online presence and offline sales: refining our knowledge base charles buchwalter, vice president,...
TRANSCRIPT
Online Presence and Offline Sales:Refining our Knowledge Base
Charles Buchwalter, Vice President, Client Analytics
iMedia Brand Summit, Bonita Springs FL, February 10, 2004
Topics for Discussion
• Setting the Context– Online’s share of advertising and commerce
• Introducing Homescan Online– Integrating NetRatings and ACNielsen info– Consumer Direct Learnings To-Date
• Snickers Case Study – hot off the press!– Bottom line value of the Online Consumer
• What’s it all about, Alfie?
• Which has led to attempts to link online to offline.
• Has led to attempts to link advertising and sales…
• Analysis of each market segment… Online
AdvertisingOnline
Commerce
OfflineCommerce
TV, Radio, Magazine
Advertising & Direct Mail
Advertising and Commerce:
Change in Online’s Share
3.1%
2.5%
3.3% 3.2%
0%
1%
2%
3%
4%
Advertising Commerce
2002
2003
Advertising shares courtesy of Jupiter Research. Commerce shares from Nielsen//NetRatings Analytics.
The Genesis of Homescan OnlinePurchase Information Surfing Information
Why Track Buying Behavior of the Internet Consumer?
Source: Nielsen//NetRatings @Plan Fall 2003, (Home & Work)
Highly Educated
High Income HHs
HHs with Kids
Nearly 40% Make $75K+ Index Against US: 118
53% Hold College Degree/Post GradIndex Against US: 119
41% Reside in HHs with Children Index Against US: 107
Homescan Online Product Status
• Panel approximately 14,000 households and growing
• Megapanel recruitment includes Homescan Online
– Recruiting will be online, providing a higher opt-in rate and a significantly larger sample size
– Projected panel size: 30,000
• Initial availability: Q1 2004
Homescan Online Case Study:
Advertising Lifts Mars Brands’ Audience
010,00020,00030,00040,00050,00060,00070,00080,00090,000
100,000
Oct
-02
Nov
-02
Dec
-02
Jan-
03
Feb
-03
Mar
-03
Apr
-03
May
-03
Jun-
03
Jul-0
3
Aug
-03
Sep
-03
Oct
-03
0
100
200
300
400
500
600
700
M&Ms Imp
M&Ms Aud
0
10,000
20,000
30,000
40,000
50,000
60,000
Oct
-02
Nov
-02
Dec
-02
Jan-
03
Feb
-03
Mar
-03
Apr
-03
May
-03
Jun-
03
Jul-0
3
Aug
-03
Sep
-03
Oct
-03
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
Pedigree Imp
Pedigree Aud
0
2,000
4,000
6,000
8,000
10,000
12,000
Oct
-02
Nov
-02
Dec
-02
Jan-
03
Feb
-03
Mar
-03
Apr
-03
May
-03
Jun-
03
Jul-0
3
Aug
-03
Sep
-03
Oct
-03
-50100150200250300350400450500
Snickers Imp
Snickers Aud
02,0004,0006,0008,000
10,00012,00014,00016,00018,00020,000
Oct
-02
Nov
-02
Dec
-02
Jan-
03
Feb
-03
Mar
-03
Apr
-03
May
-03
Jun-
03
Jul-0
3
Aug
-03
Sep
-03
Oct
-03
-20406080100120140160180200
Starburst Imp
Starburst Aud
Audience (000)
Audience (000)
Audience (000)
Audience (000)
Impr
essio
ns (0
00)
Impr
essio
ns (0
00)
Impr
essio
ns (0
00)
Impr
essio
ns (0
00)
Source: Nielsen//NetRatings NetView and AdRelevance, US Data, Combined Home & Work
Snickers Q3 & Q4 Ads Focuson “Hungriest Player” Campaign
• Driving traffic was the goal of 98% of Snickers impressions during Q3 & Q4 2003
Source: Nielsen//NetRatings AdRelevance, Q4 2003
Snickers Hungriest Player Boosts Audience and Registration • 450k UV in 10/03
– a record high
• 44% of site audience registered
• 45% of site audience voted –required entering a code from inside a Snickers wrapper
• 82% male. Males aged 25-34 comprised 33% of audience, and indexed at 429
Source: Nielsen//NetRatings NetView, US Data, Combined Home & Work, October 2003
Visitors to Snickers.com were twice as likely to purchase Snickers
% of HH’s buying52%
Source: Q4 2003 Homescan Online Surfing Behavior linked to 2003 ACNielsen Homescan Panel Purchasing Behavior
26%
Cat $/buyer Snickers $/Buyer
Visited
Didn't visit
On average, visitors to Snickers.com spent more on candy, and over twice as much on Snickers
Source: Q4 2003 Homescan Online Surfing Behavior linked to 2003 ACNielsen Homescan Panel Purchasing Behavior
38
28
6.93.1
Generally, visitors to Snickers.com were more likely to visit any given site, indicating they are more active on the web
Yahoo! MSN AOL eBay
Snickers .comvistorsNon-visitors toSnickers.com
% visiting site88
7384
63
81
56
83
60
Source: Q4 2003 Homescan Online Surfing Behavior linked to 2003 ACNielsen Homescan Panel Purchasing Behavior
ACNielsen’s Consumer Direct
• Leverage the power of the Internet through the industry leading capabilities of Yahoo! and ACNielsen Homescan– Yahoo!:
• Acknowledged leader in developing web-based marketing solutions
– ACNielsen Homescan:• The Authority on Consumer Behavior
• A media program that incorporates:– Sophisticated & efficient targeting
– Evaluation that delivers actionable insights
Consumer Direct Learnings
All campaigns have shown positive sales lift• Improvements between those exposed and not exposed
have ranged from 4% to 24%
Campaigns have shown strong A&U results• Many A&U metrics have displayed statistically significant
gains (awareness, purchase intent, equity metrics, etc,)
Sales lifts have aligned with A&U results
Saturation curves for exposure frequency have leveled off at between 2-8 exposures
What’s it all about?• Online user shopping behavior is of
increasing interest to large advertisers– Moving beyond age/income/demos
• In the case of Snickers:– Expected: Snickers.com visitors bought more candy than
other online users– Not that expected: Snickers.com visitors appear to be more
active Web users
• Expanding our knowledge of online behavior– Click stream behavior is good to know
– Sales behavior is great to know
