News UK Launches NEWSIQ UK to tap into the power of preference, opinion and emotion
Emotional insight has the potential to drive 45% uplift in ad viewing
News UK is launching a revolutionary new data platform that will enable advertisers to reach audiences based on their emotions and attitudes, driving emotional loyalty and potentially increasing advertising engagement by up to 45%.
NewsIQ UK will capture the preferences, opinions and emotions of News UK’s audiences and will allow brands to target campaigns based on the emotional and attitudinal states that will drive optimal advertising engagement and emotional loyalty.
New research commissioned by News UK from Professor Paul Dolan of the London School of Economics demonstrates the powerful potential of this approach. In an in-depth experiment* with News UK’s readers, people who had read an emotionally arousing piece of content – whether positive or negative - and then interacted with a video advert were 45% more likely to view the whole advert than those who had been exposed to non-arousing emotional content. Similarly, readers who had consumed content that they defined as ‘pleasurable’ and then interacted with the advert were 32% more likely to watch the complete video ad than those who had been exposed to non-pleasurable content.
NewsIQ UK will enable brands to plan, optimise and report on their campaigns using unique first-party declared insights built around preference, opinion and emotion data. For example, a travel brand might want to target audiences who have declared a preference for outdoor pursuits, whose opinions are linked to a sense of exclusivity, who over-index for video consumption and respond with positive emotions to adventure stories.
By enabling brands to understand consumers’ preferences, opinions and emotions, NewsIQ will enable them to develop campaigns that drive emotional loyalty based on a real connection between the consumer and the advertising message. The platform will also help brands to move their focus away from simple click metrics to more brand and attention focused measures, letting them optimise campaigns towards primary brands goals such as time spent with brand or total reach of target audience.
Operating under the umbrella of News Corp’s broader NewsIQ product, NewsIQ UK will also enable targeting across the international portfolio of News Corp titles in the UK. Advertisers will be able to leverage News UK’s close relationship with its readers to reach audiences based on rich behavioural insight as well as more standard targeting criteria.
Ben Walmsley, Digital Commercial Director, News UK, said: “NewsIQ UK builds upon the traditional approach to digital advertising by recognising that audiences are people, driven not just by who they are and what they do, but by what they think and feel. Preferences, opinions and emotions are fundamental factors in driving behaviours and the ability to identify these states and then build campaigns around them is going to change the way that advertisers communicate with audiences.”
“The sort of emotional loyalty that we believe this platform can help create is far beyond loyalty based on pricing or familiarity. True emotional loyalty is about creating a psychological connection between the consumer and the brand and understanding the consumer’s preferences, opinions and emotions is a vital step in building that relationship.”
Professor Paul Dolan, Professor of Behavioural Science at the London School of Economics, said: “It’s long been known that any form of emotional arousal prepares you for action. When you experience a strong emotion, your body prepares itself to react and it is this trigger that creates the connection between emotionally powerful content and enhanced advertising engagement.”
*A panel of 594 readers of The Sun and The Times were exposed to pieces of content designed to elicit specific emotions alongside video advertising and their engagement with the video ads was then measured.
About NewsIQ UK NewsIQ UK is a data and insight platform from News UK that unifies the first party data assets from across the company’s editorial products to enable brands and agencies to more effectively and efficiently target quality audiences with known provenance.
Operating under the umbrella of News Corp’s broader NewsIQ product, NewsIQ UK will also enable targeting across the international portfolio of News Corp titles. Advertisers will be able to leverage News UK’s close relationship with its readers to reach audiences based on rich behavioural insight as well as more standard targeting criteria.
At the heart of NewsIQ UK sits its unique first party behavioural insight data which enables advertisers to target advertising based on the preferences, opinions and emotions of the audience, as derived from their content consumption and declared intent signals. These factors have a significant impact on advertising and purchase behaviours and the ability to target according to these data points drives measurable performance advantages.
Targeting based on emotional and attitudinal states will help brands to drive upper funnel behaviours, supporting intent-based marketing approaches with high-level brand choice influence.
About News IQ: NewsIQ is a precision audience targeting platform powered by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV). NewsIQ gives advertisers access to an audience across a suite of News Corp businesses, including Dow Jones, NY Post, Move Inc., HarperCollins Publishers, Storyful, and News America Marketing. NewsIQ leverages News Corp’s proprietary data, custom content studios, social listening technologies and premium brand-safe media inventory to help its partners achieve their marketing goals. For more information, please visit: http://newsiq.net.