The influence of brand advertising on the buying process

Transcription

1 The influence of brand advertising on the buying process

2 User is exposed to advertisement User becomes aware of the brand User gathers information User buys the product Seite 2

3 User is exposed to advertisement

4 Study Profile Sample: 2 campaigns; industries: telecommunication (case 1) and body care (case 2) total n=1,011 (case 1 n=497; case 2 n=514) people without advertising exposure n=560 (case 1 n=315; case 2 n=245) people with advertising exposure n= 451(case 1 n=182; case 2 n=269) Buyers; total n=170 Tracking period and survey period: April 2013 May 2013 June 2013 July 2013 August 2013 tracking period case 1 tracking period case 2 Ad formats used in the campaigns: Case 1: Billboard; Wallpaper Case 2: Skyscraper Pre-Expand; Video Ad PreRoll, Billboard Page 4

5 User becomes aware of the brand Seite 5

6 How does the branding campaign influence the awareness? Group of people with advertising exposure Online display campaigns significantly increase the awareness of the advertised product! +15.0% 60.7% 69.8% 98.0% 96.0% +14.9% +22.3% 33.0% 33.9% 28.7% 27.7% +11.2% 28.1% 25.2% Ad recognition Advertising recall (unprompted) Advertising recall (prompted) Brand awareness (unprompted) Brand awareness (prompted) Source: Harris Interactive; survey data; sample size: total n=1,011; people without advertising exposure; n= 560; people with advertising exposure n= 451 Page 6

7 How is the brand perceived? Group of people with advertising exposure +12.1% 68.5% 76.8% +5.5% 80.1% 75.9% The brand image +7.4% is significantly improved due to the +11.2% branding campaign! 65.4% 67.6% 60.9% +30.8% 60.8% 48.9% 37.4% is modern and innovative has premium products is likeable stands out against other manufacturers is trustworthy Source: Harris Interactive; survey data; sample size: total n=1,011; people without advertising exposure; n= 560; people with advertising exposure n= 451 Page 7

8 User gathers information Seite 8

9 How many keywords are entered when searching for the product? Group of people with advertising exposure A person without advertising exposure entered 0.85 productrelated keywords on average. A person with advertising exposure entered 1.52 keywords. This means an increase of 78.8%. Source: Harris Interactive; log data analysis; sample size: total n=1,011; people without advertising exposure n= 560; people with advertising exposure n= 451 Page 9

10 How often are product-related websites accessed? Group of people with advertising exposure Due to the advertising exposure, the number of page views of websites related to the advertised product has been increased by 22.2%. Source: Harris Interactive ; log data analysis; sample size: people without advertising exposure n= 119; people with advertising exposure n =188; adjusted for outliers Page 10

11 How much time do people spend on product-related websites? Group of people with advertising exposure A person without campaign exposure spent 6 minutes on average on websites searching for information about the product. Due to the advertising, the time spent searching for information has been increased by 83.3% to 11 minutes. Source: Harris Interactive ; log data analysis; sample size: people without advertising exposure n= 107; people with advertising exposure n =182; adjusted for outliers Page 11

12 User buys the product Seite 12

13 Who actually bought the product? Group of people with advertising exposure +39.8% 20.0% In total, purchases were increased (online and offline) by almost 40 per cent. 14.3% Source: Harris Interactive; survey data; filter set to buyers; sample size: total n=1,011; people without advertising exposure n= 560; people with advertising exposure n= 451 Page13

14 Where do people mainly gather information about the product? Group of people with advertising exposure +40.7% 50.0% 42.7% 45.6% People with advertising exposure mostly gather 32.4% information online. Offline Online Source: Harris Interactive ; survey data; filter set to buyers; proportion of offline or online searches: more than 60%; sample size: total n=171; people without advertising exposure n= 66; people with advertising exposure n= 68 Page14

15 INDUSTRIES Seite 15

16 How does the purchase differ regarding the different industries? Group of people with advertising exposure +25.0% Online purchase +87.5% +6.9% Offline purchase 24.9% 23.3% % Due to brand advertising, purchases increased in both industries - both online and offline. 4.0% 5.5% 1.0% 1.5% 2.2% 4.9% Telecommunication Body Care Telecommunication Body Care Source: Harris Interactive; survey data; filter set to buyers; sample size: total n=1,011; people without advertising exposure n= 560; people with advertising exposure n= 451 Page 16

17 Telecommunication vs. Body Care comparison of industries RATHER ONLINE RATHER OFFLINE INTENSIVELY LESS INTENSIVELY MINUTES 8 MINUTES PER CENT 33.3 PER CENT FAMILY / FRIENDS / ACQUAINTANCES SPECIALIST SHOPS WEBSITE OF THE PROVIDER/ SEARCH ENGINES SEARCH ENGINES / WEBSITE OF THE PROVIDER Page 17

18 User is exposed to advertisement User becomes aware of the brand User gathers information User buys the product Industry Ad recognition increased by 15% On average, 78.8% more product-related keywords were entered Purchases increased by 40%. Body care products tend to be bought offline, while telecommunication products tend to be bought online. Brand recall increased by 15% Number of page views was increased by 22.2% People search more intensively for information about telecommunication products. Brand image improved by 11.6% Time spent searching for information increases by 83.3% The proportion of online searches related to telecommunication products is more than twice as high as for body care products. Maximum advertising effect and activation with 4-6 exposures Seite 18

19 The influence of brand advertising on the buying process