context matters

8 a.m.E-mail Mum

2 p.m.IM John

10 a.m.Pay bills

9 p.m.Search “vacations”

Context Matters

The internet evolution is widening media

opportunities...

Source: EIAA Mediascope 2007; Comscore Nov 06-Aug 07; Forrester June 2007

More media time spent

online

More people as media owners

The social web

making online media planning more

complexCan I advertise

around conversation rather than

content?

How much of online activity

offers a media

opportunity?

Is there still a role for

interruptive advertising?

Our research objectives

• To delve beyond “time spent” measure

• To identify and describe key online “occasions” and their contexts

• To examine advertising fit across these occasions

• To help our partners optimise their online media planning

5

Brazil

Canada

France

UK

Norway

Countries Studied

Germany

Our Research ApproachSample = 600 16-54 year olds per country. Total European sample = 2,400 respondents

Research conducted by OTX

Diary of Online Activities – 400 respondents per

country. A total of 38,000 activities

recorded.

25 bloggers

Advertising Questionnaire – 200 respondents

per country.

“The internet ...has just become a normal part of my daily habits.

It’s now at the point where it is difficult to function in life with it.

It allows you to manage your time better, for example i don’t have to wait for the news to come on, i can simply log on.

If i miss a TV programme and haven’t Sky + it, i can sometimes download it.” Male UK

People are leading their lives online

Base: European Data

Communication Information Entertainment

Surfing Transactions Creation

Core personal and social needs are being met

Base: European Data

Communication Information Entertainment

Surfing Transactions Creation

Communication is the core motivation and activity online

Motivation 40%

Activity 35%

Motivation 29%

Activity 18%

Motivation 13%

Activity 18%

Motivation 13%

Activity 9%

Motivation 11%

Activity 9%

Motivation 3%

Activity 4%

Motivation: Respondents can note more than oneActivities: 7% of online activities classified as “other”

Base: European Data

The occasions differ by level of focus Information and Transaction are most focussed

Co

mp

lete

ly F

ocu

sed

Distrac

ted

Base: European Data

Multi-tasking differs by OccasionUK and France are more likely to multi-task, in

particular Ents

MULTI-TASKING ONLINE WITH TV BY OCCASION

Online Occasion

UK France Germany Norway

Communication

30% 25% 22% 21%

Entertainment

28% 36% 21% 15%

Creation 21% 29% 17% 8%

Surfing 30% 23% 25% 29%

Information 20% 10% 14% 18%

Transaction 21% 22% 18% 24%

71% of online activity is multi-tasked, either eating, working, watching TV or listening to music being the most common

Base: European Data

The online journey reflects daily routines and needs

MORNING: I read news, what time my bus depart. Most it’s everyday info, so I can get through the day.

WORK: only for work research assignments.

EVENING: I read my mail, take care of my facebook, blog, watch movies. Only do things that I appreciate.

Male – Norway

Base: European Data

13

0.00%

5.00%

10.00%

15.00%

20.00%

6am-9am 9am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm 8pm-10pm 10pm-12am 12am-6am

Information Entertainment Creation Transaction Surfing Communication

Share of all internet activity across 24 hours

The blend of online occasions differs across the dayEntertainment replaces Information in the evening

Share of All Internet Activity Across 24 Hours - WEEKDAY

The 2nd peak occurs between 6-10pm

9am – Noon is the first peak for

internet activity

Entertainment replaces information in the

evening

Base: European Data

14

0.00%

5.00%

10.00%

15.00%

20.00%

6am-9am 9am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm 8pm-10pm 10pm-12am 12am-6am

Information Entertainment Creation Transaction Surfing Communication

Share of all internet activity across 24 hours

At the weekend, the sharpest peak is the morning followed by more constant and later online activity

Share of All Internet Activity Across 24 Hours - WEEKEND

Entertainment still replaces

Information in the evening

Base: European Data

From the well trodden path to unchartered territories

If i think about it i have a standard routine.

I always start with reading my mail; then it’s time for facebook; i catch up with the news for the day; read funny

stories;

and on my way through every point i get distracted by new pages, advertising and pages that i get recommended

Female, Norway

Base: European Data

The Online NeighbourhoodMuch of Online Behaviour is Familiar, Like a Local Neighbourhood

e-Bay, Amazon

Shops

E-mails – yahoo, hotmail etc

Post Office

Newsagent

News feeds, sports homepage

Forums and Social Networks

PUB

Finance

Bank

Base: European Data

Affection for familiar places

Your neighbourhood is a trusted environment

An easy place for you to navigate – it’s your territory and your space

Safe and feel in control

Familiar faces

The internet is like an everyday trip out of the house, in a place where i am used to living....i never lose my way....Male, France

Base: European Data

Exploring New Places

On the hyper-linked web, it’s easy to go off track

44% of online activities are spontaneous

Base: European Data

What does this mean for advertisers?

highlights the growing complexities of integrated communication planning...

offers insight and guidance on how to improve online brand

communications...

demonstrates that online consumer behaviour is multifaceted &

multivariable...

To better reflect consumer behaviour advertisers must now integrate on and

offline channels

• FINDINGS:

• Online activity is rarely standalone but complimentary

• It combines with people working, socialising, watching TV, listening to music, eating & drinking etc.

• Online activity is just a part of people’s daily lives

• IMPLICATIONS:

• Integrate offline TV ads with online video ads

• Integrate offline ad activity with Paid Search

• Integrate offline ad activity with online diaply activity

• Integrate live event activity with online event amplification

• ONLINE CONSUMERS ARE JUST CONSUMERS!

To better reflect consumer behaviour advertisers must now integrate online

channels

• FINDINGS:

• Online activity is rarely single purpose, single event

• Online activity moves randomly from communication to information to transaction to entertainment to creation

• Online activity moves from planned to unplanned, from the well trodden path to uncharted territories throughout the day

• IMPLICATIONS:

• Integrate acquisition strategy with retention strategy

• Integrate advertising strategy with content strategy

• Integrate interruption strategy with engagement strategy

• Integrate direct response (in some environments) with brand building (in other environments)

Open to adsNot open to ads

Higher ad awareness, but not open to ads

Higher ad awareness, and open to ads

Lower ad awareness and not open to ads Lower ad awareness, but open to ads

More aware of advertising online

Less aware of advertising online

To better respond to consumer ad receptivity advertisers must deliver contextually relevant

brand communications

Surfing

Creation

Information

Transaction

Entertainment

Communication

Web 1.0 Behaviours

Web 2.0 Behaviours

Connecting marketing objectives to user behaviour and receptivity

107

86

59

120

120

78

84

66

112

126

84

108

Advertisers should blend ‘push’ and ‘pull’ brand communications appropriate to Web 1.0 or 2.0 activity

Co-creation with brands

Branded content for online personal expression & decoration

Gadgets for private useon desktop

Video pre-roll embedded ads

Tool kits from brands to create content

Video banner ads

Static banner ads

Push Advertising

Pull Advertising

Indices – if more than 100,

ad type more suitable

81 103

103

80

59

81

88

66

140

147

95

70

99

77

120

89

53

80

71

124

133

Web 1.0

52

103

129

131

113

119

75

89

98

Web 2.0

Advertisers should always consider contextual frameworks when planning online brand

communications

• Time of Day• Consider dayparting messaging by time of day and day of

week

• Environmental situation• Consider online messaging that references offline activities

or circumstances

• Online activity• Consider push or pull brand communications dependent on

online activity or journey

• Level of Attention• Consider intrusive or integral advertising dependent on the

required focus of the online activity

• Mood• Consider serious or playful messaging dependent on time of

day and activity

Making it happen

• To improve online brand communication planning in the future we need:

• Ongoing, deeper understanding of time spent online (in relation to offline consumer behaviour)

• Better integration between marketing service providers

• Better integration between media and creative agencies

• More collaboration between media sellers and buyers

• Greater adoption of advanced online targeting tools and techniques

• Better data mining and ad performance analysis

Communication

26

Main motivator for going online and highest levels of activities

Popular across the day – it is the “glue”

More popular amongst females

IM, forums and networks people are distracted, using them as time fillers; email and VOIP are more focussed

“When I switch on my bundle of joy, I tend to log onto msn, then I log onto Facebook to see if any friends have left me any messages” UK, Under 25

27

Motivations/Modes covered in this report

Information2nd highest motivator for going online – it is people’s initial reason for going online, but they then move onto entertainment

Strongest in the morning, and falls across the day

More prevalent at work than at home

Slightly higher amongst men

Open-minded, inquisitive and focussed mindset

“In the morning I’m usually more inclined to read the news. I’m more likely to skip the personal stuff (facebook, msn) and do more productive things – news, email, weather” Canada

28


Entertainment18% of all online activities

Replaces information in the evening as being 2nd highest type of activity

More associated to home usage

Often boredom breaking, filling time and so not highly focussed activities

Higher amongst younger males, also women 45-54

“If I miss a TV programme and haven’t Sky + it, I can sometimes download it” Male UK

29


Surfing9% of all online activities

Constant across the day

More popular amongst men 35-54

Time filler and so fairly easily distracted

For some, surfing is a planned treat – a sense of a well deserved rest

“Generally I know what I’m going to do online before I turn the computer on... There is always a chance that after that main work is done I stay for a while to listen to music or do some web surfing” Germany

30


Transaction8% of all online activities, with UK and Germany being most active

Bill paying more popular in the morning, auction sites/other shopping more associated with the evening

Generally very focussed, apart from grocery shopping

Planned activity for most, although young males most likely to be spontaneous shoppers

“Without the internet my entire schedule would have been different. I would have to walk to my bank or go to different stores where it’s cheaper to buy” Germany

31

Creation4% of all activities – be it updating blogs, profile pages or uploading photos/videos

Relatively distracted and open minded

Fairly spontaneous behaviour

Tend to occur at peak online times – morning or evening

Biased to younger audiences and most prevalent in Brazil

“EVENING – I read my mail, take care of my facebook, blog, watch movies. Only do things that I appreciate” Norway

In short, broadband changes everything.

Broadband users are on-line 20-40 times a day usually for 2-3 minutes at a time. Since they connect so often, they do not want the PC in the backstage of the home, but rather in the “center stage.”

What really happened is that broadband allowed the Internet to be fully integrated into daily life.

Jeff Cole, Director, Center for the Digital Future, USC Annenburg School

context matters

Documents