Offline measures for online activity: Understanding Context

Maura Hanley

SVP Direct & Interactive

The Media Company

Understanding Context

• What role is the web playing my target consumers life?– How does that affect my marketing decisions

going into a campaign?– How does that effect results coming out of a

campaign?

1,000

800

600

400

200

0

WEEKLY TIME (min)

2000

2001

2002

2003

2000

2001

2002

2003

2000

‘01

2001

‘02

2002

‘03

2003

‘04

2000

2001

2002

2003

2004

2005

2004

2004

‘05

2004

TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET

1,388

951

495nana

1, 876

nana

266na

331

2006

2005

2005

‘06

2005

Ad18+ Per Capita

TVRADIO

INTERNETNEWSPAPER

MAGAZINETOTAL

Share

33%29%21%9%7%

100%

Minutes

821714518233178

2,464

Internet medium is in a solid #3 position.

Internet’s share of time spent is up to 21% from 18% in 2003.

The other media have flat/declining share positions.

For 18-24 year olds, the Internet is the #1 medium.

COMSCORE BBM RADIO RTS PMB NADBANK

821714

518233178

IAB Canada Syndicated Media Study Review

PMB

0

10

20

30

40

50

60

70

80

E-Mail Chat Room Business Research Playing Games Online Browsing -Entertainment

Browsing -I nformation

A 18+ W 18-34 W18-34 who use foundation daily

Online Activities past Month: PMB 2006

pe

rce

nt

BBM-RTSOnline Activities past Week: BBM RTS 2006

0

10

20

30

40

50

60

70

Download

musi

c/M

P3

Partic

ipat

e in

chat

Use in

stan

t mes

sagin

g

Play

online

games

Acces

s cu

rrent n

ews-

Resea

rch p

roduct

s/se

rvic

es

Read o

nline

newsp

aper

Read o

nline

mag

azin

e

Acces

s a

news

site

-

Acces

s a

radio

sta

tion's

web

site

Liste

n to a

n inte

rnet

only

radio

sta

tion

A 18+ W 18-34 W18-34 who use foundation

pe

rce

nt

BBM RTSAction past week after using Internet Newspaper classifieds

0

0.5

1

1.5

2

2.5

3

3.5

4

A 18+ W 18 -34 W 18-34 Purchase Cosmetics

Apply for a job or Inquire about renting a dwelling Inquire about other products/services

pe

rce

nt

Focus Group

Offline Drives Online

Web research is a step in the purchasing process

Campaign 1 Total

DRTV Telephone Calls 9,004Web Hits from DRTV 199,146Web calls from DRTV 9,143

Understanding Context

• What role is the web playing my target consumers life?– How does that affect my marketing decisions

going into a campaign?– How does that effect results coming out of a

campaign?