TV & online ads: more effective when seen together

Transcription

1 TV & online ads: more effective when seen together A recent study shows that, when TV & online ads are shown concurrently, the average uplift across all brand metrics is +18%

2 Contents Introduction 3 Internet and TV usage 4 Internet and TV work together 5/6 Ads more effective when seen at the same time 6/7 TV and online ads generate uplift across all brand metrics 7 Key points for Goldbach Media 8 2

3 Introduction In order to understand better the concurrent use of TV and Internet, the Internet Advertising Bureau (IAB) and Thinkbox commissioned a study on the relationship between Internet and TV and the linking of advertising on both media. The study was carried out in England in the middle of 2008 and confirms, in an innovative manner, the strategic orientation of a multimedia, electronic media marketer such as Goldbach Media. Goldbach Media has been a member of the IAB board since the end of 2008 and is in favour of repeating this novel form of impact study in Europe s German-speaking countries. Overall objectives Two important overall objectives of the study were: 1. To establish how and why TV and Internet work well together 2. To understand how rich media extensions of TV campaigns affect decisions and vice versa Methodology Qualitative exploration: Online diary of TV and Internet consumption of 10 households (each household member) Quantitative Corroboration: 3,011 online interviews; Nationally representative (U.K.): gender, age, social class, region (weighted) All were years old All were medium-to-heavy users of the Internet and TV viewers All had broadband and digital TV Each person looked at one sample campaign such as Honda or Cadbury 3

4 Internet and TV usage Using Internet and TV together is becoming more common 14 % 3 % 36 % At least once a day At least once a week Less often No 47 % Half of the respondents use together every day For activities whilst TV is on, this is second only to eating More online chat, music, games, sports: relaxed usage Internet usage genuinely during TV programmes Base: All adults (3,011 weighted) Q5 / Those using both together (1,934 weighted) Q6a Internet use really is concurrent with TV viewing TV behaviour whilst using the Internet Use the Internet while a TV programme is running 81 % Use the Internet mainly just during TV ad breaks 10 % Wait until the TV programme you were really watching finishes before using Internet 5 % (Significantly more older individuals) Pause the programme you are watching to use Internet, and resume programme afterwards 3 % (Significantly more men than women) The balance of attention will often fluctuate, depending on content Base: All who use both together (1,934 weighted); Q6b 4

5 Internet and TV work together Both can fulfil a role across all stages from consideration to purchase, although often the relationship flows from TV to online. Exposure to online ad before TV ad: 59% said more likely to notice Online sharing of TV ads Registering on website Consideration and purchase TV ad prompts online search 57% TV ad leads to online purchase 21% Exposure to TV ad before online ad: 66% said more likely to notice TV broadcast content leads to online search/purchase Search for TV ad online 60% TV and online ads can trigger offline or online search & purchase % agree they have responded to ads in this way Online ads Any of these responses = 52% TV ads Any of these responses = 75% Looked in shop for brand 19% 41% ** Remembered brand when considering buying 18% 37% Visited brand s website to find out more 23% * 36% Talked to someone about brand 14% 32% ** Used comparison/review site 19% * 28% Searched net for where to buy brand 19% * 28% Bought brand online 14% 21% Immediately searched net for more information 16% * 20% Searched for competitors 11% 13% Blogs and forums to discuss 4% 4% * Given that most figures are lower for online ads, these online search responses are relatively strong (and stronger than the offline responses) ** TV ads are more likely to have triggered offline responses than online ads Base: All adults (3,011 weighted); Q35a/b 5

6 TV ads more likely to trigger offline purchase % who have purchased from this channel, as a result of seeing ads Online Ads TV Ads Shop (offline) retailer 42% 70% ** Website of well-known shop 49% * 47% ebay/other auction site 47% * 38% Brand s website 30% 26% Internet only shop 32% * 25% Internet only shop you found 25% 15% through price comparison website * Given that most figures are lower for online ads, these online channels are relatively stronger than for TV ads ** TV ads are more likely to have triggered offline purchases Base: Those who have purchased as result of seeing ads (1,743/2,297 weighted); Q37b Ads more effective when seen at the same time Concurrent TV and online ads create standout effect and familiarity % agree Seen on TV only or online only Seen both Seen neither on TV nor online 67 * 63 * ** 48 ** ** 29 I feel like I know this brand really well Brand offers something unique I am familiar with this brand * Significantly higher 44% 37% 65% Agreement amongst whole sample ** Significantly different to group who have seen neither TV nor online ad Base: All adults (3,011 weighted) 6

7 as well as harder metrics such as purchase % agree: «I am likely to buy/use this brand in the future» Seen on TV only or online only Seen both Seen neither on TV nor online 69 ** 77 ** 45 * 51 * ** ** 18 Finance category average Car category average FMCG category average + 20% points + 26% points + 8% points Uplift among those exposed to both TV + online ads * Significantly higher ** Significantly different to group who have seen neither TV nor online ad Base: Adults 16-34, main shoppers (1,004) TV and online ads generate uplift across all brand metrics Uplifts in brand perception 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% TV + online ads = an extra 18 percentage points on brand metrics Base: All adults (3,011 weighted); main shoppers (1,002); Decision makers (1,005/1,004) 7

8 Key points for Goldbach Media 61% of respondents watch TV whilst using the Internet on a regular (weekly) basis. 81% of these people use the Internet not just mainly during TV ad breaks, but while a TV programme is running. Comment: Good news for the advertising industry. Parallel usage does not influence the attention paid to ads, but extends the coverage. Purchase consideration rose an average of 21% points by exposure to advertising both on TV and online, rather than just one of these media. Comment: Good news for the advertisers. Purchasing intent as the main goal of all media campaigns can easily grow when TV and Internet are ideally combined. When TV and online ads are shown concurrently, the average uplift across all brand metrics for all tested categories such as finance and food was +18% points. Comment: Good news for Goldbach Media. With TV and Internet as a one-stop service in Switzerland and Austria, Goldbach Media can give its customers the necessary extra uplift by using both media in parallel. Goldbach Media AG, Medienstelle Paul Riesen, Seestrasse 39, Postfach, CH-8700 Küsnacht-Zurich, T , F ,