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

2 Agenda Advertising 2.0 Online Behaviour and Media Mesh

3 Background & Objectives 629 online participants Online Sample TV & Online 2+ hours per day 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.

Online Behaviour and Media Mesh

5 Online Sites Visited Social Networking Online banking Using search engines to find websites Using search engines to find information Shopping News Maps/Directions Using favourite sites Auction sites % Weather Sports news/results Playing games Discussion boards/forum Local info sites Finding info on brand/ad seen on TV Watching/downloading videos Music downloading Instant messaging Blogs

6 Social Networking Usage FacebookLinkedinMyspaceGoogle+Boards.ieRollercoaster.ieTwitterBebo

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

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

Advertising 2.0

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

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

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

13 Purchase as a Result of Online Advertising Holidays Entertainment (CDs, DVDs, Books, Games etc.) Food Insurance Mobile phone Female grooming/beauty Alcohol Confectionary Furniture/household Male grooming/beauty % 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. Have EVER purchased an item after seeing an online ad 62% Majority of online driven purchases dominated by younger cohorts except holidays with 37% of over 55s ever buying after seeing an ad online.

14 1 in 3 Sending/Sharing/Liking Ads Online Age % (19%) (25%) (19%) (12%) (25%) 60% (%) = Total sample Under 35s are key to driving flow of content around the web – 6 in 10 of all momentum begins with them.

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

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

Some Final Thoughts…..

18 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 Bulls eye: The key cohort that engage with online deeply, and should be leveraged as channel advocates to push content and establish behavioural norms. Dont be distracted by noise: Google+ has more users than noisy Twitter. A key targeting consideration for reaching end consumers. Online primed to challenge TVs 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. Some Final Thoughts…..