Advertising by Mindset

Advertising by Mindset
Optimizing Receptivity by Activity

Edwin Wong Yaakov Kimelfeld
Director, B2B Strategic SVP Digital Research &
Research and Insights Analytics Director
Yahoo!, Inc. MediaVest

Advertising by Mindset

Consumer mindset is a key ingredient to
advertising receptivity
By understanding how to connect with
consumers based on their mindset, marketers
can create more meaningful connections with
their audiences

Overview

1 Methodology

2 Online activities & mindsets

3 The impact of mindset on advertising receptivity

4 Optimizing relevance, tone & format

5 Conclusions & implications

PHASE 1. Layered Qualitative
WHAT, WHERE, & HOW?

Participants Across 4 Geographies
– Rural California
– San Francisco Bay Area
– Toronto, Canada
– New York City
Pseudo-longitudinal
– Participants fill out online diaries
for two weeks in order to capture
how they use the Internet, and
provide input into our IDIs
One-on-one IDIs
– In-depth interviews with each
respondent for well over 2 hours

WHO?

18-55 years old
Ethnic background
Gender
Socioeconomic status
Work status and industry
Online activities
Connective behaviors
Personality traits
Savvy shoppers

WHO?
We Spoke to a Married male, 30s, 1 toddler Married female, 40s, 2 teens
School teacher
Lot of Different People Husband and a dog
Recently married In culinary school
Spa manager Real estate investor

Op Manager at financial services company Retail clothing

Documentary transcriptionist HR and recruiting

Female, 32, in a relationship Married male 37, 2 kids

Two boys, ages 13 and 15 Student at FIT

Passionate about photography Stockbroker at securities firm

Human resources Barista

Construction company Male, 28, single

Former NYC police officer Single mom, 2 teen girls

Non profit office manager Owner, high-end children’s t-shirt company

Female, 24, single Fitness instructor
Engaged, mother of 4 Male, 26, single
School bus matron Non profit recruiter

Single female, early 20s

PHASE 1. Quality in Home Session
WHO?
We Spoke to a
Lot of Different People

PHASE 2. Quantitative Survey
Online survey among 3,300+ respondents, representing over 18,000 activities
& internal Y! as analysis of millions of impressions & clicks across properties

Definitions Online Session Example
Session ACTIVITY 1: Connect
An instance of online usage; Task 1: Email – write and check
a period of time spent on Task 2: Blog – read favorite sports Blog
the Internet.
Task 3: Socialize – update Twitter/Facebook
Activity
Broad categories that are ACTIVITY 2: Shop
formed based on activities Task 1: Look at specs on different cameras
that have similar goals or Task 2: Read camera reviews
motivations.
ACTIVITY 3: Manage
Tasks or Action
Task 1: Check bank statement
A specific task that is
pursued or
completed.

Framing Online Activities
Manage Shop Research Inform Connect Entertain Passion

Managing Purchasing Searching Informing Connecting Consuming Pursuing a
key aspects or for a oneself via chat, entertain- hobby or
of your life comparing specific about the email, social ment learning
like your prices for piece of current media content about
stock goods or information events, something
portfolio or services like a news or one is
paying an health- sports passionate
online bill related updates about
question or
looking for
a new job

S11b Now, please view the list of activities below and select the one(s) that you feel most closely resemble what you
wrote in the previous question.

Activities Do Not Vary By Time of Day
Proportion of Activity by Time of Day


12:00am-8:59am 21% 19% 19% 17% 18% 18% 17%

25% 27% 29% 24% 23% 28%
9:00am-2:59pm 29%

37% 41%
3:00pm-8:59pm 39% 37% 40%
38% 43%

16% 18% 21% 18%
9:00pm-11:59pm 13% 12% 15%

Base: Gen Pop Sample Accessing the Internet in the Past 24 Hours: Shop (257); Research (252); Manage (251); Inform (245);
Passion (270); Connect (307); Entertain (247)
S9b And what time of day was it?

However, Frequency Does Vary – With Connecting
and Entertaining Happening Most Often
Minutes & Frequency


Average
minutes 7.0 11.1 8.8 8.9 27.9 24.0 7.5

Multiple
times per day
19% 19% 20% 40% 68% 38% 28%
Popularity
(most likely to 37% 33% 37% 42% 73% 49% 30%
occur in a session)

Base: Gen Pop Sample Accessing the Internet in the Past 24 Hours: Shop (257); Research (252); Manage (251); Inform (245); Passion (270); Connect (307); Entertain (247)
S11b You just provided a summary of your recent online activity in your own words. Now, please view the list of activities below and select the one(s) that you feel most
closely resemble what you wrote in the previous question.
S12 How long did you spend doing each activity? Please answer in minutes.
S14 On average, how frequently do you do the activity or activities listed below at the website(s) you mentioned)

Activities Can Be Bucketed by Mindsets —
Which Fall Into Three Primary States

Accomplishing Goals Browsing Leisurely Pursuing Passion


v v v v

Consumer is attempting to Consumer is in the middle Consumer is deeply
complete a task that of doing something, but is involved in an enjoyable
requires full attention and open to redirection and personal experience
has a goal exploration

Source: Phase 1 Qualitative

Goal-oriented Activities Hold Consumer
Attention the Most
How Much Attention Did You Give to This Activity – Gave Full Attention

Accomplishing a Goal Browsing Leisurely Pursuing Passion


I gave my full
attention
56%

69% 60% 56% 56% 52% 49% 51%

+ + / / - - -
Base: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814)
+/- Indicates percent is significantly higher/lower than Total at 95% confidence
C8 Please choose the statement below that best represents how much attention you paid to the Internet activity.

They Also Lead to the Greatest Feelings of
Accomplishment
I Was Accomplishing a Goal – Top 3 of 11-pt Scale



I felt like I was
accomplishing
a goal
57%

78% 59% 60% 58% 58% 41% 51%

+ / + / / - -
+/- Indicates average of percents is significantly higher/lower than average of Total at 95% confidence
C11 Using the scale below, please tell us how well each statement describes your experience while you were (INSERT ACTIVITY).

Goal-oriented Activities Have an Inverse
Relationship to Enjoyment
I Enjoyed Using the Website and Accomplishing a Goal –
Top 3 of 11-pt Scale


74%
68% 69%
67% 67%
61%
58%

I enjoyed using the website I felt like I was accomplishing a goal
C11 Please tell us how well each statement describes your experience while you were (INSERT ACTIVITY).

Accomplishing a Goal and Chasing Passions
Lead to Greater Immersion
I Was Completely Immersed – Top 3 of 11-pt Scale


I was
completely
immersed in
what I was
doing
42%

52% 43% 46% 38% 34% 42% 43%

+ / + - - / /

When Accomplishing Goals or Pursuing Passions
Consumers Don’t Want to Be Interrupted
I Didn’t Want Anyone to Bother Me – Top 5 Out of 11-pt Scale



I didn’t want
anyone to
bother me
49%

58% 44% 54% 47% 42% 47% 51%

+ / + / - / /

The impact of mindset on
advertising receptivity

Advertising Receptivity Differs By Activity
Type and Mindset

Accomplishing Goals Browsing Leisurely Pursuing Passion


v v v v

“Belongs to me” “As expected” “My immersion”
Advertising can feel Advertising is expected Advertising can feel
intrusive unless and I am open to it intrusive unless highly
highly targeted to related to what I love
what I’m doing


Hearing from Real People
Sharon
When doing online banking, she’s “I signed in online mobile banking with Bank Of America to
concerned about ads because they see if all my finds were available … There were no ads on
make the site feel less secure. the webpage, it was very secure and they did not bother
trying to sell you something else until you signed out.”
Frank
While researching H1N1 virus, “$50 gift card on a $250 purchase at [insert store]…
he was not receptive to ads from a this was not relevant to me … I do not feel that they need to
home improvement superstore. be advertising on a webpage that discusses the flu vaccine.”
Anne
She liked seeing quality, informative “On my Hotmail account I saw 2 ads for Windows 7,
ads when doing email. opposite each other. I liked both ads as they look very
contemporary and chic. The ads are very simple; one
showing a picture of a laptop and the other saying ‘get
peace of mind’ with a Windows 7 logo.”
Jason
He talks about a tough GMC truck “I didn’t mind the car ad because it’s dealing with football...
on a football site that he visits It’s tough and strong… something you could associate with
on Sundays. the NFL... it’s engineered with the site…”


Goal Orientation Has an Inverse Relationship
with Ad Recall
Did You Remember Seeing Advertising?
Accomplishing a goal Browsing Leisurely Pursuing Passion


69%
60%
56% 56%
52% 49% 51%

28% 27%
20% 23% 20%
18%
13%
I gave activity my full attention
I remember seeing an ad
A1a When you were [INSERT ACTIVITY], do you remember seeing any advertisements on the website?

But, When an Ad is Remembered, Goal &
Immersion Lead to Stronger Ad Awareness
What Exactly Do You Remember About the Ads?


I just remember
seeing ads in
general

I remember some
images
18% 17% 20%
15% 18%
I remember only 11%
the company 10%

I remember
everything about 43% 44% 39% 35% 28% 35% 39%
the ad

Base: Those Recalling Number of Ads Seen: Shop (126); Research (101); Manage (73); Inform (127); Passion (206); Connect (127);
Entertain (182)
A1c How well do you remember what was advertised in those ads when you were on [INSERT WEBSITE ONLY]?

Goal Orientation and Engagement Lead to
More Advertising Interaction
Action Taken After Seeing Ads



36% 34%
27% 29%

18% 20%

12%

Clicked on the Ad Visited the product website Mentioned the ad Searched for more info

Base: Remember Seeing an Ad: Shop (168); Research (131); Manage (93); Inform (172); Passion (253); Connect (182); Entertain (230)
A1e Did you do any of the following activities as a result of seeing ads when you (INSERT ACTIVITY)?

Survey Reported Ad Interaction Match Yahoo!
Properties Analysis
Click-through Analysis of Yahoo! Properties

Manage Shop Inform Connect Entertain Passion

Y! Entertainment properties exhibit
interaction rates that are 0.2x higher than
the index, which equals hundreds of
thousands of interactions
1.2
1.1
1

0.6 0.6

Source: Phase 2 b - Yahoo! Internal Data

Optimizing relevance,
tone & format

Consumers Are the Most Open to Experiences,
Including Advertising, When Browsing Leisurely
Size of ball indicates openness to advertising
Does not need to
feel as relevant

Reading
celebrity
Emailing
gossip

Checking
the
weather
Recipes
Facebook
Doing Checking
homework the sports
Shopping news
Needs to feel
very relevant

for a
Technical
support specific Researching Religious
item a disease

Online
banking


Goal-Oriented Activities Should Have
Personally Relevant Advertising
Ad Preferences – Relevance to You or Website

Research Shop Passion
Inform Entertain
Manage Relevant to the
Relevant Connect
website
to you
content

Manage Inform Entertain
Shop
Passion
Research
Connect Based on
Based on my
the website
interests
content

A2b Please use the scales below to describe the types of ads that would be most appropriate to display on [INSERT WEBSITE]
the next time you are using it to [INSERT ACTIVITY].

Make Advertising Relevant to the Mindset to
Increase Ad Receptivity

Accomplishing Enable or sponsor
a Goal their goal

Browsing Contribute to the experience
with humorous and interactive
Leisurely
formats

Pursuing Associate your brand with that
Passion passion


Ads for Goal-Oriented Activities Should Be More Serious,
Whereas Leisurely Browsing Ads Can Be More Humorous
Ad Preferences – Humorous or Serious

52%
48%
45%
40% 42%

32% 30%

23% 24%
20% 30% 19%
11% 10%

Humorous Serious

Information is a Necessity Among Goal-Oriented
Activities, More So Than Being Visually Attractive
Ad Preferences – Detailed Information or Visually Attractive


49%
42%
39%
34% 36% 34%
33%

21% 22% 23%
19% 19% 27% 26%

Detailed Information Visually Attractive

Providing New Information is the Most
Important Ad Feature Across Activities
Ad Preferences – Rank the Following with Top 3 Shown

BUILDING THE BRAND
…only show logo
...tell me something new 1 2 2 1 2 3 3
…remind me of brands or
products I know
2

DEALS
…offer deals or coupons 1 1
…direct me to website to
find out more later
3 3 1 2 2

GOING FURTHER
…a brand sponsorship 3 1 2 1 1
…an offer, free giveaways,
or prizes
2 2

A2a Again thinking about when you were [INSERT ACTIVITY], please rank these different types of ads from 1 to 7, where 1 means most
appropriate and 7 means least appropriate, to be displayed on [INSERT WEBSITE] when you are using it to [INSERT ACTIVITY].

| Plus one

Goal
Drive consumers to do one more activity on Yahoo!

Brief
By understanding consumer mindset more fully,
develop creative executions that fit within the online
activity and mindset of consumers

Provide Yahoo! brand campaign assets that
demonstrate creative executions for the Yahoo!
brand across the Yahoo! Network

Accomplishing Goals

Manage Shop Research

Mindset: Consumer is attempting to complete a task that
requires full attention and has a goal

Tone of Ad: Provide information that is useful to them given
their current activity - be part of the solution to
their task

Objective: Build awareness of a brand or product, even
without direct attention; good return for ad
interaction

Browsing Leisurely

Inform Connect Entertain

Mindset: Consumer is in the middle of doing something,
but is open to redirection

Tone of Ad: Entertain them, get them excited, engage them,
grab their attention while they are “on break”

Objective: People will actively consume advertising, but it is
fast, “drive-by” consumption - they don’t read
every word, but they do actively look

Pursuing Passions

Entertain Passion

Mindset: Consumer is deeply involved in an enjoyable
experience that requires full attention

Tone of Ad: Be careful to respect the immersion, relevance to
what they love becomes more important

Objective: People will actively engage, focus on the ad for a
period of time and absorb it; great return for ad
interaction

Findings

There are seven fundamental Online activities
consumers engage in and these activities can be
bucketed into three Mindsets: Accomplishing
Goals, Browsing Leisurely and Pursuing Passions
Mindset plays a critical role in how receptive
consumers are to marketing messages
We need to understand the right tone, ad format
and messaging by online activity to optimize
digital creative

How to Optimize Ads Based on Mindset

Accomplishing Browsing Pursuing
a Goal Leisurely Passion
Ad Preference • Build awareness • Interact & • Align with their
quietly entertain passion
Tone • Subtle • Open • Interesting
• Serious • Playful • Contextually
relevant
Creative • Unobtrusive • Big • Engaging
Principles • Few words • Bold • Interactive
• Informative • Colorful • Informative
• Simple • Exciting • Integrated
• Limited motion • Interactive
• Full motion
• Graphically rich


Implications

Marketers should consider using more than one
creative message across their digital buy to
optimize performance
Activity-based optimization and the optimization
tools already available (via Smart Ads, BT and
time-spent optimization) will lead to even more
effective advertising
Map metrics of success to ad interaction and
receptivity across online activities

Authors
Edwin H. Wong Yaakov Kimelfeld
Lauren Weinberg Daniel Stubbs
Julie Pfeifle
Jen Hu
Vinayak Sambargi
Sebastian Fernandez
Radha Subramanyam Tricia Jenkins
Samir Sheth
Aaron Fetters
Sharon Jain Patricia Sulken
Grant Johnson
Dino Mytides
Shannon Knock
Robyn Hightower
Zak Kirchner

Bill Westerman
Ilana Westerman

Designer Scott Bresson

Advertising by Mindset

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