Offline measures for online activity: Understanding Context
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Transcript of Offline measures for online activity: Understanding Context
Offline measures for online activity: Understanding Context
Maura Hanley
SVP Direct & Interactive
The Media Company
Understanding Context
• What role is the web playing my target consumers life?– How does that affect my marketing decisions
going into a campaign?– How does that effect results coming out of a
campaign?
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WEEKLY TIME (min)
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TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
1,388
951
495nana
1, 876
nana
266na
331
2006
2005
2005
‘06
2005
Ad18+ Per Capita
TVRADIO
INTERNETNEWSPAPER
MAGAZINETOTAL
Share
33%29%21%9%7%
100%
Minutes
821714518233178
2,464
Internet medium is in a solid #3 position.
Internet’s share of time spent is up to 21% from 18% in 2003.
The other media have flat/declining share positions.
For 18-24 year olds, the Internet is the #1 medium.
COMSCORE BBM RADIO RTS PMB NADBANK
821714
518233178
IAB Canada Syndicated Media Study Review
PMB
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10
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E-Mail Chat Room Business Research Playing Games Online Browsing -Entertainment
Browsing -I nformation
A 18+ W 18-34 W18-34 who use foundation daily
Online Activities past Month: PMB 2006
pe
rce
nt
BBM-RTSOnline Activities past Week: BBM RTS 2006
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10
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Download
musi
c/M
P3
Partic
ipat
e in
chat
Use in
stan
t mes
sagin
g
Play
online
games
Acces
s cu
rrent n
ews-
Resea
rch p
roduct
s/se
rvic
es
Read o
nline
newsp
aper
Read o
nline
mag
azin
e
Acces
s a
news
site
-
Acces
s a
radio
sta
tion's
web
site
Liste
n to a
n inte
rnet
only
radio
sta
tion
A 18+ W 18-34 W18-34 who use foundation
pe
rce
nt
BBM RTSAction past week after using Internet Newspaper classifieds
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0.5
1
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A 18+ W 18 -34 W 18-34 Purchase Cosmetics
Apply for a job or Inquire about renting a dwelling Inquire about other products/services
pe
rce
nt
Focus Group
Offline Drives Online
Web research is a step in the purchasing process
Campaign 1 Total
DRTV Telephone Calls 9,004Web Hits from DRTV 199,146Web calls from DRTV 9,143
Understanding Context
• What role is the web playing my target consumers life?– How does that affect my marketing decisions
going into a campaign?– How does that effect results coming out of a
campaign?