Newspapers develop new ad effectiveness tool

Trade marketing body the Newspaper Marketing Agency (NMA) has developed a creative benchmarking model with Kantar Media.

The model has been devised to address client concerns about robust measurement of the effectiveness of their advertising and is based on Kantar’s television creative benchmarking system.

The NMA hopes that the tool will further promote newspaper advertising as a media suited to brand marketing campaigns as well as tactical campaigns.

Maureen Duffy, CEO of the Newspaper Marketing Agency  says the benchmarking tool “adds to a  body of knowledge about newspaper ads  and provides credible evidence that investing in newspaper brand campaigns works”.

It allows testing of multiple ads and each ad will be researched with consumers and scores will be benchmarked against an overall database average and the category average.

The initial creative benchmarking database contains 186 ads. All the data is available online along with a monthly chart of the Top 5 newspaper advertising campaigns.

Liz McMahon of Kantar Media adds that Creative Benchmarking is “a goldmine of information that can be used to demonstrate what newspaper ads can deliver.”

McMahon also says the tool will help brands harness newspapers ability to set agenda and get involved with social debate because “emotional response is a key ingredient to a strong campaign, and newspapers draw you in and engage your emotions.”

News International, publisher of The Sun and The Times, has stated that it is investigating a new trading model based more on engagement than the traditional model of trading by column inches.

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