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2. Key Questions
• What type of advertising drives interest and action? To what extent
are online consumers receptive to different advertising strategies?
• How large is the BT receptive audience and how can this group be
characterized – in particular what is this group’s propensity to shop
online?
• How does the Internet fit into daily shopper activities? How are users
leveraging different tools (as a compliment or outside of Search?)
• How does the Internet fit into the shopping process? And how does
the shopping process vary by product category?
• To what extent is there an opportunity to reach online shoppers
through behavioral targeting?
3. Methodology*
• AOL and Revenue Science commissioned
JupiterResearch to conduct an independent unbiased
study to address the study key questions.
• This effort leveraged an online consumer survey –
developed by JupiterResearch – for the primary research
effort.
• Online survey specifications:
• Timeframe: April 2007.
• Number of respondents: 2035 representative of the
online consumer population.
• Number of questions: 25.
*Note: This is an abbreviated methodology; the full version is available upon request
5. Key Findings
More consumers are consistently more receptive to
behaviorally targeted ads than to contextual advertising. In
fact, behavioral outperformed contextual by as much as 22
percent.
Consumers who prefer BT ads represent a higher value
audience making them a more attractive online advertising
target
Represent a higher income bracket
Spend more money online
Shop online more frequently
93% of the BT receptive audience
shops online!
6. Moving Forward
Online shoppers are a moving target but the opportunity
is there to provide a relevant experience and win their attention by:
Providing ads related to considered purchases during their daily
activities
Leveraging the general online activities and habits of online shoppers
Taking advantage of the multiple steps of the purchase funnel where
online shoppers leverage the Internet for more than just purchasing
online – also for researching their purchases (whether the purchase
execution is online or offline)
7. Two-Thirds Of Online Users Have Acted
As A Result Of Viewing Online Ads
Entered a sweepstakes 33%
Visited Web site related to ad 32%
Used search to find out more about
27%
product/service
Purchased product/service online 21%
Registered with site for coupon/discount 17%
66% of
Played a game online 17%
Online Users
Purchased in a physical store 14%
Told a friend about ad/product 12%
Forwarded ad to a friend 8%
Called toll-free to order 7%
None of the above 34%
0% 20% 40% 60% 80% 100%
Percentage of Online Users
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
8. Behavioral Ads More Likely To Receive
Attention Than Contextual Ads Overall
Represents Top 2 Box Scores: Strongly Agree, Agree
Behavioral Ads 63%
Contextual Ads 49%
0% 20% 40% 60% 80% 100%
Percentage of Online Users
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
9. More Online Shoppers of All Types Are More
Receptive To BT Ads
Represents Top 2 Box Scores: Strongly Agree, Agree
78%
Frequent Shoppers
72%
Contextual Receptive
Behavioral Receptive
65%
Infrequent Shoppers
50%
36%
Non-Shoppers
20%
0% 20% 40% 60% 80% 100%
Percentage Of Online Users
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
11. Progress Of The Purchase Funnel
Decision Stages
Inspire/Initiate Compare Execute
Review Check Find a
general price, specific
product features, store or
info See etc. Narrow site Make
what’s down purchase
available choices
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
12. Online Shoppers Large Percentage Of The
Online Population
Researched and
purchased
64%
Researched not purchased 18%
88% have
shopped online
Purchased not researched 7%
Neither researched nor
purchased
12%
0% 20% 40% 60% 80% 100%
Percentage of Online Users
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
13. Online Shoppers Visit Several Sites In A
Typical Day
1 to 5 50%
6 to 10 27%
11 to 15 11%
48% visited more than 5
16 to 20 4% sites in one day
21 or more 6%
E-mail or IM only 2%
0% 20% 40% 60% 80% 100%
Percentage of Online Users
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
14. Half Of Online Shoppers Shop Online At
Least Once Per Month
Less than once per month 50%
Once a month 26%
Every other week 13%
Once a week 5%
More than once a week 5%
Every day 2%
0% 20% 40% 60% 80% 100%
Percentage of Online Shoppers
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
15. Online Purchase Research Activity
Less than one day 33%
1 to 3 days 29%
4 to 7 days 14%
1 to 2 weeks 10%
3 to 4 weeks 6% 38% reported
5 to 6 weeks 1%
the purchase
process lasted
7 to 8 weeks 1% at least 4 days
9 to 12 weeks 1%
More than 12 weeks 5%
0% 20% 40% 60% 80% 100%
Percentage of Online Shoppers
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
16. Limited Opportunity to Connect With Online Researchers
Once 28%
Twice 29%
Three times 23%
Four times 8%
Five times 2%
More than five times 10%
0% 20% 40% 60% 80% 100%
Percentage of Online Researchers
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
17. Behavioral Ads/Promotions More Likely
To Be Noticed By Category Purchase Intenders
79%
Financial services
69%
77%
Auto
59%
73%
Travel
Contextual Receptive
Behavioral Receptive
59%
79%
Health products
68%
76%
Consumer electronics
61%
74%
Computing products
57%
77%
Telecommunications
57%
0% 20% 40% 60% 80% 100%
Percentage of BT and CT Receptive Segments
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)
18. Behavioral Ads/Promotions More Likely
To Be Noticed By Category Purchase Intenders
72%
Entertainment
56%
78%
Classifieds
62%
71%
Pharmaceuticals
Contextual Receptive
Behavioral Receptive
58%
71%
CPG
55%
Fashion/ style 75%
products 61%
73%
Education services
55%
73%
Government services
51%
0% 20% 40% 60% 80% 100%
Percentage of BT and CT Receptive Segments
Source: AOL/Revenue Science/JupiterResearch Consumer Survey (04/07)