Study: Percep&on of Online Adver&sing - USA Comparison of 13 different forms of online adver4sing Report 1
Contents 1 Methodology - Overview 4 Level of Disrup4on Direct Ques4ons 2 Adver4sing Form under Examina4on 5 Level of Disrup4on Calcula4on 3 Online behavior 6 Demography 2
1 Methodology - Overview 3
Methodology - Overview Background and Objec&ves Method Target Group Sample Eyeo s aim is to evaluate the percep4on of 13 different kind of online adver4sing formats from the internet users point of view. The survey was carried out as an online ad hoc study based upon a quota sample represen4ng the online popula4on. Interviews were conducted by self- comple4on ques4onnaires. A representa4ve sample based on age, gender and region was drawn from the basic popula4on. Field 4me: 11 to 24 November 215 A total of 2, English- speaking residnts (aged 16 to 75) of the USA who are contactable by Internet were interviewed. 4
2 Adver&sing Form under Examina&on 5
Adver&sing Forms under Examina&on: Ad Banner Ad Banner Conserva4ve Ad Banner A\en4on Grabbing Ad Banner Animated Banner Ad Banner All Around 6
Adver&sing Forms under Examina&on: Pop- up and Video Ad Pop- up Video Ad Unskippable Video 7
Adver&sing Forms under Examina&on: Text Ad Below Between Next To 8
Adver&sing Forms under Examina&on: Na&ve Ad and Search Ad Na4ve Ad subtle Na4ve Tweets Search Ad High Quan4ty Search Ad Low Quan4ty 9
3 Online Behavior 1
Online Usage and Usage of Devices In the US almost all respondents are at least once a in the internet and about one quarter of this all day long. The most used device is a laptop or a smartphone Online Usage Usage of Devices Main Device Used 26. All day Laptop Internet- capable phone or smartphone 58 67 39 16 15. About half a day Desktop PC (with separate screen) 57 36 11 47.7 11..3 Several 4mes a day About once a day Less than once a week Tablet Game console (e.g. xbox, Playsta4on) Internet- capable television, receiver, or blu- ray player Hybrid devices such as laptop and tablet in one device With none of the listed devices Base: All respondents n=2., Results in % Ques4on OA1: How oeen do you go on the Internet? Ques4on OA2: Some devices that you can use to access the Internet are on the list. Which of these devices do you use to access the Internet - regardless if for work or private purposes? Ques4on OA3: What is the device that you use the most to access the Internet, regardless if for work or private purposes? 1 8 16 16 39 2-3 devices on average 2 4 6 8 1 5
4 Level of Disrup&on Direct Ques&ons 12
Overall Assessment of Online Adver&sing About 45% of the par&cipants surveyed found this online adver&sing disprup&ve or very. About 15% are hardly disturbed (1) for me online adver4sing isn't disrup4ve (2) (3) (4) (5) (6) for me online adver4sing disrup4ve 3.7 1.2 15.8 25. 25.3 19.9 Top- 2- Boxes 13.9% Bo[om- 2- Boxes 45.3% 13 Base: All respondents n=2., Results in % Ques4on R1: Please take a moment to think of online adver4sing and the different types of online adver4sing that you come across on the Internet. How would you rate online adver4sing in general in comparison to adver4sing on television, in the movie theater, and in newspapers? On this scale 1 means for me online adver4sing isn't disrup4ve " and 6 means "for me online adver4sing disrup4ve".
Level of Disrup&on - Ranking of all Forms - Overview 2.5 32.1 19.9 Ad Banner - Conservar4ve 25.1 Between 46. 78.1 Low Quan4ty Below Video Ad - Unskippable video Pop- up High Quan4ty 2.8 Ad Banner A\en4on Grabbing 23.8 Hidden Na4ve 44.1 Ad Banner Animated Banner 69.6 1 14 Next To 23.7 subtle Na4ve Tweets 26.1 Ad Banner - All Around 68. Base: All respondents n=2., Results in % Ques4on R2: Next you will be shown different pictures of a website. The content of the website is the same in each picture. On each page, however, you will see different types of adver4sing. For each type of adver4sing shown, please indicate the level of disrup4on. Data: Bo\om- 2- Boxes
Level of Disrup&on in Detail Bo[om- 2- Boxes (1/3) Most are Pop- up, Animated Banner and Ad Banner (all around) Adver&sments Pop- up Ad Banner - Animated Banner Ad Banner - All Around Video Ad - Unskippable video 78.1 69.6 68. 46. 15 1 1 1 Base: All respondents n=2., Results in % Ques4on R2: Next you will be shown different pictures of a website. The content of the website is the same in each picture. On each page, however, you will see different types of adver4sing. For each type of adver4sing shown, please indicate the level of disrup4on. Data: Bo\om- 2- Boxes 1
Level of Disrup&on in Detail Bo[om- 2- Boxes (2/3) Mean values were reached by na&ve ads and Text Ad (between/ below) Na4ve Ad Between subtle Na4ve Tweets Below 44.1 32.1 26.1 25.1 16 1 1 1 Base: All respondents n=2., Results in % Ques4on R2: Next you will be shown different pictures of a website. The content of the website is the same in each picture. On each page, however, you will see different types of adver4sing. For each type of adver4sing shown, please indicate the level of disrup4on. Data: Bo\om- 2- Boxes 1
Level of Disrup&on in Detail Bo[om- 2- Boxes (3/3) Compara&vely low is the level of disrup&on for Search Ad, Text Ad (next to) and Ad Banner (Conserva&ve and A[en&on Grabbing) Ad Banner A\en4on Grabbing Next to Search Ad High Quan4ty Ad Banner Conserva4ve Low Quan4ty 23.8 23.7 2.8 2.5 19.9 17 1 1 1 Base: All respondents n=2., Results in % Ques4on R2: Next you will be shown different pictures of a website. The content of the website is the same in each picture. On each page, however, you will see different types of adver4sing. For each type of adver4sing shown, please indicate the level of disrup4on. Data: Bo\om- 2- Boxes 1 1
Level of Disrup&on Bo[om- 2- Boxes The bo[om- 2- box indicates the level of disrup&on 8 7 78.1 69.6 68. 6 5 46. 44.1 4 32.1 3 2 26.1 25.1 23.8 23.7 2.8 2.5 19.9 1 Pop- up Ad Animated Banner All Around Video Ad - Unskippable video Hidden Na4ve Ad Between subtle Tweets Below A\en4on Grabbing Next To High Quan4ty Conserva4ve Low Quan4ty 18 Base: All respondents n=2., Results in % Ques4on R2: Next you will be shown different pictures of a website. The content of the website is the same in each picture. On each page, however, you will see different types of adver4sing. For each type of adver4sing shown, please indicate the level of disrup4on. Data: Bo\om- 2- Boxes
4 Level of Disrup&on - Calcula&on 19
Level of Disrup&on - Calcula&on A score per respondent and adver&sing forms was calculated The calcula4on is based on different scaled ques4ons as follows: Ques4on R1: Overall assessment of online adver4sing Ques4on R2: Level of disturbance (All adver4sing forms successively) Ques4on R3: Ranking of the adver4sing forms (Compara4vely tes4ng of the adver4sing forms) Ques4on R4: Level of Disturbance (Test of selected adver4sing forms depending on response behavior in ques4on R3) The score indicates the level of disrup&on. Possible is a value area from (=isn't ) to 1 (=very ). 1 2
Level of Disrup&on - Ranking of all Forms - Overview 15.1 26.5 13. Ad Banner - Conservar4ve 19.4 Between 34.7 5.5 Low Quan4ty Below Video Ad - Unskippable video Pop- up Next To 15.8 subtle Na4ve Tweets 22.1 Hidden Na4ve 32.7 Ad Banner - All Around 53.5 1 21 High Quan4ty 16.9 Ad Banner A\en4on Grabbing 2.3 Ad Banner Animated Banner Base: All respondents n=2., Results in % Ques4on R1: Overall Assessment of Online Adver4sing; Ques4on R2: Level of Disturbance (All Adver4sing Forms) 46.8 Ques4on R3: Ranking of the Adver4sing Forms; Ques4on R4: Level of Disturbance (Selected Adver4sing Forms) Scores: Average of the individual scores per adver4sing form calculated from Ques4ons R1 to R4, value area from (irrelevant) to 1 (=very disrup4ve) possible
Level of Disrup&on in Detail (1/3) Most are Pop- up, Animated Banner and Ad Banner (all around) Adver&sments Ad Banner - All Around Pop- up Ad Banner - Animated Banner Video Ad - Unskippable video 53.5 5.5 46.8 34.7 22 1 1 1 Base: All respondents n=2., Results in % Ques4on R1: Overall Assessment of Online Adver4sing; Ques4on R2: Level of Disturbance (All Adver4sing Forms) Ques4on R3: Ranking of the Adver4sing Forms; Ques4on R4: Level of Disturbance (Selected Adver4sing Forms) Scores: Average of the individual scores per adver4sing form calculated from Ques4ons R1 to R4, value area from (irrelevant) to 1 (=very disrup4ve) possible 1
Level of Disrup&on in Detail (2/3) Mean values were reached by na&ve ads, Text Ad (between) and Ad Banner (A[ent. Grab.) Na4ve Ad Between subtle Na4ve Tweets Ad Banner A\en4on Grabbing 32.7 26.5 22.1 2.3 23 1 1 1 Base: All respondents n=2., Results in % Ques4on R1: Overall Assessment of Online Adver4sing; Ques4on R2: Level of Disturbance (All Adver4sing Forms) Ques4on R3: Ranking of the Adver4sing Forms; Ques4on R4: Level of Disturbance (Selected Adver4sing Forms) Scores: Average of the individual scores per adver4sing form calculated from Ques4ons R1 to R4, value area from (irrelevant) to 1 (=very disrup4ve) possible 1
Level of Disrup&on in Detail (3/3) Compara&vely low is the level of disrup&on for Text Ad, Ad Banner Conserva&ve and Search Ad Below Search Ad High Quan4ty Next To Ad Banner Conserva4ve Low Quan4ty 19.4 16.9 15.8 15.1 13. 1 1 1 1 1 24 Base: All respondents n=2., Results in % Ques4on R1: Overall Assessment of Online Adver4sing; Ques4on R2: Level of Disturbance (All Adver4sing Forms) Ques4on R3: Ranking of the Adver4sing Forms; Ques4on R4: Level of Disturbance (Selected Adver4sing Forms) Scores: Average of the individual scores per adver4sing form calculated from Ques4ons R1 to R4, value area from (irrelevant) to 1 (=very disrup4ve) possible
Level of Disrup&on Average Values of the Score The score indicates the level of disrup&on 8 7 6 5 53.5 5.5 46.8 4 3 2 34.7 32.7 26.5 22.1 2.3 19.4 16.9 15.8 15.1 13. 1 Ad Banner - All Around Pop- up Ad Banner - Animated Banner Video Ad - Unskippable video Hidden Na4ve Ad Between subtle Na4ve Tweets Ad Banner - A\en4on Grabbing Below High Quan4ty Next To Ad Banner - Conserva4ve Low Quan4ty 25 Base: All respondents n=2., Results in % Ques4on R1: Overall Assessment of Online Adver4sing; Ques4on R2: Level of Disturbance (All Adver4sing Forms) Ques4on R3: Ranking of the Adver4sing Forms; Ques4on R4: Level of Disturbance (Selected Adver4sing Forms) Scores: Average of the individual scores per adver4sing form calculated from Ques4ons R1 to R4, value area from (irrelevant) to 1 (=very disrup4ve) possible
Level of Disrup&on Median of the Score The score indicates the level of disrup&on 8 7 6 58. 54.8 5 46.3 4 3 2 23.1 19.2 14.9 1 9. 8.8 7.5 5.3 4.4 4.2 2.6 Ad Banner - All Around Pop- up Ad Banner - Animated Banner Video Ad - Unskippable video Hidden Na4ve Ad Between Ad Banner - A\en4on Grabbing subtle Na4ve Tweets Below High Quan4ty Next To Ad Banner - Conserva4ve Low Quan4ty 26 Base: All respondents n=2., Results in % Ques4on R1: Overall Assessment of Online Adver4sing; Ques4on R2: Level of Disturbance (All Adver4sing Forms) Ques4on R3: Ranking of the Adver4sing Forms; Ques4on R4: Level of Disturbance (Selected Adver4sing Forms) Scores: Average of the individual scores per adver4sing form calculated from Ques4ons R1 to R4, value area from (irrelevant) to 1 (=very disrup4ve) possible
Top Ad Top- Ad: Percentage share of adver&sing forms that disrupt most in the individual case 8 7 6 5 4 3 33.5 29.2 2 1 1.9 1.1 6.9 2.4 2.1 1.6 1.1.8.8.4.2 Pop- up Ad All Around Animated Banner Video Ad - Unskippable video Hidden Na4ve Ad High Quan4ty subtle Tweets Between Next To A\en4on Grabbing Below Low Quan4ty Conserva4ve 27 Base: All respondents n=2., Results in % Ques4on R1: Overall Assessment of Online Adver4sing; Ques4on R2: Level of Disturbance (All Adver4sing Forms) Ques4on R3: Ranking of the Adver4sing Forms; Ques4on R4: Level of Disturbance (Selected Adver4sing Forms) Scores: Average of the individual scores per adver4sing form calculated from Ques4ons R1 to R4, value area from (irrelevant) to 1 (=very disrup4ve) possible
Very Disrup&ve Disrup&ve impact: Frequency of each of adver&sing form with a score greater than 9 in the individual case 8 7 6 5 4 3 2 1 18. 14.3 1. 9. 6.6 4.2 3. 2.2 2.1 2. 1.9 1.5 1.3 All Around Pop- up Ad Animated Banner Video Ad - Unskippable video Hidden Na4ve Ad subtle Tweets Between A\en4on Grabbing High Quan4ty Below Next To Low Quan4ty Conserva4ve 28 Base: All respondents n=2., Results in % Ques4on R1: Overall Assessment of Online Adver4sing; Ques4on R2: Level of Disturbance (All Adver4sing Forms) Ques4on R3: Ranking of the Adver4sing Forms; Ques4on R4: Level of Disturbance (Selected Adver4sing Forms) Scores: Average of the individual scores per adver4sing form calculated from Ques4ons R1 to R4, value area from (irrelevant) to 1 (=very disrup4ve) possible
Not Irrelevant: Frequency of each of adver&sing form with a score less than 5 in the individual case 8 7 6 5 4 3 6.7 52.7 51.9 49.1 42. 4.4 39.9 32.1 26.7 24.6 2 1 15.3 13.9 1.5 Low Quan4ty Conserva4ve Next To High Quan4ty subtle Tweets Below A\en4on Grabbing Between Hidden Na4ve Ad Video Ad - Unskippable video Animated Banner Pop- up Ad All Around 29 Base: All respondents n=2., Results in % Ques4on R1: Overall Assessment of Online Adver4sing; Ques4on R2: Level of Disturbance (All Adver4sing Forms) Ques4on R3: Ranking of the Adver4sing Forms; Ques4on R4: Level of Disturbance (Selected Adver4sing Forms) Scores: Average of the individual scores per adver4sing form calculated from Ques4ons R1 to R4, value area from (irrelevant) to 1 (=very disrup4ve) possible
6 Demography 3
Demography Values in percent Gender (S1) Total Male 52 Female 48 Age (S2) Total 16-34 years 33 35-54 years 38 55 and older 3 Life stages (D1) Living alone/ own household Living with partner/ one household Living with family (partner and child/children) Living with child/ children (single parent) Sharing a household with friends/ roommates Living with parents/ not have own household Total 22 29 27 4 5 12 Yearly Net Household Income (D3) Total bis zu $ 4.999 7 $ 5.- 14.999 8 $ 15.- 24.999 7 $ 25.- 34.999 1 $ 35.- 44.999 1 $ 45.- 54.999 1 $ 55.- 74.999 15 $ 75.- 124.999 19 $ 125.+ 7 No answer 8 Educa4onal Level (D2) Total Online Usage (OA1) Total Elementary school and below High school diploma or GED High school diploma with SAT/ACT score University degree (bachelor, master, PhD) 6 21 21 52 All day Several 4mes/ half a day Once a day Less 26 63 9 3 31