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How Media Works: Advertising and the Purchase Funnel. A Yankelovich Study for the Television Bureau of Advertising. The Impact of Television Advertising Prepared for: The Television Bureau of Advertising April 15, 2009. Study Objectives.

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how media works advertising and the purchase funnel

How Media Works:Advertising and the Purchase Funnel

A Yankelovich Study for the Television Bureau of Advertising

slide2

The Impact of Television Advertising

Prepared for: The Television Bureau of Advertising

April 15, 2009

study objectives
Study Objectives

Yankelovich, part of The Futures Company, conducted a survey among US adults on behalf of the Television Bureau of Advertising to determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand:

  • The role of television advertising in driving consumer actions throughout the purchase decision process
  • How television interacts with other media platforms, including new media such as the Internet
  • How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle
methodology
Vehicles or auto dealers

Financial services

Restaurant

Department or discount store

Automobile or life insurance

Schools, colleges, or trade/vocational schools

Furniture, mattress, or carpeting / flooring stores

Healthcare products or services

Entertainment activities

Services

Telecommunications or electronic products

Travel or travel website

Food, convenience, or grocery stores / supermarkets

Home improvement stores or services

Commercial website

Methodology

This study was designed to measure responses to ads seen across 15 different consumer categories:

methodology5
Methodology
  • Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them
  • Each respondent then completed an ad survey for up to three of these categories.
  • The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc.
  • The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied.
  • Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them, and include a total of 8,109 ad category surveys.
    • Interviews took place January 29 to February 10, 2009
methodology6
Gender

Age

Urban

Suburban

Rural

Income

TV Viewing (hours)

Internet Use (hours)

Number of Media Ad Exposures

Actions Taken After TV Exposure

Relevance of Ads

Media Combinations

Methodology

In addition to what we will review today, additional information from this study will be available for the following:

the geometry of the yankelovich study
The Geometry of the Yankelovich Study

Product

Category

Media

Platform

Purchase

Funnel

the purchase funnel
The Purchase Funnel

Awareness

Consideration

Preference

Purchase

purchase funnel awareness

Category

Telecom-Elect.

Com. Website

Entertainment

Schools-Coll.

Auto-Life Ins.

Restaurants

Food Store

Dept./Disc.

Home Imp.

Healthcare

Financial

Furniture

Services

Travel

Auto

Purchase Funnel:Awareness

Percentages shown for the question: “What media most increased your awareness of

the advertised product, service or offer.” Index to norm in parentheses.

travel travel websites advertising impact at various stages of the consumer purchase funnel
Travel & Travel WebsitesAdvertising Impact at Various Stages of the Consumer Purchase Funnel

Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase

department discount stores advertising impact at various stages of the consumer purchase funnel
Department/Discount StoresAdvertising Impact at Various Stages of the Consumer Purchase Funnel

Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase

slide13

Food/Convenience/Grocery Stores and SupermarketsAdvertising Impact at Various Stages of the Consumer Purchase Funnel

Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase

slide14
Furniture/Mattress/Flooring StoresAdvertising Impact at Various Stages of the Consumer Purchase Funnel

Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase

entertainment activities advertising impact at various stages of the consumer purchase funnel
Entertainment & ActivitiesAdvertising Impact at Various Stages of the Consumer Purchase Funnel

Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase

restaurants advertising impact at various stages of the consumer purchase funnel
RestaurantsAdvertising Impact at Various Stages of the Consumer Purchase Funnel

Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase

automotive advertising impact at various stages of the consumer purchase funnel
AutomotiveAdvertising Impact at Various Stages of the Consumer Purchase Funnel

Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase

tv s overall impact through the purchase funnel what media most increased or prompted
TV’s Overall Impact Through the Purchase Funnel“What Media Most Increased or Prompted…”
travel travel websites media impact at various stages of the consumer purchase funnel
Travel & Travel WebsitesMedia Impact at Various Stages of the Consumer Purchase Funnel

Media cited by less than 3% of respondents were incorporated into the total for “other.”

department discount stores media impact at various stages of the consumer purchase funnel
Department & Discount StoresMedia Impact at Various Stages of the Consumer Purchase Funnel

Media cited by less than 3% of respondents were incorporated into the total for “other.”

food grocery stores and supermarkets media impact at various stages of the consumer purchase funnel
Food/Grocery Stores and Supermarkets Media Impact at Various Stages of the Consumer Purchase Funnel

Media cited by less than 3% of respondents were incorporated into the total for “other.”

furniture mattress flooring stores media impact at various stages of the consumer purchase funnel
Furniture/Mattress/Flooring Stores Media Impact at Various Stages of the Consumer Purchase Funnel

Media cited by less than 3% of respondents were incorporated into the total for “other.”

entertainment media impact at various stages of the consumer purchase funnel
Entertainment Media Impact at Various Stages of the Consumer Purchase Funnel

Media cited by less than 3% of respondents were incorporated into the total for “other.”

restaurants media impact at various stages of the consumer purchase funnel
Restaurants Media Impact at Various Stages of the Consumer Purchase Funnel

Media cited by less than 3% of respondents were incorporated into the total for “other.”

automotive media impact at various stages of the consumer purchase funnel
Automotive Media Impact at Various Stages of the Consumer Purchase Funnel

Media cited by less than 3% of respondents were incorporated into the total for “other.”

key take aways
Key Take-Aways
  • Media impacts 80% of the Awareness phase of the funnel and declines to 53% at the Transaction phase.
  • There is no single pattern to the Purchase Funnel.
  • Different consumer categories behave differently in terms of overall ad impact.
  • Consumers perceive that different media provide different impacts, both by category and by Purchase Funnel phase.
  • Two consistently strong contributors in most categories and Purchase Funnel phases are television and the internet.
  • Other media experience a wider range of impact based on category and Purchase Funnel phase.
  • Television is impactful at all stages of the consumer Purchase Funnel.
the new media matrix

Awareness

Activation

Niche

Mass

The New Media Matrix

The playing field has gotten longer and wider

the new media matrix31

Awareness

Activation

Niche

Mass

The New Media Matrix

You Are Here

The playing field has gotten longer and wider

2008 top 15 media categories
2008 Top 15 Media Categories

$ in Millions %

Newspaper $38,441 19.5

Local TV stations 25,686 13.0

Terrestrial radio 19,643 10.0

Broadcast networks 18,368 9.3

Cable networks 18,223 9.2

Consumer magazines 12,673 6.4

Yellow pages 12,346 6.3

Search advertising 10,691 5.4

Branded ent./product placement 8,948 4.5

Out of home 7,184 3.6

Local/regional cable 6,409 3.3

Online display ads 4,629 2.4

Broadcast syndication 3,193 1.6

Online classified 3,139 1.6

Online video/rich media 2,475 1.3

Total $192,000

Source: Jack Myers Business report 12/08: eMarketer 12/08

2008 remaining media categories less than 1 share
2008 Remaining Media Categories(less than 1% share)

$ in Millions %

Online lead generation $1,645 0.8

Video games 875 0.4

Cinema 819 0.4

Mobile 655 0.3

Online sponsorship 514 0.3

Email 488 0.3

Satellite radio 296 0.2

Source: Jack Myers Business report 12/08: eMarketer 12/08

the new media matrix36
The New Media Matrix

• Awareness

• Direct Response

(Activation)

• Call-to-Action

• Mood

• Image

• Branding

• Features

• Price-Item

the purchase funnel drives the media matrix
The Purchase FunnelDrives the Media Matrix

Awareness

Consideration

Preference

Purchase

Source: Wordpress.com

popular assumptions
Popular Assumptions
  • Traditional media – especially broadcast – is a top-of-the-funnel-choice
  • Interactive media is a bottom-of-the-funnel choice … “The Last Click”
  • Middle-of-the-funnel is open season for all media … interest, consideration and preference are variables
yankelovich report on 15 consumer categories
Yankelovich Report on 15 Consumer Categories

Awareness

Consideration

Preference

Purchase

TV 43%

Newspaper 8%

Magazine 4%

Internet 14%

TV 40%

Newspaper 8%

Magazine 3%

Internet 13%

TV 35%

Newspaper 8%

Magazine 2%

Internet 13%

TV 26%

Newspaper 7%

Magazine 2%

Internet 12%

take aways
Take Aways
  • TV Still Rules

The research has been consistent and reinforcing:

    • Council for Research Excellence Video Consumer Mapping Study
    • Nielsen Annual Report on Time Spent with Television
    • Nielsen Quarterly Three-Screen Report
    • TVB Media Comparison Study
  • In today’s media environment, match marketing goals to the right media drivers.