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IAB/Amárach Research A Presentation Prepared For Connect Conference 16 th February 2012 By

IAB/Amárach Research A Presentation Prepared For Connect Conference 16 th February 2012 By. Agenda. Online Behaviour and Media Mesh. Advertising 2.0. Background & Objectives. Online Sample. TV & Online 2 + hours per day. 629 online participants. Main Objective

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IAB/Amárach Research A Presentation Prepared For Connect Conference 16 th February 2012 By

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  1. IAB/Amárach Research A Presentation Prepared For Connect Conference 16th February 2012 By

  2. Agenda Online Behaviour and Media Mesh Advertising 2.0

  3. Background & Objectives Online Sample TV & Online 2+ hours per day 629 online participants • Main Objective • “To examine the relationship between TV and Online advertising and gain an understanding of the impact of this relationship on brand attitudes and purchasing behaviour.”

  4. Online Behaviour and Media Mesh

  5. Online Sites Visited % %

  6. Social Networking Usage Facebook Google+ Twitter Boards.ie Linkedin Myspace Bebo Rollercoaster.ie

  7. Streaming Television Online 74% 65% 46% 39% 25% 17% 42% are streaming TV online 16% 12% 11%

  8. 78% are Online While Watching TV 53% 40% 34% 33% 32% 28% 27% 16%

  9. Advertising 2.0

  10. Online Versus Offline Impact of TV Ads Online Impact Offline Impact Depth of response Discuss 16% 1% Word of mouth Word of mouse 4% Telephone for info 17% Search online for info Search 14% 16% Visit store for info Go to product site for info Purchase Purchase in store Purchase online 11% 3%

  11. Have you ever done any of the following as a Result of Seeing an Ad ……….. …..Online …..On TV +7% 30% 37% +1% 35% 36% +5% 30% 35% +11% 23% 34% +5% 27% 32% +1% 4% 5% +2% 12% 14% 25-34 year olds consistently most likely to follow up via online activity and key online target.

  12. Ability of Online & TV Ads to Influence …..Online …..On TV +14% 30% 44% Purchase – 35% 35% +10% 36% 46% +10% 47% 57% +13% 52% 65% Interest & Affinity +17% 45% 62% +10% 25% 35% Online punches above it’s weight as an information support for purchase, being equal to more mature medium of TV advertising.

  13. Purchase as a Result of Online Advertising 62% Have EVER purchased an item after seeing an online ad % Majority of online driven purchases dominated by younger cohorts except holidays with 37% of over 55’s ever buying after seeing an ad online. 8 in 10 still chose to purchase offline in a store and is the most popular channel, but 64% have purchased online through a well known shop and 44% from internet only.

  14. 1 in 3 Sending/Sharing/Liking Ads Online Age % (19%) 15-24 60% (25%) 25-34 (19%) 35-44 (12%) 45-54 (25%) 55+ Under 35’s are key to driving flow of content around the web – 6 in 10 of all momentum begins with them. (%) = Total sample

  15. TV Ads & Follow Up Online Search 62% have….. …..searched online for TV Ad Brand site 22% 57% 50% 16%

  16. Disentangling Mixed Media Strategies TV Recall Online Addition 51% 7% 42% 7% 32% 8% 28% 19% 22% 23% TV Stronger among women and 45+ age cohorts Online Stronger among 25-34 year old cohort predominantly

  17. Some Final Thoughts…..

  18. Some Final Thoughts….. • Segregate to Aggregate: marketers want to segregate for analytics, but consumers want to aggregate channels to enhance experience. • ROPO: Research Online, Purchase Offline is a key trend, and in order to migrate purchase online core triggers and barriers (value, convenience, usability, established norms etc) must be revisited. • 25-34 Bulls eye: The key cohort that engage with online deeply, and should be leveraged as channel advocates to push content and establish behavioural norms. • Don’t be distracted by noise: Google+ has more users than “noisy” Twitter. A key targeting consideration for reaching end consumers. • Online primed to challenge TV’s position: online advertising is on par with TV on many KPIs, and with lower costs and increased flexibility versus TV and other channels, the future growth of online advertising looks promising.

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