Context Matters
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Information
Entertainment
Surfing
Transaction
Creation
Communication
Occasion TotalMulti-tasking
71%
73%
66%
67%
74%
77%
Online & TV
23%
15%
22%
18%
25%
23%
Online & Music
20%
18%
21%
23%
21%
21%
6am-9am 9am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm 8pm-10pm 10pm-12am 12am-6am
20%
15%
10%
5%
0%
% o
f tot
al o
nlin
e ac
tiviti
es
Time of Day
9am-noon is the peaktime for internet activity
A second (smaller) peakin online activity occursbetween 6-10pm
Entertainment replacesinformation in the evening
Information Entertainment SurfingTransactionCreation Communication
Information
Entertainment
Surfing
Transaction
Creation
Communication
CompletelyFocused
CompletelyFocused
CompletelyFocused
CompletelyFocused
CompletelyFocused
CompletelyFocused
Distracted
Distracted
Distracted
Distracted
Distracted
Distracted
6am-9am 9am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm 8pm-10pm 10pm-12am 12am-6am
40%
50%
30%
20%
10%
0%
% o
f tot
al o
nlin
e ac
tiviti
es
Time of Day
Become less open-mindedas working day progresses
Less serious and looking forsomething to do in the evening
Open-minded In a good mood Bored, looking for something to do
More aware ofadvertising online
Less aware ofadvertising online
Less opento advertising
More opento advertising
Information
Entertainment
Surfing
Transaction
Creation
Communication
75
169
80
89
53
80
71
102
78
84
66
107
131
132
103
95 PullAdvertising
70
99
78
Info based gadgets,sites & applications
Indices - If more than100, advertisementtype more suitable
Gadgets for privateuse on desktop
Video pre-roll ads
Branded content foronline personal expression& decoration
Tool kits from brandsto create content
Co-creationwith brands
140
81
59
81
88
66
103
86
59
120
120
52
108
112
126
84
108
98
124
133
113
119
103 PushAdvertising
120
Video banner ads
Static banner ads
140
147
103
129
89
Occasion
Communication
Information
Entertainment
Surfing
Transaction
Creat ion
Mindset
Re la t i ve l yd i s t rac ted -h igherd i s t rac t ionin IM andcommuni t i e sthan ema i l
Focused
Dis t racted
Highlyd is t racted
Highly focused
Mid po in tbe tweenfocus /d i s t rac t ion
Openness toadvertising
Open (ema i landcommuni t i e sh ighes t ;VOIP lowes t )
Very open
Open(gaming andwatch ingv ideohighest )
Most open
Open
Leas t open
What type ofadvertising fits?
Banner s , b randedcontent fo rpe r sona l on l ineexpres s ion o rp r i va te use
Banners, relevantgadgets
Banners , v ideoadvert i s ingembedded in v ideocontent , gadgetsfor use on desktop
Banners , usefu lappl icat ionsor gadgets
Banners
Crea t ion w i th andfo r the b rand
Notes
Humour incontex t w i l lencourageusage
Less responsive tobranded content,requests forco-creation& participation
77% prefer tohave f ree v ideodownloads wi thadvert i s ing , thanpay for thecontent
Avoid pop-upsas universa l lyd is l iked
Not responsive torequests forcreation withthe brand
Encouragepar t i c ipa t ionby reward