AOP Ireland commissioned Amárach Research to investigate: - The value Irish publishing companies with local and original content bring to advertisers - The factors that determine positive online brand engagement - User reaction to advertising on different website types

1. Study of Online Engagement
17th April 2012
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2. AOP Ireland Background
The Association of Online Publishers Ireland is an
industry body representing Irish digital publishing
companies that create original, branded, local,
quality content.
Current members include entertainment.ie,
irishtimes.com, tv3.ie, independent.ie and rte.ie
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3. Overview
AOP Ireland commissioned Amárach Research to investigate:
• The value Irish publishing companies with local and original
content bring to advertisers
• The factors that determine positive online brand engagement
• User reaction to advertising on different website types
In order to answer these questions it was important to compare
and contrast the experience of Irish internet users on different
types of sites.
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4. Methodology
Amárach Research surveyed a representative sample of Irish
adults online, including 500 general internet users and 1,000
AOP member site users. The fieldwork was conducted
between 17th and 31st January 2012.
Only those using the internet on a weekly or greater frequency
were included in the survey.
Questions were based on a similar study carried out by the
AOP in the UK. These included questions about both the user
experience of different types of sites, and attitudes towards
advertising on the different sites.
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5. Methodology
Participants rated their agreements with statements about
sites on a range from 1 to 5, where 1 is „completely
disagree‟ and 5 is „completely agree‟.
Percentages referenced in this report relate to the number of
people who rated positively (i.e. 4 or 5) on a 5 point
agreement scale.
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6. Site types studied
Irish Content Sites
Social Networks Portals
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7. 1. A Matter of Trust
Trust is key in driving both site
engagement and advertising
responsiveness
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8. Irish Content Sites Are Trustworthy
(Irish Content)
(Social Network)
80 (Portals )
66
61
60 57 55
45
39 37
40 35 35
22 23
20 18
0
Trustworthy I trust these Reliable Are for people
types of sites like me
-20
*NOTE: % 4/5 All Internet Users Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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9. 66%
of Irish internet users agree that „reliability‟ is a characteristic
they would attribute to Irish Content Sites
(strongest among 25-34s at 70%)
[23% Social Networks/39% Portals]
61%
assert that Irish Content Sites are „trustworthy‟
(strongest among 25-34 and 35-44 year olds)
[18% for social networks/35% for portals]
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10. “I trust these types of sites” (Irish Content)
(Social Network)
80
72 (Portals )
60 57
40 35
25
22 22
20
0
All Internet All AOP Member
-20 Site Users
Users
*NOTE: % 4/5 Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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11. • Trust is the key driver for engagement as site visitors are more
likely to interact online in a trusted environment
• Consumers‟ attitudes towards a site, their motivation for using
it and their overall opinion of site are powerful influences on
their online behaviour
• Irish Internet users are over three times as likely to trust Irish
content websites compared to social media and almost twice
as likely to trust Irish content websites over portal sites
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12. 2. Context is King
In an age of distraction, the quality
and relevance of the content is a
vital factor in driving online
engagement
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13. Irish Content Sites Have A Loyal Audience
(Irish Content)
80 (Social Network)
70 68 70 (Portals )
60 57
45
40 42
40 37 37
32 34
28
20
0
Content is Is an essential Has good Relevant
relevant to Irish source of quality content
Audiences information
-20
*NOTE: % 4/5 All Internet Users Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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14. 57%
agree that Irish Content Sites are an essential source of
information (higher among ABC1s at 63%)
[28% for social networks/37% for portals]
70%
say the content on Irish Content Sites
is relevant to Irish audiences
(also higher among ABC1s at 77%)
[37% for social networks/32% for portals]
68%
contend that Irish Content Sites have good quality content
(few demographic differences)
[34% for social networks/45% for portals]
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15. “Is an essential source of information”
(Irish Content)
80
73 (Social Network)
(Portals )
60 57
40 37
28
24
21
20
0
-20 All Internet All AOP Member
Users Site Users
*NOTE: % 4/5 Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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16. • The more engaged a user is with a particular site type
influences how receptive they are to advertising contained
within
• Obtaining relevant quality content quickly may have more
influence on engagement than excessive dwell time
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17. 3. Agenda Setting
Investing in original, quality
content and curating that
content continues to appeal to
Irish Internet users as „go to‟
sources of information
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18. Irish Content Sites Are Seen As Influential
(Irish Content)
60
(Social Network)
51
49 49
(Portals )
41 42
40
30 30
26 27 27
25
23
20
0
Authoritative Opinion Leader I always find Passionate
what I am
-20
looking for on
these types of
sites
*NOTE: % 4/5 All Internet Users Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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19. 51%
of Irish internet users agree with the statement „I always
find what I am looking for on these type of sites‟ when
rating Irish Content Sites
(higher among ABC1s)
[30% for social networks/41% for portals]
49%
say Irish Content Sites are „opinion leaders‟
(higher for 25-34s)
[27% for social networks/27% for portals]
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20. “I always find what I am looking for on these type of sites’ ”
(Irish Content)
80 74 (Social Network)
(Portals )
60
51
41
40
30 29
26
20
0
All Internet All AOP Member
-20 Site Users
Users
*NOTE: % 4/5 Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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21. • With an abundance of information online, people are turning to
trusted sources such as Irish content sites as key points of
reference
• While there is an emerging opinion that people now get all their
news from social networks like Twitter, the information on Irish
content sites is a key driver of online conversation
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22. 4. Higher Engagement
In terms of word-of-mouth, the ability
of Irish content websites to attract,
engage, and re-attract Irish consumers
is vital to online (and offline)
marketing success…
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23. Irish Content Sites Stimulate Their Audience
(Irish Content)
80 (Social Network)
(Portals )
64
60 54 56
53 51
48 46
45 45 43
40 35 36
20
0
I talk to others
Interesting about things Engaging Entertaining
-20 I’ve seen on
these types of
sites
*NOTE: % 4/5 All Internet Users Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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24. 53%
say they talk to others about content they have seen on Irish
Content Sites
(higher for females at 59%)
[46% for social networks/35% for portals]
41%
say Irish Content Sites provide
information they cannot get elsewhere
(also higher for females)
54% [36% for social networks/32% for portals]
indicate that Irish Content Sites are „engaging‟
(higher for 45-54s at 61%)
[45% for social networks/36% for portals]
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25. “I talk to others about things I’ve seen on these types of sites”
(Irish Content)
80
(Social Network)
69
(Portals )
60
53
46
42
40 35
21
20
0
All Internet All AOP Member
-20 Site Users
Users
*NOTE: % 4/5 Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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26. • As more Irish consumers spend more of their time online, the
ability of sites to retain the interest of their users will be a key
channel for long term brand engagement
• Moreover, engagement not only drives brand relations, it also
drives brand advocacy – and content sites continue to
generate more „water cooler‟ conversations both online and
offline, to the benefit of their advertisers
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27. 5. Positive Endorsement
With marketers under increasing
pressure to demonstrate a return
on investment, Irish content sites are
delivering measurably superior results
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28. Consumers Respond Well to Adverts on Irish Content Sites
(Irish Content)
60 (Social Network)
(Portals )
44
40 38
35
33
26 25 25 25
22 21 22
20 17
0
I trust the The These types of I’m more likely
advertising I advertisements sites have to notice
see on these on these sites advertising advertising on
-20 types of sites are relevant to that is relevant these types of
Irish audiences to me sites
*NOTE: % 4/5 All Internet Users Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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29. 81%
of Irish internet users agree that advertising is well matched
to the content on Irish Content Sites
(higher for 55-64‟s at 90%)
[63% for social networks/69% for portals]
38%
of Irish internet users agree with the statement “I trust the
advertising” on Irish Content Sites
(rising to 50% of 25-34s)
[17% for social networks/26% for portals]
32%
say advertising on Irish Content Sites makes them feel more
positively towards the brand
(rising to 40% of 45-54s)
[18% for social networks/19% for portals]
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30. “I trust the advertising I see “These types of sites have
on these types of sites” advertising that is relevant to me”
60
(Irish Content)
(Social Network)
40 38 37 (Portals )
35
31
26 25
21
20 17 17
14
11
8
0
All Internet All AOP Member All Internet All AOP Member
-20 Site Users Site Users
Users Users
*NOTE: % 4/5 Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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31. • Irish Content Sites provide a strong „halo effect‟ for their
advertisers relative to other sites, in terms of advertising
trustworthiness and relevance
• This benefit can create a „virtuous circle‟ for advertisers in that
relevant content is sub-consciously associated with relevant
advertising, in turn reducing barriers to awareness and
consideration
• Trust, relevance and noticeability also extend beyond content
into advertising and brand awareness
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32. 6. Funnel Vision
The task of marketing is to support
sales, whether purchasing online
or offline. Irish content sites deliver
at each stage of the sales funnel
… and beyond
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33. Advertising On Irish Content Sites Gets A Better Response
50 (Irish Content)
(Social Network)
(Portals )
33 33 33
30
30 28
25 26 25 25 26 26
22 23
20
14
10
I have bought a I have visited a I have clicked on
These types of I have searched for
brand based on
-10 sites prompt me to site prompted by advertising on a brand prompted
advertising on advertising on these types of
find out about by advertising on
these types of these types of sites
products/brands these types of sites
sites sites
*NOTE: % 4/5 All Internet Users Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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34. 30%
of Irish internet users agree that they have searched for a brand
prompted by advertising on Irish Content Sites
(36% of 25-34s)
[23% for social networks/26% for portals] 25%
have bought a brand prompted by advertising
on Irish Content Sites
(rising to 30% of 25-34s and 45-54s)
22% [14% for social networks/20% for portals]
report that they have purchased a product/service after
seeing content about it on Irish Content Sites
(rising to 33% of 45-54s)
[15% for social networks/15% for portals]
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35. (Irish Content)
“I have bought a brand “I have clicked on
based on advertising on advertising on these types (Social Network)
50
these types of sites” of sites” (Portals )
33 33
30
25 25 26
23
20 20
14 13
10 9
10
All Internet All AOP Member All Internet All AOP Member
-10 Site Users Site Users
Users Users
*NOTE: % 4/5 Agree
Q. Please tell us to what extent do you agree or disagree with the following statement about <site>?
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36. • It is clear that Irish Content Sites can play a key role at every
stage in the „sales funnel‟: from awareness through conversion
to purchase – with advertising responsiveness and purchase
contribution higher for Irish content sites versus other types of
sites
• But the sales funnel doesn‟t just end with purchases – beyond
each purchase is the customer‟s experience of the product or
service, their subsequent loyalty, their willingness to
recommend, and of course their repeat purchase.
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37. Summary: Only Connect
• Engagement and how to measure it is particularly complicated in the
online world. Consumers may visit certain sites very frequently and
spend considerable time there, yet not notice any advertising
• The more an audience trusts and finds the content of a particular site
relevant, the more effective the advertising contained within that site is
• Visitors to Irish content sites are not only more likely to interact with
advertising on the site, but also to take action by purchasing a brand or
taking a similar action based on online advertising they have seen
• With advertising responsiveness strongest on Irish content sites, it is
clear that they provide a unique and effective route to the online Irish
consumer
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38. Thank You
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