Guy Phillipson

Chief Executive, IAB UK

Objectives

• To establish how and why TV and Online work

well together
• To understand how rich media extensions of TV
campaigns affect engagement and vice versa
• To deliver informed ideas about how brand
advertisers can use TV and Online in conjunction
more effectively
Methodology
• 10 households
• Mix of pre/family/post lifestage
• Mix of average/heavy online usage
• For each household;
ƒ Online TV/Internet consumption
diary (each household member)
ƒ 3 hour in-home session
• 3,011 online interviews
• Nationally representative : gender,
age, social grade, region (weighted)
• All were 16-54 years old
• All were medium-heavy users of
Internet and TV viewers
• All had broadband and digital TV
• Each person looked at one example
campaign; chosen by demographics
• Examples included;
Concurrent Usage
Concurrent usage
 Concurrent use becoming mainstream
Half Now Use Together Daily
This is second only to eating, for
At least activities whilst TV is on
once a
No day
36
47 More online chat, music, games,
3
sports: relaxed usage
14
Less often

At least once Internet usage is genuinely during

a week TV programmes

“ With a laptop you don’t have to sit at

“
one point, it’s more flexible and you can I sit with it (laptop) on my knee, all
watch TV whilst you’re on it

”
night sometimes… watching TV and
(Pre-family, female)
messing around online
(Pre-family male)
”
Base : All adults (3,011 weighted) Q5 / Those using both together (1,934 weighted) Q6a
 Entertainment and relaxation on the up
% Agree

Online Motivators … TV Motivators …

Research/find information 75 Be entertained 80

Communicate 66 Relax 73
Be entertained 56
Unwind 58
Relax and unwind 56
Make me laugh 51
Organise my finances & household 53
When bored 43
Get ideas and inspiration 47
Intellectual stimulation 34
Get some work done 37
Share information and content 31 Social activity with friends and/or family 27
Organise my social life 23 Keep me company 22

Merging of mindsets between TV and online consumption

Base : All adults (3,011 weighted); Q2/Q8 <3% not shown

TV Ad Prompting Online Search/Purchase

Signed up to
the deal

Awareness and URL Further information

Purchased
product

Inspires purchase Find product Compare prices

On
consideration
list for new car
TV advert Explore spec
Seeing TV Ad Before Online Ad

Went to see
film

Raised awareness Developed engagement/interest

Considering
purchase
Demonstrated features Reinforced interest
Seeing Online Ad Before TV Ad

Plans to
upgrade

Brand engagement Explore product detail Reinforces interest

prompts click

Awareness of
new tariffs

Initial awareness of Further information on tariffs

Animals tariffs
Honda
Campaign Evaluation
 Creative Approach
 Consistent themes = problem
solving, technology

 Rubik’s cube provides visual

link, impactful/iconic image

 Online creative – branding,

movement

 Link to ‘Problem Playground’

 Link to find out about how TV

advert was made

“ The TV ads stand out as illustrating team

work resolving problems, the online ad really
augments the TV ad
”
“ The Honda ads work together on a more subtle level,
”
by just using certain images from the TV ads in the online
(creatives) whilst still invoking memories of the TV ad
Churchill
Campaign Evaluation
Churchill

 Consistent theme =
challenging Churchill

 Visual fit and familiarity: dog,

quiz show format

 TV = high profile

 Online = individual
engagement and additional
information

” “ The use of the strong image of

Churchill the dog in both online and TV

”
makes it instantly recognisable
The Churchill ads work well together
as they have the same premise of the
quiz show
”
Cadbury’s
Campaign Evaluation
Cadbury creme egg
 Consistent themes = instant
consumption, enjoyment

 Creme egg central ‘character’

in both media

 Online creatives = instant

impact, motion, roll-over,
tailored to media (laptop
squashing egg)

“ I especially liked the laptop closing

and squashing the egg. The adverts
worked really well together because the
“ “ The Creme Egg ads work really well
together, as they all have the same basic
theme was the same idea of the eggs having a short life. I
really like these ads as I feel they keep it

”
short and sweet and are really fun
Lynx
Campaign Evaluation
Lynx

 Consistent theme = women

notice you, women want you

 Chocolate man provides visual

synergy

 ‘Get in there’ viral approach

maximising strengths of media

 TV ad works as online creative

because of strong appeal

”
If you really like an ad you want ”
”
to see it again and again
For some reason I think the
online ad caught my attention
quicker…I think it was the guy

”
walking into the lamp post!
TV Advertising & Online
Advertising Are More Effective
When Used Together
TV & Online Together Create Stand-Out and
Familiarity
% Agree All Brands
Seen TV only or Online only Seen Both Seen Neither TV nor Online
= Significantly
higher

77
67 71
= Significantly 63
different to group
53
who have seen
neither TV nor
48
online 39
33 29

I feel like I know this brand Brand offers something I am familiar with this brand
really well unique

Base : All adults 16-54 (3,011 weighted)

 % Agree ‘I feel I know this brand really well’
Seen TV only or Online only Seen Both Seen Neither TV nor Online
= Significantly higher
79
= Significantly different to
group who’ve seen neither TV
71
nor Online 60 57
46 43
32 30
18

Finance category average Car category average FMCG category average

Uplift among
those exposed to +14% +17% points +8% points
both TV + Online : points

 Significantly higher levels of agreement with brand metrics, amongst those who have seen TV
and online advertising
 As Well As Harder Metrics Such As Purchase
% Agree: ‘I am likely to buy/use this brand in the future’

Seen TV only or Online only Seen Both Seen Neither TV nor Online

= Significantly different to group 77

who’ve seen neither TV nor Online 69
= Significantly higher
56
51
45

25 25
19 18

Finance category average Car category average FMCG category average

Uplift among
those exposed to +20% +26% +8%
both TV + Online points points points

Base : 16-34 ads main shoppers (1,004)

 FMCG: Purchase Frequency raised
considerably
% Agree: ‘I am likely to purchase more
frequently’
= Significantly
different to group Seen TV only or Online only Seen Both Seen Neither TV nor Online
who’ve seen neither
TV nor Online

65
= Significantly
higher
53 49
37 39
29

FMCG category average Cadbury Creme Egg

Uplift among those
exposed to both TV +16% points +16% points
+ Online :

Base : Cadbury Creme Egg sample of 16-34s main shoppers (501); Q24
 Switching to New Lynx Product increased
% Agree: ‘I will switch to this brand’

= Significantly different
Seen TV only or Online only Seen Both Seen Neither TV nor Online
to group who’ve seen
neither TV nor Online

= Significantly higher

38 41

25
19
14 15

FMCG category average I will switch to Lynx Dark Temptation

Uplift among those

+19% +16%
exposed to both TV
points points
+ Online :

Base : 16-34 ads main shoppers (1,004)

FMCG: Offline Behaviour and Talkability
Online Ads % who might respond this TV Ads
way after seeing ads
- Online Ad Response - TV Ad Response
- All Brands Average

22 Visit store to purchase 33

16 Discuss with someone else 27
12
Click on online ad to get more information N/A
14 12
Visit brand’s own website
10 13
Search online about brand
13 17
Visit store to look/get further information on product
5 6
Any response Search online about categories generally Any
= 55% 4 Blog or discuss online 4 response
3 3
= 64%
Make a call about brand
6 Purchase online 5
6 Send as a link to other people N/A

Base : 16-34 main shoppers (1,004)

 Finance: Purchase Consideration Raised
% Agree: ‘I am likely to buy/use this brand in the future’
= Significantly
different to group
who’ve seen neither
Seen TV only or Online only Seen Both Neither TV nor Online
TV nor Online

= Significantly
higher 45 45
30
25 26
19

Finance category average Churchill

Uplift among those

exposed to both TV +20% points +15% points
+ Online :

 Exposure to both TV and Online creates the strongest brand consideration levels, whereas
seeing one medium alone did not produce significant uplifts

Base : Churchill sample of 25-54s responsible for insurance (501); CAUTION

Q24 LOW BASE SIZE ‘ONLINE ONLY’ <30
 Finance: Search Behaviour is Greatest Influenced
% who might respond this
Online Ads TV Ads
way after seeing ads

- Online Ad Response - All Brands Average - TV Ad Response

5 Discuss with someone else 8

12 Click on online ad to get more information N/A

15 Visit brand’s own website 18

15 Search online about brand 22

11 Search online about Finance generally 14 Any

2 2 response
Any response Blog or discuss online
= 47%
= 39%
2 Make a call about brand 4

4 Purchase online 7

2 Send as a link to other people N/A

Base : 25-54s responsible for insurance/credit cards (1,002)

 Cars: Consideration Raised In This Category
% Agree: ‘I will place on a short list for consideration’

Seen TV only or Online only Seen Both Seen Neither TV nor Online

= Significantly different to group

who’ve seen neither TV nor Online
64 67

= Significantly higher 51
39
34
29

Car category average Honda

Uplift among those
exposed to both TV + +16% points
+25% points
Online :

Base : 16-34 ads main shoppers (1,004)

Cars: Online and Offline Behaviour
% who might respond this
Online Ads TV Ads
way after seeing ads

- Online Ad Response - All Brands Average - TV Ad Response

2 Visit showroom to purchase 2

13 Discuss with someone else 20
13 Click on online ad to get more information N/A
11 Visit brand’s own website 16
15 Search online about brand 21

Any response 5 Visit showroom to look/get further information on product 8

Any
= 37% 6 Search online about categories generally 8 response
3 Blog or discuss online 3 = 45%
2 Make a call about brand 2
2 Purchase online 3
3 Send as a link to other people N/A

Base : Adults 25-54 responsible for car purchase (1,005)

Uplifts In Brand Perceptions
Total FMCG Cars Finance

Know brand really well 19% 8% 17% 14%

Unique 24% 13% 27% 21%
Relevant to me 16% 9% 23% 14%
Likely to buy / use 21% 8% 26% 20%
Likely to try 16% 13% - 20%
Place on shortlist for consideration 14% 18% 25% 2%
I will switch 17% 19% - 18%
Likely to purchase more frequently 16% 16% - -
------------------------------------------------------------------------------------------
Average 18% 13% 25% 16%
 TV + Online = an extra 18 percentage points on brand metrics

Base : All adults (3,011 weighted); Main shoppers 16-34 (1002); Decision makers 25-54 (1005/1004)
Summary: Benefits Of Using Both TV &
Online Ads
Television
Greater communicate
detail • Uniqueness s different
(depth) • Relevance for me personality
• Agreement with facets &
brand values messages
• Purchase
(breadth)
consideration
• Purchase
frequency (FMCG)
Sociable • Talkability
nature of Different
concurrent engagement
consumption mindsets
6 things to take out

1. 61% of respondents watch TV whilst using the Internet on a regular

(weekly) basis

2. Respondents use both TV (80%) and internet (56%) for entertainment

3. When TV + online ads are used together, the average uplift across all
brand metrics for all tested categories was +18% points
4. Creative approaches should aim to express a central campaign idea but
in a way that is tailored to each medium

5. Creative synergy is important

6. Purchase consideration was raised an average of 21% points, by

exposure to both TV + online ads
Thank you