Fairfax driving to digital

Fairfax Media, in a bid to lure advertisers to its websites, has released a study which supports mobile and online advertising, at the expense of print. The report, undertaken by TNS for an ANZ credit card campaign, examined the ‘effectiveness’ of advertising across Fairfax Media’s tablet and desktop mastheads. The joint study by Fairfax and ANZ says that advertising executions on tablets can add 22 per cent in incremental audience to a desktop advertising campaign. The ‘mobile advertising effectiveness’ study it says found audience intention to apply for ANZ credit card doubled after exposure to the cross-platform campaign, with unprompted brand awareness lifting 10 points. Fairfax has already closed down its print sites at Chullora and Tullamarine, downsized its newspaper sizes from broadsheet to tablet and sacked hundreds of journalists, and is pursuing its digital first strategy with vigour. News Ltd in contrast is aggressively promoting its print newspapers

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Stewart Heys, Fairfax media mobile commercial manager says, “This is one of the first ad effectiveness studies in market that measures the success of tablet advertising in meeting campaign objectives. “The study shows that when used together, Fairfax Media’s masthead desktop and tablet apps are a powerful mix in a media plan. “Mobile is one of the fastest growing areas of advertising and we are investing heavily in developing market-leading mobile products that deliver results to clients. To communicate the impact of mobile, we are working with research partners like TNS and our advertisers to deliver much-needed advertising effectiveness studies for mobile and tablet advertising.” The ANZ credit card campaign ran from September to October 2014 across The Sydney Morning Herald, The Age, Brisbane Times, Canberra Times and WA Today sites as well as half page executions on Traveller.com.au. Chaminda Ranasinghe ANZ head of digital sales and marketing endorsed the online ad campaign saying the results of the study helped to ‘validate that a cross-platform approach is impactful and resonates with users, driving brand consideration and purchase intent’. Recent data released by Enhanced Media Metrics Australia (emma) showed a further decline in print circulations, however, readership for the major mastheads continued to rise due to online.

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