The Newspaper Works has launched a new advertising effectiveness metric designed to measure the impact of advertising in newspapers.

Developed in conjunction with research company Ipsos Media CT, the effectiveness metric has been put to its first test on retail advertising in newspapers. The How Retail
Advertising in Newspapers Works Best creative benchmarking report is the first in a series of effectiveness reports that The Newspaper Works will release this year.

For the Retail report, Ipsos tested a total of 36 retail ads among nearly 2500 respondents across Australia, with over 7000 advertising observations collected and more than 100 observations for each ad recorded.

The report researched a number of randomly selected retail ads and some of the key findings included:
• ALDI and Ikea were the clear winners, not only performing well as retail ads, but also helping to build their brands, scoring the best on both brand equity impact and brand affinity measures.
• Woolworths clearly outperformed Coles ads on ad recognition and brand linkage.
• David Jones’ Megan Gale ads outperformed ads by Myer featuring Jennifer
Hawkins on ad recognition and brand linkage
• ‘Cluttered’ ads for Bunnings, Dan Murphy’s and Officeworks also ranked well on ad recognition, brand linkage and brand equity impact, plus call to action
• Qantas’s retail-style ads were highly recognisable and delivered on both a retail and brand level.
• Many successful retailers built a strong link between TV and newspaper ad campaigns including David Jones, Bunnings, Woolworths, Jetstar and Target.