Emap Advertising Unveils E-ceptivity Research Findings
Emap Advertising has today unveiled findings from its E-ceptivity research, undertaken with Gfk NOP. The research takes a detailed look at how the different reasons that consumers go online impact on their behaviour online and on their receptivity to advertising.
The research looks into both the direct response and branding potentials of online advertising, exploring how the mindset of a consumer can change their receptiveness to the different messages they see on the internet.
Emap Advertising’s ‘Attitudinal Targeting’ approach is intended to empower media agencies with a new perspective on online media planning.
Emap Advertising identified six key reasons or ‘need states’ that motivate consumers to go online: Communication, Transaction, Specific Search, In-depth Search, Entertainment and Community.
Gfk then established the most popular sites for each different need state and created a sample of over 1,500 users from its e-panel who had visited the sites in the past week.
On their next visit, these people downloaded software that enabled Gfk to monitor their use of the internet and capture their online behaviour. The specialist software, which has never before been used to track advertising effectiveness, also asked users questions before, during and after each online session to establish mood and ad take-out.
The E-ceptivity research has enabled Emap Advertising to explore the advertising effectiveness for each online need state identified – a combination of a Branding Index based on the awareness and correct recall of advertising and a Response Index based on click-throughs and claimed future actions. This acts as a guide to advertisers on how best to target consumers.
When online for Entertainment or Community reasons, the Branding Index is very strong: consumers remember seeing more advertising than in all the other need states and are better at correctly recalling the advertising they interacted with. Whereas, when consumers are in an In-Depth, Specific Search or Transaction need state, they are far more likely to click through on ads.
However, E-ceptivity’s Response Index highlights that click-through rates are only part of the response story. Consumers’ claimed future actions as a result of seeing ads are also explored and Entertainment and In-depth Searches are shown to be the most effective at inducing consumers to future action.
Bruce Daisley, digital sales director at Emap Advertising, said: “Until now the link between the reason for going online and ad receptiveness has been overlooked. The response to this research has been incredibly warm – there has been recognition that ‘Attitudinal Targeting’ is a vital way to increase impact.”
Emap: 01733 568 900 www.emap.co.uk