NMA UK - Topical Ads Make Maximum Impact
(3m, Acrobat (.pdf) format)
NMA UK - Topical Ads Make Maximum Impact presentation
(6m, PowerPoint (.ppt) format)
Topical ads & maximum impact
Qualitative research from the NMA UK shows how topical newspaper advertising deepens engagement and offers advertisers opportunities for better targeting.
Key findings:
- Topical newspaper advertising can reinforce a customer's connection to a brand, or help potential customers to re-evaluate and think differently about a brand
- The newspaper does the work of setting out the story, and the brand surfs through. Consumers see the ad's relevance from following the news story
- Topical ads can align a brand with positive values, like the passion of sports event or the glamour of a fashion show. Equally, they can work to counteract negative associations
- Identifying with a particular group – like sports-mad men or fashion-loving women – aligns the brand with the interests of those readers. The range of national newspaper titles, special pages and sections provides plenty of opportunities for targeting
- Because of newspapers' flexibility, topical ads can not only be planned in advance around predictable events, they can piggyback on news stories running in that day's newspaper
- The 12 topical ads tested in 2009 NMA cosmetics and toiletries research against six core branding and response metrics scored on average 5% points above the average of all the ads tested
Download a PDF and powerpoint presentation of the research below.
To reduce file size, the powerpoint file does not contain video interviews with Richard Flintham, Executive Creative Director of Fallon and Matt Lloyd, Creative Director of VCCP Blue. These interviews are on the original file, which you can download from the NMA UK website.
If you are interested in creating your own topical newspaper ad, but don't know where to start, download our 2010 Content Calendar which contains key dates you can use to leverage your brand.
Source: NMA UK - Topical ads make an impact.
