Brand Engagement Study Conducted by Carat Insight for the IAB Presented by: James Galpin, Carat Insight

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…? Communications Engagement Media Engagement What Brands want to know: Does Internet Advertising drive brand engagement?

IAB Engagement Study Study covering small cars category ABC1C2 Women with children under 16 Qualitative and quantitative research data: 4 focus groups – April sample online quantitative survey – June 2006

Which brands to evaluate? Nissan Micra Ford Fiesta Renault Clio Toyota Aygo Mini

Connecting brand contacts to engagement - the basic idea for the IAB study Car Brand Engagement 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 Networks Qualitative research To define conceptual model of engagement for category & test brands PHASE 1 Integrated Communications Evaluation 3 Components of “ICE”

How mothers with kids 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 gathering active & specific - 15 minute bursts (not much browsing or passing time) holiday & shopping orientated Kids 0-4 More confident Buying online Banking & Cbeebies Kids 5-14 Still have reservations about financial details

Own car history Adverts passively 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 Information gathering 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 Refining & filtering

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?

The internet is now the primary source for reviews of cars for women with kids The qualitative insights are supported by the survey data on where women with children looked at car reviews

Online advertising easily reaches women with kids 45 of the brands’ communications items where tested 15 press ads 7 ads & 2 sponsorship idents used on TV 15 online ads 6 outdoor ads

Online creative example

Understanding the brand engagement system

7 Engagement Factors Made up of 16 brand perceptions Function Has enough space for my needs 30% Is easy to park 36% Is a nippy car 34% Stature Is a really reputable company 50% Is good name in car manufacturing 50% Value Isn’t too expensive to run 36% You get lots of extras with 39% Is expensive compared to other similar cars 25% Safety Is a safe car 44% Is a reliable car 56% Model X Brand Engagement Ad Salience You see a lot of ads around 46% Do good advertising 54% Fun Is a fun car 75% Is a feminine car 25% Style Is a car for someone like me 39% I like the shape of 61% 25% 8% 7% 4% 7% 5% 44%

59% 3 attitudes hold the key to engagement for all 5 cars tested

Measuring the impact of brand contacts

Overall drivers of engagement 5 car average

Types of brand experiences affecting engagement 5 car average e.g. visited showroom, read reviews, heard about car e.g. own this car, hired/been in this car

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 engagement 5 car average

Impact of brand communications: Online advertising has most impact

Average Impact of media – per item tested 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