Transcript Media Pack May 2009

Media Pack May 2009
1) Why Use the Mail Online
2) Channel Breakdown
3) Creative Opportunities
4) Case Studies
Five Reasons To Advertise With The Mail Online
Overview
FEMALE USERS
ENGAGEMENT
The Mail Online’s dwell time is
50% greater than that of
the other national
newspaper sites
Source: Comscore April 09
REACH
The Mail receives a
higher percentage of
UK visits than any
other national news
site
Source: Hitwise March 09
INNOVATION
Creatives offering
maximum standout
including page
peels, page wraps
and belly bands
Utilise the Mail’s female
orientated channels to
reach women who spend
more on clothes than any
other major female
portals
Source: TGI Internet Wave 18
SPEND
Mail users spend an average of
£1,840 each annually online
This is more than
Guardian, Yahoo and
MSN users
Source: TGI Internet Wave 18
Over 100 Years Worth Of Heritage
The Daily Mail
•Second highest circulating daily national
newspaper with a readership of 4.9
million.
The Mail on Sunday
•Second highest circulating Sunday
national newspaper with a readership of
5.6 million
The Mail Online
•More UK visits than any other newspaper
site
Source: NRS April 09-March 09/Hitwise March 09
Cross Media Reach
of Mail Online
Users also read
the Newspaper
of Paper Readers
also use the
Website
Which is a 24% uplift in reach when you add online to an offline
campaign!
Source: Audience Dynamics 2009
Solus Reach
40% of Mail Users do not visit the
This is a solus reach of 2.8M uniques
15% do not visit
This is a solus reach of 1M uniques!
Source: TGI Internet Wave 18/Intellitracker May 09
More UK Visits than Any Other National Newspaper Site
19.67%
16.61%
16.38%
This means Mail users
come back to the site
14.39%
than users of any
other news site
more regularly
12.74%
Source: Hitwise March 09
The Highest Engagement
Mail Online users spend an average of 9.8 minutes on the site per month,
this is 50% longer than users of other newspaper sites
6.4
5.2
Minutes
Minutes
6.2
4.3
Minutes
Minutes
Source: Comscore April 09
Audience
Average Age
46
Average Gross HH
Salary
£39,775
90% enjoy spending
time with their family
57% have at least 3 or
more members in their
household
INDEX 104
20% have a gross HH
income of £50k+
40% are AB, 73% are
ABC1
45% say its important
their family thinks
their doing well
INDEX 116
33% have children
aged 1-16 years
INDEX 102
Source: Audience Dynamics 09/TGI Internet Wave 18
Highly Receptive To Online Advertising
“Online sponsorship is an
effective way of advertising”
“I Have Researched a Brand
Seen Online”
21%
(160)
57%
(128)
14%
(111)
52%
(116)
12%
(99)
50%
(112)
“Advertising Creativity Is At
Its Highest Online”
“Online Ads are More
Entertaining Than Other Ads”
43%
(145)
22%
(172)
28%
(94)
15%
(120)
27%
(91)
13%
(102)
Source: TGI Internet Wave 18
Spending More Online
Average annual online
spend, per user
In total Mail Online users
£1,840
account for £12.7bn each
year of all online spend.
£1,704
£1,596
£1,576
£1,558
£1,480
£1,478
Source: TGI Internet Wave 18/ABCe April 09
Buying Quality/Branded Products
Own a Gucci
Watch
Shop at Ted
Baker
Use Estee
Lauder Eye
Make-Up
140
150
135
149
117
110
111
118
113
107
86
109
86
113
99
105
125
100
113
100
100
108
111
113
104
99
109
107
108
114
96
118
100
104
Use Calvin
Klein
Aftershave
Buy Adidas
Sports Clothes
111
Source: TGI Internet Wave 18
Channel Breakdown
NEWS
•Mail users are 75% more likely than the online average to have watched
news video’s online in the last 6 months.
•78% more likely to have read about news content on their mobile phone
•30% more likely to have made a charity donation due to current affairs!
Source: TGI Internet Wave 18
As well as covering the breaking news
stories throughout the day, News is a
fully interactive channel including a
daily poll and comment function on
every article. Visitors can choose to
view home or world news, headlines or
the news in pictures. Registered users
have the added advantage of receiving
a regular newsletter and a daily
headlines bulletin
ABC1s
Full Time Working
Married
75%
51%
54%
Gross HH Income
Average Age
Children in HH
£40,644
47
34%
Women : Men
52:48
Source: Audience Dynamics 2009
TV & SHOWBIZ CHANNEL
INDEX
20% of Mail Online users say
their favourite type of film is a
comedy. This is more than the
other
national
newspaper
websites!
•Mail
139
•Telegraph
98
•Guardian
97
•Times
91
Source: TGI Internet Wave 18
TV and Showbiz is the Mail Online’s
entertainment hub, packed with
stories and gossip from the world’s
celebrity hotspots. Special features
include an entertainment poll, the
Screening Room showing the latest
film trailers and Soap Box, keeping
viewers up to date with the latest
happenings in their favourite soaps.
ABC1s
Full Time Working
Married
76%
50%
51%
Gross HH Income
Average Age
Children in HH
£41,431
45
36%
Women : Men
65:35
Source: Audience Dynamics 2009
FEMAIL CHANNEL
INDEX
Femail Users are more likely to
purchase skin firming face
creams than users of other major
female portals!
•Femail
233
•Handbag
196
•I Village
163
•M&S Life & Style
130
•Vogue
127
Source: TGI Internet Wave 18
The Femail channel is packed full of
engaging articles written by award
winning stylists and make-up artists
and even includes an online fashion
store! Ideal for cosmetic and fashion
clients wanting to target female
users who have the disposable
income to shop, visit health spars
and keep up with the latest cosmetic
innovations.
ABC1s
Full Time Working
Married
78%
50%
50%
Gross HH Income
Average Age
Children in HH
£42,460
44
36%
Women : Men
74:26
Source: Audience Dynamics 2009
SPORT CHANNEL
INDEX
14% of Mail users have paid to
watch football on TV in the last 12
months. This is more than users of
other national newspaper sites
•Mail Users
140
•Times
118
•Telegraph
114
•Guardian
108
Source: TGI Internet Wave 18
Target our sports mad male users
on the sports channel. Content
includes all the latest sports news,
free to view premier league
highlights, fantasy league and club’s
own pages. Written by celebrity
and award winning journalists
including Martin Samuel, Matt
Dawson & Jamie Redknapp
ABC1s
Full Time Working
Married
73%
60%
57%
Gross HH Income
Average Age
Children in HH
£40,969
46
39%
Women : Men
19:81
Source: Audience Dynamics 2009
HEALTH CHANNEL
INDEX
50% of our female users are
prepared to pay more for food that
doesn’t contain artificial additives.
This is more than users of other
female portals!
•Mail Users
106
•MSN Life & Style
102
•I Village
99
•Vogue
87
Source: TGI Internet Wave 18
The Mail’s Health channel keeps
users up to date with the latest
wellbeing advice and ideas for all
the family. Special features
including ask the doctor, health
calculator, pregnancy guide, breast
cancer checker and a six week
workout
ABC1s
Full Time Working
Married
74%
47%
49%
Gross HH Income
Average Age
Children in HH
£40,581
45
36%
Women : Men
73:27
Source: Audience Dynamics 2009
SCIENCE & TECH CHANNEL
INDEX
Mail Online users are almost
30% more likely to agree they
love buying new gadgets &
appliances than users of other
news websites!
•Mail Users
129
•Times
116
•Telegraph
114
•Guardian
112
Source: TGI Internet Wave 18
Science and tech attracts the Mails
gadget mad users looking for their
next boys toy or to read about the
latest techie developments! Article
content is wide ranging and covers
anything from the environment,
gaming, DIY, wildlife and space.
Science and Tech even has its own
online store where users can click
through to purchase gadgets, toys
and gifts.
ABC1s
Full Time Working
Married
71%
51%
49%
Gross HH Income
Average Age
Children in HH
£37,683
45
35%
Women : Men
44:56
Source: Audience Dynamics 2009
COFFEE BREAK
INDEX
42% of Mail Online user’s have used
the internet to play/download games
in the last 6 months! This is more
than the online average and other
newspaper sites.
•Mail Users
111
•Guardian
99
•Telegraph
91
•Times
89
Source: TGI Internet Wave 18
Coffee break attracts Mail users
who love online gaming and the
chance to win cash prizes. Special
features include Mail Bingo,
Sudoku, Crosswords, cartoons,
celeb trumps and online scratch
cards. An ideal channel to reach
our female users whilst they spend
time on each page interacting with
the content
ABC1s
Full Time Working
Married
70%
54%
46%
Gross HH Income
Average Age
Children in HH
£35,751
48
34%
Women : Men
66:34
Source: Audience Dynamics 2009
YOU CHANNEL
Mail users spent an average of
£91 on dresses in the last 12
months. This is more than
users of other female portals
such as I Village!
•Mail Online
£91
•I Village
£75
•Vogue
£73
•MSN Life & Style
£72
Source: TGI Internet Wave 18
Building on the success of its offline
counterpart (You mag being the
national press’ original women's
magazine) this channel is idea for
targeting women interested in fashion
& beauty. Strong online content
includes mail on Sunday exclusives,
recipe ideas, beauty clinic, horoscopes
and agony aunt. Articles are written by
Liz Jones, former editor of Marie
Claire and Grazier journalist Mimi
Spencer
ABC1s
Full Time Working
Married
75%
46%
54%
Gross HH Income
Average Age
Children in HH
£39,430
46
31%
Women : Men
79:21
Source: Audience Dynamics 2009
LIVE CHANNEL
INDEX
Almost 1 in 5 Mail Users intend
to buy a car in the next 12
months! This is 1.4 million
potential customers!
•Mail Online
19.25%
109
•Telegraph
18.03%
102
•Times
17.3%
98
•Independent
17.04%
97
•Guardian
15.72%
89
Source: TGI Internet Wave 18
Editorial content is topical, lively and
packed with information and
recommendations for the male
consumer on all he needs to know about
the latest technology, cars, style,
leisure activities, food, drink and
entertainment.
The online magazine is literally
sprinkled with star columnists, topped
and tailed by Dylan Jones and Piers
Morgan. Dylan is Editor of GQ magazine
and Piers needs no introduction!
ABC1s
Full Time Working
Married
75%
51%
53%
Gross HH Income
Average Age
Children in HH
£43,850
44
34%
Women : Men
50:50
Source: Audience Dynamics 2009
TRAVEL MAIL
Mail users are 43% more likely
than the online average to
have spend 21 nights or more
away on their last holiday!
This is more than users of The
Telegraph, Times and MSN
Travel!
INDEX
•Mail Online
143
•Telegraph
137
•Times
120
•MSN Travel
67
Source: TGI Internet Wave 18
Travel Mail is well established as a
leading holiday research site for UK
travellers. It strives to enrich the
high quality experience enjoyed by
the travel sections in its offline
counterparts. Strong online content
includes videos, photos, guides and
exclusive offers. Ideal for travel
advertising aimed at a high end
audience who spend 8 months of the
year planning their holidays.
ABC1s
Full Time Working
Married
68%
45%
66%
Gross HH Income
Average Age
Children in HH
£36,623
52
30%
Women : Men
50:50
Source: Audience Dynamics 2009
YOU
HEALTH
79% Women
73% Women
“Female Package”
A highly relevant audience and
environment means these channels
are ideal for advertising fashion,
beauty and other female targeted
products!
TV & SHOWBIZ
65% Women
FEMAIL
74% Women
Source: Audience Dynamics 2009
SCIENCE &
TECH
SPORT
88% Men
“Male Package”
56% Men
A highly relevant audience and
environment means these
channels are ideal for advertising
sport, motors and other male
targeted products!
FANTASY
FOOTBALL
81% Men
LIVE
50% Men
Source: Audience Dynamics 2009
Creative Opportunities
Masthead Sponsorship
Exclusive opportunity to ‘own’ the
daily mail homepage. Rebrand the
masthead to achieve massive
stand out, exposure and
strong brand association
Page Wrap
Wrap a page to create
maximum visual impact
Belly Band
The 3x MPU wide format guarantee’s
maximum standout and exposure
Book-Ends
Unique ad positions framing editorial
content for maximum stand out
Microsite with Video
Integrate video into a microsite for
maximum user engagement and
interaction
Ticker
Allows for a long message and is in a
prominent top of the page position!
The Ticker is a permanent feature
ensuring share of voice!
Case
Studies
Chevrolet
Campaign demonstrates cross media
ad effectiveness of the Mail brand
with a 550% increase in SUV
awareness following campaign
Background
Chevrolet Captiva wanted to raise
awareness of the new Chevrolet Captiva
SUV model amongst their target
audience of UK adults aged 35 years or
more, as well as encourage footfall and
test-drives at Chevrolet dealers.
Campaign Objectives
• Promote “Captiva”
• Change SUV brand perception
• Increase ‘call to action’
Results
AND’s Ad Solutions team, with the help of
independent research specialists measured
the branding effectiveness of the on/offline
activity.
……and shifted key branding metrics
• Spontaneous brand awareness increased
by 150%
• Spontaneous SUV awareness increased
by 550%
• Behaviour intent increased by 213%
Summary
The Daily Mail and the MailOnline
successfully shifted key branding metrics
and supported overall brand marketing
efforts.
“The Mail brands
were a perfect
partnership for
Chevrolet. The
campaign
successfully
demonstrated cross
media advertising
effectiveness, with
a 550% increase in
SUV brand
awareness.”
“The Chevrolet
campaign not only
successfully
targeted the ideal
demographic but
also supported
overall brand
marketing efforts.”
Behaviour
intent
Campaign
aw areness
The campaign successfully reached the target
audience of 35+ year olds
• Robust sample sizes – 3,500 respondents
Spontaneous
aw areness
MailOnline
Daily Mail
Source: Survey Interactive
ING
Campaign demonstrates online ad
effectiveness of the Mail brand
with a 77% increase in online
campaign awareness
“The ING
campaign
confirms that the
MailOnline
provides an
excellent
platform for
brands to engage
with consumers.”
……and shifted key branding metrics
• Prompted brand awareness increased
by 26%
Background
ING wanted to raise awareness of their
new savings account, as well as
encourage “ call to action.”
Campaign Objectives
• Promote “ING”
• Raise awareness of the savings
account
• Increase ‘call to action’
• Campaign awareness increased by 64%
• Behaviour intent increased by 52%
Summary
The MailOnline successfully shifted key
branding metrics and supported overall
brand marketing efforts.
Behaviour intent
Results
AND’s Ad Solutions team, with the help of
independent research specialists measured
the branding effectiveness of the online
activity.
The campaign successfully reached the
target audience of 40+ year olds
• Robust sample sizes – 1,740
respondents
Campaign
awareness
“We were
delighted with the
results of our
campaign on the
MailOnline. The
campaign
successfully
communicated the
benefits of ING
savings products.”
Spontaneous
awareness
Exposed
Non-Exposed
Source: Survey Interactive
Toyota
Campaign demonstrates
effectiveness of the Mail brands
with a 94% increase in
spontaneous awareness
……and shifted key branding
metrics
• Spontaneous brand awareness increased
by 94%
Background
Toyota Auris wanted to raise awareness
of the new Auris model amongst their
target audience of UK adults aged 40
years or more, as well as encourage
footfall and test-drives at Toyota
dealers.
Campaign Objectives
• Promote “Auris”
• Change Auris brand perception
• Increase ‘call to action’
Results
AND’s Ad Solutions team, with the help of
independent research specialists measured the
branding effectiveness of the cross media
activity.
• Prompted brand awareness increased
by 51%
• Campaign awareness increased by 204%
for online and 175% for newspapers
Summary
The Daily Mail and the Mail Online
successfully shifted key branding metrics
and supported overall brand marketing
efforts.
“The Mail's campaign
for Auris was really
strong - both form a
creative and results
perspective. Daily
Mail readers and
users are really
responsive and
helped us achieve
great ROI on this
campaign”
“ The Auris
campaign was
perfectly targeted
using the mail
brands as it
delivered the right
audience for
Toyota, and
successfully
communicated
brand marketing
efforts .”
Behaviour intent
Prompted
awareness
The campaign successfully reached the target
audience of 40+ year olds
• Robust sample sizes – 4,500 respondents
Spontaneous
awareness
Exposed
Non-Exposed
Source: Survey Interactive
Orient Express
Campaign
125 years of Orient Express
Media
Daily Mail
3x 20x2 mono on Diary
TravelMail & MailOnline
Advertorial, plus traffic drivers and
emails targeted to our users aged 45+
All on and offline activity directed
readers and users to the advertorial
Illustrating the Responsiveness of Our Users
• The advertorial attracted 17,786 unique visitors in 4 weeks
• Sending 70% of them - over 12,500 users – directly
through to Orient Express’ website
• Orient Express then data captured 10,414 users from a
competition to win a trip on the Orient Express
• This represented 56% of all visitors to the advertorial, and 83%
of all users sent by TravelMail to Orient Express’ site
The Travel Mail bespoke
email got a click through
rate of 25%