Transcript WHY DO YOU THINK THIS IS AN

IEG
MASTERING ONLINE
SPONSORSHIP SEMINAR
MARCH 11, 2001
PERFORMANCE RESEARCH
PURPOSE
•Consumer definition of online sponsorship
•Identify cues
•Identify differences in banner ads v. sponsorship
•Quantify value
PERFORMANCE RESEARCH
METHODOLOGY
500 Web users:
•Online for 1+ hour per week (Mean=13 hours)
•50 / 50 Male to Female ratio
•50 / 50 Over 35 v. Under 35
•All were shown 3 out of 6 web sites as examples
of either:
Online sponsorship, or
Advertising
PERFORMANCE RESEARCH
METHODOLOGY
Web sites are identified as:
•Affinity – directly related to interests such as
hobbies and sports
•Informational – referenced for information such
as news
•Transactional – directly related to retail sales
PERFORMANCE RESEARCH
METHODOLOGY
•Web sites were selected to represent the three
basic “affinities” to be sure respondents were not
affected by content:
Sports site (NHL’s San Jose Sharks)
Cause related site (World Wildlife Fund)
Lifestyle/interest site (SeniorNet)
Note: The sites shown were all modified versions of the originals in
order to control variables for research purposes
PERFORMANCE RESEARCH
W H A T W E F O U N D. . .
PERFORMANCE RESEARCH
TYPES OF WEBSITES
Affinity
39%
Tansactional
23%
Total; N=522
Informational
39%
“Thinking of the websites you visit most often, what percentage of them do
you think are…?”
PERFORMANCE RESEARCH
“AFFINITY” WEBSITES
I use them 1st to see what's
new with my interest
67%
I go there for more complete
info.
62%
The sites maintain my
enthusiasm
0%
49%
20%
40%
60%
Total; N=522
80%
100%
“Thinking specifically about the “Affinity” websites that you visit, please select
the statements you agree with?”
PERFORMANCE RESEARCH
SPONSORSHIP OR
ADVERTISING?
Advertising…
Its message runs across the top
of the screen
90%
A window pops up with message
and link to co. site
87%
Has a box/button link to co. site
on side of web page
75%
Has contests to win prizes related
to site's topic of interest
0%
Total; N=522
64%
20%
40%
60%
80%
100%
“If you were to see a company or brand name doing each of the following
activities, in your opinion, is it an ‘Advertisement’ or a ‘Sponsorship?’”
PERFORMANCE RESEARCH
SPONSORSHIP OR
ADVERTISING?
Sponsorship…
Donates money to a cause or
charity related to the site
81%
Provides revenue to keep the
site's info. Free and accessible
71%
Supplies or "presents" content
areas on a web page
0%
52%
20%
40%
60%
Total; N=522
80%
100%
“If you were to see a company or brand name doing each of the following
activities, in your opinion, is it an ‘Advertisement’ or a ‘Sponsorship?’”
PERFORMANCE RESEARCH
SOUTHWEST AIRLINES
ADVERTISING PAGE
PERFORMANCE RESEARCH
SOUTHWEST AIRLINES
SPONSORSHIP PAGE
PERFORMANCE RESEARCH
SPONSORSHIP OR
ADVERTISING?
SOUTHWEST AIRLINES
Advertising
87%
Sponsorship
0%
65%
20%
40%
60%
80%
100%
“In your opinion, does the Southwest Airlines example represent advertising or
sponsorship?”
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS
AN ADVERTISEMENT?
SOUTHWEST AIRLINES
•“It has nothing to do with the Sharks, unless you
want to fly out to see a game.”
•“Because it is in a banner and seems not to say
anything about the website. It seems generic
and out of place.”
•“It has no relationship to the content of the web
page. At the top of the page – I don’t even look
at these cause they are just trying to sell
something or get you to go to their website.”
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS
SPONSORSHIP?
SOUTHWEST AIRLINES
•“The statement about ‘This forum being made
possible by the support of the company.’ This, to
me, means that the company is paying money
to support the web site. Advertisers do this as
well, but this does not look like a plea for
ticket sales for the airlines.”
•“It just felt better than an ad.”
PERFORMANCE RESEARCH
VISA ADVERTISING
PAGE
PERFORMANCE RESEARCH
VISA SPONSORSHIP
PAGE
PERFORMANCE RESEARCH
SPONSORSHIP OR
ADVERTISING?
VISA
Advertising
89%
Sponsorship
0%
68%
20%
40%
60%
80%
100%
“In your opinion, does the Visa example represent advertising or sponsorship?”
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS
AN ADVERTISEMENT?
VISA
•“It’s a banner. It’s got nothing to do with wildlife.”
•“Because most banners on the top of a website
are junk or a gimmick.”
•“[It’s a] larger banner. [It] seems separate from
[the] page. [It’s] not integrated.
•“It’s like a billboard.”
•“It is not related to the website in any fashion.”
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS
SPONSORSHIP?
VISA
•“They are providing information about a worthy
cause, with only a small presence.”
•“Because they offered a quid pro quo, something
of value to the organization, and ultimately, to
the person reading the site. But they didn’t
invade your viewing like banners and ads
normally seem to.”
PERFORMANCE RESEARCH
CHARLES SCHWAB
ADVERTISING PAGE
PERFORMANCE RESEARCH
CHARLES SCHWAB
SPONSORSHIP PAGE
PERFORMANCE RESEARCH
SPONSORSHIP OR
ADVERTISING?
CHARLES SCHWAB
Advertising
65%
Sponsorship
0%
43%
20%
40%
60%
80%
100%
“In your opinion, does the Charles Schwab example represent advertising or
sponsorship?”
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS
AN ADVERTISEMENT?
CHARLES SCHWAB
•“It’s not involved in any way with the site. It just
sits on top.”
•“The ad had nothing to do with seniors.”
•“Because it is in what looks like a banner at the
top of the page that probably is a link to a
Schwab website.”
•“[It] just seems like an advertisement. They aren’t
doing anything special.”
PERFORMANCE RESEARCH
WHY DO YOU THINK THIS IS
SPONSORSHIP?
CHARLES SCHWAB
•“Because they’re offering informational and
educational services without necessarily asking
for your business.”
•“Because it was not an ad for [Charles Schwab],
it was an information page for seniors.”
•“I don’t think of them as a company that
advertises but offers advice.”
PERFORMANCE RESEARCH
AWARENESS OF
COMPANY INVOLVEMENT
Sponsorship
67%
Advertising
0%
61%
20%
40%
60%
80%
100%
“To what degree did you notice [company’s] involvement with this site?”
PERFORMANCE RESEARCH
“ENHANCES” WEBSITE
SOUTHWEST AIRLINES
Sponsorship
Advertising
0%
24%
15%
20%
40%
60%
80%
100%
“Would Southwest Airlines’ involvement enhance or detract from your
enjoyment or experience with the site?”
PERFORMANCE RESEARCH
“ENHANCES” WEBSITE
VISA
Sponsorship
Advertising
0%
35%
8%
20%
40%
60%
80%
100%
“Would Visa’s involvement enhance or detract from your enjoyment or
experience with the site?”
PERFORMANCE RESEARCH
“ENHANCES” WEBSITE
CHARLES SCHWAB
Sponsorship
38%
Advertising
0%
28%
20%
40%
60%
80%
100%
“Would Charles Schwab’s involvement enhance or detract from your
enjoyment or experience with the site?”
PERFORMANCE RESEARCH
“ENHANCES” WEBSITE
TOTALS
Sponsorship
Advertising
0%
33%
17%
20%
40%
60%
80%
100%
“Would [company’s] involvement enhance or detract from your enjoyment or
experience with the site?”
PERFORMANCE RESEARCH
“TRUST MORE”
Sponsorship
Advertising
0%
28%
15%
20%
40%
60%
80%
100%
“When a company is involved with a site, how does it generally make you feel
about that company in terms of its trustworthiness?”
PERFORMANCE RESEARCH
“MORE CREDIBLE”
Sponsorship
Advertising
0%
28%
16%
20%
40%
60%
80%
100%
“When a company is involved with a site, how does it generally make you feel
about that company in terms of its credibility?”
PERFORMANCE RESEARCH
“MORE INCLINED TO USE”
Sponsorship
37%
Advertising
0%
24%
20%
40%
60%
80%
100%
“When a company is involved with a site, how does it generally make you feel
about that company in terms of its attractiveness?”
PERFORMANCE RESEARCH
“MORE LIKELY TO CONSIDER”
Sponsorship
40%
Advertising
0%
23%
20%
40%
60%
80%
100%
“When a company is involved with a site, how does it generally make you feel
about that company in terms of your likelihood to consider them?”
PERFORMANCE RESEARCH
“MORE IN TUNE”
Sponsorship
Advertising
0%
32%
17%
20%
40%
60%
80%
100%
“When a company is involved with a site, how does it generally make you feel
about that company in terms of how in tune they are with you and your
interests?”
PERFORMANCE RESEARCH
REACTIONS TO INVOLVEMENT
SOUTHWEST AIRLINES
I appreciate
them b/c it
shows we share
an interest
I try to support
them because
of their
involvement
0%
26%
12%
17%
Sponsorship
Advertising
3%
20%
40%
60%
80%
100%
“Which of these statements best describes your reaction toward Southwest
Airlines when you see their presence on the websites you visit most often?”
PERFORMANCE RESEARCH
REACTIONS TO INVOLVEMENT
VISA
I ignore them so it doesn't
change how I feel
17%
44%
I appreciate them b/c it shows
we share an interest
I try to support them because of
their involvement
I like them better b/c they're
more relevant
0%
35%
13%
26%
7%
Sponsorship
Advertising
15%
3%
20%
40%
60%
80%
100%
“Which of these statements best describes your reaction toward Visa when
you see their presence on the websites you visit most often?”
PERFORMANCE RESEARCH
REACTIONS TO INVOLVEMENT
CHARLES SCHWAB
I like them
better b/c
they're more
relevant
I try to support
them because
of their
involvement
0%
16%
8%
16%
Sponsorship
Advertising
7%
20%
40%
60%
80%
100%
“Which of these statements best describes your reaction toward Charles
Schwab when you see their presence on the websites you visit most often?”
PERFORMANCE RESEARCH
REACTIONS TO INVOLVEMENT
TOTALS
28%
I appreciate them b/c it shows
we share an interest
I try to support them because of
their involvement
I like them better b/c they're
more relevant
0%
16%
20%
6%
14%
Sponsorship
Advertising
4%
20%
40%
60%
80%
100%
“Which of these statements best describes your reaction toward [company]
when you see their presence on the websites you visit most often?”
PERFORMANCE RESEARCH
WHICH DO YOU PREFER?
66%
Less obtrusive
34%
58%
More engaging
Sponsorship
Advertising
42%
0%
20%
40%
60%
80%
100%
“In general, from what you have seen, which type of involvement should a
company do to be…?”
PERFORMANCE RESEARCH
COMPARATIVE SPONSOR
LOYALTY
NASCAR
72%
BGN
69%
IRL
53%
The Arts
53%
47%
PGA Tour
2000 America's Cup
44%
Website sponsorship
41%
NBA
38%
MLB
38%
32%
ESPN X-Games
1992-94 Olympics
28%
Air Shows
23%
NFL
20%
2000 Olympics
17%
1998 Olympics
15%
1994 World Cup Soccer
15%
0%
25%
50%
75%
100%
PERFORMANCE RESEARCH
CONCLUSIONS
When a company or brand is integrated into
the content of a site while providing a value or
service related to the needs of its users…
PERFORMANCE RESEARCH
CONCLUSIONS
It is perceived as sponsorship and:
•Encourages higher trust, credibility, and
consideration
•Is seen as more in tune with your consumers
•Is more appreciated
PERFORMANCE RESEARCH
CONCLUSIONS
…Just like in the real world.
PERFORMANCE RESEARCH