***Print off the notes and then view in slideshow for the story behind the charts*** The Study of Attitudinal Targeting

“Online is a highly effective medium for raising brand awareness and driving brand association.”

Objectives To improve industry understanding of how people behave online To examine Internet advertising’s effectiveness in branding campaigns To test our hypothesis… ? Need state Mood Behaviour Ad effectiveness

Methodology #1 GFK NOP Why do we go online? – Brainstorm and refine Where do we go for each need? - Internal survey n= sites chosen inc. Google, Myspace, Ebay, Yell, Price Runner, FHM & Kiss

Methodology #2 Recruitment from GFK’s e-panel (n=260,000) Visited any of our 10 sites in last 7 days (n=6712) Agreed to take part (n=2610) Returned data (n=1511)

Methodology #3 Recruits sent a link to up to three of our 10 sites they’d visited Asked to use these links next time they accesses Emap sample boosted by recruitment on-site Pre-surf, mid-surf and post-surf questions Local Connector software monitored click stream and self-deleted afterwards

Need states Communication ( , messaging etc) Transaction (buying/selling things, banking etc) Specific search (news/sports headlines, phone-numbers, weather etc) In-depth search (researching products / hobby / study etc) Entertainment (music, videos, games, gambling, fun etc) Community (meet people, social networks, blogging, sharing etc)

Moods HappyUnhappy RelaxedStressed Take timeHurried AlertExhausted OptimisticPessimistic Clear motive No set motive

Online behaviour Session time Number of pages Page stickiness Number of sites Number of clicks Where clicked? Multi-tasking?

Ad effectiveness Awareness Recall Engagement Action Response Index Branding Index Advertising Effectiveness Index Respondents claimed to remember seeing 1+ ad during their session Respondents correctly named the brand of an ad they engaged with Respondents clicked on an ad of any kind during their session Respondents claimed to plan future action (eg seek more info or try/buy) as a result of seeing the ad

Need state: Why we go online

Mood

Behaviour: Pages viewed per session Session length (mins) Pages per sessionSession lengthPage stickiness (seconds/page)

Ad effectiveness Ave. Awareness Recall Engagement Action Response Index Branding Index Ad Effective Index * * * - Low base sizes – high standard deviation

Rate the site you’re on

Ad effectiveness Ave. Awareness Recall Engagement Action Response Index Branding Index Ad Effective Index * * * - Low base sizes – high standard deviation

Conclusions The web can be used for branding as well as direct response Our mood, online behaviour and receptivity to different kinds of advertising depend on the reason we’re online So attitudinal targeting should be considered within any media plan To maximise the effect of branding advertising, target consumers in a relaxed, open, trusting frame of mind on sites with sticky content

For more information contact: Richard Fero, Insight Manager, Emap Consumer Media Kurt Edwards, Head of Sales, Emap Advertising Digital Team The Study of Attitudinal Targeting

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