IAB Connect Conference Paper February 2012

2,214 views
2,140 views

Published on

The first ever detailed look at the power of online advertising in Ireland, and the role of online consumer behaviour in making it work.

Published in: Technology, Design

IAB Connect Conference Paper February 2012

  1. 1. IAB/Amárach ResearchA Presentation Prepared For Connect Conference 16th February 2012 By
  2. 2. 2 AgendaOnline Behaviour and Media MeshAdvertising 2.0
  3. 3. 3 Background & Objectives Online Sample TV & Online 2+ hours per day629 online participants 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.”
  4. 4. Online Behaviour and Media Mesh
  5. 5. 5 Online Sites Visited % %Social Networking 88 Weather 40email 79 Sports news/results 37 Playing games 35Online banking 68Using search engines Discussion boards/forum 31to find websites 56Using search engines Local info sites 30to find information 54 Finding info on brand/ad 29Shopping 54 seen on TV Watching/downloading 28 videosNews 48 Music downloading 25Maps/Directions 48 Instant messaging 24Using favourite sites 44 Blogs 17Auction sites 41
  6. 6. 6 Social Networking Usage100 90 79 80 70 60 50 40 30 25 22 20 17 14 10 3 3 3 0 Facebook Google+ Twitter Boards.ie Linkedin Myspace Bebo Rollercoaster.ie
  7. 7. 7 Streaming Television Online 74% 65% 46% 39% 25% 17% 42% are 16%streamingTV online 12% 11%
  8. 8. 8 78% are Online While Watching TV53% Social networking40% Banking34% Using search engines to find sites33% Using favourite sites32% Online news28% Shopping27% Playing games16% Searching for info on brands/ads
  9. 9. Advertising 2.0
  10. 10. 10 Online Versus Offline Impact of TV Ads Offline Impact Online Impact Discuss 16% Word of mouth 1% Word of mouse Depth of 4% Telephone for info 17% Search online for inforesponse Search 14% Visit store for info 16% Go to product site for info Purchase 11% Purchase in store 3% Purchase online
  11. 11. 11 Have you ever done any of the following as a Result of Seeing an Ad ……….. …..Online …..On TVLooked in a shop for a brand 30% +7% 37%Search online to find where to buyproduct 35% +1% 36%Immediately search online to getmore info 30% +5% 35%Talked to someone about thebrand/product 23% +11% 34%Visited brand/product websites tofind out more 27% +5% 32%Entered blogs/discussion forums 4% +1% 5%Bought product online 12% +2% 14% 25-34 year olds consistently most likely to follow up via online activity and key online target.
  12. 12. 12 Ability of Online & TV Ads to Influence …..Online …..On TVPurchase Persuasion to purchase 30% +14% 44% Information to support purchase 35% – 35% Generate WOM 36% +10% 46%Interest & Affinity Provide new information 47% +10% 57% Introduce a new brand 52% +13% 65% Spark interest 45% +17% 62% Make brand more likeable 25% +10% 35% Online punches above it’s weight as an information support for purchase, being equal to more mature medium of TV advertising.
  13. 13. 13 Purchase as a Result of Online Advertising 62% Have EVER purchased an item after seeing an online ad %Holidays 25Entertainment (CD’s, DVD’s, 24Books, Games etc.)Food 23Insurance 19Mobile phone 16Female grooming/beauty 14 Majority of online driven purchases dominated by youngerAlcohol 14 cohorts except holidays with 37% of over 55’s ever buying afterConfectionary 11 seeing an ad online.Furniture/household 11Male grooming/beauty 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.
  14. 14. 14 1 in 3 Sending/Sharing/Liking Ads Online Age % 28 (19%) 15-24 60% 25-34 32 (25%) 35-44 22 (19%) 45-54 5 (12%) 55+ 13 (25%) Under 35’s are key to driving flow of content around the web – 6 in 10 of all momentum begins with them.(%) = Total sample
  15. 15. 15 TV Ads & Follow Up Online Search 62% have….. …..searched online for TV Ad Brand site57% 22% 50% 16%
  16. 16. 16 Disentangling Mixed Media Strategies TV Recall Online Addition Both Total 51% 7% 7% 65% 42% 4% 7% 53% 32% 4% 8% 44% 28% 5% 19% 52% 22% 12% 23% 57% TV OnlineStronger among women Stronger among 25-34 year and 45+ age cohorts old cohort predominantly
  17. 17. Some Final Thoughts…..
  18. 18. 18 Some Final Thoughts…..Segregate to Aggregate: marketers want to segregate foranalytics, but consumers want to aggregate channels to enhanceexperience.ROPO: Research Online, Purchase Offline is a key trend, and inorder to migrate purchase online core triggers and barriers(value, convenience, usability, established norms etc) must berevisited.25-34 Bulls eye: The key cohort that engage with online deeply,and should be leveraged as channel advocates to push contentand establish behavioural norms.Don’t be distracted by noise: Google+ has more users than“noisy” Twitter. A key targeting consideration for reaching endconsumers.Online primed to challenge TV’s position: online advertising ison par with TV on many KPIs, and with lower costs andincreased flexibility versus TV and other channels, the futuregrowth of online advertising looks promising.
  19. 19. If you have any questions about the research contact: Mark Nolan Managing Director Amárach Research T. 01 410 5200 E. mark.nolan@amarach.com

×