***Print off the notes and then view in slideshow for the story behind the

charts***

The Study of Attitudinal Targeting

“Online is a highly effective medium for raising brand awareness and driving brand association.”

Objectives

• To improve industry understanding of how people behave online

• To examine Internet advertising’s effectiveness in branding campaigns

• To test our hypothesis… ?

Need state

Mood

Behaviour

Ad effectiveness

Methodology #1

• GFK NOP• Why do we go online? – Brainstorm

and refine• Where do we go for each need? -

Internal survey n=226• 10 sites chosen inc. Google, Myspace,

Ebay, Yell, Price Runner, FHM & Kiss

Methodology #2

• Recruitment from GFK’s e-panel (n=260,000)

• Visited any of our 10 sites in last 7 days (n=6712)

• Agreed to take part (n=2610)• Returned data (n=1511)

Methodology #3

• Recruits sent a link to up to three of our 10 sites they’d visited

• Asked to use these links next time they accesses

• Emap sample boosted by recruitment on-site

• Pre-surf, mid-surf and post-surf questions• Local Connector software monitored click

stream and self-deleted afterwards

Need states

Communication(email, messaging etc)

Transaction(buying/selling things, banking etc)

Specific search(news/sports headlines, phone-numbers,

weather etc)

In-depth search(researching products / hobby / study etc)

Entertainment(music, videos, games, gambling, fun etc)

Community(meet people, social networks,

blogging, sharing etc)

Moods

Happy Unhappy

Relaxed Stressed

Take time Hurried

Alert Exhausted

Optimistic Pessimistic

Clear motiveNo set motive

Online behaviour

Session time

Number of pages

Page stickiness

Number of sites

Number of clicks

Where clicked?

Multi-tasking?

Ad effectiveness

Awareness

Recall

Engagement

Action

Response

Index

Branding

Index Advertising

Effectiveness

Index

Respondents claimed to remember seeing 1+ ad during their session

Respondents correctly named the brand of an ad they engaged with

Respondents clicked on an ad of any kind during their session

Respondents claimed to plan future action (eg seek more info or try/buy) as a

result of seeing the ad

Need state:

19%

52%

56%

67%

67%

83%

Community

Entertainment

In-depth Search

Specific Search

Transaction

Communication

Why we go online

Mood

50%

55%

60%

65%

70%

75%

80%

Take time Relaxed Happy

Mood

0%5%

10%15%20%25%30%35%40%45%50%

No set motive

Mood

0%

5%

10%

15%

20%

25%

30%

Watching TV Listening tomusic

Listening toradio

Messagingsomeone

Behaviour:

3

4

5

6

7

8

9

10 12 14 16 18 20 22 24 26 28 30

Pages viewed per session

Sess

ion length

(m

ins)

Pages per sessionSession lengthPage stickiness

25.5 24.3 24.4

14.6

20.6(seconds/page)

Ad effectivenessAve.

Awareness

Recall

Engagement

Action

ResponseIndex

BrandingIndex

Ad Effectiv

eIndex

100

100

100

100

100

100

109

67

110

73

33

71

103

56

103

148

367*

150

142

167*

143

38 62 108 108 177

100 112 127 109 94 133

* - Low base sizes – high standard deviation

Rate the site you’re on

100

106

100106

100

111

Quality

Functionality

Trust

Ad effectivenessAve.

Awareness

Recall

Engagement

Action

ResponseIndex

BrandingIndex

Ad Effectiv

eIndex

100

100

100

100

100

100

109

67

110

73

33

71

103

56

103

148

367*

150

142

167*

143

38 62 108 108 177

100 112 127 109 94 133

125 131 111 82 135

98 113 111 92 155

* - Low base sizes – high standard deviation

Conclusions

• The web can be used for branding as well as direct response

• Our mood, online behaviour and receptivity to different kinds of advertising depend on the reason we’re online

• So attitudinal targeting should be considered within any media plan

• To maximise the effect of branding advertising, target consumers in a relaxed, open, trusting frame of mind on sites with sticky content

For more information contact:

• Richard Fero, Insight Manager, Emap Consumer Media• Kurt Edwards, Head of Sales, Emap Advertising Digital

Team

The Study of Attitudinal Targeting

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