8 a.m.Mum 2 p.m. IM John 10 a.m. Pay bills 9 p.m. Search vacations Context Matters The internet evolution is widening media opportunities... Source: EIAA Mediascope 2007; Comscore Nov 06-Aug 07; Forrester June 2007 More media time spent online More people as media owners The social web making online media planning more complex Can I advertise around conversation rather than content? How much of online activity offers a media opportunity? Is there still a role for interruptive advertising? Our research objectives To delve beyond time spent measure To identify and describe key online occasions and their contexts To examine advertising fit across these occasions To help our partners optimise their online media planning 5 Brazil Canada France UK Norway Countries Studied Germany Our Research Approach Sample = year olds per country. Total European sample = 2,400 respondents Research conducted by OTX Diary of Online Activities 400 respondents per country. A total of 38,000 activities recorded. 25 bloggers Advertising Questionnaire 200 respondents per country. The internet...has just become a normal part of my daily habits. Its now at the point where it is difficult to function in life with it. It allows you to manage your time better, for example i dont have to wait for the news to come on, i can simply log on. If i miss a TV programme and havent Sky + it, i can sometimes download it. Male UK People are leading their lives online Base: European Data CommunicationInformationEntertainment SurfingTransactionsCreation Core personal and social needs are being met Base: European Data CommunicationInformationEntertainment SurfingTransactionsCreation Communication is the core motivation and activity online Motivation40% Activity35% Motivation29% Activity18% Motivation13% Activity18% Motivation13% Activity 9% Motivation11% Activity 9% Motivation 3% Activity 4% Motivation: Respondents can note more than one Activities: 7% of online activities classified as other Base: European Data Page 10 The occasions differ by level of focus Information and Transaction are most focussed Completely Focused Distracted Base: European Data Multi-tasking differs by Occasion UK and France are more likely to multi-task, in particular Ents MULTI-TASKING ONLINE WITH TV BY OCCASION Online Occasion UKFranceGermanyNorway Communication 30%25%22%21% Entertainment 28%36%21%15% Creation 21%29%17%8% Surfing 30%23%25%29% Information 20%10%14%18% Transaction 21%22%18%24% 71% of online activity is multi-tasked, either eating, working, watching TV or listening to music being the most common Base: European Data The online journey reflects daily routines and needs MORNING: I read news, what time my bus depart. Most its everyday info, so I can get through the day. WORK: only for work research assignments. EVENING: I read my mail, take care of my facebook, blog, watch movies. Only do things that I appreciate. Male Norway Base: European Data 13 Share of all internet activity across 24 hours The blend of online occasions differs across the day Entertainment replaces Information in the evening Share of All Internet Activity Across 24 Hours - WEEKDAY The 2 nd peak occurs between 6-10pm 9am Noon is the first peak for internet activity Entertainment replaces information in the evening Base: European Data 14 Share of all internet activity across 24 hours At the weekend, the sharpest peak is the morning followed by more constant and later online activity Share of All Internet Activity Across 24 Hours - WEEKEND Entertainment still replaces Information in the evening Base: European Data From the well trodden path to unchartered territories If i think about it i have a standard routine. I always start with reading my mail; then its time for facebook; i catch up with the news for the day; read funny stories; and on my way through every point i get distracted by new pages, advertising and pages that i get recommended Female, Norway Base: European Data Page 16 The Online Neighbourhood Much of Online Behaviour is Familiar, Like a Local Neighbourhood e-Bay, Amazon Shopss yahoo, hotmail etc Post Office Newsagent News feeds, sports homepage Forums and Social Networks PUB Finance Bank Base: European Data Page 17 Affection for familiar places Your neighbourhood is a trusted environment An easy place for you to navigate its your territory and your space Safe and feel in control Familiar faces The internet is like an everyday trip out of the house, in a place where i am used to living....i never lose my way....Male, France Base: European Data Page 18 Exploring New Places On the hyper-linked web, its easy to go off track 44% of online activities are spontaneous More open-minded Willing to try new things, explore new places Looking for souvenirs Willing to take advice Looking to be guided by a trustworthy source Looking to share the experience or memories with others Base: European Data What does this mean for advertisers? highlights the growing complexities of integrated communication planning... offers insight and guidance on how to improve online brand communications... demonstrates that online consumer behaviour is multifaceted & multivariable... To better reflect consumer behaviour advertisers must now integrate on and offline channels FINDINGS: Online activity is rarely standalone but complimentary It combines with people working, socialising, watching TV, listening to music, eating & drinking etc. Online activity is just a part of peoples daily lives IMPLICATIONS: Integrate offline TV ads with online video ads Integrate offline ad activity with Paid Search Integrate offline ad activity with online diaply activity Integrate live event activity with online event amplification ONLINE CONSUMERS ARE JUST CONSUMERS! To better reflect consumer behaviour advertisers must now integrate online channels FINDINGS: Online activity is rarely single purpose, single event Online activity moves randomly from communication to information to transaction to entertainment to creation Online activity moves from planned to unplanned, from the well trodden path to uncharted territories throughout the day IMPLICATIONS: Integrate acquisition strategy with retention strategy Integrate advertising strategy with content strategy Integrate interruption strategy with engagement strategy Integrate direct response (in some environments) with brand building (in other environments) Open to ads Not open to ads Higher ad awareness, but not open to ads Higher ad awareness, and open to ads Lower ad awareness and not open to adsLower ad awareness, but open to ads More aware of advertising online Less aware of advertising online To better respond to consumer ad receptivity advertisers must deliver contextually relevant brand communications Surfing Creation Information Transaction Entertainment Communication Web 1.0 Behaviours Web 2.0 Behaviours Connecting marketing objectives to user behaviour and receptivity Advertisers should blend push and pull brand communications appropriate to Web 1.0 or 2.0 activity Co-creation with brands Branded content for online personal expression & decoration Gadgets for private use on desktop Video pre-roll embedded ads Tool kits from brands to create content Video banner ads Static banner ads Push Advertising Pull Advertising Indices if more than 100, ad type more suitable Web Web 2.0 Advertisers should always consider contextual frameworks when planning online brand communications Time of Day Consider dayparting messaging by time of day and day of week Environmental situation Consider online messaging that references offline activities or circumstances Online activity Consider push or pull brand communications dependent on online activity or journey Level of Attention Consider intrusive or integral advertising dependent on the required focus of the online activity Mood Consider serious or playful messaging dependent on time of day and activity Making it happen To improve online brand communication planning in the future we need: Ongoing, deeper understanding of time spent online (in relation to offline consumer behaviour) Better integration between marketing service providers Better integration between media and creative agencies More collaboration between media sellers and buyers Greater adoption of advanced online targeting tools and techniques Better data mining and ad performance analysis Communication 26 Main motivator for going online and highest levels of activities Popular across the day it is the glue More popular amongst females IM, forums and networks people are distracted, using them as time fillers;and VOIP are more focussed When I switch on my bundle of joy, I tend to log onto msn, then I log onto Facebook to see if any friends have left me any messages UK, Under 25 27 Motivations/Modes covered in this report Information 2 nd highest motivator for going online it is peoples initial reason for going online, but they then move onto entertainment Strongest in the morning, and falls across the day More prevalent at work than at home Slightly higher amongst men Open-minded, inquisitive and focussed mindset In the morning Im usually more inclined to read the news. Im more likely to skip the personal stuff (facebook, msn) and do more productive things news,, weather Canada 28 Motivations/Modes covered in this report Entertainment 18% of all online activities Replaces information in the evening as being 2 nd highest type of activity More associated to home usage Often boredom breaking, filling time and so not highly focussed activities Higher amongst younger males, also women If I miss a TV programme and havent Sky + it, I can sometimes download it Male UK 29 Motivations/Modes covered in this report Surfing 9% of all online activities Constant across the day More popular amongst men Time filler and so fairly easily distracted For some, surfing is a planned treat a sense of a well deserved rest Generally I know what Im going to do online before I turn the computer on... There is always a chance that after that main work is done I stay for a while to listen to music or do some web surfing Germany 30 Motivations/Modes covered in this report Transaction 8% of all online activities, with UK and Germany being most active Bill paying more popular in the morning, auction sites/other shopping more associated with the evening Generally very focussed, apart from grocery shopping Planned activity for most, although young males most likely to be spontaneous shoppers Without the internet my entire schedule would have been different. I would have to walk to my bank or go to different stores where its cheaper to buy Germany 31 Creation 4% of all activities be it updating blogs, profile pages or uploading photos/videos Relatively distracted and open minded Fairly spontaneous behaviour Tend to occur at peak online times morning or evening Biased to younger audiences and most prevalent in Brazil EVENING I read my mail, take care of my facebook, blog, watch movies. Only do things that I appreciate Norway In short, broadband changes everything. Broadband users are on-line times a day usually for 2-3 minutes at a time. Since they connect so often, they do not want the PC in the backstage of the home, but rather in the center stage. What really happened is that broadband allowed the Internet to be fully integrated into daily life. Jeff Cole, Director, Center for the Digital Future, USC Annenburg School