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Log-in to cross-media advertising with social media and newspapers

Despite the prominence of smartphones and social media in Australia, newspapers have proven to be a powerful ally in terms of ad reach and engagement.

Australians enjoy their smartphones. We are leading global adopters of the devices, with 88 per cent of adults owning one. Data hungry users also are consuming content quickly, spending an average of one hour and thirty minutes on devices daily.

Research from Deloitte’s latest Mobile Consumer Survey shows many Australians are constantly connected. Thirty-five per cent are picking up their phones within five minutes of waking up and 70 per cent use phones during meal times with family and friends. Australians are also purchasing bigger data packages from telcos.

The prominence of smartphones in the community may make it easy for media buyers and advertisers to neglect other channels that have the potential to enhance social media campaigns.

Data from Enhanced Media Metrics Australia (emma) shows that combining newspapers with social media can strengthen the effectiveness of advertising through additional reach and frequency.

Ninety-four per cent of Australians aged over 14 have visited a social media site in the last month, amounting to 17.3 million people. Newspaper consumption is not too far behind, with 12.4 million Australians 14+ picking up a printed copy.

Of those, 9.6 million social media users are highly engaged compared to 6.9 million strong newspaper readers.

Bought newspaper audiences work hard for advertisers on social media, with 52 per cent offering quality engagement through strong readership.

Thirty-three per cent of this group can offer additional reach for social media advertisers, while 23 per cent offer added frequency. The combination can be particularly effective when targeting those aged 55 and over, homeowners and potential new car buyers.

Buyer demographics

There are several demographics that are more effectively reached via newspapers despite the penetration of social media.

Household decision makers are often more likely to be strong newspaper readers but not social media users, offering the additional reach and frequency valuable for advertisers.

Of those who are strong newspaper readers but light social media users, a high fifty-one per cent are homeowners – this compares to only 26 per cent of the population being homeowners. While the skew is not as strong, we also find that the purchase decision-makers (Finance, grocery, utilities and telecommunications) are also more likely to favour newspapers above social networks.

Delivering additional reach for social media advertisers, this group also skews heavily to those aged 55 or over – 65 per cent of those who are strong newspaper readers but light social network users are age 55+, compared to only 33 per cent of the population.

Readers of newspapers not engaging with social media are 33 per cent more likely to travel business class. Similar results can be seen among those intending to purchase a car and attend live theatre, with those groups 23 per cent and 22 per cent respectively more likely to be strong paper readers but not social media users.

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