Hitwise Internet World Online Offline

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Internet World May 2007 Impact of Offline Promotions On Online Behaviour

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About Hitwise Online competitive intelligence service Collect anonymised internet usage data on over  25 million people globally  8.43 million UK internet users Report on over 900,000 websites Provide daily delivery of information Founded in 1997. Profitable operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore 1,200+ clients worldwide, 400+ in the UK Used for online customer acquisition:  Search marketing  Affiliate marketing  Online advertising

Moss Mania: 

Moss Mania Topshop.co.uk reached its highest ranking of past year at #2 in Apparel and Accessories and #138 in All Categories on Tuesday. Visits up 2x in past two days. Kate Moss collection website ranked 13 with visits up 6x. Market Share of UK Internet Visits

Anya Hindmarch: 

Anya Hindmarch UK Visits to Anya Hindmarch up 2x last week. Ranked 50 among Apparel and Accessories websites. #4 site from Sainsburys.co.uk. #1 site from AnyaHindmarch.com was eBay UK. Market Share of UK Internet Searches

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Case Study: Sky

Integrated Campaign Yields Best Result: 

Integrated Campaign Yields Best Result Share of searches for “sky” increased +20% from August to October and URL searched more than 2x. 86% year on year increase in searches for “sky” and 203% increase in searches for “sky.com”. Searches for “sky.com” became two and a half times more important as a source of site visits from August to October. Sky Monthly Ad Spend by Media v Share of Internet Searches

Banners Drive Site Visits: 

Banners Drive Site Visits Share of visits in February and March 2006 were more than twice as high compared with 2005. Strong positive correlation between Sky banner clicks and impressions and site visits. Whilst only a loose correlation with television spend. Sky Monthly Ad Spend v Share of Internet Visits

Banners Drive Brand Association: 

Banners Drive Brand Association Sky HD was available for pre-registration in February 2006 and the product launched in April. Searches for “sky hd” outweighed searches for “hd tv” by a factor of 8 in the week to 25th February. In April, the search term “sky hd” accounted for 5% of Sky.com site visits and was the third highest volume term sending visits to the site. Weekly Share of UK Internet Searches

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Case Study: The AA Motor Insurance

TV Spend Reduces Online Marketing Cost: 

Searches for “aa car insurance” increased 58% year on year in February. Searches for “car insurance” decreased 4%. TV spend doubled year on year in February. 70% increase in the share of searches that included The AA brand with the keywords “car insurance” year on year in February. According to Yahoo! Search Marketing bid tool the maximum bid for: “car insurance” = £5.12 “aa car insurance” = £2.09 Weekly Share of UK Internet Searches +58% TV Spend Reduces Online Marketing Cost

Search Data & Advertising Effectiveness: 

Strong positive correlation between Awareness (TV) spend and searches for “aa car insurance” and “aa insurance”. Awareness spend accounted for 57% of total spend in February. Searches for roadside and loans products increased along with Motor Insurance awareness spend. The AA Motor Insurance Spend By Media Compared to Share of Searches Search Data & Advertising Effectiveness

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Tesco Flowers

Tesco Flowers Searches: 

Tesco Flowers Searches Market Share of UK Internet Searches 2006 Tesco Flowers ranked #1 among Flowers and Gifts in March 2006, up from 8th in January 8 fold increase in visits National newspapers, national television & online display advertising.

Tesco Flowers Searches: 

Tesco Flowers Searches Market Share of UK Internet Searches 2006 versus 2007 Decrease in offline promotions contributed to 23% decrease in searches for “tesco flowers”. Also lead to a category decline: Category visits down 7% in February and 9% in March year on year. Searches for “mothers day flowers” down 10% year on year. 2006 2007

Summary: 

Summary Online is a highly effective medium for raising brand awareness and driving brand association. Integrated campaigns yield the biggest gains in brand awareness and site visits. Search term content and volume analysis can be used for brand research and to improve measurability of offline spend. Demand often created through offline promotions.

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Heather Hopkins E-mail: heather.hopkins@hitwise.com Internet: www.hitwise.co.uk Analyst Weblog: www.ilovedata.com Free Hitwise Media Impact Report Booth: W455