape, informing, challenging, raising awareness and providing shortcuts
Newsbrand readers are a valuable audience, with savings 5% higher than the average person.
Campaigns that use print newsbrands are more effective than those that do not, boosting ROI by 5.7 times for finance
Print newsbrands should form at least 11% of the budget for finance brands
Brands using newsbrands see higher conversation levels and offline action