Agenda Background & methodology Sponsorship details Impact on key brand metrics Shifts in brand positioning & perceptions Insights from the behavioural data TV and Online Sponsorships Summary
Online sponsorship adspend has increased year on year since 2007 Source: IAB / PwC Digital Adspend £’s million Online sponsorship adspend: increased by 35% 2010 to 2011
Introduction The IAB wanted to demonstrate the effectiveness of online sponsorships. Working in partnership with Yahoo! and Sky, we commissioned comScore to measure the impact of two online sponsorships from two sectors. Key questions → How effective are online sponsorships and why? → What is the impact of online sponsorships on consumer attitudes e.g. along the purchase funnel? → Can we show the impact of the sponsorship with behavioural data? → How did the online sponsorship work alongside TV?
Two separate case studies, using a control and exposed methodology Exposed group: 501 users of the Smarter Living Hub Control group: 508 Fieldwork carried out between April - May, 2012 Methodology Exposed group: 516 users of the Sky Living Site Control group: 543 Fieldwork carried out between 3rd – 10th September, 2012 Case study 2 British Gas & Yahoo: Case study 1 TRESemmé & Sky: & &
Core methodology A Exposed Yes Both groups are surveyed about their attitudes towards the brand No Control B Additional methodology for case study 2 (British Gas): Visitors to the Digital Hub of British Gas content on Yahoo!, had their behaviour tracked for four weeks post exposure in order to understand the extent to which there was an increase in visitation to or engagement with British Gas content online, as well as measuring the latent impact of the campaign
TRESemmé Sponsorship of BINTM on Sky Living TRESemmé sponsored Britain & Ireland’s next top model series, that ran over the summer of 2012. This included an online sponsorship of the Sky Living site: Awareness for TRESemmé is almost universal (92% control; 93% exposed)
Smarter Living Hub on Yahoo! British Gas sponsored the Smarter Living hub on Yahoo:
All Key Branding metrics show an uplift! Control groupTest group Brand preference 21% points Brand favourability 22% points Likelihood to recommend 25% points Switching consideration (amongst non-users) 20% points Brand preference 4% points Brand favourability 19% points Likelihood to recommend 23% points Switching consideration (amongst non-customers) 55% points Control groupTest group TRESemmé British Gas Brand preference: Which of these statements best describes how you feel about these hair care companies / energy suppliers? (A: It’s the only one I’d consider, or It’s one I would consider above most others) Brand favourability: How would you describe your overall opinion of each of the following hair care brands / energy suppliers? – (7 point scale, top 3 box). Likelihood to recommend: How likely are you to recommend each of the following brands / energy suppliers? – (7 point scale, top 3 box). Switching consideration: When considering switching hair care brands/ energy suppliers, which of the following brands would you consider switching to? - (7 point scale, top 3 box). Source: comScore Marketing Solutions
Sponsorships work hard to shift perceptions of competitor brand users Summary of uplifts along the purchase funnel (Users of TRESemmé Vs. competitive set users): Total Sample Competitor Brand User TRESemmé User +321%+384%+270% +75%+79%+9% +49%+41%+7% +61%+42%+7% n/a+65%n/a Switching consideration Online ad recall: In the past 30 days, where have you seen or heard advertising for the following brands? – TRESemmé Online (7 point scale, top 3 box) Brand preference: Which of these statements best describes how you feel about these hair care companies? (A: It’s the only one I’d consider, or It’s one I would consider above most others) Brand favourability: How would you describe your overall opinion of each of the following hair care brands ? – (7 point scale, top 3 box). Likelihood to recommend: How likely are you to recommend each of the following brands ? – (7 point scale, top 3 box). Switching consideration: When considering switching hair care brands, which of the following brands would you consider switching to? - (7 point scale, top 3 box). Source: comScore Marketing Solutions
Exposure to the sponsorship increased agreement with brand statements Forward thinking +31% Modern +29% Green/ environmental +45% Understands me and what I find important +50% They deliver on their promises +41% Help customers to be more energy efficient +32% Offer good value for money +40% British Gas Q: To what extent do you feel the following statements describe each company? A: British Gas, Positively Source: comScore Marketing Solutions
Exposure to the sponsorship increased agreement with brand statements Used by professionals +31% Its affordable +29% Its stylish +54% Has a wide range of products +29% Is salon quality +42% Is innovative +64% Is credible +38% TRESemmé Q: To what extent do you agree or disagree with the following statements when used to describe TRESemmé? (7 point scale, responses 5-7) Source: comScore Marketing Solutions
TRESemmé messaging is cutting through Q. You mentioned that you recalled seeing online advertising for TRESemmé. Please describe what the main themes or messages that you saw in the TRESemmé advertisement Source: comScore Marketing Solutions TRESemmé Brand Message Cut Through
Actions driven by the sponsorship TRESemméBritish Gas In person Discuss the content with somebody else Discuss the brand with somebody else Discuss the brand with my partner Consider reviewing my current supplier Online Searched for TRESemmé / BG Visit the website Looked for information online Social Write about on a social networking site / blog ‘Like’ their page on my Facebook wall ‘Tweet’ about the online content on Twitter Q: As a result of visiting the Sky Living website / Smarter Living Hub, which of the following actions have you, or do you intend to do?
Consumers agreed that the sponsorships worked well with the content of the site Q: How much do you agree or disagree with the following statements about TRESemmé’s online sponsorship of the Sky Living show Britain and Ireland’s Next top Model? (7 point scale, responses 5-7) Q: How much do you agree or disagree with the following statements about British Gas’ online sponsorship of the Yahoo! Smarter Living hub? A: British Gas, Top 3 Box Source: comScore Marketing Solutions
The content was trustworthy and taught them something they didn’t already know Source: comScore Brand Survey, June 2012 – Q: How much do you agree or disagree with the following statements about British Gas’ online sponsorship of the Yahoo! Smarter Living hub? A: British Gas, Top 3 Box Source: comScore Marketing Solutions Agreement With Sponsorship Statements Amongst Hub Visitors: (British Gas only)
Exposure to the BG sponsorship lead to an uplift in those visiting the advertiser site and were more like to undertake further searches There was an uplift of 58% in visits to the BG website amongst those who were exposed to the sponsorship 1 Those exposed to the hub are 3x more likely to search for brand related terms, up to 4 weeks after visiting the hub 2 Exposure to the sponsorship prompted people to visit a comparison site. There was a 27% uplift four weeks after exposure 3 +27%
7. HOW DID THE ONLINE SPONSORSHIP WORK WITH TV?
73% Online and TV work well together TV only Online only TV & online 73% 64% 57% 39% % top 3 box agreement by measure: 58% Brand consideration Brand favourability Likelihood to recommend Non-user likelihood to switch 61% 57% 46% 71% 74% 83% +14% (uplift from TV only) +48% +15% +24% Source: comScore Marketing Solutions
1.Online sponsorships result in uplifts in several parts of the purchase funnel 2.Online sponsorships are particularly effective amongst competitor customers 3.They work due to the fit between the website content and the sponsorships 4.This format drives actions – word of mouth, online and socially 5.The online sponsorship and TV worked brilliantly together Summary
For further information, please contact: Hannah Bewley, Research Manager at the IAB – firstname.lastname@example.org Mike Shaw, Director at comScore - email@example.com With thanks to: TRESemmé, Mindshare & Sky British Gas, iProspect & Yahoo! Thank you