Post on 01-Apr-2015
transcript
8 a.m.E-mail Mum
2 p.m.IM John
10 a.m.Pay bills
9 p.m.Search “vacations”
Context Matters
The internet evolution is widening media
opportunities...
Source: EIAA Mediascope 2006; Comscore Nov 06-Aug 07; Forrester June 2007
More Media Time:
16% of time spent with media across Europe is spent online
Media Owners:
9% of European online consumers regularly publish or update their own web pages online
Socialisation of the Web: 30% increase in unique users of social networks globally between November 2006 – August 2007
making online media planning more
complexCan I advertise
around conversation rather than
content?
How much of online activity
offers a media
opportunity?
Is there still a role for
interruptive advertising?
Our research objectives
• To delve beyond “time spent” measure
• To identify and describe key online “occasions” and their contexts
• To examine advertising fit across these occasions
• To help our partners optimise their online media planning
5
Brazil
Canada
France
UK
Norway
Countries studied
Germany
Page 6 |
Our Research Approach
Sample = 600 16-54 year olds per countryResearch conducted by OTX
Diary of Online Activities – 400 respondents per
country. A total of 38,000 activities
recorded.
25 bloggers
Advertising Questionnaire – 200 respondents
per country.
Communication Information Entertainment
Surfing Transactions Creation
People don’t just surf the web, they are fulfilling fundamental needs
38%
22%
17%
8% 7% 5%
Online isn’t a standalone activity – it fits in with other life activities
70% of online is multi-tasked, with the most popular being working, eating or watching TV.
Multi-tasking with TV differs
more by occasion
Page 9
This helps explain why many online occasions are fairly “distracted”
experiencesInformation and Transaction are most focussed
Co
mp
lete
ly F
ocu
sed
Distrac
ted
There is a routine to online journeys across the day
MORNING: I read news, what time my bus depart. Most it’s everyday info, so I can get through the day.
WORK: only for work research assignments.
EVENING: I read my mail, take care of my facebook, blog, watch movies. Only do things that I appreciate.
Male – Norway
My daily routine
1. Log on to msn.
2. Check the news.
3. Look at pages that I heard of.
4. Download the latest music.
Female - Norway
Page 11
People’s moods online shift over the dayBy the evening people are in a better mood, and looking for
things to do, but are less open minded
0%
10%
20%
30%
40%
50%
12a.m.-6a.m.
10p.m.-12a.m.
8p.m.-10p.m.
6p.m.-8p.m.
4p.m.-6p.m.
2p.m.-4p.m.
12p.m.-2p.m.
9a.m.-12p.m.
6a.m.-9a.m.
In a good mood
Bored, looking for something to do
Open minded
6pm-12pm
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The blend of online occasions differs across the dayEntertainment replaces Information in the evening
Share of All Internet Activity Across 24 Hours - WEEKDAY
0%
4%
8%
12%
16%
12a.m.-6a.m.
10p.m.-12a.m.
8p.m.-10p.m.
6p.m.-8p.m.
4p.m.-6p.m.
2p.m.-4p.m.
12p.m.-2p.m.
9a.m.-12p.m.
6a.m.-9a.m.
Communication
Surfing
Transaction
Creation
Entertainment
Information
The 2nd peak occurs between 6-10pm
9am – Noon is the first peak for
internet activity
Entertainment replaces information in the
evening
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At the weekend, the sharpest peak is the morning followed by more constant online activity
Share of All Internet Activity Across 24 Hours - WEEKEND
0%
4%
8%
12%
16%
20%
12a.m.-6a.m.
10p.m.-12a.m.
8p.m.-10p.m.
6p.m.-8p.m.
4p.m.-6p.m.
2p.m.-4p.m.
12p.m.-2p.m.
9a.m.-12p.m.
6a.m.-9a.m.
Communication
Surfing
Transaction
Creation
Entertainment
Information
Entertainment still replaces
Information in the evening
From the well trodden path to unchartered territories
If i think about it i have a standard routine.
I always start with reading my mail; then it’s time for facebook; i catch up with the news for the day; read funny
stories;
and on my way through every point i get distracted by new pages, advertising and pages that i get recommended
Female, Norway
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The Online NeighbourhoodMuch of Online Behaviour is Familiar, Like a Local Neighbourhood
e-Bay, Amazon
Shops
E-mails – yahoo, hotmail etc
Post Office
Newsagent
News feeds, sports homepage
Forums and Social Networks
PUB
Finance
Bank
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Familiar faces & getting to know the
people that are around you
Your neighbourhood is a trusted environment
An easy place for you to navigate – it’s your territory and your space
Safe and feel in control
Affection for places that are
familiar
The internet is like an everyday trip out of the house, in a place where i am used to living....i never lose my way....Male, France
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Exploring New Places
On the hyper-linked web, it’s easy to go off track
49% of online activities are spontaneous
What does this mean for advertisers?
making online media planning more
complex...but more exciting
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Norway is more open to commercial messages than other European markets
7% 7% 6%
26%
10% 6%
19%14% 14%
31%
26%
23%
0%
20%
40%
60%
Agree strongly Agree slightly
“When I’m online I’m open to commercial messages from companies and brands”
I like ads which are interesting, and which get me to click further. These are often ads for offers or competitions, but sometimes I click
simply because I’m curious! Female, Norway
20
Humour and “reward” are strong drivers in Norway for interacting with advertising
37%
40%
27%
27%
27%
If it offered mesomething free in
return
If it was funny
If it gave me moneyoff something
If it was part of awebsite I like
If it wasrecommended by a
friend inconversation
% who would be more likely to interact with an ad online…
Open to adsNot open to ads
Higher ad awareness, but not open to ads
Higher ad awareness, and open to ads
Lower ad awareness and not open to ads Lower ad awareness, but open to ads
More aware of advertising online
Less aware of advertising online
Advertising Awareness Differs By Occasion, as does Openness to Advertising
Surfing
Creation
Information
Transaction
Entertainment
Communication
What is Advertising?
Only 41% view opportunities to co-create with brands as advertising
Only 45% view tool kits from brands to create
content such as avatars as advertising
Only 51% view branded content such as theme
packs for IM as advertising
Connecting marketing objectives to user behaviour and receptivity
Info based gadgets, sites & applications
Co-creation with brands
Branded content for online personal expression & decorationGadgets for private use
on desktop
Video pre-roll embedded ads
Tool kits from brands to create content
Video banner ads
Static banner ads
140
81
59
81
88
66
140
147
103
86
59
120
120
52
103
129
108
112
126
84
108
75
89
98
169
80
89
53
80
71
124
133
102
78
84
66
107
131
113
119
132
103
95
70
99
78
103
120
Index calculated: which type of advertising is most suitable for…..[mode]?). This was asked for each mode separately and then the responses were aggregated across modes into the six overall modes (information, communication, etc). Each type of advertising was then indexed against the average for all forms of advertising in that mode.
Advertising Fit By OccasionInterruptive/push advertising still fits, pull advertising
plays a role in specific occasions
Indices – if more than 100, ad type more suitable
INFORMATION ENTERTAINMENT
Be Appropriate to the Occasion
The Role of Advertisers in the Neighbourhood or Road to Discovery
• 27% of people claim they are more likely to interact with an ad if it was part of a website they liked
• Rotate creative messages
• Take people onto road of discovery
• People are more open minded
• Advertisers can be more direct
• Branded content can be souvenirs/reminders
Communication is the glue across the day
“I pretty much go through the same routine everytime i’m on the net and will continue 2 check my hotmail and facebook throughout
my time online....
Some hotmail messages often lead me to other sites eg. About special offers or what events
are going on in London, recommended websites etc”
Female UK
Creating greater impact to your creative message - Context is king online
Capture and reflect the blend of online occasions across the day
Tap into the “mood” journey across the day
Use a mixture of push and pull advertising to optimise engagement
Branded content and applications must add to the experience
Long term campaigns to become a trusted neighbour