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***Print off the notes and then view in slideshow for the story behind the charts***. The Study of Attitudinal Targeting. “Online is a highly effective medium for raising brand awareness and driving brand association.”. ?. Need state. Mood. Behaviour. Ad effectiveness. Objectives.

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  1. ***Print off the notes and then view in slideshow for the story behind the charts*** The Study of Attitudinal Targeting

  2. “Online is a highly effective medium for raising brand awareness and driving brand association.”

  3. ? Need state Mood Behaviour Ad effectiveness Objectives • To improve industry understanding of how people behave online • To examine Internet advertising’s effectiveness in branding campaigns • To test our hypothesis…

  4. Methodology #1 • GFK NOP • Why do we go online? – Brainstorm and refine • Where do we go for each need? - Internal survey n=226 • 10 sites chosen inc. Google, Myspace, Ebay, Yell, Price Runner, FHM & Kiss

  5. Methodology #2 • Recruitment from GFK’s e-panel (n=260,000) • Visited any of our 10 sites in last 7 days (n=6712) • Agreed to take part (n=2610) • Returned data (n=1511)

  6. Methodology #3 • Recruits sent a link to up to three of our 10 sites they’d visited • Asked to use these links next time they accesses • Emap sample boosted by recruitment on-site • Pre-surf, mid-surf and post-surf questions • Local Connector software monitored click stream and self-deleted afterwards

  7. Need states In-depth search (researching products / hobby / study etc) Communication (email, messaging etc) Transaction (buying/selling things, banking etc) Entertainment (music, videos, games, gambling, fun etc) Community (meet people, social networks, blogging, sharing etc) Specific search (news/sports headlines, phone-numbers, weather etc)

  8. Moods Happy Unhappy Relaxed Stressed Take time Hurried Alert Exhausted Optimistic Pessimistic No set motive Clear motive

  9. Online behaviour Session time Page stickiness Number of pages Multi-tasking? Number of clicks Number of sites Where clicked?

  10. Respondents claimed to remember seeing 1+ ad during their session Branding Index Respondents correctly named the brand of an ad they engaged with Response Index Respondents clicked on an ad of any kind during their session Respondents claimed to plan future action (eg seek more info or try/buy) as a result of seeing the ad Ad effectiveness Awareness Recall Advertising Effectiveness Index Engagement Action

  11. Need state: Why we go online

  12. Mood

  13. Mood

  14. Mood

  15. Behaviour: Session length Pages per session Page stickiness Session length (mins) (seconds/page) Pages viewed per session

  16. 148 142 109 73 103 367* 167* 67 33 56 150 143 110 71 103 38 62 108 108 177 112 127 109 94 133 Ad effectiveness Ave. Awareness 100 Recall 100 Branding Index 100 Engagement 100 Action 100 Response Index 100 Ad Effective Index 100 * - Low base sizes – high standard deviation

  17. Rate the site you’re on

  18. 148 142 109 73 103 367* 167* 67 33 56 150 143 110 71 103 38 62 108 108 177 112 127 109 94 133 98 113 111 92 155 125 131 111 82 135 Ad effectiveness Ave. Awareness 100 Recall 100 Branding Index 100 Engagement 100 Action 100 Response Index 100 Ad Effective Index 100 * - Low base sizes – high standard deviation

  19. Conclusions • The web can be used for branding as well as direct response • Our mood, online behaviour and receptivity to different kinds of advertising depend on the reason we’re online • So attitudinal targeting should be considered within any media plan • To maximise the effect of branding advertising, target consumers in a relaxed, open, trusting frame of mind on sites with sticky content

  20. For more information contact: • Richard Fero, Insight Manager, Emap Consumer Media • Kurt Edwards, Head of Sales, Emap Advertising Digital Team The Study of Attitudinal Targeting

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