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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

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WoM: Influencing the Influencers - How Marketers can use Online Media and Advertising to Impact Word of Mouth

  • 1. Learn more about WOMMA and how we can help you improve your word of mouth marketing program at www.womma.org. This presentation is from: (c) 2006 Word of Mouth Marketing Association. You may share this presentation if it is not altered in any way.
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. Thank You Rick Bruner Director of Research and Industry Relations rbruner@doubleclick.net 212 381-5521 Slide 24