Case Studies

Download the Newsquest Digital overview

Car insurance

Objective

The overall objective for the top online insurance comparison site was to drive completed online quotes and call backs.

We needed to target users who were in the market for car insurance.

Execution

Contextual targeting

Automotive articles, not including any negative stories e.g. car crash, car death, etc.

Re-targeting

hitting users who have visited the Exchange and Mart cars pages of our sites. We re-target these users when they appear on the News or Home page of our news sites which sees the best response rate.

Performance / results

Awareness

All targeted impressions ran across the Newsquest network of regional sites. The Newsquest site list is fully open and the campaign used only premium ad positions which appear above the fold or within article content.

Call to Action/Conversion

5 million impressions were delivered across the Newsquest network making use of all the targeting detailed above. Overall results for the campaign were very good and lead to continued re-booking each month to date.

Car insurance table

0.09% CTR – 20,000+ quotes from 1500 clicks – post impression activity is particularly strong.

Post Click and Post Impressions Activities

Post Event activities were based upon the successful completion of a quotation for Car Insurance. This is where Newsquest performed exceptionally well for the campaign. Car Insurance proved to be one of the best performing categories delivering a total of 20,682 completed quotes. This is a 0.4% impression to conversion rate and one of the best performing campaigns measured on conversions this year to date.

Download the car insurance case study

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Home insurance

Objective

The overall objective for the top online insurance comparison site was to drive completed online quotes and call backs.

The campaign was looking to target an ABC1 audience in relevant online environments.

Execution

Demographic targeting

In terms of targeting for the Home Insurance products we able to target ABC1’s. The Newsquest audience has a high natural proportion of this demographic group.

Content specific targeting

We ran activity across the Newsquest network targeted to all Homes channels. The Homes channels include listings of local homes to buy and rent, local house price guides and news.

Contextual targeting

We also targeted the Home Insurance creatives to a bespoke contextually group ‘Burglary’. All stories about house burglaries fell into this contextual group and although volumes were fairly small the activity was highly targeted and relevant to the content.

Performance / results

Awareness

All targeted impressions ran across the Newsquest network of regional sites. The Newsquest site list is fully open and the campaign used only premium ad positions which appear above the fold or within article content.

Call to Action/Conversion

5 million impressions were delivered across the Newsquest network making use of all the targeting detailed above. Overall results for the campaign were very good and lead to continued re-booking each month to date.

Home insurance table

0.10% CTR – 22% click to quote rate

Post Click and Post Impressions Activities

Post Event activities were based upon the successful completion of a quotation for Home Insurance. This is where Newsquest performed exceptionally well for the campaign. Home Insurance quotes totalled 1764 for the whole of May which was a 22% click to conversion rate or 0.04% impressions to quote rate.

Download the home insurance case study

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Business insurance

Objective

The objective of the campaign was to drive leads for SME Business Insurance from companies with International employees. The product was B2B health insurance for the international marketplace targeting UK based companies that send workers abroad or have offices abroad. For this campaign an SME was classified as a company with 3-100 insured lives, although the actual company could be larger than this.

The key decision makers were identified as HR directors and company directors.

There were 5 different Industry segments to target and a different product for each segment:

  • Maritime
  • Shipping
  • Oil & Gas
  • Mining
  • Traditional Company/Business

Execution

Section targeting

We targeted the campaign to all Business Sections across our sites. We also operate a Trade Directory of local business across all Newsquest sites which have listings for local small businesses and offer a good match to the SME user; creatives were up-weighted here throughout the campaign.

Contextual targeting

Additional Impressions we targeted contextually to ‘Business’ content which had worked well for all other Business based campaigns previously, again this offers a good fit with an SME audience.

Behavioural targeting

Activity was also targeted behaviourally using a bespoke group based on first party. The following rules were applied to our audience to create the business user segment;

Users had to be a frequent visitor of the business or trade directory section, and/or come from a business connection (by targeting users from standard industry code). Within this we then included:

  • Maritime
  • Shipping
  • Oil & Gas
  • Mining
Business insurance 1 Business insurance 2

Performance / results

Awareness

All targeted impressions ran across the Newsquest network of regional sites. The Newsquest site list is fully open and the campaign used only premium ad positions which appear above the fold or within article content.

Activity was measured by overall CTR which was high throughout the campaign and we achieved an average CTR of 0.12% across the campaign as a whole. Across different creatives we saw a particularly strong performance from the MPU position targeted contextually to ‘Business’ and on the Business channels with a CTR up to 0.16%. Our audience targeted impressions also performed well and the impression delivered were very tightly targeted with minimal wastage across the campaign.

Download the business insurance case study

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Automotive

Objective

  • To increase visits to the local landing page.
  • To increase searches for local dealerships in the region – post click and post view.
  • To increase footfall within local dealerships in these two regions.

We needed to hit an audience that

  • Lived within a reasonable distance to a dealership in Greater London or Scotland – approximately a 20 mile radius.
  • Were in the market for a new car.
  • Fitted with the 'used and approved' car seeker's audience.

Execution

Regional targeting: We put together a match-up of dealerships in London and Scotland and our local news sites. The campaign then ran across all the most relevant and local sites to users within a 20 mile radius, or no longer than a half hour drive, of a local used and approved dealership. Newsquest offer excellent coverage across both of these areas with a wide reaching Scottish audience and solid coverage of the suburban areas around London with a total of 7,000,000 impressions per month per region.

Behavioural targeting: 'New Car Seekers' - those who are researching and shopping for second-hand vehicles on automotive sites. This group is made up of approximately 64% male and 36% female users. Across our news sites this group was built up of users who have performed and online search for used cars in their local area and been directed to our cars pages or who have directly searched on our cars pages (powered by Exchange and Mart) for used cars, new cars or who have read cars content, such as reviews.

automotive

Site reach and demographic targeting: On average 59% of our audience are male and 41% female which fits well with the used car audience we needed to hit which had a slight male skew. 50% of our audience are in the 45+ age group and we index between 122 and 142 against the internet average for this age group. We have a good natural fit with an audience who are likely to be searching for affordable upgrades to their existing cars, sensible cars and family cars.

Retargeting: Users who have looked at or made searches for new cars and used cars in their local areas are then re-targeted across the news section of their local site. We ran this re-targeting on top of the behavioural segment to capture any user who had visited our cars pages but were not falling into the behavioural ‘new car seekers’ segment. By re-targeting the user on the news section we also increased the campaign CTR as the news pages and home page always see a better response than creatives served directly on the cars pages.

Performance / results

10,500,000 impressions delivered in London and 11,550,000 in Scotland over a 3 month period.

We achieved a CTR of 0.31% against MPU creative targeted to an ‘in car market’ behavioural group. 0.16% run of site MPU click through rate. 0.18% re-targeting MPU click through rate.

We optimised all activity to dealership searches and brochure request.

Across both London and Scotland the MPU position is the best performing due to it being within content. In terms of click through rate the MPU it was also the best performing creative across all targeting methods, the in car-market behavioural group saw a significant CTR as well as driving post click activities.

Over 15,700 users clicked the adverts, and were driven to the landing page.

5% of users that actually clicked the advert went on to find their local dealer.

Download the automotive case study

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Travel

Objective

Campaign dates: April – December 2011 Sites: Various sites across the Newsquest network regionally targeted to airports Campaign: Various regional campaigns across the year. The main objective was to offer coverage in the regions surrounding airports that the low cost airline fly from to their European destinations.

  • Leeds/Bradford
  • Manchester
  • East Midlands
  • Newcastle
  • Glasgow
  • Edinburgh

Working with brand building budgets for regionally targeted rich media options such as home page takeovers, overlays, interactive formats, etc. Help develop and host original creative advertising by working closely with the media agency through-out the year, driving traffic and brand awareness of flights to key locations within a 45 minute to 1 hour drive time from the departing airport.

Execution

Regional targeting - These include the largest Newsquest sites in each region that the airline flies from, North East, North West, Yorkshire, Scotland and The Midlands. Strong local reach in each area.

Behavioural targeting - We targeted a large number of standard creatives to the travel contextual category across many of the client's campaigns throughout the year.

Re-targeting – With a pixel placed on the booking confirmation page we then retargeted users who had purchased a flight with a leaderboard, page peel and MPU takeover across our sites. The aim was to encourage users who had booked a flight to upgrade and pay for an in-flight meal. This activity is ongoing with regular changes in creative.

Across the year we ran 9 separate campaigns each targeted to different regions the airline has flights from. With each campaign we ran a mixture of creatives using standard MPU, leaderboard and sky formats run of site and contextually targeted.

We ran an interactive expandable MPU which allowed the reader to play a Tetris style game with luggage. This ran for 15 seconds if the user did not interact or press the close button, after this time the standard size MPU would remain on the screen with the final message.

Travel case study

The screen grab is from a synched MPU and leaderboard which had an aeroplane flying out of the leaderboard and landing in the MPU.

As part of the long term relationship with the agency we were able to be flexible with the rich media formats, play lengths and auto-initiation.

Performance / results

Overall CTRs are very high. Across run of site impressions the average CTR is 0.08%, Using rich media creatives such as the overlays, page peels, and synched creatives sees great CTRs and interaction rates up to 0.34%. and 8% respectively.

Contextual – CTRs were up to 0.22% across leaderboard and MPU creatives for all activity targeted to the 'travel' contextual segment.

Re-targeting – This activity is ongoing and is only targeting users that have booked a holiday, it is designed to get customers to upgrade to buy a meal in flight. Current CTR is at 0.11%

Regional variations - In terms of clicks Scotland has performed well on most campaigns that are run. Although there are limitations on the rich media we can run in Scotland the standard creatives see around a 0.10% average CTR run of site.

Download the travel case study

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Business

Execution

Across the Newsquest network there are dedicated business sections with regularly updated business news. There is also a trade directory of local business across all sites within the network.

On top of the dedicated sections, Newsquest categorises specific articles to allow advertisers to contextually target against them - such as business.

Newsquest created a business audience based on the user habits on Newsquest sites.

The following rules applied in creating the Newsquest business user segment; users had to be a frequent visitor of the business or trade directory section, and/or come from a business connection (by targeting users from standard industry code). We also removed FTSE ranked users and users from a business with 50 or more employees by looking at the connection speed and provider.

In addition to the Newsquest business audience, created by users behaviour on Newsquest sites, we expanded on our reach to a business audience by using the intelligence provided by Audience Science and imported syndicated segments.

The general business audience category from Audience Science encompasses large and small businesses, senior level executives and those with responsibilities for purchasing specific goods and services. Having at their base Standard Industrial Classification codes (SIC) that classify every business by the economic activities they are engaged in.

The example below of the audience of IT/technical decision makers is what we imported, to target against for the telecommunications company's 2nd campaign.

Once the audience was established we used standard formats to target the users. What proved to be the most successful was the MPU and sky format within articles on Newsquest sites that were both contextually and behaviourally targeted.

Performance / results

Results saw Newsquest digital become the lowest cost per visitor on the plan targeting SME's.

Newsquest users were 2.5 times more likely to click on the adverts than any other publisher/network on the plan.

Newsquest Digital also demonstrated its ability to deliver to a business audience on our sites, using our own data. Ability to deliver to a business audience on our sites using imported data. Additionally Newsquest demonstrated the ability to go deeper into the business audience and segment this audience to meet the need of the advertiser.

Download the business case study

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John Lewis

  • Objective: To highlight a new store opening in Bournemouth.
  • Results: Newsquest Digital Media achieved a Click Through Rate of 0.10% in contrast to the 0.02% Click Through Rate achieved by John Lewis's National campaign.
  • The Idea: We developed a piece of software allowing us to build, host and serve Page Peels.
  • The Pitch: Full width leaderboard & page peel & MPU for stand-out & domination on the home page of www.bournemouthecho.co.uk.
  • The Response: MGOMD were very receptive to the idea and created the adverts in our suggested formats.
  • The Campaign: Site Takeover: 22nd October to 28th October - full width Leaderboard & Page Peel & MPU Result: CTR of 0.10%.
  • Standard MPU Run of Site: 22nd October to 18th November Result: CTR of 0.07%.
  • Standard Click through rate on National Activity for John Lewis: around 0.02% only.
  • The Support:
    • 3 editorial articles, viewed 6,000 times
    • Embedded video running 1:30, viewed 2,000 times
    • Targeted the takeover on the article page as well as the home page
    • Full interaction with our users – generating numerous comments on John Lewis articles

Dates: Sept 2009 – Nov 2009

The Aftermath: On 24th October the Daily Mail published an article highlighting the success of the new store opening. Staff and management were surprised at the volume of customers and the length of queues.

Our shop in Poole has performed above expectations since day one, and has given us the confidence to open in Croydon, extend our reach and attract new customers. Andy Street, Managing Director

John Lewis case study

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NHS dementia awareness

The Brief: To raise the awareness of dementia and drive traffic through to the dementia information on the NHS Choices site. Homepage takeovers and standard activity were used, running in England only.

The Newsquest sites delivered 20% of the all campaign clicks and 18% of arrivals to the dementia information pages. The cost per arrival on Newsquest was lower than the average across the campaign.

The standard display activity consisted of a leaderboard and MPU, running ROS. In addition to this, Newsquest has a contextual tool that categorised articles into contextual sectors. One of these sectors is 'Health'; we increased the relevancy of the message by targeting this same creative to that category. The contextually targeted advert was 3 times more effective in terms of click-through rate compared to the standard ROS activity.

NHS dementia awareness case study

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advertising @newsquestdigital.co.uk

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