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How Media Works: Advertising and the Purchase Funnel for Commercial Website Advertising

How Media Works: Advertising and the Purchase Funnel for Commercial Website Advertising. A Yankelovich Study for the Television Bureau of Advertising. Study Objectives.

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How Media Works: Advertising and the Purchase Funnel for Commercial Website Advertising

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  1. How Media Works:Advertising and the Purchase Funnelfor Commercial Website Advertising A Yankelovich Study for the Television Bureau of Advertising

  2. Study 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 Source: TVB/Yankelovich “How Media Works,” April 2009

  3. Methodology • 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. Source: TVB/Yankelovich “How Media Works,” April 2009

  4. Customer Profile: Commercial Websites Source: TVB/Yankelovich “How Media Works,” April 2009

  5. TV ads for commercial websites are seen less often than TV ads for any other type of product or service Saw an ad that got your attention: Source: TVB/Yankelovich “How Media Works,” April 2009

  6. The majority of viewers in this category have made a purchase in the past year Last time made a commercial website purchase: 63% of those who recently saw a TV ad for a commercial website made a category purchase in the past year Source: TVB/Yankelovich “How Media Works,” April 2009

  7. Nearly three-quarters of TV ads for commercial websites are recalled positively Type of impression made by TV ad for commercial website: 72% of those who saw these advertisements rated them positively Source: TVB/Yankelovich “How Media Works,” April 2009

  8. Total Commercial Websites TV ads for commercial websites are deemed attention-getting, relevant, informative Ratings of Commercial Website Television Ads: How much did it get your attention? How relevant was it? How informative was it? 53% total 53% comm. websites 54% total 57% comm. websites 42% total 45% comm. websites Source: TVB/Yankelovich “How Media Works,” April 2009

  9. Those Who View Ads for Commercial Websites are Much More Likely to Take Action After Seeing the Ad Source: TVB/Yankelovich “How Media Works,” April 2009

  10. While TV ads for commercial websites are generally seen 2-3 times, about one in four are only viewed once Number of times saw TV ad for commercial website in past 2 months: 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

  11. Those Who View Ads for Commercial Websites Multiple Times are Much More Likely to Take Action Source: TVB/Yankelovich “How Media Works,” April 2009

  12. In addition to TV ads for commercial websites, 38% of respondents also reported seeing ads on the internet Source: TVB/Yankelovich “How Media Works,” April 2009

  13. Commercial Websites Advertising Impact at Various Stages ofthe Consumer Purchase Funnel Index = 108 Index = 111 Index = 103 Index = 107 Index = 125 Index = 115 Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase Source: TVB/Yankelovich “How Media Works,” April 2009

  14. Commercial Websites Media Impact at Various Stages of the Consumer Purchase Funnel Media cited by less than 3% of respondents were incorporated into the total for “other.” Source: TVB/Yankelovich “How Media Works,” April 2009

  15. Conclusions • 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. Source: TVB/Yankelovich “How Media Works,” April 2009

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