1. Computer
A deep dive

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

3. 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

4. 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

5. 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

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

7. 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

8. Reach

9. Computer reach is unique by title
Total unique visitors (000)
23,365
Source: NRS PADD Apr 2016 – Mar 2017

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

11. 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

12. Who are they?

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. How online newsbrands can deliver results

23. 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 (52% of all cases)

24. 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 (52% of all cases)

25. 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 (52% of all cases)

26. 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 (52% of all cases)

27. 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 (52% of all cases)

28. Combining online newsbrands with print creates a strong multiplier effect on brand measures
• Salience % +
• 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

29. 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

30. 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

31. 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

32. Why online newsbrands are so effective

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

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

41. 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