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1 IAB11877Tpres - 17aprilthinkboxresearcheads
1 IAB11877Tpres - 17aprilthinkboxresearcheads
Objectives
Objectives
Methodology
Methodology
Concurrent Usage
Concurrent Usage


Entertainment And Relaxation Significant Motivators Of Using Both
Entertainment And Relaxation Significant Motivators Of Using Both



The Perceived Roles Of TV & Online Advertising
The Perceived Roles Of TV & Online Advertising
Favourite TV Ads Are Recalled And Talked About
Favourite TV Ads Are Recalled And Talked About
1 IAB11877Tpres - 17aprilthinkboxresearcheads
1 IAB11877Tpres - 17aprilthinkboxresearcheads
Consumers Are Able To Recall Examples of Acting Upon Online Adverts
Consumers Are Able To Recall Examples of Acting Upon Online Adverts
Both TV And Online Advertising Can Fulfill Roles Across All Stages
Both TV And Online Advertising Can Fulfill Roles Across All Stages
TV And Online Work Together
TV And Online Work Together
TV Ad Prompting Online Search/Purchase
TV Ad Prompting Online Search/Purchase
Seeing TV Ad Before Online Ad
Seeing TV Ad Before Online Ad
Seeing Online Ad Before TV Ad
Seeing Online Ad Before TV Ad
TV Broadcast Content Prompting Online Search/Purchase
TV Broadcast Content Prompting Online Search/Purchase
Both TV & Online Ads Can Trigger Offline or Online Search & Purchase
Both TV & Online Ads Can Trigger Offline or Online Search & Purchase
TV Ads More Likely To Trigger Offline Purchase
TV Ads More Likely To Trigger Offline Purchase
Ads Have A Direct Role In Enabling Investigation
Ads Have A Direct Role In Enabling Investigation
>
>
Honda Campaign Evaluation
Honda Campaign Evaluation

Churchill Campaign Evaluation
Churchill Campaign Evaluation

Cadbury Creme Egg Campaign Evaluation
Cadbury Creme Egg Campaign Evaluation

Lynx Campaign Evaluation
Lynx Campaign Evaluation

Summary: Creative Approach
Summary: Creative Approach
TV & Online Advertising Are More Effective When Used Together
TV & Online Advertising Are More Effective When Used Together
TV & Online Together Create Stand-Out and Familiarity
TV & Online Together Create Stand-Out and Familiarity
For All Categories Across Softer Metrics
For All Categories Across Softer Metrics
As Well As Harder Metrics Such As Purchase
As Well As Harder Metrics Such As Purchase
FMCG: Purchase Frequency raised considerably
FMCG: Purchase Frequency raised considerably
Switching to New Lynx Product increased
Switching to New Lynx Product increased
FMCG: Offline Behaviour and Talkability
FMCG: Offline Behaviour and Talkability
Finance: Purchase Consideration Raised
Finance: Purchase Consideration Raised
Finance: Search behaviour is Greatest Influenced
Finance: Search behaviour is Greatest Influenced
Cars: Consideration Raised In This Category
Cars: Consideration Raised In This Category
Cars: Online and Offline Behaviour
Cars: Online and Offline Behaviour
Uplifts In Brand Perceptions
Uplifts In Brand Perceptions
Summary: Benefits Of Using Both TV & Online
Summary: Benefits Of Using Both TV & Online
Six Key Points
Six Key Points
TV + Online: Better Together
TV + Online: Better Together

: 1 IAB11877Tpres - 17aprilthinkboxresearcheads. : Andrea Perkins. : 1 IAB11877Tpres - 17aprilthinkboxresearcheads.ppt. zip-: 5638 .

1 IAB11877Tpres - 17aprilthinkboxresearcheads

1 IAB11877Tpres - 17aprilthinkboxresearcheads.ppt
1 1 IAB11877Tpres - 17aprilthinkboxresearcheads

1 IAB11877Tpres - 17aprilthinkboxresearcheads

ppt/ajp

2 Objectives

Objectives

The overall objectives of the study were;

To establish how and why TV and Online work well together To understand how rich media extensions of TV campaigns affect engagement and vice versa To deliver informed ideas about how brand advertisers can use TV and Online in conjunction more effectively

3 Methodology

Methodology

Qualitative Exploration

Quantitative Corroboration

10 households Mix of pre/family/post lifestage Mix of average/heavy online usage For each household; Online TV/Internet consumption diary (each household member) 3 hour in-home session

3,011 online interviews Nationally representative : gender, age, social grade, region (weighted) All were 16-54 years old All were medium-heavy users of Internet and TV viewers All had broadband and digital TV Each person looked at one example campaign; chosen by demographics Examples included; Cadbury Creme Egg: 501 interviews Lynx: 503 interviews Honda: 504 interviews Churchill: 501 interviews

4 Concurrent Usage

Concurrent Usage

5

Using Internet And TV Together Is Becoming More Common

Half Now Use Together Daily

This is second only to eating, for activities whilst TV is on

More online chat, music, games, sports: relaxed usage

Internet usage is genuinely during TV programmes

I sit with it (laptop) on my knee, all night sometimes watching TV and messing around online (Pre-family male)

With a laptop you dont have to sit at one point, its more flexible and you can watch TV whilst youre on it (Pre-family, female)

At least once a day

No

Less often

At least once a week

Base : All adults (3,011 weighted) Q5 / Those using both together (1,934 weighted) Q6a

6

Internet Use Really Is Concurrent With TV Viewing

%

The balance of attention will often fluctuate dependent on content

TV Behaviour Whilst Using The Internet

Use the Internet while a TV programme is running

Use the Internet mainly just during TV ad breaks

Wait until the TV programme you were really watching finishes before using the Internet

Pause the programme you are watching to use Internet, and resume programme afterwards

I sit with it (laptop) on my knee, all night sometimes watching TV and messing around online Pre-family male

Significantly more older individuals

Significantly more men than women

Base : All who use both together (1,934 weighted); Q6b

7 Entertainment And Relaxation Significant Motivators Of Using Both

Entertainment And Relaxation Significant Motivators Of Using Both

Media

Merging of mindsets between TV and online consumption

TV Motivators

Online Motivators

% Agree

Research/find information

Be entertained

Communicate

Relax

Be entertained

Unwind

Relax and unwind

Make me laugh

Organise my finances & household

When bored

Get ideas and inspiration

Intellectual stimulation

Get some work done

Social activity with friends and/or family

Share information and content

Organise my social life

Keep me company

Base : All adults (3,011 weighted); Q2/Q8 <3% not shown

8

TV Content Increasingly Being Viewed Online

66% have watched TV/film online

Broadcaster Site 53% Youtube 45% Non Broadcaster Site 9%

Top reasons among those that view TV/film online; Catch up On programmes missed 58% On series missed 28% On programmes sent to me/ recommended 23% Control Watch what I want when I want 29% To watch highlights of a programme 21% Content not yet shown on UK broadcast TV Previews/trailers of programmes 25% New episodes of programmes 22%

The differentiation between TV and Internet is much less now (Young family, Dad)

Base : All adults (3,011 weighted); Q10/Q11a top mentions shown

9

Changing Consumer Attitudes To Online Advertising In An On Demand Context

Pre-Roll For TV Online

45% had seen a pre-roll ad before: 56% of those whove watched TV online via commercial sites 74% believed this type of pre-roll ad was more like a TV ad (vs 26% who felt it was like an online ad)

I think its a great idea having an advert whilst youre waiting for it, as long as it didnt slow the buffering. You have my attention and it actually makes waiting less frustrating (Pre family, Male)

10

TV Ads Increasingly Being Shared Online

32%

Search engine

27%

60% have looked for a TV ad (or its song) online

22% have sent a TV ad (or link to one) onto someone else

I joined the We all love the Cadburys gorilla Facebook group, but then my mum started liking it and I decided it wasnt very cool anymore (Pre family, female)

I get sent a lot of links for adverts, like the Mini one where they are slapping each other with fishes (Pre family, Male)

Base : All adults (3,011 weighted); Q7a/b/c

11 The Perceived Roles Of TV & Online Advertising

The Perceived Roles Of TV & Online Advertising

12 Favourite TV Ads Are Recalled And Talked About

Favourite TV Ads Are Recalled And Talked About

13 1 IAB11877Tpres - 17aprilthinkboxresearcheads
14 Consumers Are Able To Recall Examples of Acting Upon Online Adverts

Consumers Are Able To Recall Examples of Acting Upon Online Adverts

TV ads are mentioned more than online ads in terms of recall and action/responses (75%) However, 52% could recall acting upon online ads 33% agreed they had clicked through banner ads

Some examples of online campaigns acted upon;

Interactive moving banner

Static skyscraper

Fold out moving skyscraper

Static skyscraper

Moving skyscraper

Static skyscraper

Banner

Moving skyscraper

Extended TV Advert

Banner

15 Both TV And Online Advertising Can Fulfill Roles Across All Stages

Both TV And Online Advertising Can Fulfill Roles Across All Stages

Online Ads

TV Ads

Tells you about a new brand youve never heard of before

Sparks interest in a brand

Gives you new information about a brand you have heard of

Persuades you to try a brand/product

Talked about with someone else

Helps you decide which brands are relevant to you

Makes you re-evaluate a brand

Gives you enough information to make purchase decision

Makes you like a brand

% Agree

Providing information is top role that consumers perceive for ads (and admit more readily than more emotional influences)

Online ads perform relatively strongly here Supports their role as influencers, and providers of critical information for the more considered part of the purchase decision

Base : All adults (3,011 weighted); Q36a/b

16 TV And Online Work Together

TV And Online Work Together

Consideration and Purchase

Registering on website

Exposure to online before TV ad 59% said more likely to notice

Online sharing of TV ads

TV broadcast content leading to online search/purchase

Exposure to TV ad before online ad 66% said more likely to notice

TV ad leading to online purchase 21%

TV ad prompting online search 57%

Searching for TV ad online 60%

Both can fulfil a role across all stages, although often relationship flows from TV to online

17 TV Ad Prompting Online Search/Purchase

TV Ad Prompting Online Search/Purchase

Signed up to the deal

Purchased product

On consideration list for new car

Purchased product

Awareness and URL

Further information

Inspires purchase

Find product

Compare prices

Explore spec

Engaging TV advert

Awareness of new latte

Searched during weekly shop

18 Seeing TV Ad Before Online Ad

Seeing TV Ad Before Online Ad

Went to see film

Explored products

Considering purchase

Raised awareness

Developed engagement/interest

Familiarity and reassurance

Recognised character

Reinforced interest

Demonstrated features

19 Seeing Online Ad Before TV Ad

Seeing Online Ad Before TV Ad

Plans to upgrade

Awareness of brand

Awareness of new tariffs

Brand engagement prompts click

Explore product detail

Reinforces interest

Repeated exposure to online ads

Reinforced awareness

Initial awareness of Animals tariffs

Further information on tariffs

20 TV Broadcast Content Prompting Online Search/Purchase

TV Broadcast Content Prompting Online Search/Purchase

Purchased product

Bought ingredients for recipes

Considering keeping chickens!

Sparked an idea for a gift

Searched for new mascara product on programmes website

Watch every week for food ideas

Go online to BBC recipe pages to download recipes

Sparked interest in the keeping of chickens as a hobby

Searched on Google to find out how to keep chickens

21 Both TV & Online Ads Can Trigger Offline or Online Search & Purchase

Both TV & Online Ads Can Trigger Offline or Online Search & Purchase

Online Ads

TV Ads

Any of these responses = 75%

Any of these responses = 52%

Looked in shop for brand

Remembered brand when considering buying

Visited brands website to find out more

Talked to someone about brand

Used comparison/review site

Searched net for where to buy brand

Bought brand online

Immediately searched net for more information

Searched for competitors

Blogs and forums to discuss

% agree they have responded to ads in this way

TV ads are more likely to have triggered offline responses, than online

Given that most figures lower for online ads, these online search responses are relatively strong (and stronger than the offline responses)

Base : All adults (3,011 weighted); Q35a/b

22 TV Ads More Likely To Trigger Offline Purchase

TV Ads More Likely To Trigger Offline Purchase

Online Ads

TV Ads

Shop (offline) retailer

Website of well known shop

eBay/other auction site

Brands website

Internet - only shop

Internet - only shop you found through price comparison website

% who have purchased from this channel, as a result of seeing ads

TV ads are more likely to have triggered offline purchases

Given that most figures lower for online ads, these online channels are relatively stronger than for TV ads

Base : Those whove purchased as result of seeing ads (1,743/2,297 weighted); Q37b

23 Ads Have A Direct Role In Enabling Investigation

Ads Have A Direct Role In Enabling Investigation

Search engine

Retailer site

Comparison/review site

Guess URL

Recall URL from TV ad

Click through online ad

Yell/other directory

Dont know

As many people expect to recall URL from TV ad, as would try to guess it

Perceived to be as important a route to sourcing information as using URL itself

Generally

For a specific category (cars/chocolate/mens deodorants/credit cards/insurance)

Base : All adults (3,011 weighted); Q34a/b <4% not shown

24 >

>

>

Sponsored Links Genuinely Creating Awareness

Sponsored Link Outdoor Radio

Press Mags Online Ads

TV

When recalling advertising seen recently, for our tested campaigns;

I guess I normally click on the ones at the top because you think theyll be the best sites Young family Mum

I ignore the ones at the top Older family Dad

25 Honda Campaign Evaluation

Honda Campaign Evaluation

26

Creative Approach

Consistent themes = problem solving, technology Rubiks cube provides visual link, impactful/iconic image Online creative branding, movement Link to Problem Playground Link to find out about how TV advert was made

The TV ads stand out as illustrating team work resolving problems, the online ad really augments the TV ad

The Honda ads work together on a more subtle level, by just using certain images from the TV ads in the online (creatives) whilst still invoking memories of the TV ad

27 Churchill Campaign Evaluation

Churchill Campaign Evaluation

28

Creative Approach

Consistent theme = challenging Churchill Visual fit and familiarity: dog, quiz show format TV = high profile Online = individual engagement and additional information

The use of the strong image of Churchill the dog in both online and TV makes it instantly recognisable

The Churchill ads work well together as they have the same premise of the quiz show

29 Cadbury Creme Egg Campaign Evaluation

Cadbury Creme Egg Campaign Evaluation

30

Creative Approach

Consistent themes = instant consumption, enjoyment Creme egg central character in both media Online creatives = instant impact, motion, roll-over, tailored to media (laptop squashing egg)

The Creme Egg ads work really well together, as they all have the same basic idea of the eggs having a short life. I really like these ads as I feel they keep it short and sweet and are really fun

I especially liked the laptop closing and squashing the egg. The adverts worked really well together because the theme was the same

31 Lynx Campaign Evaluation

Lynx Campaign Evaluation

32

Creative Approach

Consistent theme = women notice you, women want you Chocolate man provides visual synergy Get in there viral approach maximising strengths of media TV ad works as online creative because of strong appeal

If you really like an ad you want to see it again and again

33 Summary: Creative Approach

Summary: Creative Approach

Visual synergy is important branding, characters, images Where TV advert appeals strongly, showing the creative online can create impact (eg Lynx), however Creatively, combined campaigns benefit from playing to and maximising the strengths of each media Different creative approaches across TV and online should deliver consistent theme/message Capitalise on opportunities to engage consumers with campaigns User generated content Relevant online interaction (eg Hondas Problem Playground, Churchills multiple choice quiz) Links to brand website

34 TV & Online Advertising Are More Effective When Used Together

TV & Online Advertising Are More Effective When Used Together

35 TV & Online Together Create Stand-Out and Familiarity

TV & Online Together Create Stand-Out and Familiarity

All Brands

% Agree

Agreement amongst whole sample :

65

37

44

= Significantly higher

= Significantly different to group who have seen neither TV nor online

Base : All adults 16-54 (3,011 weighted)

36 For All Categories Across Softer Metrics

For All Categories Across Softer Metrics

% Agree I feel I know this brand really well

Uplift among those exposed to both TV + Online:

+14% points

+17% points

+8% points

= Significantly higher

= Significantly different to group whove seen neither TV nor Online

Base : 25-54 Responsible for insurance/credit cards (1,002)

37 As Well As Harder Metrics Such As Purchase

As Well As Harder Metrics Such As Purchase

% Agree: I am likely to buy/use this brand in the future

Uplift among those exposed to both TV + Online:

+20% points

+26% points

+8% points

= Significantly different to group whove seen neither TV nor Online

= Significantly higher

Base : 16-34 ads main shoppers (1,004)

38 FMCG: Purchase Frequency raised considerably

FMCG: Purchase Frequency raised considerably

% Agree: I am likely to purchase more frequently

Uplift among those exposed to both TV + Online :

+16% points

+16% points

= Significantly different to group whove seen neither TV nor Online

= Significantly higher

Base : Cadbury Creme Egg sample of 16-34s main shoppers (501); Q24

39 Switching to New Lynx Product increased

Switching to New Lynx Product increased

% Agree: I will switch to this brand

Uplift among those exposed to both TV + Online :

+19% points

+16% points

= Significantly different to group whove seen neither TV nor Online

= Significantly higher

Base : 16-34 ads main shoppers (1,004)

40 FMCG: Offline Behaviour and Talkability

FMCG: Offline Behaviour and Talkability

Online Ads

TV Ads

Any response = 55%

Any response = 64%

% who might respond this way after seeing ads

Visit store to purchase

Discuss with someone else

Click on online ad to get more information

N/A

Visit brands own website

Search online about brand

Visit store to look/get further information on product

Search online about categories generally

Blog or discuss online

Make a call about brand

Purchase online

N/A

Send as a link to other people

- TV Ad Response

- All Brands Average

- Online Ad Response

Base : 16-34 main shoppers (1,004)

41 Finance: Purchase Consideration Raised

Finance: Purchase Consideration Raised

Exposure to both TV and Online creates the strongest brand consideration levels, whereas seeing one medium alone did not produce significant uplifts

% Agree: I am likely to buy/use this brand in the future

Uplift among those exposed to both TV + Online :

+20% points

+15% points

= Significantly different to group whove seen neither TV nor Online

= Significantly higher

Base : Churchill sample of 25-54s responsible for insurance (501); Q24

CAUTION LOW BASE SIZE ONLINE ONLY <30

42 Finance: Search behaviour is Greatest Influenced

Finance: Search behaviour is Greatest Influenced

Online Ads

TV Ads

Any response = 39%

Any response = 47%

% who might respond this way after seeing ads

Discuss with someone else

Click on online ad to get more information

N/A

Visit brands own website

Search online about brand

Search online about Finance generally

Blog or discuss online

Make a call about brand

Purchase online

N/A

Send as a link to other people

- TV Ad Response

- Online Ad Response

- All Brands Average

Base : 25-54s responsible for insurance/credit cards (1,002)

43 Cars: Consideration Raised In This Category

Cars: Consideration Raised In This Category

% Agree: I will place on a short list for consideration

Uplift among those exposed to both TV + Online :

+16% points

+25% points

= Significantly different to group whove seen neither TV nor Online

= Significantly higher

Base : 16-34 ads main shoppers (1,004)

44 Cars: Online and Offline Behaviour

Cars: Online and Offline Behaviour

Online Ads

TV Ads

Any response = 37%

Any response = 45%

Cars

% who might respond this way after seeing ads

Visit showroom to purchase

Discuss with someone else

Click on online ad to get more information

N/A

Visit brands own website

Search online about brand

Search online about categories generally

Blog or discuss online

Make a call about brand

Purchase online

N/A

Send as a link to other people

Visit showroom to look/get further information on product

- TV Ad Response

- Online Ad Response

- All Brands Average

Base : Adults 25-54 responsible for car purchase (1,005)

45 Uplifts In Brand Perceptions

Uplifts In Brand Perceptions

TV + Online = an extra 18 percentage points on brand metrics

Total FMCG Cars Finance Know brand really well 19% 8% 17% 14% Unique 24% 13% 27% 21% Relevant to me 16% 9% 23% 14% Likely to buy / use 21% 8% 26% 20% Likely to try 16% 13% - 20% Place on shortlist for consideration 14% 18% 25% 2% I will switch 17% 19% - 18% Likely to purchase more frequently 16% 16% - - ------------------------------------------------------------------------------------------ Average 18% 13% 25% 16%

Base : All adults (3,011 weighted); Main shoppers 16-34 (1002); Decision makers 25-54 (1005/1004)

46 Summary: Benefits Of Using Both TV & Online

Summary: Benefits Of Using Both TV & Online

Uniqueness Relevance for me Agreement with brand values Purchase consideration Purchase frequency (FMCG) Talkability

Television communicates different personality facets & messages (breadth)

Greater detail (depth)

Sociable nature of concurrent consumption

Different engagement mindsets

47 Six Key Points

Six Key Points

48 TV + Online: Better Together

TV + Online: Better Together

61% of respondents watch TV whilst using the Internet on a regular (weekly) basis Respondents use both TV (80%) and internet (56%) for entertainment When TV + online ads are used together, the average uplift across all brand metrics for all tested categories was +18% points Creative approaches should aim to express a central campaign idea but in a way that is tailored to each medium Creative synergy is important Purchase consideration was raised an average of 21% points, by exposure to both TV + online ads

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