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PERFORMANCE RESEARCH
PURPOSE
•Consumer definition of online sponsorship
•Identify cues
•Identify differences in banner ads v. sponsorship
•Quantify value
PERFORMANCE RESEARCH
METHODOLOGY
500 Web users:
•Online for 1+ hour per week (Mean=13 hours)
•50 / 50 Male to Female ratio
•50 / 50 Over 35 v. Under 35
•All were shown 3 out of 6 web sites as examples
of either:Online sponsorship, orAdvertising
PERFORMANCE RESEARCH
METHODOLOGY
Web sites are identified as:
•Affinity – directly related to interests such as hobbies and sports
•Informational – referenced for information such as news
•Transactional – directly related to retail sales
PERFORMANCE RESEARCH
METHODOLOGY
•Web sites were selected to represent the three basic “affinities” to be sure respondents were not affected by content:
Sports site (NHL’s San Jose Sharks)
Cause related site (World Wildlife Fund)
Lifestyle/interest site (SeniorNet)
Note: The sites shown were all modified versions of the originals in order to control variables for research purposes
PERFORMANCE RESEARCH
TYPES OF WEBSITES
“Thinking of the websites you visit most often, what percentage of them do you think are…?”
Tansactional23%
Affinity39%
Informational39%
Total; N=522
PERFORMANCE RESEARCH
“AFFINITY” WEBSITES
“Thinking specifically about the “Affinity” websites that you visit, please select the statements you agree with?”
49%
62%
67%
0% 20% 40% 60% 80% 100%
The sites maintain myenthusiasm
I go there for more completeinfo.
I use them 1st to see what'snew with my interest
Total; N=522
PERFORMANCE RESEARCH
SPONSORSHIP OR
ADVERTISING?
“If you were to see a company or brand name doing each of the following activities, in your opinion, is it an ‘Advertisement’ or a ‘Sponsorship?’”
64%
75%
87%
90%
0% 20% 40% 60% 80% 100%
Has contests to win prizes relatedto site's topic of interest
Has a box/button link to co. siteon side of web page
A window pops up with messageand link to co. site
Its message runs across the topof the screen
Total; N=522
Advertising…
PERFORMANCE RESEARCH
“If you were to see a company or brand name doing each of the following activities, in your opinion, is it an ‘Advertisement’ or a ‘Sponsorship?’”
52%
71%
81%
0% 20% 40% 60% 80% 100%
Supplies or "presents" contentareas on a web page
Provides revenue to keep thesite's info. Free and accessible
Donates money to a cause orcharity related to the site
Total; N=522
Sponsorship…
SPONSORSHIP OR
ADVERTISING?
PERFORMANCE RESEARCH
“In your opinion, does the Southwest Airlines example represent advertising or sponsorship?”
65%
87%
0% 20% 40% 60% 80% 100%
Sponsorship
Advertising
SPONSORSHIP OR
ADVERTISING? SOUTHWEST AIRLINES
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS AN
ADVERTISEMENT? SOUTHWEST AIRLINES•“It has nothing to do with the Sharks,
unless you want to fly out to see a game.”
•“Because it is in a banner and seems not to say anything about the website. It seems generic and out of place.”
•“It has no relationship to the content of the web page. At the top of the page – I don’t even look at these cause they are just trying to sell something or get you to go to their website.”
PERFORMANCE RESEARCH
•“The statement about ‘This forum being made possible by the support of the company.’ This, to me, means that the company is paying money to support the web site. Advertisers do this as well, but this does not look like a plea for ticket sales for the airlines.”
•“It just felt better than an ad.”
WHY DO YOU THINK THIS IS SPONSORSHIP?
SOUTHWEST AIRLINES
PERFORMANCE RESEARCH
“In your opinion, does the Visa example represent advertising or sponsorship?”
SPONSORSHIP OR
ADVERTISING? VISA
68%
89%
0% 20% 40% 60% 80% 100%
Sponsorship
Advertising
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS AN
ADVERTISEMENT? VISA•“It’s a banner. It’s got nothing to do with
wildlife.”
•“Because most banners on the top of a website are junk or a gimmick.”
•“[It’s a] larger banner. [It] seems separate from [the] page. [It’s] not integrated.
•“It’s like a billboard.”
•“It is not related to the website in any fashion.”
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS SPONSORSHIP?
VISA
•“They are providing information about a worthy cause, with only a small presence.”
•“Because they offered a quid pro quo, something of value to the organization, and ultimately, to the person reading the site. But they didn’t invade your viewing like banners and ads normally seem to.”
PERFORMANCE RESEARCH
“In your opinion, does the Charles Schwab example represent advertising or sponsorship?”
SPONSORSHIP OR
ADVERTISING? CHARLES SCHWAB
43%
65%
0% 20% 40% 60% 80% 100%
Sponsorship
Advertising
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS AN
ADVERTISEMENT? CHARLES SCHWAB•“It’s not involved in any way with the
site. It just sits on top.”
•“The ad had nothing to do with seniors.”
•“Because it is in what looks like a banner at the top of the page that probably is a link to a Schwab website.”
•“[It] just seems like an advertisement. They aren’t doing anything special.”
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS SPONSORSHIP?
CHARLES SCHWAB
•“Because they’re offering informational and educational services without necessarily asking for your business.”
•“Because it was not an ad for [Charles Schwab], it was an information page for seniors.”
•“I don’t think of them as a company that advertises but offers advice.”
PERFORMANCE RESEARCH
AWARENESS OF COMPANY
INVOLVEMENT
“To what degree did you notice [company’s] involvement with this site?”
61%
67%
0% 20% 40% 60% 80% 100%
Advertising
Sponsorship
PERFORMANCE RESEARCH
“ENHANCES” WEBSITE SOUTHWEST AIRLINES
“Would Southwest Airlines’ involvement enhance or detract from your enjoyment or experience with the site?”
15%
24%
0% 20% 40% 60% 80% 100%
Advertising
Sponsorship
PERFORMANCE RESEARCH
“ENHANCES” WEBSITE VISA
“Would Visa’s involvement enhance or detract from your enjoyment or experience with the site?”
8%
35%
0% 20% 40% 60% 80% 100%
Advertising
Sponsorship
PERFORMANCE RESEARCH
“ENHANCES” WEBSITE CHARLES SCHWAB
“Would Charles Schwab’s involvement enhance or detract from your enjoyment or experience with the site?”
28%
38%
0% 20% 40% 60% 80% 100%
Advertising
Sponsorship
PERFORMANCE RESEARCH
“ENHANCES” WEBSITE TOTALS
“Would [company’s] involvement enhance or detract from your enjoyment or experience with the site?”
17%
33%
0% 20% 40% 60% 80% 100%
Advertising
Sponsorship
PERFORMANCE RESEARCH
“TRUST MORE”
“When a company is involved with a site, how does it generally make you feel about that company in terms of its trustworthiness?”
15%
28%
0% 20% 40% 60% 80% 100%
Advertising
Sponsorship
PERFORMANCE RESEARCH
“When a company is involved with a site, how does it generally make you feel about that company in terms of its credibility?”
16%
28%
0% 20% 40% 60% 80% 100%
Advertising
Sponsorship
“MORE CREDIBLE”
PERFORMANCE RESEARCH
“When a company is involved with a site, how does it generally make you feel about that company in terms of its attractiveness?”
24%
37%
0% 20% 40% 60% 80% 100%
Advertising
Sponsorship
“MORE INCLINED TO USE”
PERFORMANCE RESEARCH
“When a company is involved with a site, how does it generally make you feel about that company in terms of your likelihood to consider them?”
23%
40%
0% 20% 40% 60% 80% 100%
Advertising
Sponsorship
“MORE LIKELY TO CONSIDER”
PERFORMANCE RESEARCH
“When a company is involved with a site, how does it generally make you feel about that company in terms of how in tune they are with you and your interests?”
32%
17%
0% 20% 40% 60% 80% 100%
Advertising
Sponsorship
“MORE IN TUNE”
PERFORMANCE RESEARCH
“Which of these statements best describes your reaction toward Southwest Airlines when you see their presence on the websites you visit most often?”
3%
12%
17%
26%
0% 20% 40% 60% 80% 100%
I try to supportthem because
of theirinvolvement
I appreciatethem b/c it
shows we sharean interest
SponsorshipAdvertising
REACTIONS TO INVOLVEMENT
SOUTHWEST AIRLINES
PERFORMANCE RESEARCH
“Which of these statements best describes your reaction toward Visa when you see their presence on the websites you visit most often?”
3%
7%
13%
44%
15%
26%
35%
17%
0% 20% 40% 60% 80% 100%
I like them better b/c they'remore relevant
I try to support them because oftheir involvement
I appreciate them b/c it showswe share an interest
I ignore them so it doesn'tchange how I feel
SponsorshipAdvertising
REACTIONS TO INVOLVEMENT
VISA
PERFORMANCE RESEARCH
“Which of these statements best describes your reaction toward Charles Schwab when you see their presence on the websites you visit most often?”
7%
8%
16%
16%
0% 20% 40% 60% 80% 100%
I try to supportthem because
of theirinvolvement
I like thembetter b/c
they're morerelevant
SponsorshipAdvertising
REACTIONS TO INVOLVEMENT
CHARLES SCHWAB
PERFORMANCE RESEARCH
REACTIONS TO INVOLVEMENT
TOTALS
“Which of these statements best describes your reaction toward [company] when you see their presence on the websites you visit most often?”
4%
6%
16%
14%
20%
28%
0% 20% 40% 60% 80% 100%
I like them better b/c they'remore relevant
I try to support them because oftheir involvement
I appreciate them b/c it showswe share an interest
SponsorshipAdvertising
PERFORMANCE RESEARCH
WHICH DO YOU PREFER?
“In general, from what you have seen, which type of involvement should a company do to be…?”
42%
34%
58%
66%
0% 20% 40% 60% 80% 100%
More engaging
Less obtrusive
SponsorshipAdvertising
PERFORMANCE RESEARCH
COMPARATIVE SPONSOR LOYALTY
15%
15%
17%
20%
23%
28%
32%
38%
38%
41%
44%
47%
53%
53%
69%
72%
0% 25% 50% 75% 100%
1994 World Cup Soccer
1998 Olympics
2000 Olympics
NFL
Air Shows
1992-94 Olympics
ESPN X-Games
MLB
NBA
Website sponsorship
2000 America's Cup
PGA Tour
The Arts
IRL
BGN
NASCAR
PERFORMANCE RESEARCH
CONCLUSIONS
When a company or brand is integrated
into the content of a site while
providing a value or service related to
the needs of its users…
PERFORMANCE RESEARCH
CONCLUSIONS
It is perceived as sponsorship and:
•Encourages higher trust, credibility, and consideration
•Is seen as more in tune with your consumers
•Is more appreciated
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