iab connect conference paper february 2012
DESCRIPTION
The first ever detailed look at the power of online advertising in Ireland, and the role of online consumer behaviour in making it work.TRANSCRIPT
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IAB/Amárach Research
A Presentation Prepared For Connect Conference
16th February 2012
By
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Agenda
Advertising 2.0
Online Behaviour and Media Mesh
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Background & Objectives
629 online participants
Online Sample TV & Online 2+ hours per day
Main Objective
“To examine the relationship between TV and Online
advertising and gain an understanding of the impact of this
relationship on brand attitudes and purchasing behaviour.”
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Online Behaviour and Media Mesh
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5
88
79
68
56
54
54
48
48
44
41
Online Sites Visited
Social Networking
Online banking
Using search engines to find websites
Using search engines to find information
Shopping
News
Maps/Directions
Using favourite sites
Auction sites
40
37
35
31
30
29
28
25
24
17
% %
Weather
Sports news/results
Playing games
Discussion boards/forum
Local info sites
Finding info on brand/ad seen on TV
Watching/downloading videos
Music downloading
Instant messaging
Blogs
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Social Networking Usage
79
2522
1714
3 3 3
0
10
20
30
40
50
60
70
80
90
100
Facebook Linkedin Myspace Google+ Boards.ie Rollercoaster.ie Twitter Bebo
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Streaming Television Online
74%
46%
39%
25%
17%
16%
12%
11%
65%
42% are
streaming
TV online
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Social networking
Banking
Using search engines to find sites
Using favourite sites
Online news
Shopping
Playing games
Searching for info on brands/ads
78% are Online While Watching TV
53%
40%
34%
33%
32%
28%
27%
16%
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Advertising 2.0
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Online Versus Offline Impact of TV Ads
Depth of
response
Purchase
Discuss
Search
Word of mouth Word of mouse
Telephone for info Search online for info
Visit store for info Go to product site for info
Purchase in store Purchase online
16%
4%
14%
11%
1%
17%
16%
3%
Offline Impact Online Impact
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Have you ever done any of the following as
a Result of Seeing an Ad ………..
Looked in a shop for a brand
Search online to find where to buy product
Immediately search online to get more info
Talked to someone about the brand/product
Visited brand/product websites to find out more
Entered blogs/discussion forums
Bought product online
…..Online …..On TV
30%
35%
30%
23%
27%
4%
12%
37%
36%
35%
34%
32%
5%
14%
+7%
+1%
+11%
+5%
+5%
+1%
+2%
25-34 year olds consistently most likely to follow up via online activity and key online target.
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Ability of Online & TV Ads to Influence
Persuasion to purchase
Information to support purchase
Generate WOM
Provide new information
Introduce a new brand
Spark interest
Make brand more likeable
…..Online …..On TV
30%
35%
36%
47%
52%
45%
25%
44%
35%
46%
57%
65%
62%
35%
+14%
–
+10%
+13%
+10%
+17%
+10%
Online punches above it’s weight as an information support for
purchase, being equal to more mature medium of TV advertising.
Pu
rch
as
e
Inte
res
t &
Aff
init
y
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Purchase as a Result of Online Advertising
Holidays
Entertainment (CD’s, DVD’s, Books, Games etc.)
Food
Insurance
Mobile phone
Female grooming/beauty
Alcohol
Confectionary
Furniture/household
Male grooming/beauty
25
24
23
19
16
14
14
11
11
10
%
8 in 10 still chose to purchase offline in a store and is the most popular channel, but 64%
have purchased online through a well known shop and 44% from internet only.
Have EVER purchased an item after seeing an online ad 62%
Majority of online driven
purchases dominated by younger
cohorts except holidays with 37%
of over 55’s ever buying after
seeing an ad online.
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1 in 3 Sending/Sharing/Liking Ads Online
13
28
32
22
5
Age
%
15-24
55+
25-34
35-44
45-54
(19%)
(25%)
(19%)
(12%)
(25%)
60%
(%) = Total sample
Under 35’s are key to driving flow of content around the web – 6
in 10 of all momentum begins with them.
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Brand site
22%
50%
57%
16%
TV Ads & Follow Up Online Search
62% have…..
…..searched
online for
TV Ad
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Disentangling Mixed Media Strategies
Both
7%
4%
4%
5%
12%
Online Addition TV Recall
7% 51%
7% 42%
8% 32%
19% 28%
23% 22%
Total
65%
53%
44%
52%
57%
TV
Stronger among women
and 45+ age cohorts
Online
Stronger among 25-34 year
old cohort predominantly
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Some Final Thoughts…..
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Segregate to Aggregate: marketers want to segregate for analytics, but consumers want to aggregate channels to enhance experience. ROPO: Research Online, Purchase Offline is a key trend, and in order to migrate purchase online core triggers and barriers (value, convenience, usability, established norms etc) must be revisited. 25-34 Bulls eye: The key cohort that engage with online deeply, and should be leveraged as channel advocates to push content and establish behavioural norms. Don’t be distracted by noise: Google+ has more users than “noisy” Twitter. A key targeting consideration for reaching end consumers. Online primed to challenge TV’s position: online advertising is on par with TV on many KPIs, and with lower costs and increased flexibility versus TV and other channels, the future growth of online advertising looks promising.
Some Final Thoughts…..
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If you have any questions about the research contact:
Mark Nolan
Managing Director
Amárach Research
T. 01 410 5200