Information

Entertainment

Surfing

Transaction

Creation

Communication

Occasion TotalMulti-tasking

71%

73%

66%

67%

74%

77%

Online & TV

23%

15%

22%

18%

25%

23%

Online & Music

20%

18%

21%

23%

21%

21%

6am-9am 9am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm 8pm-10pm 10pm-12am 12am-6am

20%

15%

10%

5%

0%

% o

f tot

al o

nlin

e ac

tiviti

es

Time of Day

9am-noon is the peaktime for internet activity

A second (smaller) peakin online activity occursbetween 6-10pm

Entertainment replacesinformation in the evening

Information Entertainment SurfingTransactionCreation Communication

Information

Entertainment

Surfing

Transaction

Creation

Communication

CompletelyFocused

CompletelyFocused

CompletelyFocused

CompletelyFocused

CompletelyFocused

CompletelyFocused

Distracted

Distracted

Distracted

Distracted

Distracted

Distracted

6am-9am 9am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm 8pm-10pm 10pm-12am 12am-6am

40%

50%

30%

20%

10%

0%

% o

f tot

al o

nlin

e ac

tiviti

es

Time of Day

Become less open-mindedas working day progresses

Less serious and looking forsomething to do in the evening

Open-minded In a good mood Bored, looking for something to do

More aware ofadvertising online

Less aware ofadvertising online

Less opento advertising

More opento advertising

Information

Entertainment

Surfing

Transaction

Creation

Communication

75

169

80

89

53

80

71

102

78

84

66

107

131

132

103

95 PullAdvertising

70

99

78

Info based gadgets,sites & applications

Indices - If more than100, advertisementtype more suitable

Gadgets for privateuse on desktop

Video pre-roll ads

Branded content foronline personal expression& decoration

Tool kits from brandsto create content

Co-creationwith brands

140

81

59

81

88

66

103

86

59

120

120

52

108

112

126

84

108

98

124

133

113

119

103 PushAdvertising

120

Video banner ads

Static banner ads

140

147

103

129

89

Occasion

Communication

Information

Entertainment

Surfing

Transaction

Creat ion

Mindset

Re la t i ve l yd i s t rac ted -h igherd i s t rac t ionin IM andcommuni t i e sthan ema i l

Focused

Dis t racted

Highlyd is t racted

Highly focused

Mid po in tbe tweenfocus /d i s t rac t ion

Openness toadvertising

Open (ema i landcommuni t i e sh ighes t ;VOIP lowes t )

Very open

Open(gaming andwatch ingv ideohighest )

Most open

Open

Leas t open

What type ofadvertising fits?

Banner s , b randedcontent fo rpe r sona l on l ineexpres s ion o rp r i va te use

Banners, relevantgadgets

Banners , v ideoadvert i s ingembedded in v ideocontent , gadgetsfor use on desktop

Banners , usefu lappl icat ionsor gadgets

Banners

Crea t ion w i th andfo r the b rand

Notes

Humour incontex t w i l lencourageusage

Less responsive tobranded content,requests forco-creation& participation

77% prefer tohave f ree v ideodownloads wi thadvert i s ing , thanpay for thecontent

Avoid pop-upsas universa l lyd is l iked

Not responsive torequests forcreation withthe brand

Encouragepar t i c ipa t ionby reward