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How Media Works:How Media Works:Advertising and the Purchase FunnelAdvertising and the Purchase Funnelfor Commercial Website Advertisingfor Commercial Website Advertising
How Media Works:How Media Works:Advertising and the Purchase FunnelAdvertising and the Purchase Funnelfor Commercial Website Advertisingfor Commercial Website Advertising
A Yankelovich Study for the Television Bureau of Advertising
Study ObjectivesStudy ObjectivesStudy ObjectivesStudy Objectives
Determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand:
The role of television advertising in driving consumer actions throughout the purchase decision process
How television interacts with other media platforms, including new media such as the Internet
How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle 2
Source: TVB/Yankelovich “How Media Works,” April 2009
MethodologyMethodologyMethodologyMethodology
Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them.
Interviews took place January 29 to February 10, 2009; Super Bowl Sunday was excluded.
Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them.
Each respondent then completed an ad survey for up to three of these categories.
The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc.
The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied.
3Source: TVB/Yankelovich “How Media Works,” April 2009
Customer Profile: Commercial WebsitesCustomer Profile: Commercial WebsitesCustomer Profile: Commercial WebsitesCustomer Profile: Commercial Websites
4Source: TVB/Yankelovich “How Media Works,” April 2009
Saw a Commercial Website Ad That
Made an Impression
Currently considering
a purchase in this category
Made a purchase in this category
in past 6 months
Male 49.9% 54.5% 52.2%
Female 50.1% 45.5% 47.8%
18-34 39.7% 41.5% 42.4%
18-49 68.1% 69.6% 73.9%
25-54 63.6% 67.0% 68.8%
55+ 24.1% 22.8% 18.5%
Urban 32.7% 37.9% 35.0%
Suburban 46.4% 46.0% 44.3%
Rural 21.0% 16.1% 20.7%
<$30K 20.0% 16.1% 17.8%
$30-$70K 42.1% 39.7% 42.0%
$70K+ 31.2% 39.3% 33.8%
$100K+ 13.7% 17.0% 15.0%
TV ads for commercial websites are seen less TV ads for commercial websites are seen less often often
than TV ads for any other type of product or than TV ads for any other type of product or serviceservice
TV ads for commercial websites are seen less TV ads for commercial websites are seen less often often
than TV ads for any other type of product or than TV ads for any other type of product or serviceservice
5Source: TVB/Yankelovich “How Media Works,” April 2009
Saw an ad that got your attention:
55%
46%
46%
46%
41%
40%
40%36%
36%
34%
34%
33%
28%
27%
25%
80%Any (NET)
Restaurants
Vehicles or auto dealers
Telecommunications or electronic products
Entertainment activities
Automobile or life insurance
Department stores or discount stores
Food, convenience, or grocery stores / supermarkets
Furniture, mattress, or carpeting / flooring stores
Travel or travel websites
Financial services
Healthcare products or services
Home improvement stores or services
Services
Schools / colleges / learning centers / vocational schools
Commercial websites
The majority of viewers in this category The majority of viewers in this category have made a purchase in the past yearhave made a purchase in the past yearThe majority of viewers in this category The majority of viewers in this category have made a purchase in the past yearhave made a purchase in the past year
6Source: TVB/Yankelovich “How Media Works,” April 2009
Last time made a commercial website purchase:
22%
13%
13%
8%
3%
5%
5%
1%
2%
30%
Within the last 2 weeks
3-4 weeks ago
1-2 months ago
3-4 months ago
5-6 months ago
7-11 months ago
1-2 years ago
3-5 years ago
6 or more years ago
I have never purchased in this category
Commercial websites
63% of those who recently saw
a TV ad for a commercial website made a category
purchase in the past year
Nearly three-quarters of TV ads for Nearly three-quarters of TV ads for commercial websites are recalled commercial websites are recalled
positivelypositively
Nearly three-quarters of TV ads for Nearly three-quarters of TV ads for commercial websites are recalled commercial websites are recalled
positivelypositively
7Source: TVB/Yankelovich “How Media Works,” April 2009
Type of impression made by TV ad for commercial website:
32%
38%
26%
3%
1%
34%
38%
26%
2%
0%
Very positive
Somewhat positive
Neither positive nor negative
Somewhat negative
Very negativeTotalCommercial websites
72% of those who saw these advertisements rated them positively
TV ads for commercial websites are TV ads for commercial websites are deemed attention-getting, relevant, deemed attention-getting, relevant,
informative informative
TV ads for commercial websites are TV ads for commercial websites are deemed attention-getting, relevant, deemed attention-getting, relevant,
informative informative
8Source: TVB/Yankelovich “How Media Works,” April 2009
Ratings of Commercial Website Television Ads:
16.9%
15.0%
21.2%
18.1%
12.3%
8.8%
3.1%
2.1%
1.0%
1.5%
16.1%
17.3%
20.0%
18.9%
10.6%
10.4%
3.7%
1.1%
0.7%
1.1%
10 - Very
9
8
7
6
5
4
3
2
1 - Not at all
19.6%
15.4%
18.9%
15.6%
12.2%
9.0%
3.6%
2.8%
1.3%
1.5%
22.3%
15.8%
19.1%
13.7%
10.8%
8.5%
4.1%
3.3%
1.7%
0.7%
10 -Completely
9
8
7
6
5
4
3
2
1 - Not at all
16.4%
11.7%
14.1%
11.9%
9.7%
9.9%
5.3%
4.9%
3.9%
12.3%
21.0%
13.0%
10.9%
11.9%
10.6%
8.5%
5.0%
4.5%
3.5%
11.1%
10 - Very
9
8
7
6
5
4
3
2
1 - Not at all
53% total
53% comm. websites
54% total
57% comm. websites
42% total
45% comm. websites
How informative was it?
How much did it get your attention?
How relevant was it?
Total Commercial Websites
Those Who View Ads for Commercial Websites Those Who View Ads for Commercial Websites are are
Much More Likely to Take Action After Seeing the Much More Likely to Take Action After Seeing the AdAd
Those Who View Ads for Commercial Websites Those Who View Ads for Commercial Websites are are
Much More Likely to Take Action After Seeing the Much More Likely to Take Action After Seeing the AdAd
9Source: TVB/Yankelovich “How Media Works,” April 2009
Actions Taken After Seeing TV Commercial for Commercial Websites
TotalCommercial
WebsitesIndex to
Total
Any (Net) 49% 62% 127
Went online to learn more about the product or service advertised
14% 33% 236
Talked with others about the advertisement 16% 22% 138
Considered purchasing the product or service 17% 15% 88
Remembered you had seen the product or service advertised before
(i.e., the newspaper, radio, or the Internet)11% 15% 136
Tried to find the advertisement on the Web 5% 13% 260
Visited a store or location to learn more about the product or service
8% 12% 150
Purchased the product or service in a store 10% 9% 90
Purchased the product or service online 3% 8% 267
Sent someone a Web-site link about the product or service 2% 8% 400
Looked in a newspaper or magazine to learn more about the product or service
4% 7% 175
Contacted the company in the advertisement 3% 7% 233
Sent someone an Email about the product or service 3% 7% 233
Other action 3% 2% 67
Did nothing 51% 38% 75
While TV ads for commercial websites are generally While TV ads for commercial websites are generally seen 2-3 times, about one in four are only viewed seen 2-3 times, about one in four are only viewed
onceonce
While TV ads for commercial websites are generally While TV ads for commercial websites are generally seen 2-3 times, about one in four are only viewed seen 2-3 times, about one in four are only viewed
onceonce
10
Number of times saw TV ad for commercial website in past 2 months:
14%
33%
26%
14%
13%
23%
39%
21%
8%
9%
Just this one time
2-3 times
4-5 times
6-9 times
10 times or more
TotalCommercial websites
38% of those who saw a TV ad for a commercial website recently have
seen it 4+ times
(compared to 53% for total)
Source: TVB/Yankelovich “How Media Works,” April 2009
Those Who View Ads for Commercial Websites Those Who View Ads for Commercial Websites Multiple Times are Much More Likely to Take Multiple Times are Much More Likely to Take
ActionAction
Those Who View Ads for Commercial Websites Those Who View Ads for Commercial Websites Multiple Times are Much More Likely to Take Multiple Times are Much More Likely to Take
ActionAction
11Source: TVB/Yankelovich “How Media Works,” April 2009
Among those who recently saw a TV ad for Commercial Websites
# TV Ad Exposures
Commercial
Websites
Recall 1-3 ad
exposuresRecall 4+ ad exposures
Any (Net) 62% 59% 68%
Went online to learn more about the product or service advertised 33% 30% 40%
Talked with others about the advertisement 22% 18% 29%
Considered purchasing the product or service 15% 12% 21%
Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet)
15% 12% 20%
Tried to find the advertisement on the Web 13% 10% 17%
Visited a store or location to learn more about the product or service 12% 7% 18%
Purchased the product or service in a store 9% 7% 13%
Purchased the product or service online 8% 6% 12%
Sent someone a Web-site link about the product or service 8% 4% 14%
Looked in a newspaper or magazine to learn more about the product or service
7% 5% 11%
Contacted the company in the advertisement 7% 5% 12%
Sent someone an Email about the product or service 7% 5% 11%
Other action 2% 2% 2%
Did nothing 38% 41% 33%
In addition to TV ads for commercial websites, In addition to TV ads for commercial websites, 38% of respondents also reported seeing ads on 38% of respondents also reported seeing ads on
the internetthe internet
In addition to TV ads for commercial websites, In addition to TV ads for commercial websites, 38% of respondents also reported seeing ads on 38% of respondents also reported seeing ads on
the internetthe internet
12Source: TVB/Yankelovich “How Media Works,” April 2009
Saw ad for same product or service in a media other than TV:
TotalCommercial
WebsitesIndex to
Total
Any (Net) 46% 57% 124
On the Internet 20% 38% 190
In a newspaper 18% 19% 106
On the radio 12% 13% 108
In a magazine 11% 14% 127
In an Email offer 8% 16% 200
On a billboard or other outside sign 7% 9% 129
Other media 3% 2% 67
Did not see, hear, or read in any other media 35% 26% 74
Not sure 19% 17% 89
Commercial Websites Commercial Websites Advertising Impact at Various Stages ofAdvertising Impact at Various Stages of
the Consumer Purchase Funnelthe Consumer Purchase Funnel
Commercial Websites Commercial Websites Advertising Impact at Various Stages ofAdvertising Impact at Various Stages of
the Consumer Purchase Funnelthe Consumer Purchase Funnel
13Source: TVB/Yankelovich “How Media Works,” April 2009
80%75%
67%61% 59%
53%
20%25%
33%39% 41%
47%
86% 83%
69% 65%74%
61%
14% 17%
31%35%
26%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Media Influence (Any)-All Cat. No Media Influence-All Cat.Media Influence (Any)-Commercial Websites No Media Influence-Commercial Websites
Index = 108
Index = 111
Index = 103
Index = 107
Index = 125
Index = 115
Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase
Commercial WebsitesCommercial Websites Media Impact at Various Stages of the Media Impact at Various Stages of the
Consumer Purchase FunnelConsumer Purchase Funnel
Commercial WebsitesCommercial Websites Media Impact at Various Stages of the Media Impact at Various Stages of the
Consumer Purchase FunnelConsumer Purchase Funnel
14Source: TVB/Yankelovich “How Media Works,” April 2009
Media cited by less than 3% of respondents were incorporated into the total for “other.”
42%34% 29% 31% 34%
23%
23%27%
25% 20% 20%
23%
6%6%
4%4%
8%
5%
5%6%
5%5%
6%
6%
4% 5%
6%
6%5%
4%
14% 17%31% 35%
26%39%
6%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness Interest Consider Purchase Want to Purchase VisitStore/ Website
Make Purchase
Television Internet Email Newspaper Magazine Other No Media Influence
ConclusionsConclusionsConclusionsConclusions
Commercial Website ads are considered informative and relevant, and cause key ROI actions at a very high level. Those who viewed ads 4+ times are more
likely to take action than those with less exposure.
The Commercial Website category is highly responsive to media impacts at all stages of the purchase decision process.
TV ads are powerful drivers of traffic to Commercial Websites, topping even internet ads in this function. At the purchase/transaction phase, TV and
internet ads are of equal importance. 15Source: TVB/Yankelovich “How Media Works,” April 2009