IAB/Amárach Research

A Presentation Prepared For Connect Conference

16th February 2012

By

2

Agenda

Advertising 2.0

Online Behaviour and Media Mesh

3

Background & Objectives

629 online participants

Online Sample TV & Online 2+ hours per day

Main Objective

“To examine the relationship between TV and Online

advertising and gain an understanding of the impact of this

relationship on brand attitudes and purchasing behaviour.”

Online Behaviour and Media Mesh

5

88

79

68

56

54

54

48

48

44

41

Online Sites Visited

Social Networking

email

Online banking

Using search engines to find websites

Using search engines to find information

Shopping

News

Maps/Directions

Using favourite sites

Auction sites

40

37

35

31

30

29

28

25

24

17

% %

Weather

Sports news/results

Playing games

Discussion boards/forum

Local info sites

Finding info on brand/ad seen on TV

Watching/downloading videos

Music downloading

Instant messaging

Blogs

6

Social Networking Usage

79

2522

1714

3 3 3

0

10

20

30

40

50

60

70

80

90

100

Facebook Linkedin Myspace Google+ Boards.ie Rollercoaster.ie Twitter Bebo

7

Streaming Television Online

74%

46%

39%

25%

17%

16%

12%

11%

65%

42% are

streaming

TV online

8

Social networking

Banking

Using search engines to find sites

Using favourite sites

Online news

Shopping

Playing games

Searching for info on brands/ads

78% are Online While Watching TV

53%

40%

34%

33%

32%

28%

27%

16%

Advertising 2.0

10

Online Versus Offline Impact of TV Ads

Depth of

response

Purchase

Discuss

Search

Word of mouth Word of mouse

Telephone for info Search online for info

Visit store for info Go to product site for info

Purchase in store Purchase online

16%

4%

14%

11%

1%

17%

16%

3%

Offline Impact Online Impact

11

Have you ever done any of the following as

a Result of Seeing an Ad ………..

Looked in a shop for a brand

Search online to find where to buy product

Immediately search online to get more info

Talked to someone about the brand/product

Visited brand/product websites to find out more

Entered blogs/discussion forums

Bought product online

…..Online …..On TV

30%

35%

30%

23%

27%

4%

12%

37%

36%

35%

34%

32%

5%

14%

+7%

+1%

+11%

+5%

+5%

+1%

+2%

25-34 year olds consistently most likely to follow up via online activity and key online target.

12

Ability of Online & TV Ads to Influence

Persuasion to purchase

Information to support purchase

Generate WOM

Provide new information

Introduce a new brand

Spark interest

Make brand more likeable

…..Online …..On TV

30%

35%

36%

47%

52%

45%

25%

44%

35%

46%

57%

65%

62%

35%

+14%

–

+10%

+13%

+10%

+17%

+10%

Online punches above it’s weight as an information support for

purchase, being equal to more mature medium of TV advertising.

Pu

rch

as

e

Inte

res

t &

Aff

init

y

13

Purchase as a Result of Online Advertising

Holidays

Entertainment (CD’s, DVD’s, Books, Games etc.)

Food

Insurance

Mobile phone

Female grooming/beauty

Alcohol

Confectionary

Furniture/household

Male grooming/beauty

25

24

23

19

16

14

14

11

11

10

%

8 in 10 still chose to purchase offline in a store and is the most popular channel, but 64%

have purchased online through a well known shop and 44% from internet only.

Have EVER purchased an item after seeing an online ad 62%

Majority of online driven

purchases dominated by younger

cohorts except holidays with 37%

of over 55’s ever buying after

seeing an ad online.

14

1 in 3 Sending/Sharing/Liking Ads Online

13

28

32

22

5

Age

%

15-24

55+

25-34

35-44

45-54

(19%)

(25%)

(19%)

(12%)

(25%)

60%

(%) = Total sample

Under 35’s are key to driving flow of content around the web – 6

in 10 of all momentum begins with them.

15

Brand site

22%

50%

57%

16%

TV Ads & Follow Up Online Search

62% have…..

…..searched

online for

TV Ad

16

Disentangling Mixed Media Strategies

Both

7%

4%

4%

5%

12%

Online Addition TV Recall

7% 51%

7% 42%

8% 32%

19% 28%

23% 22%

Total

65%

53%

44%

52%

57%

TV

Stronger among women

and 45+ age cohorts

Online

Stronger among 25-34 year

old cohort predominantly

Some Final Thoughts…..

18

Segregate to Aggregate: marketers want to segregate for analytics, but consumers want to aggregate channels to enhance experience. ROPO: Research Online, Purchase Offline is a key trend, and in order to migrate purchase online core triggers and barriers (value, convenience, usability, established norms etc) must be revisited. 25-34 Bulls eye: The key cohort that engage with online deeply, and should be leveraged as channel advocates to push content and establish behavioural norms. Don’t be distracted by noise: Google+ has more users than “noisy” Twitter. A key targeting consideration for reaching end consumers. Online primed to challenge TV’s position: online advertising is on par with TV on many KPIs, and with lower costs and increased flexibility versus TV and other channels, the future growth of online advertising looks promising.

Some Final Thoughts…..

If you have any questions about the research contact:

Mark Nolan

Managing Director

Amárach Research

T. 01 410 5200

E. mark.nolan@amarach.com