14/10/2016

Native advertising: lessons learnt from tobacco control Katarzyna Bochynska, Caroline Anderson, Donna Perez, Sally Dunlop

Communication trends and challenges •

Mass media advertising is one of the most effective methods to reduce smoking rates

•

Media consumption patterns are changing, consumers are in control

•

Challenge to capture smokers using traditional advertising & digital advertising

…People read what they want and sometimes it is an ad. -Howard Luck Gossage

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Native advertising  A directly paid opportunity  High quality content – targeted to a specific audience  Delivered in stream - user experience is not disrupted

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Native advertising examples

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Tobacco Control Campaign (Jan – June 2015) • Partnered with Mi9 • Campaign included a number of components • Focus on native articles (skew towards males)

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Evaluation Sought to understand: • Potential reach/exposure • Key message take out • Diagnostics/responses to campaign materials • Influence on smoking and quitting knowledge and attitudes • Self-reported quitting intentions and behaviours

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Methodology

Media metrics Article click-throughs Online Survey Conducted once in July 2015 (post-campaign) with an independent sample 500 smokers and recent quitters Completed web-based surveys Average of 15 minutes Page 7

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Reach: Average weekly clicks 35000 Entertainment style was most read

30000 25000 20000 Confessions (N) Five Things (E)

15000

Busting Myths (I)

10000 5000 0 Confessions (N)

Five Things (E)

Busting Myths (I)

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Survey sample

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Message take-out from articles 45

42

41

40

37

35 30

%

Confessions (N)

25

Five Things (E)

20

Busting Myths (I)

15

13

13 10

10

7

5

3

0

7 3 4

1

0 0

Benefits of Quitting

Support available

6

4 0

Costs of smoking

Call to action

0

Quitting Changing experience smoking norms

Messages

Page 11 Question: What do you think is the main message of (the article), n=500

Diagnostic results 90 80

82

83

70

67

64

60 %

80

77

Entertainment style least likely to teach respondents something new

79 71

55

50 Confessions (N)

40

Five Things (E)

30

Busting Myths (I)

20 10 0 Believable

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Taught me something new

interesting

Thinking about the you just saw, please indicate how much you agree with the following statements, n=500

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Impact on thoughts and attitudes 80

75

73

71

70

65

60

70

65 57

55

51

50

Confessions (N)

41

% 40

Five Things (E)

28 30

30

Busting Myths (I)

20 10 0 Make me stop and think

Made me worry about my smoking

Made me think again about quitting/staying quit

Made me think about own experiences of quitting

Thinking about the you just saw, please indicate how much you agree with the following statements Overall, which one of these articles most made you think about your own experiences of quitting/staying quit n=500

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Impact quitting confidence and motivation 80

72

67

70 60

Entertainment style least confidence and motivation building

72 61

53

53

50 % 40

Confessions (N) Five Things (E)

30

Busting Myths (I)

20 10 0 Make me more confident Make me more to quit/stay quit motivated to quit/stay quit

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Thinking about the you just saw, please indicate how much you agree with the following statements, n=500

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Impact on intentions and behaviour

37 38

40 35

33

37 31

Trends but no significant differences

33

31

29

30 24

25 % 20

Confessions (N)

15

Five Things (E)

10

Busting Myths (I)

5 0 Looked up Spoke to somone information on line about quitting/staying quit

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Tried to quit/stay quit

As a result of seeing these articles have you or do you intend to do any of the following (activities shown in the chart)? , n=500

Summary of findings Confessions of a serial quitter (N)

Five things (E)

Busting smoking myths (I)

× Reach

 Reach

× Reach

 Strongest call to action

 Reinforced changing social norms

 More diverse messages taken out

 Most interesting

× Lowest rankings on other measures

 Able to convey most information

 Most thought provoking

 Thought provoking

 Most confidence and motivation building Conclusions: Need to develop a suite of messages to target different audiences Need to balance reach with cognitive and behavioral impact Page 16

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