8 a.m.E-mail Mum

2 p.m.IM John

10 a.m.Pay bills

9 p.m.Search “vacations”

Context Matters

The internet evolution is widening media

opportunities...

Source: EIAA Mediascope 2006; Comscore Nov 06-Aug 07; Forrester June 2007

More Media Time:

16% of time spent with media across Europe is spent online

Media Owners:

9% of European online consumers regularly publish or update their own web pages online

Socialisation of the Web: 30% increase in unique users of social networks globally between November 2006 – August 2007

making online media planning more

complexCan I advertise

around conversation rather than

content?

How much of online activity

offers a media

opportunity?

Is there still a role for

interruptive advertising?

Our research objectives

• To delve beyond “time spent” measure

• To identify and describe key online “occasions” and their contexts

• To examine advertising fit across these occasions

• To help our partners optimise their online media planning

5

Brazil

Canada

France

UK

Norway

Countries studied

Germany

Page 6 |

Our Research Approach

Sample = 600 16-54 year olds per countryResearch conducted by OTX

Diary of Online Activities – 400 respondents per

country. A total of 38,000 activities

recorded.

25 bloggers

Advertising Questionnaire – 200 respondents

per country.

Communication Information Entertainment

Surfing Transactions Creation

People don’t just surf the web, they are fulfilling fundamental needs

38%

22%

17%

8% 7% 5%

Online isn’t a standalone activity – it fits in with other life activities

70% of online is multi-tasked, with the most popular being working, eating or watching TV.

Multi-tasking with TV differs

more by occasion

Page 9

This helps explain why many online occasions are fairly “distracted”

experiencesInformation and Transaction are most focussed

Co

mp

lete

ly F

ocu

sed

Distrac

ted

There is a routine to online journeys across the day

MORNING: I read news, what time my bus depart. Most it’s everyday info, so I can get through the day.

WORK: only for work research assignments.

EVENING: I read my mail, take care of my facebook, blog, watch movies. Only do things that I appreciate.

Male – Norway

My daily routine

1. Log on to msn.

2. Check the news.

3. Look at pages that I heard of.

4. Download the latest music.

Female - Norway

Page 11

People’s moods online shift over the dayBy the evening people are in a better mood, and looking for

things to do, but are less open minded

0%

10%

20%

30%

40%

50%

12a.m.-6a.m.

10p.m.-12a.m.

8p.m.-10p.m.

6p.m.-8p.m.

4p.m.-6p.m.

2p.m.-4p.m.

12p.m.-2p.m.

9a.m.-12p.m.

6a.m.-9a.m.

In a good mood

Bored, looking for something to do

Open minded

6pm-12pm

Page 12

The blend of online occasions differs across the dayEntertainment replaces Information in the evening

Share of All Internet Activity Across 24 Hours - WEEKDAY

0%

4%

8%

12%

16%

12a.m.-6a.m.

10p.m.-12a.m.

8p.m.-10p.m.

6p.m.-8p.m.

4p.m.-6p.m.

2p.m.-4p.m.

12p.m.-2p.m.

9a.m.-12p.m.

6a.m.-9a.m.

Communication

Surfing

Transaction

Creation

Entertainment

Information

The 2nd peak occurs between 6-10pm

9am – Noon is the first peak for

internet activity

Entertainment replaces information in the

evening

Page 13

At the weekend, the sharpest peak is the morning followed by more constant online activity

Share of All Internet Activity Across 24 Hours - WEEKEND

0%

4%

8%

12%

16%

20%

12a.m.-6a.m.

10p.m.-12a.m.

8p.m.-10p.m.

6p.m.-8p.m.

4p.m.-6p.m.

2p.m.-4p.m.

12p.m.-2p.m.

9a.m.-12p.m.

6a.m.-9a.m.

Communication

Surfing

Transaction

Creation

Entertainment

Information

Entertainment still replaces

Information in the evening

From the well trodden path to unchartered territories

If i think about it i have a standard routine.

I always start with reading my mail; then it’s time for facebook; i catch up with the news for the day; read funny

stories;

and on my way through every point i get distracted by new pages, advertising and pages that i get recommended

Female, Norway

Page 15

The Online NeighbourhoodMuch of Online Behaviour is Familiar, Like a Local Neighbourhood

e-Bay, Amazon

Shops

E-mails – yahoo, hotmail etc

Post Office

Newsagent

News feeds, sports homepage

Forums and Social Networks

PUB

Finance

Bank

Page 16

Familiar faces & getting to know the

people that are around you

Your neighbourhood is a trusted environment

An easy place for you to navigate – it’s your territory and your space

Safe and feel in control

Affection for places that are

familiar

The internet is like an everyday trip out of the house, in a place where i am used to living....i never lose my way....Male, France

Page 17

Exploring New Places

On the hyper-linked web, it’s easy to go off track

49% of online activities are spontaneous

What does this mean for advertisers?

making online media planning more

complex...but more exciting

19

Norway is more open to commercial messages than other European markets

7% 7% 6%

26%

10% 6%

19%14% 14%

31%

26%

23%

0%

20%

40%

60%

Agree strongly Agree slightly

“When I’m online I’m open to commercial messages from companies and brands”

I like ads which are interesting, and which get me to click further. These are often ads for offers or competitions, but sometimes I click

simply because I’m curious! Female, Norway

20

Humour and “reward” are strong drivers in Norway for interacting with advertising

37%

40%

27%

27%

27%

If it offered mesomething free in

return

If it was funny

If it gave me moneyoff something

If it was part of awebsite I like

If it wasrecommended by a

friend inconversation

% who would be more likely to interact with an ad online…

Open to adsNot open to ads

Higher ad awareness, but not open to ads

Higher ad awareness, and open to ads

Lower ad awareness and not open to ads Lower ad awareness, but open to ads

More aware of advertising online

Less aware of advertising online

Advertising Awareness Differs By Occasion, as does Openness to Advertising

Surfing

Creation

Information

Transaction

Entertainment

Communication

What is Advertising?

Only 41% view opportunities to co-create with brands as advertising

Only 45% view tool kits from brands to create

content such as avatars as advertising

Only 51% view branded content such as theme

packs for IM as advertising

Connecting marketing objectives to user behaviour and receptivity

Info based gadgets, sites & applications

Co-creation with brands

Branded content for online personal expression & decorationGadgets for private use

on desktop

Video pre-roll embedded ads

Tool kits from brands to create content

Video banner ads

Static banner ads

140

81

59

81

88

66

140

147

103

86

59

120

120

52

103

129

108

112

126

84

108

75

89

98

169

80

89

53

80

71

124

133

102

78

84

66

107

131

113

119

132

103

95

70

99

78

103

120

Index calculated: which type of advertising is most suitable for…..[mode]?). This was asked for each mode separately and then the responses were aggregated across modes into the six overall modes (information, communication, etc). Each type of advertising was then indexed against the average for all forms of advertising in that mode.

Advertising Fit By OccasionInterruptive/push advertising still fits, pull advertising

plays a role in specific occasions

Indices – if more than 100, ad type more suitable

INFORMATION ENTERTAINMENT

Be Appropriate to the Occasion

The Role of Advertisers in the Neighbourhood or Road to Discovery

• 27% of people claim they are more likely to interact with an ad if it was part of a website they liked

• Rotate creative messages

• Take people onto road of discovery

• People are more open minded

• Advertisers can be more direct

• Branded content can be souvenirs/reminders

Communication is the glue across the day

“I pretty much go through the same routine everytime i’m on the net and will continue 2 check my hotmail and facebook throughout

my time online....

Some hotmail messages often lead me to other sites eg. About special offers or what events

are going on in London, recommended websites etc”

Female UK

Creating greater impact to your creative message - Context is king online

Capture and reflect the blend of online occasions across the day

Tap into the “mood” journey across the day

Use a mixture of push and pull advertising to optimise engagement

Branded content and applications must add to the experience

Long term campaigns to become a trusted neighbour