performance research ieg mastering online sponsorship seminar march 11, 2001

PERFORMANCE RESEARCH

IEGMASTERING ONLINE

SPONSORSHIP SEMINAR MARCH 11, 2001


PURPOSE

•Consumer definition of online sponsorship

•Identify cues

•Identify differences in banner ads v. sponsorship

•Quantify value


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, orAdvertising


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


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


W H A T W E F O U N D. . .


TYPES OF WEBSITES

“Thinking of the websites you visit most often, what percentage of them do you think are…?”

Tansactional23%

Affinity39%

Informational39%

Total; N=522


“AFFINITY” WEBSITES

“Thinking specifically about the “Affinity” websites that you visit, please select the statements you agree with?”

49%

62%

67%

0% 20% 40% 60% 80% 100%

The sites maintain myenthusiasm

I go there for more completeinfo.

I use them 1st to see what'snew with my interest

Total; N=522


SPONSORSHIP OR

ADVERTISING?

“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?’”

64%

75%

87%

90%

0% 20% 40% 60% 80% 100%

Has contests to win prizes relatedto site's topic of interest

Has a box/button link to co. siteon side of web page

A window pops up with messageand link to co. site

Its message runs across the topof the screen

Total; N=522

Advertising…


“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?’”

52%

71%

81%

0% 20% 40% 60% 80% 100%

Supplies or "presents" contentareas on a web page

Provides revenue to keep thesite's info. Free and accessible

Donates money to a cause orcharity related to the site

Total; N=522

Sponsorship…

SPONSORSHIP OR

ADVERTISING?


SOUTHWEST AIRLINES

ADVERTISING PAGE


SOUTHWEST AIRLINES

SPONSORSHIP PAGE


“In your opinion, does the Southwest Airlines example represent advertising or sponsorship?”

65%

87%

0% 20% 40% 60% 80% 100%

Sponsorship

Advertising

SPONSORSHIP OR

ADVERTISING? SOUTHWEST AIRLINES


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.”


•“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.”

WHY DO YOU THINK THIS IS SPONSORSHIP?

SOUTHWEST AIRLINES


VISA ADVERTISING

PAGE


VISA SPONSORSHIP

PAGE


“In your opinion, does the Visa example represent advertising or sponsorship?”

SPONSORSHIP OR

ADVERTISING? VISA

68%

89%

0% 20% 40% 60% 80% 100%

Sponsorship

Advertising



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.”



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.”


CHARLES SCHWAB

ADVERTISING PAGE


CHARLES SCHWAB

SPONSORSHIP PAGE


“In your opinion, does the Charles Schwab example represent advertising or sponsorship?”

SPONSORSHIP OR

ADVERTISING? CHARLES SCHWAB

43%

65%

0% 20% 40% 60% 80% 100%

Sponsorship

Advertising



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.”



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.”


AWARENESS OF COMPANY

INVOLVEMENT

“To what degree did you notice [company’s] involvement with this site?”

61%

67%

0% 20% 40% 60% 80% 100%

Advertising

Sponsorship


“ENHANCES” WEBSITE SOUTHWEST AIRLINES

“Would Southwest Airlines’ involvement enhance or detract from your enjoyment or experience with the site?”

15%

24%

0% 20% 40% 60% 80% 100%

Advertising

Sponsorship


“ENHANCES” WEBSITE VISA

“Would Visa’s involvement enhance or detract from your enjoyment or experience with the site?”

8%

35%

0% 20% 40% 60% 80% 100%

Advertising

Sponsorship


“ENHANCES” WEBSITE CHARLES SCHWAB

“Would Charles Schwab’s involvement enhance or detract from your enjoyment or experience with the site?”

28%

38%

0% 20% 40% 60% 80% 100%

Advertising

Sponsorship


“ENHANCES” WEBSITE TOTALS

“Would [company’s] involvement enhance or detract from your enjoyment or experience with the site?”

17%

33%

0% 20% 40% 60% 80% 100%

Advertising

Sponsorship


“TRUST MORE”

“When a company is involved with a site, how does it generally make you feel about that company in terms of its trustworthiness?”

15%

28%

0% 20% 40% 60% 80% 100%

Advertising

Sponsorship


“When a company is involved with a site, how does it generally make you feel about that company in terms of its credibility?”

16%

28%

0% 20% 40% 60% 80% 100%

Advertising

Sponsorship

“MORE CREDIBLE”


“When a company is involved with a site, how does it generally make you feel about that company in terms of its attractiveness?”

24%

37%

0% 20% 40% 60% 80% 100%

Advertising

Sponsorship

“MORE INCLINED TO USE”


“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?”

23%

40%

0% 20% 40% 60% 80% 100%

Advertising

Sponsorship

“MORE LIKELY TO CONSIDER”


“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?”

32%

17%

0% 20% 40% 60% 80% 100%

Advertising

Sponsorship

“MORE IN TUNE”


“Which of these statements best describes your reaction toward Southwest Airlines when you see their presence on the websites you visit most often?”

3%

12%

17%

26%

0% 20% 40% 60% 80% 100%

I try to supportthem because

of theirinvolvement

I appreciatethem b/c it

shows we sharean interest

SponsorshipAdvertising

REACTIONS TO INVOLVEMENT

SOUTHWEST AIRLINES


“Which of these statements best describes your reaction toward Visa when you see their presence on the websites you visit most often?”

3%

7%

13%

44%

15%

26%

35%

17%

0% 20% 40% 60% 80% 100%

I like them better b/c they'remore relevant

I try to support them because oftheir involvement

I appreciate them b/c it showswe share an interest

I ignore them so it doesn'tchange how I feel



VISA


“Which of these statements best describes your reaction toward Charles Schwab when you see their presence on the websites you visit most often?”

7%

8%

16%

16%

0% 20% 40% 60% 80% 100%

I try to supportthem because

of theirinvolvement

I like thembetter b/c

they're morerelevant



CHARLES SCHWAB



TOTALS

“Which of these statements best describes your reaction toward [company] when you see their presence on the websites you visit most often?”

4%

6%

16%

14%

20%

28%

0% 20% 40% 60% 80% 100%

I like them better b/c they'remore relevant

I try to support them because oftheir involvement

I appreciate them b/c it showswe share an interest



WHICH DO YOU PREFER?

“In general, from what you have seen, which type of involvement should a company do to be…?”

42%

34%

58%

66%

0% 20% 40% 60% 80% 100%

More engaging

Less obtrusive



COMPARATIVE SPONSOR LOYALTY

15%

15%

17%

20%

23%

28%

32%

38%

38%

41%

44%

47%

53%

53%

69%

72%

0% 25% 50% 75% 100%

1994 World Cup Soccer

1998 Olympics

2000 Olympics

NFL

Air Shows

1992-94 Olympics

ESPN X-Games

MLB

NBA

Website sponsorship

2000 America's Cup

PGA Tour

The Arts

IRL

BGN

NASCAR


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…


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


CONCLUSIONS

…Just like in the real

world.

performance research ieg mastering online sponsorship seminar march 11, 2001

Documents

sponsorship sponsorship

advertising slide

research purposes slide

southwest airlines slide

performance research

value slide

retail sales slide

web page