Embracing the new
Online Generation
Tim Frankcom
Embracing the new online generation
1. What's being said about the internet?
2. Is the web growing vs. other media?
3. Does the travel industry capitalise on the value of the
internet?
4. Does online branded advertising drive value?
5. What is Web 2.0 and how to make the most of it?
Rapid change in media consumption behaviour
“the shift from old to new media is not going to happen in
the next generation. It is happening now and is strong,
rapid and large…. there is a tremendous violence in
traditional media as it continues to get displaced by
digital.”
Sir Martin Sorrell, Chief Executive WPP (iab conference)
“The internet is the prime media channel for
information, entertainment, business and social
contact.”
Rupert Murdoch, March 2006
Media consumption is changing rapidly
TGI Q1 2000 and 2006. National Mon-Sun readership versus use internet. People 15+.
Then and Now
2000
Read National Press
Use the Internet
34.7m
75%
2005
32.6m
69%
6% decline
2000
13.5m
29%
2005
31.7m
67%
135% increase
GB Population aged 15+
Use Yahoo!
2000
5.8m
13%
2005
13.5m
28%
231% increase
A 2005 media consumption day
The 2005
Media Day
No other medium reaches more users between
10am and 7pm.
% using in daypart
24%
38%
22%
31%
53%
73%
12%
50%
6%
15%
44%
47%
11%
61%
56%
16%
31%
63%
15%
0
10
20
30
40
50
60
70
80
Waking Up, 6-10am
Daytime, 10am-5.30pm
Evening, 5.30-9pm
Night, 9pm-6am
TV
Internet
Newspapers
Magazines
Radio
Source: EIAA Media Consumption Study 2005, Europe and Norway
Does online display advertising drive value?
“Why use branded media
online?”
“Does it work?”
“I am trying to sell
products”
“I buy keywords on
search engines how will
this help?”
“How can I drive more
sales using branded
media in addition to using
Search advertising?”
“The web is great for
search but is it great for
driving awareness?”
Advertising Interactive Study
2-3 week campaign period
Client Ad
Served
1. Exposed to client ad &
recruited for survey
2. Search behaviour
observed
3. Ac