Future Web, Global Web Index 23rd September 2009. The New Role For Brands

The New Role For Brands Anita Caras, Head of Research EMEA, Microsoft Advertising 23rd September 09

What I will share with you this evening... How advertising has a key role in the future of the web The new role for brands How consumers crave direct conversation Next: mobile advertising future

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Consumers value advertising 60% 50% 40% 30% 20% 10% 0% Content willing to pay for via subscription / pay per view - UK

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Role for brands is changing Only be visible in store Product you would consider buying: how should the company or brand act: Ranked 1 – 10. 1 = most appropriate. Average Global Ranking

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Role for brands is changing UK Spain Improve your knowledge 3.4 Improve your knowledge 3.6 Entertain you 4.2 Keep you informed on the product and the company 4.5 Connect you with people 4.9 Entertain you 4.5 Be part of your daily routine 5.1 Provide you with interesting real life experiences 4.9 Keep you informed on the product and the company 5.1 Be part of your daily routine 5.2 Keep me up to date on topics that are important to you 5.4 Keep me up to date on topics that are important to you 5.6 Provide you with interesting real life experiences 5.7 Connect you with people 5.7 Help you organise your life 6.1 Help you organise your life 6.3 Act like one of my friends 6.9 Act like one of my friends 6.3 Only be visible in store 8.2 Only be visible in store 8.4 Product you would consider buying: how should the company or brand act: Ranked 1 – 10. 1 = most appropriate. Average ranking UK & Spain

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Brand loyalty = value exchange Offer discounts Create useful online applications that provide a benefit Provide free downloads to content that I like e.g music / film Provide me with new ideas and thinking Provide relevant news and analysis Create competitions Advertise in places that are relevant to you Create live events e.g music concerts Create live events where I can use the product Create videos / TV shows Create a platform for you to interact with the company or staff directly e.g blog / … Create an online community Create a real life community where I can meet similar people Sponsor my favourite sports team Sponsor my favourite website Associate with celebrities that I like 0% 20% 40% 60% 80% % Score 4/5 Brand you would consider buying: what should the brand implement: Score 1-5. 5 most appropriate. Score 4 or 5 - UK

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Online is effective for influencing brand opinion Television advert A face to face recommendation A website created by the brand An email sent to you A recommendation online from a contact / friend -17% Magazine advert Newspaper advert Newspaper or magazine featuring the brand Film or television programme featuring the brand A direct mail sent to your house 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Brand you would consider buying: following places that a brand can be present: which ones would improve your opinion of the brand - Global

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Online recommendation rivals face to face in Asia 70% A recommendation online from a contact / friend Improves your opinion of the brand 60% A face to face recommendation -13% +224% 50% +336% -14% 40% -6% 30% -8% 20% -25% 10% 0% Brand you would consider buying: following places that a brand can be present: which ones would improve your opinion of the brand – Country comparison

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Demand for two way conversation UK Spain Social Network Page to provide Being feedback your Starting a 25.1% friend group 8.6% 9.3% 14.9% 16.0% 36.0% Active Passive Ways brands can act in social media: Would improve my opinion – UK & Spain

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Brand website is now as impactful as TV for some... Countries that believe brand websites are more impactful in shaping brand opinions are: +45% Russia +15% France +5% Canada +3% Netherlands 0% USA Countries that are not that far behind: -1% Brazil -7% Italy Global Average: -14% -14% Germany -14% India Brand you would consider buying: following places that a brand can be present: which ones would improve your opinion of the brand – Country comparison

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Digital path to purchase Positively influences my Keeps me informed Gets me to purchase opinion Email sent to you Online recommendation Website created by brand from contact/friend Website created by the Email sent to you Email sent to you brand Online recommendation Online recommendation Website created by the brand from contact/friend from contact/friend Advertising on major Advertising on major Sponsored link on search website website engine Brand you would consider buying: following places that a brand can be present:major Advertising on Sponsored link on search Sponsored link on search which ones would improve your opinion, keep informed, gets you to purchase - website engine engine Global

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Where next: mobile – sizing up the opportunity 14% of all consumers observed accessed web content via mobiles in the last month Increasing to 15% in the UK

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Where next: mobile Access your social network profile Read news Use mapping service / search for directions Check sports scores Search for a product or services to buy Search for local services / places to go 16-24 Use an online banking service Watch an on-demand video clip via a service… 55-64 Upload a photo to a website Write and upload a blog post Buy a product on a retail site Watch live streamed TV 0% 5% 10% 15% 20% 25% 30% 35% 40% Web mobile activities conducted in the past month– UK mobile web users

Source: Global Web Index© powered by Lightspeed Research 2009. All Rights Reserved. Where next: mobile usage mirrors PC PC social media users are: 39% more likely to read the news via the mobile 35% more likely to search for a product to buy via the mobile Web mobile activities conducted in the past month– PC social media users Vs mobile web users - UK

Where next - The future is already with us... “Almost all technology that will be mainstream in the next 3 years, in time 2012, was invented 10 years ago.” Bill Buxton, Microsoft Principal Researcher SOFTWARE ALL MERGING FEWER ADS, FREES THE CONTENT SCREENS & MORE BRAND IS DIGITAL DEVICES EXPERIENCES

Guiding Principles

Microsoft Advertising… You dream it. We deliver it. anita.caras@microsoft.com

Future Web, Global Web Index 23rd September 2009. The New Role For Brands

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