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Influencing the Influencers:
How Marketers can use Online Media and
Advertising to Impact Word of Mouth
A DoubleClick Touchpoints IV report
Rick E. Bruner
Director of Research and
Industry Relations

Who Is DoubleClick?
• Leader in digital ad technology services
Ad serving
•
Rich media
•
Video
•
Search marketing
•
• 21 offices worldwide
• 1,000 employees
• Hundreds of customers
Slide 3

Touchpoints study framework: understanding the
purchase decision cycle
• 15 product categories
Awareness • Key phases of
purchase cycle
Learning • Influencers
• Emerging media
Decision
• Ad attitudes
• UK, Germany, France
Slide 4

Influencing the Influencers:
Key Conclusions
• Influencers cite web ads as key
shopping aid
• Influencer behavior varies by product
category
• Influencers are ad savvy
• Influencers love digital media
Slide 5

How we defined ‘Influencers’
• I am an expert in certain areas (such as because of my work,
hobbies or interests)
• People often ask my advice about purchases on subjects on
which I am knowledgeable
• When I find a new product I like, I often recommend it to friends
• I have a large social circle and am often referring people to one
another based on their interests
• I am active online with things such as blogs, social network
sites, email discussion groups, online community boards and
so on
Slide 6

Websites, stores and word of mouth lead
key influencers
Which of the following most influenced your
decision to purchase this product? (Choose one)
18%
% of respondents
15%
14%
11%
6%
4% 3% 3% 3% 3% 3% 2%
0% 0% 0%
Telemarketing
Mag/Newsp. Ad
Category Influencer
Email Newsl.
TV Ad
Mail/Catalog
News/Ent. Media
Outdoor Ad
Search Engine
Word of Mouth
Radio Ad
Sales Person
Web Ad
Saw in Store
Website
Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121
Slide 7

Corporate sites account for half of what kind of
websites influence most
MOST INFLUENCED: Which best describes
the type of website? (Choose one)
48%
% of respondents
16%
9%
5% 5%
4% 4% 3%
2% 2% 1% 0%
Don't Remember
Online Auction
Community site
Comparative site
E-com Site
Blog
Other
Portal
Corp. site
UGC review site
News site
Pro review site
Source: DoubleClick Touchpoints IV, 2006; respondents who cited “web sites” for “most influence,” N=1,203
Slide 8

Auto influencers value manufacture and review
sites; comparison and blogs not so much
Which best describes the type of website?
60%
Influencers
50%
% of respondents
Non-influencers
40%
30%
20%
10%
0%
Community site
Consumer review
Manufacture's site
Comparison site
Auction
Auto store site
Blog
News Site
Portal
Pro review
Source: DoubleClick Touchpoints IV, 2006; Auto Buyers who cited “website” as influence
Influencers, N=57; Non-influencers, N=223
Slide 9

For influencers, websites and web ads
much more important
How did you further learn about the product you purchased?
40%
% of respondents
35% Influencer
30%
25%
Non-Influencer
20%
15%
10%
5%
0%
Telemarketing
Mag/Newsp. Ad
Category Influencer
Email Newsl.
None of the Above
TV Ad
Search Engine
News/Ent. Media
Outdoor Ad
Mail/Catalog
Word of Mouth
Radio Ad
Web Ad
Sales Person
Saw in Store
Website
Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121;
Influencers, N=1041; Non-influencers, N=5,080
Slide 10

Influencers research, make informed buys
Which of the following most influenced your decision
to buy the product you purchased?
25%
Influencer
% of respondents
20%
15%
Non-Influencer
10%
5%
0%
Telemarketing
Mag/Newsp. Ad
Category Influencer
Email Newsl.
TV Ad
News/Ent. Media
Outdoor Ad
Search Engine
Mail/Catalog
Word of Mouth
Radio Ad
Sales Person
Web Ad
Saw in Store
Website
Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121;
Influencers, N=1041; Non-influencers, N=5,080
Slide 11

For telecom products, WOM is key channel
of influence
Which of the following most influenced your decision to make this
telecommunications service purchase?
23%
18%
% of respondents
16%
10%
3% 3% 2% 2% 2% 2% 1% 0% 0% 0% 0%
Category Influencer
Email Newsletter
Mag./Newspaper Ad
Saw in Store
News/Ent. Media
TV Ad
Web Ad
Radio Ad
Telemarketing
Word Of Mouth
Website
Search Engine
Postal Ad
Billboard
Sales Person
Source: DoubleClick Touchpoints IV, 2006; Telecommunications Products Buyers, N=469
Slide 12

Consumer electronics buyers do research online,
in stores and with friends
Which of the following most influenced your decision to make this
electronics brand or product purchase?
23% 22%
18%
% of respondents
8%
6%
4%
2% 2% 2% 1% 0% 0% 0% 0% 0%
Email Newsletter
Mag./Newsp. Ad
Saw in Store
News/Ent. Media
TV Ad
Website
Word of Mouth
Sales Person
Web Ad
Postal Ad
Billboard
Radio Ad
Telemarketing
Elec. Consultant
Search Engine
Source: DoubleClick Touchpoints IV, 2006; Consumer Electronics Buyers, N=483
Slide 13

Movie goers watch the little screen
Which of the following most influenced your decision
to see this movie?
19%
% of respondents
17%
15% 14%
13%
3%
1% 0% 0% 0% 0% 0% 0% 0% 0%
Telemarketing
Mag./Newspaper Ad
Promo in Theater
Email Newsletter
TV Ad
News/Ent. Media
Billboard
Search Engine
Ticket Clerk
Radio Ad
Postal Ad
Word Of Mouth
Web Ad
Movie Critic
Website
Source: DoubleClick Touchpoints IV, 2006; Movie Ticket Buyers, N=463
Slide 14

For consumer packaged goods, WOM follows only
store shelves for influence
Which of the following most influenced your decision
to purchase this product?
27%
% of respondents
18%
12%
9% 8%
4% 3% 2% 2% 1% 1% 1% 1% 0% 0%
Category Influencer
Email Newsletter
Mag./Newspaper Ad
News/Ent. Media
Saw in Store
TV Ad
Web Ad
Radio Ad
Website
Postal Ad
Word Of Mouth
Sales Person
Telemarketing
Billboard
Search Engine
Source: DoubleClick Touchpoints IV, 2006; Personal Household Care Products Buyers, N=504
Slide 15

Doctors and pharmacists overwhelmingly
dominate pharmaceutical influence
Which of the following most influenced your decision
to purchase this prescription drug?
91%
% of respondents
2% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Telemarketing
Mag./Newspaper Ad
Email Newsletter
TV Ad
News/Ent. Media
Billboard
Search Engine
Dr. or Pharmasist
Postal Ad
Radio Ad
Word Of Mouth
Web Ad
Sales Person
Saw in Store
Website
Source: DoubleClick Touchpoints IV, 2006; Prescription Drugs Buyers, N=471
Slide 16

Automotive influencers rely more on web
than dealership for research
How did you further learn about the car model you purchased?
50%
% of respondents
Influencer
40%
30% Non-Influencer
20%
10%
0%
Telemarketing
Mag/Newsp. Ad
Email Newsl.
TV Ad
Search Engine
Outdoor Ad
News/Ent. Media
Mail/Catalog
Word of Mouth
Radio Ad
Dealership
Sales Person
Web Ad
Saw on Street
Website
Source: DoubleClick Touchpoints IV, 2006; Auto Buyers, N=458;
Auto Influencers, N=81; Auto Non-influencers, N=377
Slide 17

Influencer air travelers rely more on websites, web
ads, search, print ads; less so TV
How did you further learn about the air offer you purchased?
50%
Influencer
% of respondents
40%
Non-Influencer
30%
20%
10%
0%
Telemarketing
Mag/Newsp. Ad
Email Newsl.
Travel Agent
TV Ad
Search Engine
Outdoor Ad
News/Ent. Media
Airline Rep
Mail/Catalog
Word of Mouth
Radio Ad
Airport
Web Ad
Website
Source: DoubleClick Touchpoints IV, 2006; Air Ticket Buyers, N=464;
Airline Influencers, N=62; Airline Non-influencers, N=402
Slide 18

Influencers engage with ads but want control
Question: Please indicate how often you take the following actions with regard to advertising
[Shown: “All the time” and “Frequently”]
67%
Delete or clear web quot;cookiesquot; from my computer
57%
64%
Do further Internet research as a result of seeing/hearing
an ad on TV, the radio or in a magazine 44%
51%
Discuss a product/service with a friend/family
member after seeing an ad 35%
40%
Use TiVo or other digital video recording device
to fast-forward through ads 33%
Influencers
30%
Notice a web ad then checked out the
product later in a physical store 18%
30%
Notice a web ad, do not click Non-Influencers
but visited the advertised site later 18%
Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121;
Influencers, N=1041; Non-influencers, N=5,080
Slide 19

Influencers recognize value in ads
Question: For each of the following statements, please indicate how strongly you agree
or disagree, where 1 means quot;strongly disagreequot; and 5 means quot;strongly agree.quot;
[Shown: quot;agree stronglyquot; plus quot;agree moderatelyquot;]
When I’m planning to buy a particular product or service, 76%
I pay more attention to relevant advertising 63%
I prefer ads when they have detailed information 69%
about the product's benefits 53%
I am grateful that a lot of the information and entertainment I enjoy
62%
(such as TV, magazines, Internet) is cheaper or free
47%
because of advertising sponsorship
53%
Advertising often provides useful information for consumers
35%
41%
I want advertisers to count how many times I've seen online ads
so I don't see the same ones over and over 31%
30%
I want online ads to learn about me and make themselves
more relevant, like on Amazon 18%
Influencer
21%
I am likely to pay attention to ads in video format on web pages
11%
Non-influencer
20%
I dislike all forms of advertising
18%
Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121;
Influencers, N=1041; Non-influencers, N=5,080
Slide 20

Influencers love all media,
especially the Internet
Question: How much time would you estimate you spend
with each of the following types of media?
[Shown, highest category: 5+ hours per day]
39%
Influencer
Non-influencer
23%
% of respondents
15%
11% 10%
8%
2% 1% 1%
1%
Internet TV Radio Magazines Newspapers
Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121;
Influencers, N=1041; Non-influencers, N=5,080
Slide 21

Influencers embrace emerging media
Question: Please indicate how often you use or do the following
[Shown: quot;currently do this oftenquot; plus quot;currently do this sometimesquot;]
60% Influencers
% of respondents
50%
Non-Influencers
40%
30%
20%
10%
0%
Handheld Email
Handheld Video
Handheld Games
Vid on Demand
Text Msging
Handheld Web
Video Online
Online Games
Download MP3s
Podcasting
Read Blogs
Social Network
MP3 Player
Write Blog
RSS
Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121;
Influencers, N=1041; Non-influencers, N=5,080
Slide 22

Conclusions
• Design ads for detail, not just
awareness
• Learn how influencers are different
• Sell through prospects, not just to them
• Find influencers online and in emerging
media
Slide 23

Thank You
Rick Bruner
Director of Research and
Industry Relations
rbruner@doubleclick.net
212 381-5521
Slide 24