1. Retail

2. Source: RAMetrics. Countries: England/Scotland.
Key Findings: Retail (excluding supermarkets) ads
Print ads for retailers are slightly less impactful (65% recall) than ads across all categories (67% recall) and as a result score below average across almost all brand measures. When noticed, their recognition metrics improve and they score well for familiarity and branding. When compared against supermarkets, ads for retailers (non-grocery) underperform slightly (67% vs. 65% ad recall for retailers).
Looking at front page ads, we found that ads in the retail category are underperforming when compared against all ads (73% vs 70% ad recall for retailers), however they score above average against recognition metrics, in fact readers are more likely to recognise front page ads from retail brands than non-retail brands. Furthermore, retail ads that are on the front page, outperform retail ads which are in the rest of the paper (70% vs 60% ad recall), particularly against engagement metrics, readers are more likely to find them appealing and beneficial.
Lumen eye-tracking shows that readers’ viewing is biased towards right hand pages of a spread - RAMetrics corroborates this for retailers. Right hand ads score better for almost all attention, recognition, engagement metrics and are only marginally different for action scores.
Image based ads have higher impact and they demand more attention, they score better across all measures with the exception of branding. Readers find image-based ads more beneficial and they are more likely to encourage an emotional response.
Female readers are more likely to notice ads for retailers (68% vs 62% for men) and they respond more positively across all brand and action measures. Likewise, young people (18-34 year olds) score significantly higher than the over 35s across all measures, they are more likely to respond positively and find the advertising beneficial.
Digital retail ads are more noticeable than other digital newsbrand ads however readers find them less engaging. Looking at female readers, we found that they were more likely to recall digital ads for retail brands than non retail brands (28% vs 30% for retail). Similarly, young people (18-34s) performed much better in the retail category (29% vs 38% ad recall for retail) for digital newsbrand ads, they’re more likely to find the ads appealing and beneficial, they’re also more likely to take action by looking for more information and visiting the advertisers website.
From fashion and cosmetics to furniture and fridges, the retail category is all encompassing (in this case, we’re excluding grocers and supermarkets. You can read analysis of the grocery sector here).
The shopping landscape may be evolving with innovations like contactless payments and online shopping, but newspapers’ long-established relationship with the industry has stood the test of time. Retail editorial continues to be a crucial part of newsbrands and readers still turn to newsbrands and their advertising for expert opinion and recommendations, whether it be for inspiration, product reviews or seasonal gift guides.
We know from our ‘How people buy’ that there is no set formula when it comes to retail purchases: they can be spontaneous or planned out; the purchase can be urgent or the customer may come back at a later date. We also know that newsbrands can trigger the purchase journey by shaping perceptions – readers are semi-consciously absorbing information on products, brands and retailers before they enter the purchase funnel.
Newspapers continue to be an important advertising medium for retailers. According to Benchmarketing’s analysis of econometrics models, adding print newsbrands to the media mix in the retail category improves overall campaign revenue return on investment (RROI) by a factor of 2.8.
However, using RAMetrics data, we can see that when it comes to retail advertising, brands have some room for improvement. Print ads for the retail category are less impactful than ads across all categories (65% vs 67% ad recall for all categories) and as a result they score below average across almost all brand measures.
Given that not everyone is always giving their full attention, we thought we would look at how the ads performed among the people who did. Those who noticed the ads scored well for recognition metrics – finding the advertising more familiar (63% vs 55% for all ads) and recognising the brands (branding: 43% vs 36% for all categories).
As we’re focusing on retailers excluding grocers, we thought it was worth a comparison between the two. Ads by non-grocery retailers are slightly underperforming compared to grocery retailers (65% vs 67% ad recall for grocery retailers). When comparing retailers with all ads , they also score lower across all brand and action measures –readers are far less likely to find them interesting (27% vs 36% for all ads) and even less appealing (23% vs 35% for all ads).
Similarly, when looking at ads on the front page, we found that the retail category could be doing more to make their ads memorable (70% vs 73% ad recall for all ads). However, when it comes to recognition, readers are more likely to recognise front page ads from retail brands than non-retail brands (branding: 33% vs 30% for all ads).
Furthermore, retail ads that are on the front page of the newspaper, outperform retail ads which are in the rest of the newspaper (70% vs 60% ad recall), particularly against engagement metrics. Readers are more likely to find the ads easier to understand (44% vs 39% for retail ads in the rest of the newspaper) and they also think that the brand has taken a fresh approach (31% vs 27% for retail ads in the rest of the newspaper).
Lumen eye-tracking shows that readers’ viewing is biased towards right-hand pages of a spread and adverts on the right are seen more: 94% see full-page ads on right-hand pages, 89% view when on a left-hand page. RAMetrics confirms these findings for retailers (65% vs 56% ad recall for left-hand side ads). We also found that right-hand ads score better for attention (23% vs 19% for left-hand side), tend to be more engaging (like ad: 25% vs 22% for left-hand side ads) and evoke more of an emotional response (19% vs 9% for left-hand side ads). Both sides have closer for action measures such as ‘likelihood of visiting the advertiser’ (12% vs 13% for left-hand side ads) and recommend (21% for both).
Traditionally, we assume that price-based advertising is more effective at prompting action whereas image-based advertising is better at altering consumer perceptions and having an emotional impact. For retail brands, image-based advertising’s performance is superior to price-based (63% vs 59% ad recall for price-based ads) and demands more attention (22% vs 15% for price-based ads). Taking a closer look at some brand metrics, readers are more likely to find image-based ads beneficial (13% vs 10% for price-based ads), more emotional (19% vs 7% for price-based ads) and more appealing (23% vs 20% for price-based ads).
Looking at gender segmentation, female readers are more likely to notice print ads for retailers (ad recall: 68% vs 62% for men). In fact, women score significantly higher against all metrics. They are more likely to pay attention (29% vs 19% for men), more likely to be familiar with the brand (46% vs 37% for men), find the ads easier to understand (47% vs 38% for men) and are more likely to talk about the brand (discuss: 14% vs 10% for men).
So what about different age groups? How do young people (18-34-year olds) and adults aged 35+, respond to retail ads in newspapers? Interestingly, 18-34s score significantly higher than the over 35s across every brand measure. Not only are they more likely to notice print ads from retailers (ad recall: 78% vs 63% for 35+), they are also more likely to have positive feelings towards the advertiser (45% vs 25% for 35+) and take action (recommend: 47% vs 16% for 35+).
Finally, digital ads from retailers are more noticeable than ads across other categories (ad recall: 30% vs 27% for all ads), however they’re considered to be slightly less engaging (appeals to me: 11% vs 13%, new information: 12% vs 13% for all ads).
Looking at female readers, we found that they were more likely to recall digital ads for retail brands than non-retail brands (30% vs 28% for all ads). Similarly, young people (18-34s) performed much better in the retail category (38% vs 29% ad recall for all ads) for online newsbrand ads. The young are more likely to be familiar with the retailer (24% vs 19% for all ads) and to think that the brand has taken a fresh approach (18% vs 15% for all ads). In addition, 18-34s are also more likely to take action by looking for more information (14% vs 10% for all ads) and visiting the advertisers’ website (14% vs 12% for all ads).
Source: RAMetrics. Countries: England/Scotland.

3. Print
From fashion and cosmetics to furniture and fridges, the retail category is all encompassing (in this case, we’re excluding grocers and supermarkets. You can read analysis of the grocery sector here).
The shopping landscape may be evolving with innovations like contactless payments and online shopping, but newspapers’ long-established relationship with the industry has stood the test of time. Retail editorial continues to be a crucial part of newsbrands and readers still turn to newsbrands and their advertising for expert opinion and recommendations, whether it be for inspiration, product reviews or seasonal gift guides.
We know from our ‘How people buy’ that there is no set formula when it comes to retail purchases: they can be spontaneous or planned out; the purchase can be urgent or the customer may come back at a later date. We also know that newsbrands can trigger the purchase journey by shaping perceptions – readers are semi-consciously absorbing information on products, brands and retailers before they enter the purchase funnel.
Newspapers continue to be an important advertising medium for retailers. According to Benchmarketing’s analysis of econometrics models, adding print newsbrands to the media mix in the retail category improves overall campaign revenue return on investment (RROI) by a factor of 2.8.
However, using RAMetrics data, we can see that when it comes to retail advertising, brands have some room for improvement. Print ads for the retail category are less impactful than ads across all categories (65% vs 67% ad recall for all categories) and as a result they score below average across almost all brand measures.
Given that not everyone is always giving their full attention, we thought we would look at how the ads performed among the people who did. Those who noticed the ads scored well for recognition metrics – finding the advertising more familiar (63% vs 55% for all ads) and recognising the brands (branding: 43% vs 36% for all categories).
As we’re focusing on retailers excluding grocers, we thought it was worth a comparison between the two. Ads by non-grocery retailers are slightly underperforming compared to grocery retailers (65% vs 67% ad recall for grocery retailers). When comparing retailers with all ads , they also score lower across all brand and action measures –readers are far less likely to find them interesting (27% vs 36% for all ads) and even less appealing (23% vs 35% for all ads).
Similarly, when looking at ads on the front page, we found that the retail category could be doing more to make their ads memorable (70% vs 73% ad recall for all ads). However, when it comes to recognition, readers are more likely to recognise front page ads from retail brands than non-retail brands (branding: 33% vs 30% for all ads).
Furthermore, retail ads that are on the front page of the newspaper, outperform retail ads which are in the rest of the newspaper (70% vs 60% ad recall), particularly against engagement metrics. Readers are more likely to find the ads easier to understand (44% vs 39% for retail ads in the rest of the newspaper) and they also think that the brand has taken a fresh approach (31% vs 27% for retail ads in the rest of the newspaper).
Lumen eye-tracking shows that readers’ viewing is biased towards right-hand pages of a spread and adverts on the right are seen more: 94% see full-page ads on right-hand pages, 89% view when on a left-hand page. RAMetrics confirms these findings for retailers (65% vs 56% ad recall for left-hand side ads). We also found that right-hand ads score better for attention (23% vs 19% for left-hand side), tend to be more engaging (like ad: 25% vs 22% for left-hand side ads) and evoke more of an emotional response (19% vs 9% for left-hand side ads). Both sides have closer for action measures such as ‘likelihood of visiting the advertiser’ (12% vs 13% for left-hand side ads) and recommend (21% for both).
Traditionally, we assume that price-based advertising is more effective at prompting action whereas image-based advertising is better at altering consumer perceptions and having an emotional impact. For retail brands, image-based advertising’s performance is superior to price-based (63% vs 59% ad recall for price-based ads) and demands more attention (22% vs 15% for price-based ads). Taking a closer look at some brand metrics, readers are more likely to find image-based ads beneficial (13% vs 10% for price-based ads), more emotional (19% vs 7% for price-based ads) and more appealing (23% vs 20% for price-based ads).
Looking at gender segmentation, female readers are more likely to notice print ads for retailers (ad recall: 68% vs 62% for men). In fact, women score significantly higher against all metrics. They are more likely to pay attention (29% vs 19% for men), more likely to be familiar with the brand (46% vs 37% for men), find the ads easier to understand (47% vs 38% for men) and are more likely to talk about the brand (discuss: 14% vs 10% for men).
So what about different age groups? How do young people (18-34-year olds) and adults aged 35+, respond to retail ads in newspapers? Interestingly, 18-34s score significantly higher than the over 35s across every brand measure. Not only are they more likely to notice print ads from retailers (ad recall: 78% vs 63% for 35+), they are also more likely to have positive feelings towards the advertiser (45% vs 25% for 35+) and take action (recommend: 47% vs 16% for 35+).
Finally, digital ads from retailers are more noticeable than ads across other categories (ad recall: 30% vs 27% for all ads), however they’re considered to be slightly less engaging (appeals to me: 11% vs 13%, new information: 12% vs 13% for all ads).
Looking at female readers, we found that they were more likely to recall digital ads for retail brands than non-retail brands (30% vs 28% for all ads). Similarly, young people (18-34s) performed much better in the retail category (38% vs 29% ad recall for all ads) for online newsbrand ads. The young are more likely to be familiar with the retailer (24% vs 19% for all ads) and to think that the brand has taken a fresh approach (18% vs 15% for all ads). In addition, 18-34s are also more likely to take action by looking for more information (14% vs 10% for all ads) and visiting the advertisers’ website (14% vs 12% for all ads).

4. Print - Retail vs all ads - Ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. All ads – 34 ads from 10/11/2017 to 31/12/2017, Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper.

5. Print - Retail vs all ads among all readers
brand measures
attention +
recognition
engagement
action
Retail ads
All
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 34 ads from 10/11/2017 to 31/12/2017, Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper.

6. Print – Retail 5 year funnel
Ad recall 59%
Brand recognition 36%
Engagement 24%
Action 11%
61%
67%
46%
Ad recall
Do you recall seeing the ad? % saying yes
Brand recognition
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Engagement
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Action
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. 151 ads from 01/01/2013 – 31/12/2017, Score base: read the newspaper.

7. Print – When noticed, retail ads are easier to recognise
brand measures
attention +
recognition
engagement
action
Retail ads
All
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 34 ads from 10/11/2017 to 31/12/2017, Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: noticed ad

8. Print - Retail vs supermarket ads - Ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Supermarket – 30 ads from 29/04/2016 – 31/12/2017. Score base: read the newspaper.

9. Print - Retail vs supermarket ads among all readers
brand measures
attention +
recognition
engagement
action
Retail ads
Supermarket ads
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Supermarket – 30 ads from 29/04/2016 – 31/12/2017. Score base: read the newspaper.

10. Print - Retail front page ads vs all front page ads ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland, Front page – 25 ads from 01/01/2005 – 31/12/2017, Rest of the paper – 30 ads, from 30/10/2016 – 31/12/2017. Score base: read the newspaper.

11. Print - Retail front page ads vs all front page ads
brand measures
attention +
recognition
engagement
action
Retail front page ads
All front page ads
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland, Front page – 25 ads from 01/01/2005 – 31/12/2017, Rest of the paper – 30 ads, from 30/10/2016 – 31/12/2017. Score base: read the newspaper.

12. Print – Retail - Front page ads vs ads in the rest of the paper
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland, Front page – 25 ads from 01/01/2005 – 31/12/2017, Rest of the paper – 30 ads, from 30/10/2016 – 31/12/2017. Score base: read the newspaper.

13. Print – Retail - Front page ads vs ads in the rest of the paper
brand measures
attention +
recognition
engagement
action
Retail ads in rest of the paper
Retail front page ads
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland, Front page – 25 ads from 01/01/2005 – 31/12/2017, Rest of the paper – 30 ads, from 30/10/2016 – 31/12/2017. Score base: read the newspaper.

14. Print – Retail – Left-hand side ads vs right-hand side ads ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Right – 30 ads, from 01/07/2016 – 31/12/2017, Left – 30 ads, from 01/11/2015 – 31/12/2017. Score base: read the newspaper.

15. Print – Retail – Left-hand side ads vs right-hand side ads
brand measures
attention +
recognition
engagement
action
Right
Left
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Right – 30 ads, from 01/07/2016 – 31/12/2017, Left – 30 ads, from 01/11/2015 – 31/12/2017. Score base: read the newspaper.

16. Print – Retail – Image ads vs price ads ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Image – 30 ads, from 04/08/2016 – 31/12/2017, Price – 30 ads, from 01/10/2013 – 31/12/2017. Score base: read the newspaper.

17. Print – Retail – Image ads vs price ads
brand measures
attention +
recognition
engagement
action
Price
Image
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Image – 30 ads, from 04/08/2016 – 31/12/2017, Price – 30 ads, from 01/10/2013 – 31/12/2017. Score base: read the newspaper.

18. Print – Retail – Men vs women ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper.

19. Print – Retail – Men vs women ad recall
brand measures
attention +
recognition
engagement
action
Women
Men
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper.

20. Print – Retail – 18-34s vs 35+ ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper.

21. Print – Retail – 18-34s vs 35+ ad recall
brand measures
attention +
recognition
engagement
action
35+
18-34s
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper.

22. Digital
From fashion and cosmetics to furniture and fridges, the retail category is all encompassing (in this case, we’re excluding grocers and supermarkets. You can read analysis of the grocery sector here).
The shopping landscape may be evolving with innovations like contactless payments and online shopping, but newspapers’ long-established relationship with the industry has stood the test of time. Retail editorial continues to be a crucial part of newsbrands and readers still turn to newsbrands and their advertising for expert opinion and recommendations, whether it be for inspiration, product reviews or seasonal gift guides.
We know from our ‘How people buy’ that there is no set formula when it comes to retail purchases: they can be spontaneous or planned out; the purchase can be urgent or the customer may come back at a later date. We also know that newsbrands can trigger the purchase journey by shaping perceptions – readers are semi-consciously absorbing information on products, brands and retailers before they enter the purchase funnel.
Newspapers continue to be an important advertising medium for retailers. According to Benchmarketing’s analysis of econometrics models, adding print newsbrands to the media mix in the retail category improves overall campaign revenue return on investment (RROI) by a factor of 2.8.
However, using RAMetrics data, we can see that when it comes to retail advertising, brands have some room for improvement. Print ads for the retail category are less impactful than ads across all categories (65% vs 67% ad recall for all categories) and as a result they score below average across almost all brand measures.
Given that not everyone is always giving their full attention, we thought we would look at how the ads performed among the people who did. Those who noticed the ads scored well for recognition metrics – finding the advertising more familiar (63% vs 55% for all ads) and recognising the brands (branding: 43% vs 36% for all categories).
As we’re focusing on retailers excluding grocers, we thought it was worth a comparison between the two. Ads by non-grocery retailers are slightly underperforming compared to grocery retailers (65% vs 67% ad recall for grocery retailers). When comparing retailers with all ads , they also score lower across all brand and action measures –readers are far less likely to find them interesting (27% vs 36% for all ads) and even less appealing (23% vs 35% for all ads).
Similarly, when looking at ads on the front page, we found that the retail category could be doing more to make their ads memorable (70% vs 73% ad recall for all ads). However, when it comes to recognition, readers are more likely to recognise front page ads from retail brands than non-retail brands (branding: 33% vs 30% for all ads).
Furthermore, retail ads that are on the front page of the newspaper, outperform retail ads which are in the rest of the newspaper (70% vs 60% ad recall), particularly against engagement metrics. Readers are more likely to find the ads easier to understand (44% vs 39% for retail ads in the rest of the newspaper) and they also think that the brand has taken a fresh approach (31% vs 27% for retail ads in the rest of the newspaper).
Lumen eye-tracking shows that readers’ viewing is biased towards right-hand pages of a spread and adverts on the right are seen more: 94% see full-page ads on right-hand pages, 89% view when on a left-hand page. RAMetrics confirms these findings for retailers (65% vs 56% ad recall for left-hand side ads). We also found that right-hand ads score better for attention (23% vs 19% for left-hand side), tend to be more engaging (like ad: 25% vs 22% for left-hand side ads) and evoke more of an emotional response (19% vs 9% for left-hand side ads). Both sides have closer for action measures such as ‘likelihood of visiting the advertiser’ (12% vs 13% for left-hand side ads) and recommend (21% for both).
Traditionally, we assume that price-based advertising is more effective at prompting action whereas image-based advertising is better at altering consumer perceptions and having an emotional impact. For retail brands, image-based advertising’s performance is superior to price-based (63% vs 59% ad recall for price-based ads) and demands more attention (22% vs 15% for price-based ads). Taking a closer look at some brand metrics, readers are more likely to find image-based ads beneficial (13% vs 10% for price-based ads), more emotional (19% vs 7% for price-based ads) and more appealing (23% vs 20% for price-based ads).
Looking at gender segmentation, female readers are more likely to notice print ads for retailers (ad recall: 68% vs 62% for men). In fact, women score significantly higher against all metrics. They are more likely to pay attention (29% vs 19% for men), more likely to be familiar with the brand (46% vs 37% for men), find the ads easier to understand (47% vs 38% for men) and are more likely to talk about the brand (discuss: 14% vs 10% for men).
So what about different age groups? How do young people (18-34-year olds) and adults aged 35+, respond to retail ads in newspapers? Interestingly, 18-34s score significantly higher than the over 35s across every brand measure. Not only are they more likely to notice print ads from retailers (ad recall: 78% vs 63% for 35+), they are also more likely to have positive feelings towards the advertiser (45% vs 25% for 35+) and take action (recommend: 47% vs 16% for 35+).
Finally, digital ads from retailers are more noticeable than ads across other categories (ad recall: 30% vs 27% for all ads), however they’re considered to be slightly less engaging (appeals to me: 11% vs 13%, new information: 12% vs 13% for all ads).
Looking at female readers, we found that they were more likely to recall digital ads for retail brands than non-retail brands (30% vs 28% for all ads). Similarly, young people (18-34s) performed much better in the retail category (38% vs 29% ad recall for all ads) for online newsbrand ads. The young are more likely to be familiar with the retailer (24% vs 19% for all ads) and to think that the brand has taken a fresh approach (18% vs 15% for all ads). In addition, 18-34s are also more likely to take action by looking for more information (14% vs 10% for all ads) and visiting the advertisers’ website (14% vs 12% for all ads).

23. Digital - Retail vs all ads - Ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper.

24. Digital - Retail vs all ads among all readers
brand measures
attention +
recognition
engagement
action
Retail ads
All
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper.

25. Digital - Retail vs all ads among those who notice the ad
brand measures
attention +
recognition
engagement
action
Retail ads
All
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: noticed ad

26. Digital – Female readers - Retail ads vs all ads ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper.

27. Digital – Female readers - Retail ads vs all ads ad recall
brand measures
attention +
recognition
engagement
action
Retail ads
All
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper.

28. Digital – 18-34 readers - Retail ads vs all ads ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper.

29. Digital – 18-34 readers - Retail ads vs all ads
brand measures
attention +
recognition
engagement
action
Retail ads
All
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper.