Last month, Newsworks released the results of its latest work with renowned effectiveness expert Peter Field. The IPA Databank study 2017 (which follows last year’s effectiveness research) shows UK news brands are a powerful weapon in the battle against short-termism because they deliver business effects that are vital to long-term brand success.

According to Peter Field’s latest analysis of the IPA Databank, campaigns using UK news brands are significantly more likely to drive very large increases in share growth, attract new customers, and increase loyalty among existing customers. (Field analysed data from the past three IPA Effectiveness Awards, in 2012, 2014, and 2016. The results are based on 108 UK cases. Success is measured by the delivery of a range of short- and long-term business effects.)

Not only is this the case, but including news brands in the media mix reduces price sensitivity and, therefore, reduces the need to rely on short-term cost-cutting promotions, which makes for bigger profits.

Field discovered that while print and digital platforms perform very well in delivering these business effects, it’s the combination of the two formats that provides advertisers with a stronger multiplier effect — 3.5 times the uplift than when using just one platform.

While the study focused on case studies from the past three IPA Effectiveness awards, there is never a lack of great multi-platform news brand campaigns for advertisers to draw inspiration from.

As if on cue, the release of the research coincided with some standout examples. These include the following:

Co-op: As part of its #TheCoopWay activity — an initiative that sees £9 million donated to local causes chosen by Co-op members — the brand made sure its message stood out with a dominant presence across the news brands’ platforms. From a cover wrap on Metro to online home page ads and full-page tablet creatives across a range of titles, the community-focused campaign took a fittingly broad approach.

Tesco: In partnership with The Telegraph and MediaCom, Tesco finest* published a seasonal cover wrap and a double-page spread of Easter delights in print, while online activity included a content blast across The Telegraph’s home page, as well as a takeover of the Food and Drink channel on Easter Saturday.

Sainsbury’s: Having kicked off at the start of the year, Sainsbury’s “Living Well” activity has maintained its momentum in news brands with colourful creatives in print and digital formats. Following the Easter chocolate splurge, the following week’s fruit and veg focused ads seemed appropriate!

STUDIOCANAL: Teaming up with The Telegraph for the release of “Lost City of Z,” STUDIOCANAL’s activity included an online long-read feature on the Telegraph Film site, a parallax site including scrolling timeline graphics, maps following the protagonist’s journey, extracts from The Daily Telegraph at the time, and the trailer for the movie. In print, there was a sepia-toned double-page spread.

All of the above are great examples of how advertisers can utilise news brands’ quality context across multiple platforms to extend the reach of a campaign in a connected and relevant way. Pairing the creative possibilities of cross-platform activity with the quantifiable evidence of Field’s analysis makes for a powerful combination.

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