Online adverteren zeer effectief voor vergroten merkbekendheid en merkassociatie

Hitwise UK heeft de resultaten bekend gemaakt van een onderzoek waarin de invloed van offline advertenties op online consumentengedrag is gemeten.

Het rapport, dat in samenwerking met Yahoo! Search Marketing tot stand is gekomen, is gebaseerd op offline en online mediagegevens van Orange Retail, Sky en the AA.

Het rapport noemt onder meer een promotiecampagne met productaanbiedingen van Orange, die heeft geresulteerd in een toename van het aantal zoekopdrachten naar het betreffende product.

Het onderzoek laat de noodzaak zien om pay-per-click campagnes met offline promoties te integreren. Een analyse van print advertenties van Orange toont daarnaast aan dat print advertenties voor een specifieke mobiele telefoon handset leiden tot een toename in zoekopdrachten voor die specifieke handset.

Ik heb geen tijd om het allemaal te vertalen, dus hierbij het Engelse bericht:

Key findings:

Integration

When Sky's media campaign included both online and offline advertising (from September to November 2005) the strongest result was achieved online, with searches for the Sky brand increasing +20% and searches for the Sky URL more than doubling. When offline ran without the integration of online in March and April 2005, the same lift in searches was not evident.

A press campaign for Orange featuring product offers led to an increase in searches for the product, illustrating the need to integrate pay-per-click campaigns with offline promotions. Analysis of direct press advertisements run by Orange reveals that press advertising promoting a specific mobile phone handset led to an increase in searches for that handset.

Brand Building

Banner advertising proved a successful means to drive brand association of Sky with HD. High definition (HD) television was introduced as a new concept to consumers in 2005, and it remains closely associated with Sky's brand. Searches for "sky hd" significantly outweighed searches for "hd", indicating that banner and word of mouth advertising used to promote the product successfully connected the Sky brand with the product.

Brand Research and Measurability of Offline Spend

Television advertising likely led to The AA brand being more closely associated with car insurance, as measured through analysis of internet searches and television spend. There was a 70% increase in the share of internet searches that included The AA brand with the keywords "car insurance" during a period of more than doubling television spend.

The AA's TV campaign was also seen to contribute to a 'halo effect' which benefited other AA brands, resulting in an up lift in searches for 'aa loans' and 'aa breakdown cover'.

Commenting on the report findings, Heather Hopkins, VP of Research for Hitwise UK, said, "Although media consumption, and as a consequence media budgets, have shifted increasingly online, there has been very little research available to date on the ways different media interact. This landmark report will enable marketers to learn best practices for integrating offline and online campaigns."

Stephen Taylor, Regional Vice President, Yahoo! Search and Search Marketing, Europe said, "This research validates what we've been advising our advertisers and agencies for years. Campaigns are far more successful when companies integrate their online and offline advertising initiatives. This is especially true for search marketing, as search engines have become the world's primary research tool and often the first place people go after seeing offline campaigns that are relevant to them."

Amanda Jones, head of search at i-level said, "This is important research which shows the significant impact of brand awareness advertising and offline product promotions linked to online consumer behaviour - particularly search behaviour. As a result, our clients at Orange, Sky and The AA will benefit from even more insightful and holistic communications planning moving forwards."

Methodology:
Hitwise compared actual offline and online spend data with its Competitive Intelligence data, including website visits, search terms, and clickstream analysis. Hitwise data is based on anonymised internet usage data of over 8.43 million UK internet users, reporting on over 800,000 websites every day.