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IAB Brand Engagement Study 2006

IAB Brand Engagement Study 2006. Conducted by Carat Insight for the IAB. IAB Engagement Study objectives. To demonstrate the ability of internet advertising to drive engagement To measure the effects of internet advertising on brand strength relative to other media

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IAB Brand Engagement Study 2006

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  1. IAB Brand Engagement Study 2006 Conducted by Carat Insight for the IAB

  2. IAB Engagement Study objectives • To demonstrate the ability of internet advertising to drive engagement • To measure the effects of internet advertising on brand strength relative to other media • To identify how internet advertising works alongside other brand contacts to increase brand consideration

  3. What Brands want to know: Does Internet Advertising drive brand engagement? What is engagement…? Communications Engagement Brand Engagement Media Engagement

  4. Toyota Aygo Renault Clio Nissan Micra Ford Fiesta Mini Which brands to evaluate?

  5. Attitudes to car brands Brand Contacts Internet ad Safety Websites TV ad Outdoor ad Value Press ad Car Brand Engagement Direct Mail News Stories Stylish Product Reviews Promotions Sponsorship Fun Events Word of Mouth Product Usage Product Experiences NO EFFECT Service Experiences Connecting brand contacts to engagement

  6. Associative Networks Qualitative research To define conceptual model of engagement for category & test brands PHASE 1 Integrated Communications Evaluation 3 Components of “ICE” Quantitative Research To capture data on brand engagement metrics and on all recent contacts with test brands PHASE 2 Multivariate Modelling To build model of drivers of brand engagement & identify relative impact of different contacts PHASE 3

  7. How women with children use the internet

  8. Info gathering active & specific - 15 minute bursts (not much browsing or passing time) holiday & shopping orientated Kids 0-4 More confident Buying online Banking & Cbeebies Kids 5-14 Still have reservations about financial details Qualitative study identified how important and widely used the Internet is amongst mothers Daily internet use both at home and at work (those with at home access do more car research)

  9. Friends cars Courtesy cars used Family car history Own car history Media coverage passively noticed Adverts passively watched Understanding the car purchasing process- Stage 1: Opinion forming Considerations

  10. Internet searches by car brand (e.g. Google) Research via Press, TV etc Information gathering Which, What Car, Autotrader (Press & online versions) Requesting dealership brochures Visiting the dealerships Refining & filtering Test Drive PURCHASE! Understanding the car purchasing process- Stage 2: Information Gathering, Refining & Filtering

  11. Data shows how much women with kids are using the internet to help with car purchasing Where have you heard, seen or looked for information about cars in the last 12 months?

  12. The internet is now the primary source for reviews of cars for women with kids The qualitative insights are supported by the survey data on where women with children looked at car reviews

  13. 46 of the brands’ communications items where tested 15 press ads 7 ads & 2 sponsorship idents used on TV 15 online ads 6 outdoor ads 1 Radio ad Online advertising easily reaches women with children

  14. Example creative

  15. Understanding the brand engagement system

  16. Model of Brand Engagement 7 key factors, made up of 16 brand perceptions Safety Is a safe car 43% Is a reliable car 57% Value Isn’t too expensive to run 40% You get lots of extras with 45% Is expensive compared to other similar cars 15% 6% 3% Function Has enough space for my needs 34% Is easy to park 28% Is a nippy car 38% Small Car Brand Engagement 8% 7% Stature Is a really reputable company 50% Is good name in car manufacturing50% 12% 40% Ad Salience You see a lot of ads around 45% Do good advertising55% 24% Fun Is a fun car 84% Is a feminine car 16% Style Is a car for someone like me 47% I like the shape of 53%

  17. 3 attitudes hold the key to engagement for all 5 cars tested 59%

  18. Measuring the impact of brand contacts

  19. Overall drivers of engagement5 car average

  20. Types of brand experiences affecting engagement 5 Car Average e.g. visited showroom, read reviews, heard about car e.g. own this car, hired/been in this car

  21. Online information & reviews are the most important sources after word of mouth e.g. recommended by friends, family etc e.g. read reviews in magazines/on TV e.g. looked on company website, read reviews online e.g. visited/ telephoned a showroom or dealer

  22. Overall drivers of engagement5 car average

  23. Impact of brand communications: Online advertising has most impact

  24. Average impact of media – per item tested Online ads had most impact on average

  25. TV seems to drive brand stature, online & press work on key model attributes

  26. Key findings • Online advertising is a very powerful tool for driving brand engagement amongst women with kids • In this test online ads outperform all other media

  27. Creative learnings for online • We reviewed which online ads worked and which did not • Clear easy to understand messages, requiring little interaction seem to work best for women with kids

  28. In the small car market, online delivers on average39.9% of brand engagementin the advertising mix

  29. Brand EngagementStudy Conducted by Carat Insight for the IAB For more information please contact Laurence Bird Head of Research, IAB laurence@iabuk.net

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