IAB Brand Engagement Study 2006Conducted by Carat Insight for the IAB

IAB Engagement Study objectives

• To demonstrate the ability of internet advertising to drive engagement

• To measure the effects of internet advertising on brand strength relative to other media

• To identify how internet advertising works alongside other brand contacts to increase brand consideration

Brand Engagement

What is engagement…?

CommunicationsEngagement

Media Engagement

What Brands want to know:Does Internet Advertising drive

brand engagement?

Which brands to evaluate?

Nissan Micra

Ford Fiesta

Renault ClioToyota Aygo

Mini

Connecting brand contacts to engagement

Car BrandEngagement

Internet ad

Websites

TV ad

Outdoor ad

Press ad

Direct Mail

News Stories

Product Reviews

Promotions

Sponsorship

Events

Word of Mouth

Product Usage

Product Experiences

Service Experiences

Brand Contacts

Stylish

Fun

Value

Safety

Attitudes to car brands

NO EFFECT

Multivariate Modelling

To build model of drivers of brand engagement & identify relative impact of different contacts

PHASE 3

Quantitative Research

To capture data on brand engagement metrics and on all recent contacts with test brands

PHASE 2

Associative NetworksQualitative research

To define conceptual model of engagement for category & test brands

PHASE 1

Integrated Communications Evaluation3 Components of “ICE”

How women with children use the internet

Qualitative study identified how important and widely used the Internet is amongst mothers

Daily internet use both at home and at work(those with at home access do more car research)

Info gatheringactive & specific - 15 minute bursts

(not much browsing or passing time)holiday & shopping orientated

Kids 0-4More confidentBuying online

Banking & Cbeebies

Kids 5-14Still have reservationsabout financial details

Own car history

Advertspassively watched

Family car history

Courtesy cars used

Media coverage passively noticed

Friends cars

Understanding the car purchasing process - Stage 1: Opinion forming

Considerations

Understanding the car purchasing process- Stage 2: Information Gathering, Refining & Filtering

Info

rmat

ion

gath

erin

g

Internet searches by car brand (e.g. Google)

Research via Press, TV etc

Which, What Car, Autotrader

(Press & online versions)

PURCHASE!

Visiting the dealerships

Test Drive

Requesting dealership brochures

Ref

inin

g &

filte

ring

Data shows how much women with kids are using the internet to help with car purchasing

Where have you heard, seen or looked for information about cars in the last 12 months?

0 5 10 15 20 25 30 35 40 45 50

Looked at one or more car companys website forinformation on a car(s).

Looked for information about one or more cars onspecialist car-related websites or portals.

Searched on the internet for information about one ormore cars using a search engine.

Looked for insurance quotes on one or more cars usinginsurance websites.

Searched for one or more cars on car auction sites suchas ebay. % doing

The internet is now the primary source

for reviews of cars for women with kids

0 5 10 15 20 25

on the internet

in a specialist car magazine

in another type of magazine

in a newspaper

on TV% doing

The qualitative insights are supported by the survey data on where women with children looked at car reviews

Online advertising easily reaches women with children

46 of the brands’ communications items where tested• 15 press ads • 7 ads & 2 sponsorship idents used on TV• 15 online ads• 6 outdoor ads• 1 Radio ad

0 5 10 15 20 25 30 35 40 45 50

TV

Press

Online

OutdoorAv % reach per item

Example creative

Understanding the brand engagement system

Model of Brand Engagement 7 key factors, made up of 16 brand perceptions

FunctionHas enough space for my needs 34% Is easy to park 28%Is a nippy car 38%

StatureIs a really reputable company 50%Is good name in car manufacturing 50%

ValueIsn’t too expensive to run 40%You get lots of extras with 45%Is expensive compared to other similar cars 15%

SafetyIs a safe car 43%Is a reliable car 57%

Small Car Brand

Engagement

Ad SalienceYou see a lot of ads around 45%Do good advertising 55%

FunIs a fun car 84%Is a feminine car 16%

StyleIs a car for someone like me 47%I like the shape of 53%

24%

6%

12%

7%

8%

3%

40%

20% 21%19%

6%5%

4% 4% 4% 3% 3% 3% 3% 2%1% 1% 1%

0%

5%

10%

15%

20%

25%

30%

Is a

fun

car

I like

the

shap

e of

Is a

car f

or s

omeo

ne lik

e m

e

Do go

od a

dver

tising

You s

ee a

lot o

f ads

aro

und

Is a

fem

inine

car

Is a

real

ly re

puta

ble

com

pany

Is a

good

nam

e in

car m

anuf

actu

ring

Is a

relia

ble

car

Is a

nipp

y ca

r

Has e

noug

h sp

ace

for m

y nee

ds

Is a

safe

car

Is ea

sy to

par

k

You g

et lo

ts of

ext

ras

with

Isnt t

oo e

xpen

sive

to ru

n

Expen

sive

com

pare

d to

sim

ilar c

ars

5 Car Average

59%

3 attitudes hold the key to engagement for all 5 cars tested

Measuring the impact of brand contacts

Overall drivers of engagement5 car average

50%

11%

9%3%

12%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

5 Car Average

Communications - brand/model

Communications - competitor

Experience - any brand

Experience - competitor brand

Experience - brand/model

Base

Types of brand experiences affecting engagement

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

e.g. visited showroom, read reviews, heard about car

e.g. own this car, hired/been in this car

5 Car Average

Online information & reviews are the most important sources after word of mouth

e.g. recommended by friends, family etc

e.g. read reviews in magazines/on TV

e.g. looked on company website, read reviews online

e.g. visited/ telephoned a showroom or dealer

Overall drivers of engagement5 car average

50%

11%

9%

3%

12%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

5 Car Average

Communications - brand/model

Communications - competitor

Experience - any brand

Experience - competitor brand

Experience - brand/model

Base

Impact of brand communications: Online advertising has most impact

Average impact of media – per item tested

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

Online Press TV Outdoor

Online ads had most impact on average

TV seems to drive brand stature, online & press work on key model attributes

Online Ad 1

Online Ad 2

Online Ad 3

Press Ad 1

TV Ad 1

Is a really reputable company

You see a lot of ads around

Do good advertising

Is a good name in car manufacturing

Is a car for someone like me

Is a fun car

Is a safe car

Isn’t too expensive to run

Has enough space for my needs

You get lots of extras with

Is a feminine car

Is a reliable car

I like the shape of

Is easy to park

Expensive compared to similar cars

Is a nippy car

Key findings

• Online advertising is a very powerful tool for driving brand engagement amongst women with kids

• In this test online ads outperform all other media

Creative learnings for online

• We reviewed which online ads worked and which did not

• Clear easy to understand messages, requiring little interaction seem to work best for women with kids

In the small car market, online delivers on average

39.9% of brand

engagement

in the advertising mix

Brand EngagementStudyConducted by Carat Insight for the IAB

For more information please contactLaurence Bird

Head of Research, IABlaurence@iabuk.net