PERFORMANCE RESEARCH IEG MASTERING ONLINE SPONSORSHIP SEMINAR MARCH 11, 2001

PERFORMANCE RESEARCH PURPOSE Consumer definition of online sponsorship Identify cues Identify differences in banner ads v. sponsorship Quantify value

PERFORMANCE RESEARCH METHODOLOGY 500 Web users: Online for 1+ hour per week (Mean=13 hours) 50 / 50 Male to Female ratio 50 / 50 Over 35 v. Under 35 All were shown 3 out of 6 web sites as examples of either: Online sponsorship, or Advertising

PERFORMANCE RESEARCH METHODOLOGY Web sites are identified as: Affinity – directly related to interests such as hobbies and sports Informational – referenced for information such as news Transactional – directly related to retail sales

PERFORMANCE RESEARCH METHODOLOGY Web sites were selected to represent the three basic “affinities” to be sure respondents were not affected by content: Sports site (NHL’s San Jose Sharks) Cause related site (World Wildlife Fund) Lifestyle/interest site (SeniorNet) Note: The sites shown were all modified versions of the originals in order to control variables for research purposes

PERFORMANCE RESEARCH W H A T W E F O U N D...

PERFORMANCE RESEARCH TYPES OF WEBSITES “Thinking of the websites you visit most often, what percentage of them do you think are…?” Total; N=522

PERFORMANCE RESEARCH “AFFINITY” WEBSITES “Thinking specifically about the “Affinity” websites that you visit, please select the statements you agree with?”

PERFORMANCE RESEARCH SPONSORSHIP OR ADVERTISING? “If you were to see a company or brand name doing each of the following activities, in your opinion, is it an ‘Advertisement’ or a ‘Sponsorship?’” Advertising…

PERFORMANCE RESEARCH “If you were to see a company or brand name doing each of the following activities, in your opinion, is it an ‘Advertisement’ or a ‘Sponsorship?’” Sponsorship… SPONSORSHIP OR ADVERTISING?

PERFORMANCE RESEARCH SOUTHWEST AIRLINES ADVERTISING PAGE

PERFORMANCE RESEARCH SOUTHWEST AIRLINES SPONSORSHIP PAGE

PERFORMANCE RESEARCH “In your opinion, does the Southwest Airlines example represent advertising or sponsorship?” SPONSORSHIP OR ADVERTISING? SOUTHWEST AIRLINES

PERFORMANCE RESEARCH WHY DO YOU THINK THIS IS AN ADVERTISEMENT? SOUTHWEST AIRLINES “It has nothing to do with the Sharks, unless you want to fly out to see a game.” “Because it is in a banner and seems not to say anything about the website. It seems generic and out of place.” “It has no relationship to the content of the web page. At the top of the page – I don’t even look at these cause they are just trying to sell something or get you to go to their website.”

PERFORMANCE RESEARCH “The statement about ‘This forum being made possible by the support of the company.’ This, to me, means that the company is paying money to support the web site. Advertisers do this as well, but this does not look like a plea for ticket sales for the airlines.” “It just felt better than an ad.” WHY DO YOU THINK THIS IS SPONSORSHIP? SOUTHWEST AIRLINES

PERFORMANCE RESEARCH VISA ADVERTISING PAGE

PERFORMANCE RESEARCH VISA SPONSORSHIP PAGE

PERFORMANCE RESEARCH “In your opinion, does the Visa example represent advertising or sponsorship?” SPONSORSHIP OR ADVERTISING? VISA

PERFORMANCE RESEARCH WHY DO YOU THINK THIS IS AN ADVERTISEMENT? VISA “It’s a banner. It’s got nothing to do with wildlife.” “Because most banners on the top of a website are junk or a gimmick.” “[It’s a] larger banner. [It] seems separate from [the] page. [It’s] not integrated. “It’s like a billboard.” “It is not related to the website in any fashion.”

PERFORMANCE RESEARCH WHY DO YOU THINK THIS IS SPONSORSHIP? VISA “They are providing information about a worthy cause, with only a small presence.” “Because they offered a quid pro quo, something of value to the organization, and ultimately, to the person reading the site. But they didn’t invade your viewing like banners and ads normally seem to.”

PERFORMANCE RESEARCH CHARLES SCHWAB ADVERTISING PAGE

PERFORMANCE RESEARCH CHARLES SCHWAB SPONSORSHIP PAGE

PERFORMANCE RESEARCH “In your opinion, does the Charles Schwab example represent advertising or sponsorship?” SPONSORSHIP OR ADVERTISING? CHARLES SCHWAB

PERFORMANCE RESEARCH WHY DO YOU THINK THIS IS AN ADVERTISEMENT? CHARLES SCHWAB “It’s not involved in any way with the site. It just sits on top.” “The ad had nothing to do with seniors.” “Because it is in what looks like a banner at the top of the page that probably is a link to a Schwab website.” “[It] just seems like an advertisement. They aren’t doing anything special.”

PERFORMANCE RESEARCH WHY DO YOU THINK THIS IS SPONSORSHIP? CHARLES SCHWAB “Because they’re offering informational and educational services without necessarily asking for your business.” “Because it was not an ad for [Charles Schwab], it was an information page for seniors.” “I don’t think of them as a company that advertises but offers advice.”

PERFORMANCE RESEARCH AWARENESS OF COMPANY INVOLVEMENT “To what degree did you notice [company’s] involvement with this site?”

PERFORMANCE RESEARCH “ENHANCES” WEBSITE SOUTHWEST AIRLINES “Would Southwest Airlines’ involvement enhance or detract from your enjoyment or experience with the site?”

PERFORMANCE RESEARCH “ENHANCES” WEBSITE VISA “Would Visa’s involvement enhance or detract from your enjoyment or experience with the site?”

PERFORMANCE RESEARCH “ENHANCES” WEBSITE CHARLES SCHWAB “Would Charles Schwab’s involvement enhance or detract from your enjoyment or experience with the site?”

PERFORMANCE RESEARCH “ENHANCES” WEBSITE TOTALS “Would [company’s] involvement enhance or detract from your enjoyment or experience with the site?”

PERFORMANCE RESEARCH “TRUST MORE” “When a company is involved with a site, how does it generally make you feel about that company in terms of its trustworthiness?”

PERFORMANCE RESEARCH “When a company is involved with a site, how does it generally make you feel about that company in terms of its credibility?” “MORE CREDIBLE”

PERFORMANCE RESEARCH “When a company is involved with a site, how does it generally make you feel about that company in terms of its attractiveness?” “MORE INCLINED TO USE”

PERFORMANCE RESEARCH “When a company is involved with a site, how does it generally make you feel about that company in terms of your likelihood to consider them?” “MORE LIKELY TO CONSIDER”

PERFORMANCE RESEARCH “When a company is involved with a site, how does it generally make you feel about that company in terms of how in tune they are with you and your interests?” “MORE IN TUNE”

PERFORMANCE RESEARCH “Which of these statements best describes your reaction toward Southwest Airlines when you see their presence on the websites you visit most often?” REACTIONS TO INVOLVEMENT SOUTHWEST AIRLINES

PERFORMANCE RESEARCH “Which of these statements best describes your reaction toward Visa when you see their presence on the websites you visit most often?” REACTIONS TO INVOLVEMENT VISA

PERFORMANCE RESEARCH “Which of these statements best describes your reaction toward Charles Schwab when you see their presence on the websites you visit most often?” REACTIONS TO INVOLVEMENT CHARLES SCHWAB

PERFORMANCE RESEARCH REACTIONS TO INVOLVEMENT TOTALS “Which of these statements best describes your reaction toward [company] when you see their presence on the websites you visit most often?”

PERFORMANCE RESEARCH WHICH DO YOU PREFER? “In general, from what you have seen, which type of involvement should a company do to be…?”

PERFORMANCE RESEARCH COMPARATIVE SPONSOR LOYALTY

PERFORMANCE RESEARCH CONCLUSIONS When a company or brand is integrated into the content of a site while providing a value or service related to the needs of its users…

PERFORMANCE RESEARCH CONCLUSIONS It is perceived as sponsorship and: Encourages higher trust, credibility, and consideration Is seen as more in tune with your consumers Is more appreciated

PERFORMANCE RESEARCH CONCLUSIONS …Just like in the real world.