The first ever detailed look at the power of online advertising in Ireland, and the role of online consumer behaviour in making it work.

1. IAB/Amárach Research
A Presentation Prepared For Connect Conference
16th February 2012
By

2. 2
Agenda
Online Behaviour and Media Mesh
Advertising 2.0

3. 3
Background & Objectives
Online Sample TV & Online 2+ hours per day
629 online participants
Main Objective
“To examine the relationship between TV and Online
advertising and gain an understanding of the impact of this
relationship on brand attitudes and purchasing behaviour.”

4. Online Behaviour and Media Mesh

5. 5
Online Sites Visited
% %
Social Networking 88 Weather 40
email 79 Sports news/results 37
Playing games 35
Online banking 68
Using search engines Discussion boards/forum 31
to find websites 56
Using search engines Local info sites 30
to find information 54
Finding info on brand/ad 29
Shopping 54 seen on TV
Watching/downloading 28
videos
News 48
Music downloading 25
Maps/Directions 48
Instant messaging 24
Using favourite sites 44
Blogs 17
Auction sites 41

6. 6
Social Networking Usage
100
90
79
80
70
60
50
40
30 25
22
20 17
14
10 3 3 3
0
Facebook Google+ Twitter Boards.ie Linkedin Myspace Bebo Rollercoaster.ie

7. 7
Streaming Television Online
74%
65%
46%
39%
25%
17%
42% are 16%
streaming
TV online 12%
11%

8. 8
78% are Online While Watching TV
53% Social networking
40% Banking
34% Using search engines to find sites
33% Using favourite sites
32% Online news
28% Shopping
27% Playing games
16% Searching for info on brands/ads

9. Advertising 2.0

10. 10
Online Versus Offline Impact of TV Ads
Offline Impact Online Impact
Discuss 16% Word of mouth 1% Word of mouse
Depth of
4% Telephone for info 17% Search online for info
response
Search
14% Visit store for info 16% Go to product site for info
Purchase 11% Purchase in store 3% Purchase online

11. 11
Have you ever done any of the following as
a Result of Seeing an Ad ………..
…..Online …..On TV
Looked in a shop for a brand 30% +7% 37%
Search online to find where to buy
product 35% +1% 36%
Immediately search online to get
more info 30% +5% 35%
Talked to someone about the
brand/product 23% +11% 34%
Visited brand/product websites to
find out more 27% +5% 32%
Entered blogs/discussion forums 4% +1% 5%
Bought product online 12% +2% 14%
25-34 year olds consistently most likely to follow up via online activity and key online target.

12. 12
Ability of Online & TV Ads to Influence
…..Online …..On TV
Purchase
Persuasion to purchase 30% +14% 44%
Information to support purchase 35% – 35%
Generate WOM 36% +10% 46%
Interest & Affinity
Provide new information 47% +10% 57%
Introduce a new brand 52% +13% 65%
Spark interest 45% +17% 62%
Make brand more likeable 25% +10% 35%
Online punches above it’s weight as an information support for
purchase, being equal to more mature medium of TV advertising.

13. 13
Purchase as a Result of Online Advertising
62% Have EVER purchased an item after seeing an online ad
%
Holidays 25
Entertainment (CD’s, DVD’s, 24
Books, Games etc.)
Food 23
Insurance 19
Mobile phone 16
Female grooming/beauty 14
Majority of online driven
purchases dominated by younger
Alcohol 14 cohorts except holidays with 37%
of over 55’s ever buying after
Confectionary 11 seeing an ad online.
Furniture/household 11
Male grooming/beauty 10
8 in 10 still chose to purchase offline in a store and is the most popular channel, but 64%
have purchased online through a well known shop and 44% from internet only.

14. 14
1 in 3 Sending/Sharing/Liking Ads Online
Age
%
28 (19%)
15-24
60%
25-34 32 (25%)
35-44 22 (19%)
45-54 5 (12%)
55+ 13 (25%)
Under 35’s are key to driving flow of content around the web – 6
in 10 of all momentum begins with them.
(%) = Total sample

15. 15
TV Ads & Follow Up Online Search
62%
have…..
…..searched
online for
TV Ad Brand site
57% 22%
50% 16%

16. 16
Disentangling Mixed Media Strategies
TV Recall Online Addition
Both Total
51% 7% 7% 65%
42% 4% 7% 53%
32% 4% 8% 44%
28% 5% 19% 52%
22% 12% 23% 57%
TV Online
Stronger among women Stronger among 25-34 year
and 45+ age cohorts old cohort predominantly

17. Some Final Thoughts…..

18. 18
Some Final Thoughts…..
Segregate to Aggregate: marketers want to segregate for
analytics, but consumers want to aggregate channels to enhance
experience.
ROPO: Research Online, Purchase Offline is a key trend, and in
order to migrate purchase online core triggers and barriers
(value, convenience, usability, established norms etc) must be
revisited.
25-34 Bulls eye: The key cohort that engage with online deeply,
and should be leveraged as channel advocates to push content
and establish behavioural norms.
Don’t be distracted by noise: Google+ has more users than
“noisy” Twitter. A key targeting consideration for reaching end
consumers.
Online primed to challenge TV’s position: online advertising is
on par with TV on many KPIs, and with lower costs and
increased flexibility versus TV and other channels, the future
growth of online advertising looks promising.

19. If you have any questions about the research contact:
Mark Nolan
Managing Director
Amárach Research
T. 01 410 5200
E. mark.nolan@amarach.com