how media works: advertising and the purchase funnel for travel/travel website advertising a...
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How Media Works:How Media Works:Advertising and the Purchase FunnelAdvertising and the Purchase Funnelfor Travel/Travel Website Advertisingfor Travel/Travel Website Advertising
How Media Works:How Media Works:Advertising and the Purchase FunnelAdvertising and the Purchase Funnelfor Travel/Travel Website Advertisingfor Travel/Travel Website Advertising
A Yankelovich Study for the Television Bureau of Advertising
Study ObjectivesStudy ObjectivesStudy ObjectivesStudy Objectives
Determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand:
The role of television advertising in driving consumer actions throughout the purchase decision process
How television interacts with other media platforms, including new media such as the Internet
How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle 2
Source: TVB/Yankelovich “How Media Works,” April 2009
MethodologyMethodologyMethodologyMethodology
Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them.
Interviews took place January 29 to February 10, 2009; Super Bowl Sunday was excluded.
Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them.
Each respondent then completed an ad survey for up to three of these categories.
The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc.
The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied.
3Source: TVB/Yankelovich “How Media Works,” April 2009
Over 40% of Respondents are In the MarketOver 40% of Respondents are In the Market Over 40% of Respondents are In the MarketOver 40% of Respondents are In the Market
4
“Are you currently considering a purchase in the Travel/Travel Website Category?”
(Asked of those who recalled seeing a TV ad for Travel/Travel Websites in the last 2 months)
Source: TVB/Yankelovich “How Media Works,” April 2009
Yes43.2%No
56.8%
Customer Profile: Travel / Travel Customer Profile: Travel / Travel WebsitesWebsites
Customer Profile: Travel / Travel Customer Profile: Travel / Travel WebsitesWebsites
5Source: TVB/Yankelovich “How Media Works,” April 2009
Saw a Travel/Travel
Website TV Ad that Made an Impression
Currently Considering a
Purchase inThis Category
Made a Purchase
in this category in the
past year
Made a Purchase
in this category
in the past 4 weeks
Male 48.7% 49.6% 50.4% 49.1%
Female 51.3% 50.4% 49.6% 50.9%
A18-34 29.2% 35.5% 33.1% 40.0%
A18-49 59.6% 67.9% 65.0% 65.5%
A25-54 57.4% 65.4% 63.9% 60.0%
A55+ 32.7% 25.6% 28.6% 29.1%
Urban 30.6% 31.2% 30.8% 41.8%
Suburban 49.4% 52.6% 56.8% 50.9%
Rural 19.9% 16.2% 12.4% 7.3%
HHI <$30K 16.2% 12.4% 6.8% 3.6%
HHI $30-$70K 43.9% 42.3% 41.4% 30.9%
HHI $70K+ 34.1% 39.7% 45.5% 56.4%
HHI $100K+ 15.9% 20.5% 22.9% 36.4%
More Than One in Three Consumers Have Seen a TV More Than One in Three Consumers Have Seen a TV ad For Travel or a Travel Website That Got Their ad For Travel or a Travel Website That Got Their
AttentionAttention
More Than One in Three Consumers Have Seen a TV More Than One in Three Consumers Have Seen a TV ad For Travel or a Travel Website That Got Their ad For Travel or a Travel Website That Got Their
AttentionAttention
6Source: TVB/Yankelovich “How Media Works,” April 2009
Saw an ad that got your attention:
55%
46%
46%
46%
41%
40%
40%36%
36%
34%
34%
33%
28%
27%
25%
80%Any (NET)
Restaurants
Vehicles or auto dealers
Telecommunications or electronic products
Entertainment activities
Automobile or life insurance
Department stores or discount stores
Food, convenience, or grocery stores / supermarkets
Furniture, mattress, or carpeting / flooring stores
Travel or travel websites
Financial services
Healthcare products or services
Home improvement stores or services
Services
Schools / colleges / learning centers / vocational schools
Commercial websites
About Half of Travel Commercial Viewers About Half of Travel Commercial Viewers Have Made a Travel Purchase in the Past Have Made a Travel Purchase in the Past
YearYear
About Half of Travel Commercial Viewers About Half of Travel Commercial Viewers Have Made a Travel Purchase in the Past Have Made a Travel Purchase in the Past
YearYear
7Source: TVB/Yankelovich “How Media Works,” April 2009
Small percentages are in the transaction phase at any given time
Last time made a travel purchase:
7%
3%
9%
10%
9%
10%
13%
7%
6%
25%
Within the last 2 weeks
3-4 weeks ago
1-2 months ago
3-4 months ago
5-6 months ago
7-11 months ago
1-2 years ago
3-5 years ago
6 or more years ago
I have never purchased in this category Travel
49% of those who recently saw a travel/travel website TV ad made a travel purchase in
the past year
Travel and Travel Website Ads Travel and Travel Website Ads Make a Positive ImpressionMake a Positive Impression
Travel and Travel Website Ads Travel and Travel Website Ads Make a Positive ImpressionMake a Positive Impression
8Source: TVB/Yankelovich “How Media Works,” April 2009
Type of impression made by TV ad for travel/travel website:
32%
38%
26%
3%
1%
36%
38%
23%
2%
1%
Very positive
Somewhat positive
Neither positive nor negative
Somewhat negative
Very negativeTotalTravel
74% of those who saw these advertisements rated them positively
Travel and Travel Website Ads are Seen as Attention-Travel and Travel Website Ads are Seen as Attention-GettingGetting
Travel and Travel Website Ads are Seen as Attention-Travel and Travel Website Ads are Seen as Attention-GettingGetting
9Source: TVB/Yankelovich “How Media Works,” April 2009
Ratings of Travel/Travel Website Television Ads:
53% total
47% travel
How informative was it?
42% total
37% travel
How relevant was it?
Total Travel
How much did it get your attention?
19.6%
15.4%
18.9%
15.6%
12.2%
9.0%
3.6%
2.8%
1.3%
1.5%
21.0%
17.0%
18.0%
17.0%
13.0%
8.0%
2.0%
2.0%
1.0%
1.0%
10 -Completely
9
8
7
6
5
4
3
2
1 - Not at all
54% total
56% travel
Travel/Travel WebsitesTravel/Travel Websites TV Ads Prompt Viewers To TV Ads Prompt Viewers To Seek Information, Initiate Discussion, Consider a Seek Information, Initiate Discussion, Consider a
PurchasePurchase
Travel/Travel WebsitesTravel/Travel Websites TV Ads Prompt Viewers To TV Ads Prompt Viewers To Seek Information, Initiate Discussion, Consider a Seek Information, Initiate Discussion, Consider a
PurchasePurchase
10Source: TVB/Yankelovich “How Media Works,” April 2009
Actions Taken After Seeing TV Commercial for Travel/Travel Websites
Travel/Travel
Websites
Any (Net) 49%
Went online to learn more about the product or service advertised 22%
Considered purchasing the product or service 16%
Talked with others about the advertisement 16%
Remembered you had seen the product or service advertised before 12%
Tried to find the advertisement on the Web 6%
Purchased the product or service online 5%
Contacted the company in the advertisement 3%
Sent someone a Web-site link about the product or service 3%
Other action 3%
Sent someone an Email about the product or service 2%
Looked in a newspaper or magazine to learn more about the product or service 2%
Visited a store or location to learn more about the product or service 1%
Purchased the product or service in a store 1%
Did nothing 52%
Younger Adults are More Likely to Take Action Younger Adults are More Likely to Take Action After Seeing Travel and Travel Website AdsAfter Seeing Travel and Travel Website Ads
Younger Adults are More Likely to Take Action Younger Adults are More Likely to Take Action After Seeing Travel and Travel Website AdsAfter Seeing Travel and Travel Website Ads
11Source: TVB/Yankelovich “How Media Works,” April 2009
Actions Taken After Seeing TV Commercial for Travel/Travel Websites:
Age
Travel 18-34 35-49 50+
Any (Net) 49% 60% 46% 42%
Went online to learn more about the product or service 22% 32%
22% 15%
Considered purchasing the product or service 16% 18% 18% 12%
Talked with others about the advertisement 16% 23% 15% 11%
Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the
Internet)12% 8% 16% 12%
Tried to find the advertisement on the Web 6% 11% 6% 2%
Purchased the product or service online 5% 8% 3% 4%
Contacted the company in the advertisement 3% 4% 2% 2%
Sent someone a Web-site link about the product or service
3% 4% 2% 2%
Sent someone an Email about the product or service 2% 3% 4% 1%
Looked in a newspaper or magazine to learn more 2% 2% 2% 1%
Visited a store or location to learn more 1% 3% 1% 1%
Purchased the product or service in a store 1% 2% 1% 1%
Other action 3% 1% 4% 4%
Did nothing 52% 40% 54% 58%
Most of These Ads Were Seen on TV Most of These Ads Were Seen on TV Multiple TimesMultiple Times
Most of These Ads Were Seen on TV Most of These Ads Were Seen on TV Multiple TimesMultiple Times
12Source: TVB/Yankelovich “How Media Works,” April 2009
Number of times saw travel/travel website TV commercial in past 2 months:
14%
33%
26%
14%
13%
14%
39%
28%
11%
9%
Just this one time
2-3 times
4-5 times
6-9 times
10 times or more
TotalTravel
Those Who View Ads for Travel/Travel Websites Those Who View Ads for Travel/Travel Websites Multiple Times are Much More Likely to Take Multiple Times are Much More Likely to Take
ActionAction
Those Who View Ads for Travel/Travel Websites Those Who View Ads for Travel/Travel Websites Multiple Times are Much More Likely to Take Multiple Times are Much More Likely to Take
ActionAction
13Source: TVB/Yankelovich “How Media Works,” April 2009
Among those who recently saw a TV ad for Travel/Travel Websites
# TV Ad Exposures
TravelRecall 1-3 ad
exposuresRecall 4+ ad exposures
Any (Net) 49% 44% 53%
Went online to learn more about the product or service 22% 20% 24%
Considered purchasing the product or service 16% 13% 19%
Talked with others about the advertisement 16% 13% 19%
Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 12% 9% 15%
Tried to find the advertisement on the Web 6% 5% 7%
Purchased the product or service online 5% 4% 6%
Contacted the company in the advertisement 3% 2% 4%
Sent someone a Web-site link about the product or service 3% 2% 3%
Sent someone an Email about the product or service 2% 2% 3%
Looked in a newspaper or magazine to learn more 2% 2% 2%
Visited a store or location to learn more 1% 1% 2%
Purchased the product or service in a store 1% 1% 1%
Other action 3% 3% 3%
Did nothing 52% 56% 47%
Actions taken after seeing a Travel/Travel Website TV ad
In Addition to TV Ads, Respondents are Likely to In Addition to TV Ads, Respondents are Likely to Recall Internet and Magazine Ads and e-Mail Recall Internet and Magazine Ads and e-Mail
OffersOffers
In Addition to TV Ads, Respondents are Likely to In Addition to TV Ads, Respondents are Likely to Recall Internet and Magazine Ads and e-Mail Recall Internet and Magazine Ads and e-Mail
OffersOffers
14Source: TVB/Yankelovich “How Media Works,” April 2009
Saw ad for same product or service in a media other than TV:
Total
Travel/Travel
WebsitesIndex to
Total
Any (Net) 46% 46% 100
On the Internet 20% 30% 150
In a newspaper 18% 6% 33
On the radio 12% 6% 50
In a magazine 11% 13% 118
In an Email offer 8% 11% 138
On a billboard or other outside sign 7% 3% 43
Other media 3% 1% 33
Did not see, hear, or read in any other media 35% 34% 97
Not sure 19% 20% 105
Travel & Travel WebsitesTravel & Travel WebsitesAdvertising Impact at Various Stages ofAdvertising Impact at Various Stages of
the Consumer Purchase Funnelthe Consumer Purchase Funnel
Travel & Travel WebsitesTravel & Travel WebsitesAdvertising Impact at Various Stages ofAdvertising Impact at Various Stages of
the Consumer Purchase Funnelthe Consumer Purchase Funnel
15Source: TVB/Yankelovich “How Media Works,” April 2009
80%75%
67%61% 59%
53%
20%25%
33%39% 41%
47%
87% 84%76% 73%
63% 59%
13% 16%24% 27%
37%41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Media Influence (Any)-All Cat. No Media Influence-All Cat.
Media Influence (Any)Travel & Travel Websites No Media Influence-Travel & Travel Websites
Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase
Index =109
Index = 112
Index =113
Index =120
Index =107
Index =111
Travel & Travel WebsitesTravel & Travel Websites Media Impact at Various Stages of the Media Impact at Various Stages of the
Consumer Purchase FunnelConsumer Purchase Funnel
Travel & Travel WebsitesTravel & Travel Websites Media Impact at Various Stages of the Media Impact at Various Stages of the
Consumer Purchase FunnelConsumer Purchase Funnel
16Source: TVB/Yankelovich “How Media Works,” April 2009
Media cited by less than 3% of respondents were incorporated into the total for “other.”
42% 42%31% 28% 32%
22%
26% 24%
28% 28% 16%26%
7% 6%
7%6%
8% 8%
6% 6%
5%6%
9% 9%
9% 5%
13% 16%24% 27%
37% 41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness Interest Consider Purchase Want to Purchase Visit Store/ Website Make Purchase
Television Internet Magazine Email Other No Media Influence
ConclusionsConclusionsConclusionsConclusions
Travel and Travel Websites are highly responsive to advertising, outperforming the impact scores at every stage of the consumer purchase funnel.
Television is the key media driver for this category, particularly at the top of the funnel - in the Awareness and Interest phases – and also drives customers to travel experts and websites.
TV commercials work particularly well in stimulating further action in this category. They prompt consumers to seek further information and create consideration and conversation around their offers. 17
Source: TVB/Yankelovich “How Media Works,” April 2009
ConclusionsConclusionsConclusionsConclusions
Internet is a key co-driver with Television in this category, particularly in the middle of the funnel for Consideration and Desire, and also in the Transaction phase at the bottom of the funnel.
Actual travel behavior exceeds consumer intent, suggesting an opportunity for ads to stimulate travel behavior.
18Source: TVB/Yankelovich “How Media Works,” April 2009