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Agenda

Agenda. Background & methodology Sponsorship details Impact on key brand metrics Shifts in brand positioning & perceptions Insights from the behavioural data TV and Online Sponsorships Summary. Online sponsorship adspend has increased year on year since 2007.

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Agenda

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  1. Agenda • Background & methodology • Sponsorship details • Impact on key brand metrics • Shifts in brand positioning & perceptions • Insights from the behavioural data • TV and Online Sponsorships • Summary

  2. Online sponsorship adspend has increased year on year since 2007 • Online sponsorship adspend: • increased by 35% 2010 to 2011 £’s million Source: IAB / PwC Digital Adspend

  3. Introduction The IAB wanted to demonstrate the effectiveness of onlinesponsorships. Working in partnership with Yahoo!and Sky, we commissioned comScoreto measure the impact of two online sponsorships from two sectors. Key questions • How effective are online sponsorships and why? • What is the impact of online sponsorships on consumer attitudes e.g. along the purchase funnel? • Can we show the impact of the sponsorship with behavioural data? • How did the online sponsorship work alongside TV?

  4. 1. methodology

  5. Methodology Two separate case studies, using a control and exposed methodology Case study 1 TRESemmé & Sky: Case study 2 British Gas & Yahoo: • Exposed group: 516 users of the Sky Living Site • Control group: 543 • Fieldwork carried out between 3rd – 10th September, 2012 • Exposed group: 501 users of the Smarter Living Hub • Control group: 508 • Fieldwork carried out between April - May, 2012 & &

  6. Core methodology A Exposed to the campaign Do the results indicate a difference? Exposed Both groups are surveyed about their attitudes towards the brand Yes B Control No Additional methodology for case study 2 (British Gas): Visitors to the Digital Hub of British Gas content on Yahoo!, had their behaviour tracked for four weeks post exposure in order to understand the extent to which there was an increase in visitation to or engagement with British Gas content online, as well as measuring the latent impact of the campaign

  7. 2. the sponsorships

  8. TRESemmé Sponsorship of BINTM on Sky Living TRESemmé sponsored Britain & Ireland’s next top model series, that ran over the summer of 2012. This included an online sponsorship of the Sky Living site: Awareness for TRESemmé is almost universal (92% control; 93% exposed)

  9. Smarter Living Hub on Yahoo! British Gas sponsored the Smarter Living hub on Yahoo:

  10. 3. Key Findings:Brand Metrics

  11. All Key Branding metrics show an uplift! Control group Test group TRESemmé 21% points 22% points 25% points 20% points Switching consideration (amongst non-users) Brand preference Brand favourability Likelihood to recommend Control group Test group British Gas 4% points 19% points 23% points 55% points Switching consideration (amongst non-customers) Brand preference Brand favourability Likelihood to recommend • Brand preference:Which of these statements best describes how you feel about these hair care companies / energy suppliers? (A: It’s the only one I’d consider, or It’s one I would consider above most others) • Brand favourability: How would you describe your overall opinion of each of the following hair care brands / energy suppliers? – (7 point scale, top 3 box). • Likelihood to recommend: How likely are you to recommend each of the following brands / energy suppliers? – (7 point scale, top 3 box). • Switching consideration:When considering switching hair care brands/ energy suppliers, which of the following brands would you consider switching to? - (7 point scale, top 3 box). • Source: comScore Marketing Solutions

  12. Sponsorships work hard to shift perceptions of competitor brand users Summary of uplifts along the purchase funnel (Users of TRESemmé Vs. competitive set users): Switching consideration • Online ad recall: In the past 30 days, where have you seen or heard advertising for the following brands? – TRESemmé Online (7 point scale, top 3 box) • Brand preference:Which of these statements best describes how you feel about these hair care companies? (A: It’s the only one I’d consider, or It’s one I would consider above most others) • Brand favourability: How would you describe your overall opinion of each of the following hair care brands ? – (7 point scale, top 3 box). • Likelihood to recommend: How likely are you to recommend each of the following brands ? – (7 point scale, top 3 box). • Switching consideration:When considering switching hair care brands, which of the following brands would you consider switching to? - (7 point scale, top 3 box). • Source: comScore Marketing Solutions

  13. 4. shifts in brand Positioning

  14. Exposure to the sponsorship increased agreement with brand statements Understands me and what I find important +50% Forward thinking +31% British Gas Help customers to be more energy efficient +32% Modern +29% Green/ environmental +45% Offer good value for money +40% They deliver on their promises +41% Q: To what extent do you feel the following statements describe each company? A: British Gas, Positively Source:comScore Marketing Solutions

  15. Exposure to the sponsorship increased agreement with brand statements Used by professionals +31% Has a wide range of products +29% TRESemmé Is innovative +64% Its affordable +29% Its stylish +54% Is credible +38% Is salon quality +42% Q: To what extent do you agree or disagree with the following statements when used to describe TRESemmé? (7 point scale, responses 5-7) Source: comScore Marketing Solutions

  16. TRESemmé messaging is cutting through TRESemmé Brand Message Cut Through Q. You mentioned that you recalled seeing online advertising for TRESemmé. Please describe what the main themes or messages that you saw in the TRESemmé advertisement Source: comScore Marketing Solutions

  17. Actions driven by the sponsorship TRESemmé British Gas • In person • Discuss the content with somebody else • Discuss the brand with somebody else • Discuss the brand with my partner • Consider reviewing my current supplier • Online • Searched for TRESemmé / BG • Visit the website • Looked for information online • Social • Write about on a social networking site / blog • ‘Like’ their page on my Facebook wall • ‘Tweet’ about the online content on Twitter Q: As a result of visiting the Sky Living website / Smarter Living Hub, which of the following actions have you, or do you intend to do?

  18. 5. Consumer perceptions about sponsorships

  19. Consumers agreed that the sponsorships worked well with the content of the site Q: How much do you agree or disagree with the following statements about TRESemmé’s online sponsorship of the Sky Living show Britain and Ireland’s Next top Model? (7 point scale, responses 5-7) • Q: How much do you agree or disagree with the following statements about British Gas’ online sponsorship of the Yahoo! Smarter Living hub? A: British Gas, Top 3 Box • Source: comScore Marketing Solutions

  20. The content was trustworthy and taught them something they didn’t already know Agreement With Sponsorship Statements Amongst Hub Visitors: (British Gas only) Source: comScore Brand Survey, June 2012 – Q: How much do you agree or disagree with the following statements about British Gas’ online sponsorship of the Yahoo! Smarter Living hub? A: British Gas, Top 3 Box Source: comScore Marketing Solutions

  21. 6. Insights from the behavioural data

  22. Exposure to the BG sponsorship lead to an uplift in those visiting the advertiser site and were more like to undertake further searches 1 2 Those exposed to the hub are 3x more likely to search for brand related terms, up to 4 weeks after visiting the hub There was an uplift of 58% invisits to the BG website amongst those who were exposed to the sponsorship 3 Exposure to the sponsorship prompted people to visit a comparison site. There was a 27% uplift four weeks after exposure +27%

  23. 7. How did the online sponsorship work with TV?

  24. Online and TV work well together % top 3 box agreement by measure: TV & online Online only TV only +14% (uplift from TV only) Brand consideration 73% 73% 83% +15% 64% 61% Brand favourability 74% +24% Likelihood to recommend 57% 57% 71% Non-user likelihood to switch 39% 46% +48% 58% Source: comScore Marketing Solutions

  25. Summary • Online sponsorships result in uplifts in several parts of the purchase funnel • Online sponsorships are particularly effective amongst competitor customers • They work due to the fit between the website content and the sponsorships • This format drives actions – word of mouth, online and socially • The online sponsorship and TV worked brilliantly together

  26. Thank you • For further information, please contact: • Hannah Bewley, Research Manager at the IAB – hannah@iabuk.net • Mike Shaw, Director at comScore - mshaw@comscore.com • With thanks to: • TRESemmé, Mindshare & Sky • British Gas, iProspect & Yahoo!

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