2. It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; To measure and identify the effectiveness of newspaper creative To help improve understanding of how to use newspapers effectively To improve the understanding of the roles newspaper advertising can play To improve the standard of newspaper creative To provide a consistent metric that is accepted as the industry standard ING Direct was included in the September 2010 study

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

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

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

6. Market: Melb Size: 28 x 5 Position: EGN Tested: Sept 2010

7. ING Direct was one of three ads tested in Melbourne Sample: Australians 16+ Sample size: n= 100 Fieldwork: 27 th Sept to 3 rd Oct Conducted online by Ipsos MediaCT Benchmarks used: All newspaper norm (see appendix for details)

8. Brand equity measures are all encouraging, particularly Relevance and Differentiation, with the latter being higher than four banks tested to date. Significantly different to All newspaper norm at 90% c.l. +14+24 All newspaper norm

9. Each ad is playing a different role yet an overarching intent is to differentiate. ING scores well and significantly above norms, possibly reflecting their approach and business structure (not a ‘big 4’ bank). Significantly different to All newspaper norm at 90% c.l. +24 All newspaper norm

10. ING’s approach is successfully delivering information to prompt both affinity and reappraisal. All newspaper norm

11. ActionMap indicates the ad is best inspiring people to seek out more info about ING online. **New measure introduced in March 2010, norms are not yet available

13. Market: Sydney Size: FP4C Position: EGN Tested: Feb 2010 Market: Sydney Size: 28 x 5 Position: EGN Tested: Aug 2010

14. All newspaper norm Westpac’s device links print & TV well while ING appears to work in isolation.

15. CBA is single mindedly & successfully prompts Affinity. Comparatively ING scores well on Affinity, Reappraisal and Retail! All newspaper norm

17. 5x Higher than norm 5x Higher than norm 2.1x Higher than norm 2.9x Higher than norm 7.8x Higher than norm 3.8x Higher than norm All newspaper norm. September 2010 (Updated monthly)

18. ING Makeover your money is a strong performer, with good scores on top line and brand equity measures. A great result given the ad delivers functional messaging about everyday saving and home loans. Creatively the ad is drawing a positive response in relation to cut through and it’s seen as particularly clever and different to other banks. The ad is prompting a re-think and leaving people feeling good about the brand, which compares favourably to other category ads. Considering home loan messaging is a necessary aspect of any bank communication strategy this is a really good result for ING as the ad is working on a number of levels.

20. The Newspaper Marketing Agency (NMA UK) is like The Newspaper Works, established to promote the effectiveness of the medium. They also have a creative benchmarking database, and at 180+ ads and growing it’s an excellent resource to add further dimension to what makes a great newspaper ad. An additional four Finance newspaper ads are summarised over the page and compared to a Finance category average. It is important to recognize that the overall standard of newspaper creative in the UK is higher than Australia and therefore their ‘category averages’ are higher than our ‘newspaper norms’. The scores for all these Finance ads are strong, regardless of whether they meet the average or not. Finance category advertisers in the UK have confidence in newspapers to deliver results. These results are also against a ‘reader’ target group compared to the A16+ sample used in Australia. More information is available on request.

21. Recognition28%32%28%15% Perceived Brand clarity (Very/Quite clear) 90%78%81%77% Motivation24%30%31%28% Involvement18%17%18%19% Best performing role Information (68%)Information (55%)Reminds of TV (62%)Information (49%) TestedApr10 Source: Newspaper Marketing Agency (www.nmauk.co.uk) | Sample: 100 Quality or mid market readerswww.nmauk.co.uk Above UK Category average Below UK Category average = UK Category average Get your money performing (high interest savings)

23. Testing of randomly selected newspaper display ads 5,100 ad observations in total 40 test ads, 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, July-August 2008 Sample size 1,737

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

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

26. The second proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. All newspaper norm Statements are tailored to be appropriate to the advertising category.

27. Source: Newspaper Marketing Agency (www.nmauk.co.uk)www.nmauk.co.uk