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Internet Marketing · eMarketing · Internet Advertising · Online Branding |
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Internet Marketing · eMarketing · Internet Advertising · Online Branding |
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The Premise
• Online media consumers have extraordinary control over their media choices (highly competitive)
• Sites must create loyalty or lose audience
• This research investigates the following questions:
– Does site loyalty have a positive effect on consumers’ perception of advertising and brands?
– Is the high-affinity visitor more desirable to the advertiser?
– Does affinity differ by type of site and/or category?
Methodology: Fielding and Analysis
• comScore Networks
– Utilized comScore’s panel of 1.5 million global Internet users who have given comScore explicit permission to confidentially capture their Web-wide browsing, buying and transaction behavior (including offline purchasing), and who have agreed to receive online surveys
– Through its patent-pending technology and strict privacy safeguards, comScore passively captured the complete detail of all communication to and from each individual’s computer – on a site-specific and respondent-specific basis
• Millward Brown IntelliQuest
– Analyzed responses to develop “Affinity Index”
– Correlated “Affinity Index” to a visitor’s site attitudes, attitudes toward advertising, and predisposition to buy branded products
Methodology: Sites surveyed
• Panelists were intercepted at the following content and portal sites: N/A SPECIAL INTEREST
*For the indicated channels, AOL.com users were intercepted and asked about the primary reason for their visit that day.
• A total of 4,980 surveys were completed
Methodology: Survey Details
Question Categories Examples
Site attitudes and loyalty measures
Attitudes toward advertising on site
Predisposition to buy branded products
- Visit frequently?
- Satisfaction?
- Favorite?
- Recommend?
- Bookmarked?
- etc.
- I notice the ads
- I read the ads
- Ads more relevant
- Higher quality products
- etc.
- Pay more for quality
- Pay more for brand name
- Brands are important
- etc.
Derivation of Affinity Index
• Site attitudes and loyalty measures were correlated with positive responses to advertising questions
• The three measures which most strongly correlated were:
– Likelihood to recommend (60% weight)
– Satisfaction with content (24% weight)
– Status among favorites (16% weight)
• These measures were weighted as indicated in order to create an Affinity Index Derivation of Affinity Index
Derivation of Affinity Index
• Each of the respondents was classified as having
either high, medium or low affinity to the site on
which they were surveyed
Site Affinity
• Just over half of the study participants* were classified as having
“High Affinity” to the site on which they were surveyed
Site affinity is higher among loyal visitors
Site affinity predicts positive site ratings
ATTITUDES TOWARD SITE
Has unique content or features
Has experienced/credible editors
Site I can really trust
Content is timely
Value more
Quality/credible content
Variety of content
Has exactly what I’m looking for
Helps identify new products
Too cluttered
Valuable for purchase consideration
Low (%) Medium (%) High (%)
AFFINITY (Top two box agreement)
Q26. Below are statements that may or may not describe your opinion of (Site). Please indicate how much you agree or disagree with each statement by checking the one box that most closely applies in each row.
Site affinity predicts positive predisposition toward advertising
ATTITUDES TOWARD
ADVERTISING ON SITE
Read the ads
Brands are more relevant
More respected brands
Ads interfere less
High quality products/services
advertised
Notice the ads
More ads than other sites*
Low (%) Medium (%) High (%)
* The only statement without significant differences among the 3 cells.
Q29. Thinking about (Site) compared to other (category) Websites or Channels, please indicate whether you agree or disagree with the following
statements.
AFFINITY (Top two box agreement)
Higher affinity audiences are more valuable to advertisers
Low Medium High
BRAND ATTITUDES % % %
A B C
I always prefer to buy a high quality product
or service, even if I have to pay a little
more
80 84 88 AB
I will spend more to buy a brand name I
know and trust 80 82 87 AB
Brands are all the same, I shop around for
the best price 56 55 C 49
It is important to me which brands I choose 71 74 81 AB
Brand names do not add anything, it is the
product or service that matters 68 73 C 67
I always like to try new and different brands 59 65 67 A
Q14. Please indicate your level of agreement with each of the following statements about your preferences when purchasing goods and
services generally.
A/B/C = Significantly different at the 95% confidence level.
There’s a greater percentage of high affinity consumers on content sites
Favorite Website In Category
Very Satisfied With Content
Would Definitely Recommend
High Affinity
The concentration of high affinity visitors varies by type of site
OF AUDIENCE WITH HIGH AFFINITY
Portal Channels
Content Sites
Sports
* Special Interest
Financial News
General News
Total
* Special Interest compared to Portal channel total.
