IAB Brand Engagement Study 2006Conducted by Carat Insight for the IAB
IAB Engagement Study objectives
• To demonstrate the ability of internet advertising to drive engagement
• To measure the effects of internet advertising on brand strength relative to other media
• To identify how internet advertising works alongside other brand contacts to increase brand consideration
Brand Engagement
What is engagement…?
CommunicationsEngagement
Media Engagement
What Brands want to know:Does Internet Advertising drive
brand engagement?
Which brands to evaluate?
Nissan Micra
Ford Fiesta
Renault ClioToyota Aygo
Mini
Connecting brand contacts to engagement
Car BrandEngagement
Internet ad
Websites
TV ad
Outdoor ad
Press ad
Direct Mail
News Stories
Product Reviews
Promotions
Sponsorship
Events
Word of Mouth
Product Usage
Product Experiences
Service Experiences
Brand Contacts
Stylish
Fun
Value
Safety
Attitudes to car brands
NO EFFECT
Multivariate Modelling
To build model of drivers of brand engagement & identify relative impact of different contacts
PHASE 3
Quantitative Research
To capture data on brand engagement metrics and on all recent contacts with test brands
PHASE 2
Associative NetworksQualitative research
To define conceptual model of engagement for category & test brands
PHASE 1
Integrated Communications Evaluation3 Components of “ICE”
How women with children use the internet
Qualitative study identified how important and widely used the Internet is amongst mothers
Daily internet use both at home and at work(those with at home access do more car research)
Info gatheringactive & specific - 15 minute bursts
(not much browsing or passing time)holiday & shopping orientated
Kids 0-4More confidentBuying online
Banking & Cbeebies
Kids 5-14Still have reservationsabout financial details
Own car history
Advertspassively watched
Family car history
Courtesy cars used
Media coverage passively noticed
Friends cars
Understanding the car purchasing process - Stage 1: Opinion forming
Considerations
Understanding the car purchasing process- Stage 2: Information Gathering, Refining & Filtering
Info
rmat
ion
gath
erin
g
Internet searches by car brand (e.g. Google)
Research via Press, TV etc
Which, What Car, Autotrader
(Press & online versions)
PURCHASE!
Visiting the dealerships
Test Drive
Requesting dealership brochures
Ref
inin
g &
filte
ring
Data shows how much women with kids are using the internet to help with car purchasing
Where have you heard, seen or looked for information about cars in the last 12 months?
0 5 10 15 20 25 30 35 40 45 50
Looked at one or more car companys website forinformation on a car(s).
Looked for information about one or more cars onspecialist car-related websites or portals.
Searched on the internet for information about one ormore cars using a search engine.
Looked for insurance quotes on one or more cars usinginsurance websites.
Searched for one or more cars on car auction sites suchas ebay. % doing
The internet is now the primary source
for reviews of cars for women with kids
0 5 10 15 20 25
on the internet
in a specialist car magazine
in another type of magazine
in a newspaper
on TV% doing
The qualitative insights are supported by the survey data on where women with children looked at car reviews
Online advertising easily reaches women with children
46 of the brands’ communications items where tested• 15 press ads • 7 ads & 2 sponsorship idents used on TV• 15 online ads• 6 outdoor ads• 1 Radio ad
0 5 10 15 20 25 30 35 40 45 50
TV
Press
Online
OutdoorAv % reach per item
Example creative
Understanding the brand engagement system
Model of Brand Engagement 7 key factors, made up of 16 brand perceptions
FunctionHas enough space for my needs 34% Is easy to park 28%Is a nippy car 38%
StatureIs a really reputable company 50%Is good name in car manufacturing 50%
ValueIsn’t too expensive to run 40%You get lots of extras with 45%Is expensive compared to other similar cars 15%
SafetyIs a safe car 43%Is a reliable car 57%
Small Car Brand
Engagement
Ad SalienceYou see a lot of ads around 45%Do good advertising 55%
FunIs a fun car 84%Is a feminine car 16%
StyleIs a car for someone like me 47%I like the shape of 53%
24%
6%
12%
7%
8%
3%
40%
20% 21%19%
6%5%
4% 4% 4% 3% 3% 3% 3% 2%1% 1% 1%
0%
5%
10%
15%
20%
25%
30%
Is a
fun
car
I like
the
shap
e of
Is a
car f
or s
omeo
ne lik
e m
e
Do go
od a
dver
tising
You s
ee a
lot o
f ads
aro
und
Is a
fem
inine
car
Is a
real
ly re
puta
ble
com
pany
Is a
good
nam
e in
car m
anuf
actu
ring
Is a
relia
ble
car
Is a
nipp
y ca
r
Has e
noug
h sp
ace
for m
y nee
ds
Is a
safe
car
Is ea
sy to
par
k
You g
et lo
ts of
ext
ras
with
Isnt t
oo e
xpen
sive
to ru
n
Expen
sive
com
pare
d to
sim
ilar c
ars
5 Car Average
59%
3 attitudes hold the key to engagement for all 5 cars tested
Measuring the impact of brand contacts
Overall drivers of engagement5 car average
50%
11%
9%3%
12%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5 Car Average
Communications - brand/model
Communications - competitor
Experience - any brand
Experience - competitor brand
Experience - brand/model
Base
Types of brand experiences affecting engagement
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
e.g. visited showroom, read reviews, heard about car
e.g. own this car, hired/been in this car
5 Car Average
Online information & reviews are the most important sources after word of mouth
e.g. recommended by friends, family etc
e.g. read reviews in magazines/on TV
e.g. looked on company website, read reviews online
e.g. visited/ telephoned a showroom or dealer
Overall drivers of engagement5 car average
50%
11%
9%
3%
12%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5 Car Average
Communications - brand/model
Communications - competitor
Experience - any brand
Experience - competitor brand
Experience - brand/model
Base
Impact of brand communications: Online advertising has most impact
Average impact of media – per item tested
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Online Press TV Outdoor
Online ads had most impact on average
TV seems to drive brand stature, online & press work on key model attributes
Online Ad 1
Online Ad 2
Online Ad 3
Press Ad 1
TV Ad 1
Is a really reputable company
You see a lot of ads around
Do good advertising
Is a good name in car manufacturing
Is a car for someone like me
Is a fun car
Is a safe car
Isn’t too expensive to run
Has enough space for my needs
You get lots of extras with
Is a feminine car
Is a reliable car
I like the shape of
Is easy to park
Expensive compared to similar cars
Is a nippy car
Key findings
• Online advertising is a very powerful tool for driving brand engagement amongst women with kids
• In this test online ads outperform all other media
Creative learnings for online
• We reviewed which online ads worked and which did not
• Clear easy to understand messages, requiring little interaction seem to work best for women with kids
In the small car market, online delivers on average
39.9% of brand
engagement
in the advertising mix
Brand EngagementStudyConducted by Carat Insight for the IAB
For more information please contactLaurence Bird
Head of Research, [email protected]