***print off the notes and then view in slideshow for the story behind the charts*** the study of...
TRANSCRIPT
***Print off the notes and then view in slideshow for the story behind the
charts***
The Study of Attitudinal Targeting
“Online is a highly effective medium for raising brand awareness and driving brand association.”
Objectives
• To improve industry understanding of how people behave online
• To examine Internet advertising’s effectiveness in branding campaigns
• To test our hypothesis… ?
Need state
Mood
Behaviour
Ad effectiveness
Methodology #1
• GFK NOP• Why do we go online? – Brainstorm
and refine• Where do we go for each need? -
Internal survey n=226• 10 sites chosen inc. Google, Myspace,
Ebay, Yell, Price Runner, FHM & Kiss
Methodology #2
• Recruitment from GFK’s e-panel (n=260,000)
• Visited any of our 10 sites in last 7 days (n=6712)
• Agreed to take part (n=2610)• Returned data (n=1511)
Methodology #3
• Recruits sent a link to up to three of our 10 sites they’d visited
• Asked to use these links next time they accesses
• Emap sample boosted by recruitment on-site
• Pre-surf, mid-surf and post-surf questions• Local Connector software monitored click
stream and self-deleted afterwards
Need states
Communication(email, messaging etc)
Transaction(buying/selling things, banking etc)
Specific search(news/sports headlines, phone-numbers,
weather etc)
In-depth search(researching products / hobby / study etc)
Entertainment(music, videos, games, gambling, fun etc)
Community(meet people, social networks,
blogging, sharing etc)
Moods
Happy Unhappy
Relaxed Stressed
Take time Hurried
Alert Exhausted
Optimistic Pessimistic
Clear motiveNo set motive
Online behaviour
Session time
Number of pages
Page stickiness
Number of sites
Number of clicks
Where clicked?
Multi-tasking?
Ad effectiveness
Awareness
Recall
Engagement
Action
Response
Index
Branding
Index Advertising
Effectiveness
Index
Respondents claimed to remember seeing 1+ ad during their session
Respondents correctly named the brand of an ad they engaged with
Respondents clicked on an ad of any kind during their session
Respondents claimed to plan future action (eg seek more info or try/buy) as a
result of seeing the ad
Need state:
19%
52%
56%
67%
67%
83%
Community
Entertainment
In-depth Search
Specific Search
Transaction
Communication
Why we go online
Mood
50%
55%
60%
65%
70%
75%
80%
Take time Relaxed Happy
Mood
0%5%
10%15%20%25%30%35%40%45%50%
No set motive
Mood
0%
5%
10%
15%
20%
25%
30%
Watching TV Listening tomusic
Listening toradio
Messagingsomeone
Behaviour:
3
4
5
6
7
8
9
10 12 14 16 18 20 22 24 26 28 30
Pages viewed per session
Sess
ion length
(m
ins)
Pages per sessionSession lengthPage stickiness
25.5 24.3 24.4
14.6
20.6(seconds/page)
Ad effectivenessAve.
Awareness
Recall
Engagement
Action
ResponseIndex
BrandingIndex
Ad Effectiv
eIndex
100
100
100
100
100
100
109
67
110
73
33
71
103
56
103
148
367*
150
142
167*
143
38 62 108 108 177
100 112 127 109 94 133
* - Low base sizes – high standard deviation
Rate the site you’re on
100
106
100106
100
111
Quality
Functionality
Trust
Ad effectivenessAve.
Awareness
Recall
Engagement
Action
ResponseIndex
BrandingIndex
Ad Effectiv
eIndex
100
100
100
100
100
100
109
67
110
73
33
71
103
56
103
148
367*
150
142
167*
143
38 62 108 108 177
100 112 127 109 94 133
125 131 111 82 135
98 113 111 92 155
* - Low base sizes – high standard deviation
Conclusions
• The web can be used for branding as well as direct response
• Our mood, online behaviour and receptivity to different kinds of advertising depend on the reason we’re online
• So attitudinal targeting should be considered within any media plan
• To maximise the effect of branding advertising, target consumers in a relaxed, open, trusting frame of mind on sites with sticky content
For more information contact:
• Richard Fero, Insight Manager, Emap Consumer Media• Kurt Edwards, Head of Sales, Emap Advertising Digital
Team
The Study of Attitudinal Targeting
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