Your SlideShare is downloading. ×
0
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
AOP Ireland Online Advertising Research
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

AOP Ireland Online Advertising Research

1,386

Published on

The research which was commissioned by AOP Ireland and conducted by Behaviour & Attitudes found that 78% of Irish internet users recognise that ads on Irish premium content sites are relevant to them …

The research which was commissioned by AOP Ireland and conducted by Behaviour & Attitudes found that 78% of Irish internet users recognise that ads on Irish premium content sites are relevant to them in contrast to only 11% who think that ads on international sites are aimed at them, despite geo targeting. This underlines the trust and loyalty that Irish internet users place in Irish premium content sites and how that influences the effectiveness of the advertising displayed on those digital properties. The study highlights the threat for marketing managers that there is a risk of undermining the impact of advertising campaigns as Irish internet users simply overlook ads due to the international nature of the sites they appear on. The same ad creative which appears in other environments could also be discounted by viewers as they have previously ignored the same ad.

The key reason why Irish internet users have a higher level of recall and believe advertising is more relevant on AOP Ireland sites is because of the environment and context they appear in. Despite being unprompted, when asked why they believed that ads on Irish premium content sites were of more relevance to them, the first reason 35% of all survey participants responded with was that the Irish origin of the site meant that they understood that the ads were aimed at them. In contrast, the same people disregarded ads on sites like DailyMail.co.uk, Gawker.com and Guardian.co.uk as they implicitly understand that these sites are of an international nature and as such did not think that any advertising would be aimed at them, despite the use of geo targeting by ad networks.

The research highlights the effectiveness of advertising on AOP Ireland sites as audiences find advertising on their properties more relevant and are more likely to respond to ads as a result. This is a result of the level of investment AOP Ireland members have made in developing their brands in terms of content which engages visitors and advertising solutions they offer brands.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,386
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Measuring theimpact of onlineadvertising onIrish premiumcontent sitesversusinternationalsitesApril 2013J.4072Prepared for
  • 2. 2The Survey
  • 3. 3About AOP Ireland● The Association of Online Publishers (AOP) Ireland is the industry bodyrepresenting Irish digital publishing companies that createlocal, original, branded, quality content● All AOP Ireland members support a common goal in publishing high qualitycontent where advertisers can have confidence that viewers will attributehigher levels of trust in the ads they see considering these to be bothrelevant and accessible to them● AOP Ireland members includeIrishTimes.com, Entertainment.ie, TV3.ie, Independent.ie, TheJournal.ie andRTE.ie● AOP Ireland publishes research similar to its sister organisations, the OnlinePublisher’s Association in the USA and the Association of Online Publishers inthe UK, so that advertisers, the media and the public clearly understand thebenefits that quality, local digital publishing provides
  • 4. 4Research Overview● The research set out to examine whether Irish internet users are more likelyto notice and react to advertising that appears on Irish sites compared tointernational sites● It consisted of a national internet survey among 571 adults throughBehaviour & Attitudes’ consumer panel Acumen. The fieldwork took placebetween 18 and 26 of February 2013● The survey was controlled by gender, age and region. The data wassubsequently weighted to national internet population (representative of allinternet users in Ireland)● The research was divided into 2 sections: 1: RECALL TEST 2: PERCEIVED AD RELEVANCY TEST● In section one of the survey, 4 web pages were shown (2 AOP Ireland sitesand 2 international sites). In section two, 8 web pages were shown (4 AOPIreland and 4 international sites). Across each section independently, the adswere rotated in random order to ensure equal representation
  • 5. 5Key ResearchHighlights
  • 6. 6Key Findings● 78% of Irish internet users recognise that ads onIrish premium content sites are relevant to themin contrast to only 11% who think that ads oninternational sites are aimed at them, despite geotargeting● Irish internet users also have a higher level of recall ofads displayed on Irish sites. 72% of users recallonline ads on Irish premium sites compared to52% on international sites
  • 7. 7RecallThis survey is about the Internet. You will now beshown a sequence of four web pages. You willthen be asked a series of questions based on yourobservations. None of the pages are live. Theyare static and therefore non scrolling. When youhave reviewed all four pages, we will begin thesurvey.
  • 8. 8
  • 9. 9Level of recall on AOP versus international sitesBase: All internet users - 571Q Taking all four web pages into consideration, which if any of the following brands can you recall being advertised onany of these pages?726041523928ANY IRISHWEBSITEMeteorBMWANY NON IRISHWEBSITEVodafoneSky%Entertainment.ieRTE.ieHuffingtonpost.co.ukDailyTribune.comIrish Internetusers have ahigher recallof brand adswhen postedon AOPIreland sitesAOP Ireland SiteInternational Site
  • 10. 10Recall findings● Survey participants were asked to look at a series of sites andgiven no indication that they would be asked about their thoughtson the advertising on those pages● The research found that Irish internet users are more likely torecall advertising that appears on Irish premium contentsites – 72% vs 52%● These findings build upon the AOP Ireland study on onlineengagement which shows that Irish internet users findadvertising on AOP Ireland sites is more engaging thansocial networks or portals● Previous research showed: 81% of Irish internet users agree that advertising is wellmatched to the content on AOP Ireland sites 32% say advertising on AOP Ireland sites makes them feelmore positively towards the brand
  • 11. 11RelevanceWe will now show you a sequence of two webpages. After each page is displayed, you will beasked a series of questions on the advertisementsyou will have just viewed.
  • 12. 12
  • 13. 13
  • 14. 14Level of relevance on AOP versus internationalsitesBase: All internet users - 571YesNoNot sure78117591530Across allAOP IrelandsitesAcross allinternationalsites% %Q4a We will now show you a sequence of two web pages. After each page is displayed, you will be asked a series of questionson the advertisements you have just viewed. Thinking in general about advertisements on … (specified )website, do youthink these ads are aimed at an Irish audience or not?The evidence suggests thatIrish internet users are 8times more likely to payattention to ads appearingon AOP Ireland sites thanads appearing oninternational sites.*8 ads rotated across 8 web pages (4 AOP Ireland web pages and 4 international web pages)TheJournal.ieIndependent.ieIrishTimes.comTV3.ieTheGuardian.co.ukDailymail.co.ukGawker.comNewYorker.comYesNoNot sure
  • 15. 15Level of relevance on AOP versus international sitesBase: All internet users - 571Q.4aThinking in general about advertisements on … website, do you think these ads are aimed at an Irish audience ornot?YesNoNot sure78 7580 76 8111 14 177 6778775960 55546715 1812 16 1230 26 273927Appeared onAOP Ireland sitesAppeared onInternational sitesTOTAL(TheJour-nal.ie)(Indep-endent.ie)(Irish-Times.com)(TV3.ie)TOTAL(Theguar-dian.co.uk)(Daily-mail.co.uk)(Gaw-ker.com)(New-yorker.com)% % % % % % % % % %An undeniable truth!YesNoNotsure
  • 16. 16Reasons why ad is relevant to Irish audienceOpen/Freetext ResponseQ.4bWhy do you think this advertisement on the …. Website is relevant to an Irish audience?3595547Advertised on Irish websiteviewed by Irish marketPrices displayed in EuroLeading company/largepresence within IrelandGood value/offers providedNews stories/advertising shownrelevant to IrelandDon’t know%Any Ads Appearingon AOP Ireland sitesBase: All internet users - 571“Its an Irish newspaper, whichwill be viewed by Irish people.”“Advert is in an obviously Irishpublication.”“I associate theIrish Times withIreland and Irishpeople readingit.”“Yes it was on a .ie website and Iassume the majority of people whoclick through are based in Ireland.”
  • 17. 17Reasons ad is not relevant to Irish audienceOpen/Freetext ResponseQ.4cWhy do you think the advertisement on the …. Website is not relevant to an Irish audience?876652Advertised on UKwebsite/aimed at UK marketConvertible car unsuitable forIrish climateInternational/global appealGeneric advert/appealLacking Irishreferences/connectionDon’t know%Any Ads Appearingon international sitesBase: All internet users - 571“It’s an Americanwebsite and isaimed at anaudience fromanywhere, notspecifically anycountry.”“Its a UK website. WithVRT I would tend not totrust any facts or prices ona site that wasnt defoIrish”“As this is a UK brandthat also operates inIreland it could havebeen relevant foreither the UK orIreland. I dont recallseeing an indicatorthat it was for us.”“Its relevant, but just doesnt strike me asparticularly targeted at Irish audiences.”
  • 18. 18Relevance findings● Survey participants were shown two sites at random (one AOPIreland and one international) and asked about their views on theadvertising that appeared on those pages● Irish Internet users are eight times more likely to pay attentionto online advertising on AOP Ireland sites than similaradvertising on international sites - 78% vs 11%● The findings underline the trust and loyalty that Irish internetusers place in Irish premium content sites and how thatinfluences the effectiveness of the advertising displayed onthose digital properties● In contrast Irish internet users disregard ads on internationalsites like DailyMail.co.uk, Gawker.com and Guardian.co.uk, despitethe use of geo targeting by ad networks● Despite being unprompted, when asked why they believed thatads on Irish premium content sites were of more relevance tothem, the first reason 35% of all survey participants respondedwith was that the Irish origin of the site meant that theyunderstood that the ads were aimed at them
  • 19. 19Executive summary
  • 20. 20Executive summary● Using ad networks in order to guarantee a high level ofexposure, does not provide the best return on investmentas Irish internet users overlook Irish ads on internationalsites as they do not believe that they are targeted at them● 78% of Irish internet users recognise that ads on AOPIreland sites are relevant to them in contrast to only 11%who think that ads on international sites are aimed atthem, despite geo targeting● Irish internet users also have a higher level of recall of adsdisplayed on Irish premium content sites. 72% of users recallonline ads on AOP Ireland sites compared to 52% oninternational sites● Key reason why Irish Internet users have a higher level ofrecall and believe advertising is more relevant on AOPIreland sites is because of the environment and context theyappear in

×