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Offline measures for online activity: Understanding Context

Offline measures for online activity: Understanding Context. Maura Hanley SVP Direct & Interactive The Media Company. Understanding Context. What role is the web playing my target consumers life? How does that affect my marketing decisions going into a campaign?

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Offline measures for online activity: Understanding Context

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  1. Offline measures for online activity: Understanding Context Maura Hanley SVP Direct & Interactive The Media Company

  2. Understanding Context • What role is the web playing my target consumers life? • How does that affect my marketing decisions going into a campaign? • How does that effect results coming out of a campaign?

  3. Ad18+ Per Capita TV RADIO INTERNET NEWSPAPER MAGAZINE TOTAL Minutes 821 714 518 233 178 2,464 Share 33% 29% 21% 9% 7% 100% IAB Canada Syndicated Media Study Review Internet medium is in a solid #3 position. Internet’s share of time spent is up to 21% from 18% in 2003. The other media have flat/declining share positions. For 18-24 year olds, the Internet is the #1 medium. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET COMSCORE BBM RADIO RTS PMB NADBANK 1, 876 na na 266 na 1,388 951 495 na na 1,000 WEEKLY TIME (min) 821 714 518 233 178 800 600 400 331 200 0 2004 2005 2000 2001 2002 2003 2000 2001 2002 2003 2000 2001 2002 2003 2005 2004 2005 2004 2006 2000 ‘01 2001 ‘02 2002 ‘03 2003 ‘04 2004 ‘05 2005 ‘06

  4. PMB Online Activities past Month: PMB 2006 percent

  5. BBM-RTS Online Activities past Week: BBM RTS 2006 percent

  6. BBM RTS Action past week after using Internet Newspaper classifieds percent

  7. Focus Group

  8. Offline Drives Online Web research is a step in the purchasing process

  9. Understanding Context • What role is the web playing my target consumers life? • How does that affect my marketing decisions going into a campaign? • How does that effect results coming out of a campaign?

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