Appendices
Appendix 1
–
MEO’s Set of Services
Appendix 3
–
The Digital Evolution of the CDJ
Appendix 4
–
Consulting Framework Steps and Deadlines
Appendix 6
–
Problem Structuring: Initial Issue Tree
Appendix 8
–
Problem Structuring: External Factors
Appendix 10
–
Problem Structuring: Final Issue Tree
Social Media Manager Script (this interview was conducted in Portuguese)
1. Que tipo de campanhas fazem nas redes sociais? São acompanhamentos do que é feito no above e no digital ou têm autonomia para desenvolver campanhas próprias e específicas das redes sociais?
2. Utilizam o Facebook for Business como forma de (re)targeting?
3. Qual é o grau de integração entre este departamento (redes sociais) e marketing digital? (alusão ao funil)
4. Relativamente às métricas utilizadas para avaliação das campanhas, quem é que faz os reports e análise das métricas de sucesso das campanhas? É o departamento de social media (e nesse caso, que tipo de métricas utilizam?) ou é tudo “enviado” para a equipa de marketing digital para fazer uma análise conjunta com o resto das campanhas?
5. Que tipo de estudos/análises de mercado e de consumer trends é que normalmente utilizam para adaptarem a vossa presença e a vossa atividade às novas tendências?
Digital Marketing Branding Team Manager Script
1. You’ve said before that data fragmentation is one of the factors that block the implementation of advanced targeting techniques. Can you elaborate on that?
2. What’s the main differentiation between the campaigns carried out by you and the ones carried out by e-commerce? In terms of metrics, tools, methods?
a. Is there any integration between the campaigns of one and the other? (e.g. the AdWords keywords used by them are related to the campaigns that you develop here (and in the above)?)
3. Under which circumstances does this Department have access to the Conversions/Sales metrics of its own campaigns? (And what’s the reason why sometimes you don’t have that access?)
4. In Google Analytics, do you attribute a monetary value to the non-monetary goals that you define? (like submitting a contact form or downloading a PDF)
5. As for the way how a campaign is developed (for example, the reinforcement of the Rentrée campaign):
a. Who defines the reach media formats that are going to be used? The creative agency? What’s OMD’s role on that area? (in the internet plan that they sent you there is also a mention to the media formats to be used)
b. What’s your influence/autonomy role on that decision?
c. What are SAPO and Sizmek in this case: reach media format providers? Do you have to pay some extra to any of them to ‘acquire’ a certain type of ad format?
6. Do you use any form of Programmatic Buying? a. If yes, with which scope?
b. If yes on which platforms (e.g. Facebook, Sizmek, ...)? What are the constraints? c. If no, what are the main problems that make you unable to use this technique?
d. Which benefits and disadvantage could you see in the implementing of programmatic buying?
7. What do you think are the best performing channel for your main goals?
8. What do you think are the strenghts and weaknesses of your campaigns? Could you make some examples maybe?
1. What kind of campaigns are you running? Is it just Google AdWords?
2. What kind of platform do you use to manage your campaigns? Just the Google Analytics one (since AdWords is a fundamental part of campaigns)?
a. In the Google Analytics, do you use the last-click attribution model as a model of conversions’ attribution? (If not, which attribution model are you using?)
3. What’s the integration grade between this department (ecommerce) and the digital marketing one? (allusion to the funnel)
4. Which metrics are you using to calculate the success of yours campaigns?
5. Do you use ROI or another unique indicator to measure the success of campaigns? If not, how are you comparing department campaigns’ performances?
6. Do you have any way to currently “measure” the integration of digital (in this case, at the online sales level) with the above (e.g. ads seen on TV)?
7. Do you use any form of Programmatic Buying?
a. If yes what’s the scope of your use of Programmatic Buying? b. If yes on which platforms (e.g. Facebook, Sizmek, ...)?
c. If no, what are the main problems that make you unable to use this technique?
d. Which benefits and disadvantage could you see in the implementing of programmatic buying?
8. What do you think are the best performing channel for your main goals?
9. What do you think are the strengths and weaknesses of your campaigns? Could you make some examples maybe?
Appendix 12 – Expert Interviews Analysis Grid
Appendix 13
–
Focus Group Script (the focus groups were conducted in Portuguese)
Introduction
De forma a inteirar-vos um pouco mais acerca do trabalho que estamos a desenvolver, estamos neste momento a desenvolver um projeto para a MEO que consiste na otimização das campanhas digitais da marca, ao nível da eficiência e da eficácia destas. No decurso do percurso, sentimos a necessidade de recorrer, entre outros métodos, à elaboração de um focus group de forma a entender a perspectiva que os consumidores têm acerca de alguns aspetos da marca MEO e de algumas questões relacionadas com a área de marketing digital.
Vamos começar por distribuir um brevíssimo formulário para preencherem com alguns dados de cariz sociodemográfico, que servirão meramente como apoio à amostragem representativa deste estudo. Esta sessão será gravada, visto que caso contrário seria impossível analisarmos da melhor maneira os inputs saídos daqui, mas no nosso relatório e na nossa análise, evidentemente ninguém será identificado por nome.
Acima de tudo, gostaríamos de contar com a vossa participação - nós apenas estaremos aqui para moderar a conversa e levantar algumas questões que consideremos pertinentes para o nosso trabalho. Não sei se já participaram em algum focus group anteriormente, mas é importante salientar que não há respostas certas ou erradas: as experiências e opiniões de todos são importantes e incentivamos a que se pronunciem livremente sempre que concordarem ou discordarem daquilo que estiver a ser dito. [Perguntar se há alguma questão acerca do funcionamento da sessão]
Questions
Ice-breaking: [Pedir que se apresentem]
Introduction
2. Começaremos com uma pergunta introdutória muito genérica, para começar a fazer a conversa “correr” mas que já terá relevância analítica para nós: de entre as 3 principais operadoras de telecomunicações em Portugal, qual sentem que está mais presente em termos de campanhas de marketing online?
a. Consideram essa maior presença positiva ou negativa? b. Essa perceção altera-se quando falamos da presença offline?
c. Se vos pedíssemos para identificarem um (em concreto, o 1º que vos venha à cabeça) anúncio de qualquer uma das 3 principais operadoras, qual seria?
Online campaigns in general
3. Costumam prestar atenção a anúncios online quando estão a navegar na internet (vídeos, banners, links nas redes sociais, formatos interativos)?
a. (Se sim) E costumam reagir aos mesmos? De que forma? (Procurar informação adicional online ou em loja, clicar no link,...)
b. (Se não) porquê? (Têm AdBlock, simplesmente ignoram,...)
MEO online campaigns & Branding
4. Costumam prestar atenção a anúncios da MEO online (vídeos, banners, links nas redes sociais, formatos interativos)?
a. Em que site(s) o(s) vêem?
b. De que é que se lembram mais? (forma, conteúdo, pessoa, produto,...)
c. E costumam reagir aos mesmos? De que forma? (Procurar informação adicional online ou em loja, clicar no link,...)
d. Que produtos MEO é que se lembram de ver nesses anúncios online?
5. Consideram mais eficazes e apelativas as campanhas da MEO online (nos diferentes formatos) ou as que vêem na TV (meios tradicionais)?
a. Porquê? (tempo dos anúncios, atenção dispendida, possibilidade de mudar de canal, interatividade)
6. Recordam-se de algum takeover por parte de alguma das marcas de telecomunicações em Portugal, recentemente? Qual?
a. E a nível de digital especificamente?
a. Porquê? (preço dos anúncios, exposição maior num dos meios, etc.)
Cross-media interaction and media mix use
8. E identificam em vós (ou alguém que conheçam) hábitos de interligação/interação entre anúncios na TV e a presença digital das marcas? (por exemplo verem um anúncio na TV e recorrerem a um “2º ecrã” (telemóvel, computador) em simultâneo para interagir?
9. E entre o online apenas, suscita-vos mais interesse um anúncio mobile (telemóvel ou tablet) ou no computador?
a. Porquê? (passam mais tempo numa ou noutra plataforma, formato dos anúncios, user friendliness)
Campaign attractiveness - Ad Formats
10. De seguida, iremos mostrar-vos alguns formatos de criatividades em campanhas digitais, sendo que gostaríamos de gerar uma breve discussão acerca de cada um deles. Neste caso poderão perfeitamente abstrair-se da MEO e até do mercado das telecomunicações, visto que a nossa intenção é a de averiguar a reação geral a diferentes tipos de anúncio online.
1.
Portrait | 2. Sidekick | 3. Billboard | 4. Slider | 5. Takeover | 6. MRECa. O que acham do formato (em geral: atratividade, interatividade, invasividade, dimensão, impacto)?
MEO online campaigns & Impact along the funnel (Conclusion)
11. Voltando a focar-nos agora, de forma mais específica, na marca acerca da qual nos estamos a debruçar, iremos mostrar-vos duas campanhas que a MEO desenvolveu este ano, tendo ambas sido lançadas no plano digital e no plano offline/tradicional, sendo que gostaríamos de gerar uma discussão acerca das duas e do impacto e efeito que geraram:
MEO Primavera: Shark Tank MEO Pós-Saldos: Aqui
a. Lembram-se de ver estes anúncio(s) online?
b. Qual é a vossa opinião sobre eles? (criatividade, atratividade, empatia com o público, ‘cansaço’ da imagem, consistência da mensagem (no caso da MEO Primavera),...)
c. Qual é o impacto que campanhas como estas têm ao nível da vossa perspetiva acerca da marca? (Positivo, neutro ou negativo?)
d. Crêem que o efeito que campanhas como estas têm em vós ocorre mais ao nível de notoriedade da marca/reconhecimento da MEO/criação de ruído à volta da marca ou que o efeito é maioritariamente direto, de vontade de aquisição dos produtos que estão a ser especificamente publicitados?
e. (Uns minutos depois…) Lembram-se ainda de quais os produtos que estavam a ser especificamente publicitados nestes anúncios?
Appendix 14
–
Focus Group Analysis Grid
Appendix 15
–
Online Survey Questionnaire (the survey was conducted in Portuguese)
Respondents I1 I2 I3 I4 I5 I6 I7 I8 I9
Demographic Data MEO Product(s) Sub-Topics Competitors Positive/Negative perception Top-of-Mind Campaigns Competitors Positive/Negative perception Top-of-Mind Campaigns Attention Paid Reaction to Ads
Causes for Lack of Interest of Ads Content Recall
Reactions
Product Recall vs Branding effect Most Appealing Factors
Digital Recall Estimation Digital Estimation Traditional Media Reasons
2nd Screen Trends (Offline to online) Online code to physical store Other Forms of Interaction Desktop vs Mobile & Tablet Performance
Pros & Cons of Each Means Impressions about Portrait Impressions about Sidekick Impressions about Billboard Impressions about Slider Impressions about Takeover Impressions about MREC General
Digital Channels Traditional Channels Impressions & Opinions
Impact on Brand Awareness/Construction Product Recall
Digital Channels Traditional Channels Impressions & Opinions
Impact on Brand Awareness/Construction Product Recall
TOPICS
Conclusions
Online Marketing Ads Digital Marketing Presence in
the Portuguese Telecommunication Market
Offline Marketing Presence
MEO Online vs. Offline Channels Digital (and non-digital) MEO
Reach Effectiveness
Brand Recall Portuguese Telecom Brands in General
Cross-Media Interaction Budget Allocation
MEO Pós-Saldos Campaign Campaign Attractiveness
(Ad-Formats) Technological Means
Appendix 16
–
Survey’s Sample Composition
Appendix 17
–
RFM Grid Example
Gender Response % Marital Status Response %
Male 116 43% Single 219 82%
Female 151 57% Non-marital partnership 11 4%
Married 23 9%
Education Response % Divorced 12 4%
Can’t read / write 2 1% Widowed 2 1%
Less than 4th grade 0 0%
4th grade 0 0% Occupation Response %
6th grade 1 0% Middle and Top Management 34 13%
9th grade 3 1% Specialized Technicians and Small Business Owners 22 8%
11th /12th grades 20 7% Employees of Tertiary Sector 11 4%
Professional or Arts Degree 3 1% Qualified / Skilled Workers 40 15% Incomplete undergrad 19 7% Unqualified / Unskilled Workers 3 1%
Undergrad 115 43% Retired / Unemployed 6 2%
Post-grad or Masters 98 37% Students 150 56%
Appendix 18
–
Focus Groups: Final Conclusions
Sub-Topics Competitors Positive/Negative perception Top-of-Mind Campaigns Competitors Positive/Negative perception Top-of-Mind Campaigns Attention PaidReaction to Ads
Causes for Lack of Interest of Ads
Content Recall
Reactions
Product Recall vs Branding effect
TOPICS
Digital Marketing Presence in the
Portuguese Telecommunicati on Market Offline Marketing Presence Online Marketing Ads
Digital (and non-digital) MEO
Reach Effectiveness
People pay more attention to the Ads when they are in need for the product that is being sold. However, in that situation, most people prefer to ask others for an opinion - word of mouth/peer referrals are more effective than advertisement. Anyway they most agree that MEO's campaigns are more
effective on TV and that, especially videos, are very funny but at the end no one retains the message or the product.
Brand building/awareness was consensually identified as MEO's main
focus/effect in terms of marketing, whether traditional or digital. There is a
much higher focus on the messenger (RAP) than on the message itself (the product being advertised). The brand's image is tremendously associated to the
person, which is perceived both positively (due to his natural fun) and
negatively (since it relegates the products and services into the
background)
Brand building/awareness was consensually identified as MEO's main
focus/effect in terms of marketing, whether traditional or digital. There is a
much higher focus on the messenger (RAP) than on the message itself (the product being advertised). The brand's image is tremendously associated to the person, which is perceived both positively
(due to his natural fun) and negatively (since it relegates the products and services into the background). In addition,
MEO's campaigns are considered more effective on TV. People pay more attention to the Ads when they are in need for the product that is being sold. However, in that situation, most people prefer to ask others for an opinion - word
of mouth/peer referrals are more effective than advertisement. Everyone agreed that the offline
campaigns are much more reachable. There were some top of mind campaigns
that were mentioned, but all of them were from a long ago. It was consensual
that MEO campaigns are always funny, due to Ricardo A.P.
When talking about offline marketing presence, the majoritarian opinion is
that MEO tops its competition. Vodafone is, in this context, relegated to
a 3rd place, opposite to the 1st place it occupies when it comes to online
presence
General agreement about offline campaigns as much more reachable. The majoritarian opinion is that MEO tops its competition, even if NOS is also doing well. This thanks to MEO's ads contents and channel selected (TV), being not very present in terms of outdoor. Vodafone is, in this context, relegated to a 3rd place, opposite to the 1st place it occupies when
it comes to online presence.
Only two people did not have AdBlock. The conclusion is that people are more and more saturated with advertisement,
from any channel.
Online advertising is hugely associated with videos and display ads. In this group, Adwords and more direct links are considered to be the most adequate.
A lot of people (everybody on this group) have AdBlocker and are not receptive to those kinds of online ads.
Videos/display ads time duration is relevant (shorter the better). Context (in
which the ads show, mostly when talking about AdWords) is fundamental,
and it is key for the ads to be better perceived and looked from a more positive perspective (don't be intrusive).
The content of the Ad is also very important in order to grab the user's
attention. The comedy-like advertisement seems to be the most
appreciated.
Online advertising is hugely associated with videos and display ads. Adwords and more direct links seems to be considered the most adequate. Only two people out of nine did not have AdBlock: people are
increasingly saturated with advertisement, from any channel. Factors
influencing positively: Short videos/display ads time duration; Context
(in which the ads show, mostly when talking about AdWords) is fundamental,
and it is key for the ads to be better perceived and looked from a more positive perspective (don't be intrusive).
The content of the Ad is also very important in order to grab the user's
attention. Conclusions Focus Group 1 Conclusions Focus Group 2 FINAL CONCLUSIONS
MEO is much stronger with its marketing presence on TV Ads, instead of Digital
presence. Many people has AdBlock, which makes it impossible for them to
see online advertisement. Regarding top of mind campaigns, 3 people mentioned some competitors'
digital campaigns.
Despite some divergences, Vodafone is the main telecom brand in terms of online presence. However, memory is very weak when it concerns top-of-mind
digital campaign recall, being MEO ads the most recalled ones due to RAP,
above all else. NOS is considered to be the least present in online advertising, when
compared to its competitors.
MEO is much stronger with its marketing presence on TV Ads, instead of Digital
presence. Despite some divergences, Vodafone is the main telecom brand in
terms of online presence with several campaigns recalled. However, memory is very weak when it concerns top-of-mind
digital campaign recall, being MEO ads the most recalled ones due to RAP, above
Portuguese Telecom Brands in General
Digital Recall
Estimation Digital
Estimation Traditional Media
Reasons
2nd Screen Trends (Offline to online)
Online code to physical store
Other Forms of Most Appealing Factors
Budget Allocation
Cross-Media Interaction MEO Online vs. Offline Channels
Brand Recall
Everyone confessed that they use a mobile device while watching TV. However, it is very rare to use it as a complement to the TV, during the ads. It
is consensual that a way for that interaction to work, should be trough promotions or if the person is in need for that specific product. However, most
people don't see it as a trend.
Main factors that might lead people to follow up a tv ad with an online search: Contests, date limits, inormation or necessity for the products at the time they watch the ads. Also, if they see an interesting ad, sometimes they want to watch it again and go check on Youtube.
"Second screen" habits are not still frequent and implemented. There is receptiveness towards the online personalized discount codes idea,
Even if generally respondents confessed that they use a mobile device while watching TV, "Second screen" habits are not still frequent and implemented. Main
factors that might lead people to follow up a tv ad with an online search: Contests, date limits, inormation or necessity for the products at the time they watch the ads. Also, if they see an interesting ad, sometimes they want to watch it again and go check on Youtube.
Receptiveness towards the online MEO's campaigns are very good because
they are funny and caught viewers' attention. Even if after watching the video, most of the times the viewer does
not retain the product that was being sold, the brand is being sold really well mainly due to the connection with its endorsement and the events promoted.
Everyone remembered the takeover that Vodafone did with RED and the one
that NOS did for rebranding. There was a referral to brand prizes, which can be
seen as a decision maker.
All brands are equally known and recalled, but for different factors. When talking about takeovers, NOS seemed to
be the most mentioned one (sponsorships and agressive strategy through the rebranding stage). When talking about marketing agressiveness, Vodafone's price competitiveness and its
new deal with Netflix were the topic. MEO's ads' recall was mainly due to the
person who impersonates them (RAP). Only 2 people remembered Vodafone's March takeover campaign and they
thought it had a positive effect. Regarding takeovers in general, there are mixed feelings but it is consensual that the existence of a reasoning behind
them, as well as a proper context, are fundamental.
All brands are equally known and recalled, but for different factors. When talking about takeovers, NOS seemed to be the most mentioned one (sponsorships
and agressive strategy through the rebranding stage). Vodafone was mentioned for its price competitiveness and its new deal with Netflix, as well as for the takeover with RED. MEO's ads' recall was mainly due to the person who impersonates them (RAP) and the events
promoted. Regarding takeovers in general, there are mixed feelings but it is
consensual that the existence of a reasoning behind them, as well as a proper context (product or brand-wise),
are fundamental.
It is consensual that the budget is mostly allocated to the offline channels due to
the fact that these channels are much more expensive. Also, portuguese people is still traditional and haven't yet
trade the TV for the computer, and the online channels still have a lot to grow
to.
People sense that the weight of traditional advertising on the advertising budget mix for the major telecom companies is much higher than the weight of digital. That perception is mostly attributed to the price of the ads
(more expensive on TV and other traditional means), rather than to a
higher offline presence. A trend of budget mix convergence to something around 50-50% is somewhat
consensual, in the long-term. A trend of price convergence between online and offline ads is not consensual.
Some people think that higher demand will lead to higher digital ad prices. Others think that their nature will lead
them to always be cheaper.
It is consensual that the budget weight of traditional advertising on the advertising
budget mix for the major telecom companies is much higher than the weight of digital. That perception is mostly attributed to the fact that these channels are much more expensive and portuguese are still traditional and
haven't yet trade the TV for the computer. Anyway the online channels still have a lot to grow while the number
of people watching TV is expecting to decrease. So that the trend of budget mix
convergence, to something around 50-50%, is consensual, in the long-term. While the trend of price convergence
between online and offline ads is not consensual (higher demand will lead to
higher digital ad prices VS. online ads nature will lead them to always be
cheaper). Everyone agreed that offline
advertisement continues to be more effective mainly due to the fact that most of the portuguese population still
watches TV in a big scale. Another perspective, is that online vs offline advertisement is directed to different
targets, and so, there are different perspectives on what is appealing. But, especially on Digital, this is particularly related to the channels where the ad is performed. The most effective way to do a digital advertising is to make it viral. In general, people feel more connected to
the brand when the advertising tells a story appealing to the emotional side of
The offline advertisement is considered to be more effective in terms of reach.
The factors that can determine a positive or negative percetion of online
campaigns are the intrusiveness of the ads; the length of the video (which should be short); and the context in
which the ad is insered. For both channels, the ad content, especially testimonial and product, is a decisive
factor.
Offline advertisement seems to be perceived as the more effective mainly due to its reach. Another perspective, is
that online vs offline advertisement is directed to different targets, and so, there are different perspectives on what
is appealing, even if for both contents (testimonial & product) are fundamental.
In addition, people feel more connected to the brand when the advertising tells a
story appealing to the emotional side of the consumer. Especially on Digital some decisive factors are: the channels and the context in which the ad is performed; the intrusiveness of the ad; the lenght, in
Impressions about Portrait
The reactions were divided but one fact was consensual: It really depends on the first image. If it is captivating, the user
will want to play with the ad. If it is something "boring", the user will not
care about it.
It is seen with interest and regarded as possibly interesting due to the interactivity and the fact that it can 'tell a story'. Most people have never seen it
and should be educated about its functionality.
Different reactions. It is seen with interest and regarded as possibly interesting but this could be determined
by different factors as the first image (should be captivating) and the contents that should 'tell a story'. Interactivity is highly appreciated. Anyway most people
have never seen it and should be educated about its functionalities.
Impressions about Sidekick
It is practically mandatory that the ad only opens to the side if the user clicks on it. Also, the image on the banner has
to be very captivating for the user to feel like seeing more and click on it. After the user makes the decision to click on the Ad, they find it cool how interactive it is and how it saves time by
not opening another borwser page.
People haven't seen it, but mostly because they usually don't click on ads.
The interactivity is appreciated, although the issue Mouseover vs.
Clickover generates divergences.
Respondents like the interactivity of this format and how it saves time by not opening another browser page. Anyway
It is practically mandatory that the ad only opens to the side if the user clicks on
it, and also the image is fundamental to capture the attention and make the the
user being willing to click on it.
Impressions about Billboard
Everyone agreed that it is kind of a common format, but with more
interactivity. Once again, this interaction and video play and sound, should only start when the user has the
initiative to interact with the Ad. Also, these type of ads should not be in certain webpages, like reading pages.
There is difficulty in distinguishing it from a simple banner. The interactivity is appreciated, but it is not regarded as
very innovative.
Usually seen as a simple banner with more interactivity. It's not regarded as
very innovative and rispondents could consider it if the video play and sound
only start when the user has the initiative to interact with the Ad; if not it
should be considered annoying. The context is also important: this type of ad
should not be in certain webpages, like reading pages.
Impressions about Slider
Everyone stated that it is an "ok" format. They prefer if it doesn't adhere to the page. The moviment of sliding is
preferred to the click.
The sliding option is regarded much more positively than the clicking one, for mobile. It has the advantage that it
does not open a new browser page.
Perceived as an 'ok' format. The sliding option is regarded much more positively
than the clicking one. It has the advantage that it does not open a new
browser page (on mobile), and if it doesn't adhere to the page is preferred.
Impressions about Takeover
Type of advertising that either you love it or you hate it. It should be targeted to some people, or site-based. It should not have sound and should be related with
the content that the person wants to see in that webpage. Also, it should only
happen once or twice, for a very short period, or else it saturates viewers.
It is a controversial ad format. People are not used to seeing them in Portugal. Context is very important and can make the difference between an ad perceived as adequate and well-received or as intrusive and interruptive. Also, it is important that it doesn't take too much
time and it happens just for one day.
It is a controversial ad format. Context is very important and can make the difference between an ad being regarded
as adequate and well-received or as intrusive and interruptive. It should not
have sound and it should only happen once or twice, for a very short period.
Impressions about MREC
The main reaction was positive. People consider this type of ad format "ok" and
it is the usual type of advertisement they see on webpages. If it has a video,
the video can only start if the viewer clicks on it and it cannot have sound.
It generates positive opinions, although not enthusiastic ones. It is not regarded as innovative, but it is better perceived
than purely static ads.
General positive opinions but not enthusiastic ones being an ad already present on-line. If it has a video, it should
only start if the viewer clicks on it and it should not have sound.
General
A common opinion about videos with sound: they can only start playing if the
user clicks on the ad. Another consensual opinion is that the most
important factor of an online advertisement is that the first image
that the user sees has to be extraordinary for him to feel tempted to
click on the ad, and then enjoy all the interaction that it offers. Brands need to
stand out and call for user's attention, which can lead to an "explosion" of advertisements in a single webpage. For
that reason, publishers should be more careful to whom they sell their web space to. Users enjoy a clean web page.
Some people do not pay as much attention to the ad format itself as to
the content of the ad and to what makes them click on it, regardless of the
format itself. Others, though, think the format might lead to differing reactions.
The most important factor is standing out: brands need to be innovative to capture the attention of the users. A good tool for this is the choice of an amazing first image that tempt users to
click on it. There is also a common opinion about videos with sound: they should only start playing if the user clicks
on the ad. In addition the ad should be related to the context in which is inserted. Conlicting opinion about the importance of the ad format in capturing
users attention. Campaign
Appendix 19
–
Survey Data Analysis: General & Segments Results
Desktop vs Mobile &Tablet
Performance
Pros & Cons of Each Means
Technological Means
The reactions about mobile advertisement were not very positive,
because it is an invasive kind of advertisement, due to the fact that most
of the times it opens a pop-up that ocuppies the whole screen and sometimes it even opens a new browser window. When people search something in the mobile browser, most of the times is a quick and urgent search. They don't
want to be interrupted. However, no one opposed to the idea of receiving messages with promotions near them.
Anyway MEO was perceived as the leader regarding mobile advertisement.
People tend to see more advertisement on the mobile device due to AdBlock on the computer. However, receptiveness
for mobile ads is considerably higher than for desktop ads, especially on Social Media (Facebook & Instagram).
AdBlock for mobile would be well received but it wouldn't have as much impact since mobile uses a lot of native apps and not only a browser to surf the web. The pop-ups' advertisements are perceived as intrusive & annoying but some respondents would be more wiling
to view them if traded for a service (e.g. free wi-fi).
Discordant opinions about mobile advertisement: respondents perceived
mobile advertisement as even more intrusive & annoying when related to the
pop-up, but some of them are more receptive about mobile ads, especially on
Social Media (Facebook & Instagram). SMS marketing associated with promotions seems widely accepted, and also pop-ups could be tolerated if traded for a free service. MEO was perceived as
the leader regarding mobile advertisement.
Digital Channels
Traditional Channels
Impressions & Opinions Impact on Brand Awareness/Constructio n Product Recall Digital Channels Traditional Channels Impressions & Opinions Impact on Brand Awareness/Constructio Product Recall MEO Primavera Campaign MEO Pós-Saldos Campaign
Everyone had seen the video before (except one) but no one saw, or
remember, it online. There was no product recall. No one remembered exactly what was being sold on this campaign. People say that
they shut out their listening after Ricardo stops talking. There is always an
impact on brand recognition because people have empathy with MEO's ambassador and found the video catchy.
The ads were only remembered on TV, not online. The identified impact on branding was much higher than the
impact in terms of product advertisement. When asked about what
the Shark Tank campaign was promoting, the consensual answer was "a tablet" instead of the MEO product
itself. When asked about the Pós-Saldos campaign, everybody remembered the 50% mark but not the product/service
that was applicable to.
The ads were only remembered on TV, not online. The identified impact on branding was much higher, thanks to the
endorsement and the catchy video, than the impact in terms of product
advertisement. Everyone had seen the video before but
no one saw, or remember, it online. In this case, the product recall was a bit
better, because they found the campaign more focused on the main
issue, which was a 50% promotion. However, they didn't remember which
product was being promoted.
Legend:
Significant Chi-Square Test
Q1
Internet usage (frequency)
General
<= 24
25 - 44
45+
No internet
1.5%
1.1%
2.1%
2.8%
< 2 hours
10.5%
6.0%
14.9%
27.8%
2-4 hours
36.0%
37.0%
25.5%
44.4%
4-6 hours
25.8%
28.8%
23.4%
13.9%
> 6 hours
26.2%
27.2%
34.0%
11.1%
Q2
Time spent on Platforms (mean)
General
<= 24
25 - 44
45+
PC
45.13
43
43
59
Smartphone
42.99
46
43
29
Tablet
8.26
7
10
12
TV
2.86
3
3
1
Game Consoles
0.79
1
0
0
There is a relationship between the time spent on internet and the age segments. 75% of the "older 45" usually spends less than 4 hours on internet, while among the "younger 24" the 93% spends more than 2 hours, with more than half of them (56%) spending more than 4 hours on-line every day. About the segment "adults" any statistical significance was identified, concluding that its distribution is pretty similar to
Q3
Online channels usage (frequency)
General
<= 24
25 - 44
45+
Social Network
52.75
54.41
50.22
47.43
Apps
14.51
15.73
15.22
7.29
Forums
2.23
2.12
2.67
2.29
Specialized Website/Blogs (sports, politics, etc.)
19.15
17.64
21.56
23.86
Online Games & News Websites
11.55
10.25
10.87
19.14
Q4
Time of the day using Internet (mean)
General
<= 24
25 - 44
45+
08:00 - 12:00
15.99
14.97
15.00
22.57
12:00 - 16:00
16.63
16.55
19.02
13.86
16:00 - 20:00
22.06
23.23
23.70
13.86
20:00 - 24:00
37.85
37.38
34.78
44.29
00:00 - 08:00
7.59
8.04
7.50
5.43
Q5
Social Networks usage (frequency)
General
<= 24
25 - 44
45+
98%
97.8%
95.7%
91.7%
11%
12%
12.8%
5.6%
71%
80.4%
61.7%
30.6%
Google +
15%
8.2%
17.0%
47.2%
YouTube
82%
83.2%
85.1%
63.9%
Spotify
39%
44.6%
36.2%
8.3%
Snapchat
49%
65.8%
14.9%
2.8%
Tumblr
5%
4.9%
10.6%
0%
11%
8.7%
21.3%
5.6%
49%
53.8%
44.7%
27.8%
Foursquare
2%
1.1%
4.3%
0%
Outros
7%
7.6%
6.4%
5.6%
About the usage of Social Networks here arise some clearer differences. The most used is, for all of them (at least 91% of responses each), Facebook with almost the 100% of "younger 24" using it at least once per week. Then, for the same segment, YouTube (83%) and Instagram (80%) are the most used, with especially the second one particularly significant in terms of dependency on the segment. YouTube appears also particularly relevant for "adults" (85%), and a bit less but always in the second position for "older 45" (64%). Among this last segment, then, "Google +" is relevant (47%), contrary to the other segments, and it is followed by Instagram (31%) and LinkedIn (28%). Among "adults", on the other hand, Instagram takes up the third place (62%), but also relevants are, in order: LinkedIn (45%), Spotify (36%), and Pinterest
(21%) that is particularly related to this segment. In conclusion other interesting Social Networks for "younger 24" are: Snapchat (66%) specifically dependent on this segment, LinkedIn (54%), and Spotify (45%). All the others Social Medias' usage frequency is lower than 20%.
PC and smartphone were the two platforms identified as the ones experiencing a specific relationship according to the age variables. This is mainly due to the "older 45" segment. The best way to reach this segment is surely through P.C. (59%). While less effective, especially if
compared with the other two segments, is the smartphone, that for "younger 24" is even the first platform in terms of time spent on it. PC and smartphones are anyway the most important platforms constituting together at least the 86% for each segment. Tablet is then the third
used platforms (8.26% on average).
Social Networks are the most used channels especially among "younger 24" (54.4%). Secondly we can find specialized Website/Blogs, with which the most related segment is the "older 45" (23.86%). About the third most effective channel in terms of usage there is a disagreement:
"younger 24" and "adults" privilege Apps (both around 15.5%, against the 7.3% of "older 45"), while "older 45" Online games & news websites with 19.14% (against the 10.25% of "younger 24" and the 10.87% of the "adults").
20:00 - 24:00 is surely the best time range to reach the three segments. Then, about "younger 24" and "adults", they both prefer using internet between 16:00 and 20:00, with around the 23% of the responses, while "older 45" use it mainly in the 08:00 - 12:00 time range, with
Q6
Online social network followed for products info (mean) - from 1 to 4
General
<= 24
25 - 44
45+
YouTube
2.11 2.11 2.07 2.14Spotify
1.41 1.46 1.43 1.14Q7
Apps usage (frequency)
General
<= 24
25 - 44
45+
Social Network
90%
95.1%
80.9%
66.7%
Music
46%
49.5%
42.6%
30.6%
News
46%
39.1%
46.8%
75%
Internet
27%
22.3%
38.3%
36.1%
Game
25%
26.1%
27.7%
11.1%
Meteo
24%
20.1%
25.5%
41.7%
Photo & Video
24%
27.2%
19.1%
13.9%
Sport
17%
15.8%
23.4%
13.9%
Trip
10%
5.4%
17%
22.2%
Business
8%
5.4%
4.3%
22.2%
Alimentation
4%
3.8%
2.1%
8.3%
Q8
Type of interaction with App ads (frequency)
General
<= 24
25 - 44
45+
The Apps I use don't have ads
3.4%
2.7%
4.3%
5.7%
I never click on ads
55.9%
55.5%
58.7%
54.3%
When I click it's a mistake
32.7%
35.7%
30.4%
20.0%
I click on ads less than half of the times they appear
7.6%
5.5%
6.5%
20.0%
I click on ads more than half of the times they appear
0.4%
0.5%
0.0%
0.0%
Q9
Click on online display ads (frequency)
General
<= 24
25 - 44
45+
0 - Never
49.0%
52.2%
43.5%
40.0%
1 - Few times
43.3%
40.1%
47.8%
54.3%
2 - Some times
7.2%
7.7%
6.5%
5.7%
3 - Often
0.0%
0.0%
0.0%
0.0%
4 - Always
0.4%
0.0%
2.2%
0.0%
Mean
0.59
0.56
0.67
0.66
Social Networks are the most used types of Apps for "younger 24" (95%) and "adults" (81%), while "older 45" prefer News apps (75%) and just in second place Social Networks (68%). News are also the second most used apps for "adults" (47%) and the third for "younger 24" (39%), which prefer Music apps (49.5%), also particularly appreciated by "adults" (43%). About "older 45" the Chi-Square tests identified as
particularly relevants also Meteo (42%), Trip (22%), Internet (36%), also important for "adults" (38%), and Business (22%) apps. In conclusion, "adults" like also Game (28%) and Meteo (25.5%) apps, while "younger 24" also likes the first one (26%) as well as Photo &
Video apps (27%).
About the interaction with ads inside the apps, beyond the general avoidance of clicking on them, the Chi-Square test showed a different behaviour of the "older 45" segment, more prone to click on the app advertisement. In fact, 20% of respondents stated that they click on ads
less than half of the times they appear, while "younger 24" and "adults" frequencies were equal to, respectively, 5.5% and 6.5%. Even in this case Facebook is the most followed social media in order to get information about products/services. "Older 45" don't seem to be particularly interested in this information, with just a mean of 2.74 (in a scale from 1 to 4) for Facebook, against the 3.3 of the other two segments, considered a statistically significant difference by the Chi-Square test. YouTube is, then, the second most used, in order to have
Q10
Online display Ad attractiveness factors (mean)
General
<= 24
25 - 44
45+
Need/interest about the product/service
1.78
1.76
1.98
1.63
Promotions/discounts
2.41
2.41
2.07
2.89
Context
3.44
3.46
3.46
3.37
Interactivity of the ad
3.52
3.48
3.59
3.63
Contents
3.84
3.89
3.91
3.49
Q11
Most important online display ad Contents' factors (mean)
General
<= 24
25 - 44
45+
First Image
1.77
1.71
1.74
2.09
Product/Service
2.55
2.56
2.59
2.43
Interaction with the ad
3.93
3.94
3.87
3.97
Events/contests related to the event
4.02
3.96
4.07
4.26
Theme/history of the ad
4.07
4.14
4.00
3.80
Presence of a Brand ambassador
4.67
4.69
4.74
4.46
Q12
Most attractive channels for online display ads (frequency)
General
<= 24
25 - 44
45+
Social Media
73%
73.4%
76.6%
58.3%
Specialised websites/blogs
48%
47.3%
48.9%
41.7%
Online news websites
27%
21.2%
27.7%
50%
Apps
11%
13.6%
2.1%
5.6%
Business/working pages
8%
7.1%
6.4%
16.7%
Online games websites
5%
5.4%
0%
5.6%
Forum
3%
2.7%
2.1%
2.8%
Q13
Watching online video ads (frequency)
General
<= 24
25 - 44
45+
0 - Never
18.60%
15.30%
19.15%
33.30%
1 - Few times
55.00%
56.00%
57.40%
47.20%
2 - Some times
24.00%
26.00%
21.30%
16.70%
3 - Often
2.40%
2.70%
2.15%
2.80%
Mean
1.10
1.16
1.06
0.89
The general trends seem to point at Need/interest about the product/service as the most important factor in the display ad attractiveness. Whereas, promotions/discounts is the only variable that can be associated, as dependent, with the different segments. Even if it is, anyway, the second factor, for "adults" it is really close to be the first factor with just 0.09 points of distance (in a ordinal ranking scale from 1 to 5) from the first one, while for "older 45" it has more than 1.20 points of distance from the first one. The rest of the rank can be seen on the table of results with just a discrepancy among the segments about the less important factor that for "older 45" is the Interactivity of the ad
instead of Contents as for the others.
No significant result was identified about the most important contents' factors. The ranking shows, in order, First image, Product/Service
and Interaction with the ad as the three most important factors about contents for "younger 24" and "adults", with notable distances between them. "Older 45" prefer Theme/history of the ad as third most important factor instead of Interaction with the ad. The rest of the ranking, apart from the Theme/history factor (that is the second to last for the others segments), is the same with the Presence of a Brand
ambassador as the less important leverage.
Social Media is once again the most attractive channel, even about display ads, but with different percentages ("younger 24" 73%, "adults" 77%, and "older 45" 58%). The second, for "younger 24" and "adults" was the variable Specialised websites/blogs (around 48%) that was the
third one for "older 45" (42%). While the second one, for them, was Online news websites significantly related to the segment (50%), which was also the third for the other two segments with percentages at least 22% lower. Apps, in conclusion, was the variable dependent from the
segment "younger 24", occupying the 4th place, while Business/working pages obtained a 16.7% among "older 45".
In this case there is no significance dependency between the "segments" variables and the "click frequency" variables. In general can just be said that the interaction is low, as it could be foreseen, and that the older segments ("adults" and "older 45") are a bit more susceptible
Q14
Online video Ad attractiveness factors (mean)
General
<= 24
25 - 44
45+
Need/interest about the product/service
1.93
1.95
1.96
1.8
Promotions/Discounts
3.17
3.31
2.76
3
Video length
3.34
3.2
3.57
3.74
Ad Interactivity
3.91
3.85
3.96
4.14
Context
4.14
4.16
4.22
3.94
Contents
4.51
4.53
4.54
4.37
Q15
Contents attractiveness in online video ads (mean)
General
<= 24
25 - 44
45+
Unexpected contents
2.18
2.13
2.26
2.34
Product/Service
2.63
2.7
2.52
2.43
Interaction with the ad
3.71
3.63
3.76
4.11
Theme/history of the ad
3.73
3.79
3.76
3.37
Events/contests related to the event
4.16
4.16
3.87
4.51
Presence of a Brand ambassador
4.58
4.59
4.83
4.23
Q16
Marketing channels attractiveness in Telecom (mean)
General
<= 24
25 - 44
45+
TV
31.25 29.30 32.28 40.00Internet/Social Network
31.23 32.19 31.48 26.00Online-Offline Interaction
12.44 13.89 9.60 8.57Newspapers/Magazines
9.21 9.05 9.57 9.57Outdoors/mupis
9.17 9.78 8.98 6.29Radio
7.08 6.3 8.28 9.57Q17
Favourite Telecom brand in terms of communication/campaigns/ads (mean)
General
<= 24
25 - 44
45+
NOS
1.97 1.98 1.98 1.89MEO
2.03 2.07 2.09 1.71Vodafone
2.00 1.95 1.93 2.40TV and Internet/Social Network were identified as the most effective in order to affect the choice about Telecommunication brands. It is anyway important to underline that "older 45" assigned on average 40 points to the importance of TV and 26 to the other one, while the
other two were more balanced with only the "younger 24" allocating more points to Internet than TV (32.2 - 29.3). A big significant difference was also observed about the third place: while "younger 24" and "adults" chose Online-Offline Interaction, "older 45" chose
Radio, identified as the last option by the other two segments.
A significant discrepancy was identified here. While "younger 24" and "adults" privilege Vodafone as the best Telecom brand in terms of communication/campaigns/ads and MEO as the last one (even if the distance is not so high, around 0.14, in an ordinal ranking scale from
1 to 3), for "older 45" is exactly the opposite, with MEO identified as the best one (1.7) and Vodafone as the worst one (2.4). NOS occupies always the second position.
Video ads are mainly watched by "younger 24" with a mean of 1.16 points (from 0 - Never to 3 - Often), while "older 45" are the ones that watch them less (0.89 points) and "adults" are in between with a 1.06 points mean. This is also shown by the significant correlation between the variable 0 - Never and the different segments, with "adults" that had the highest percentage (33.3%), "younger 24" the lowest
one (15.3%), and "adults" in between (19.1%).
The Need/interest about the product/service is the main factor that lead all the segments to watch a video online ad. At the second overall place we can find Promotions/Discounts, signifiantly important for "adults" (2.76 points, in an ordinal ranking scale from 1 to 6) and for "older 45" (3 points), while less important for "younger 24" that relegated it to the third place (3.31), favouring Video length as a more
important factor (3.2). This last factor was, at the same time the third one for the other two segments with a statistically significant difference (as well as Promotions/Discounts).
Unexpected contents is the most important factor in order to attract people towards video ads. Afterwards, Product/Service was identified as the second most important factor horizontally to all the segments. Interaction with the ad, then, is considered as dependent on the specific segments: while for "younger 24" and "adults" is the third most important factor with 3.63 and 3.71 points (in an ordinal ranking scale from
1 to 6) respectively, for "older 45" this is just the fourth most important factor (4.11) preceded by Theme/history of the ad (3.37). Finally, also the Presence of a Brand ambassador was identified as signifcant by the Chi-Square Test in order to state a decisive difference among the segments: "younger 24" and "adults" place it to the last place (with 4.59 and 4.83) while "older 45" to the penultimate (4.23) preferring it
Q18
Did you see an online MEO ad in the last moth (frequency)
General
<= 24
25 - 44
45+
Yes
(123) 46.8% (86) 47.3% (17) 37% (20) 57.1%
No
(144) 53.2% (96) 52.7% (29) 63% (15) 42.9%
Q19
IF YES - Online channels where MEO ad was seen (frequency)
General
<= 24
25 - 44
45+
YouTube
42.3% 47.7% 47.1% 15.0%Search Engine (e.g. google)
22.0% 15.1% 17.6% 55.0%SAPO
15.4% 14.0% 5.9% 30.0%Google +
4.9% 2.3% 0.0% 20.0%Blogs
1.6% 2.3% 0.0% 0.0%FourSquare
0.0% 0.0% 0.0% 0.0%Q20
Did you interact/click on that (frequency)
General
<= 24
25 - 44
45+
Yes
(15) 12.2% (10) 11.6% (2) 11.8% (3) 15%No
(108) 87.8% (76) 88.4% (15) 88.2% (17) 85%Q21
IF YES - Factors that led to interact/click on online MEO ad (frequency)
General
<= 24
25 - 44
45+
Need/interest in the product
(6) 40%
(4) 40%
(1) 50% (1) 33.3%
Promotions/Discounts
(12) 80%
(7) 70% (2) 100% (2) 100%
Ad interactivity
(5) 33.3%
(3) 30%
(0) 0% (2) 66.6%
Context
(1) 6.7%
(1) 10%
(0) 0%
(0) 0%
Contents
(4) 26.7%
(2) 20%
(1) 50% (1) 33.3%
Q22
IF NO - Factors that led to not interact/click on online MEO ad (frequency)
General
<= 24
25 - 44
45+
Not interesting products/services
33.3% 31.6% 46.7% 29.4%Ad intrusiveness
24.1% 21.1% 60.0% 5.9%Already seen on TV
53.7% 55.3% 53.3% 47.1%Not interactive
10.2% 10.5% 13.3% 5.9%Weak marketing contents
8.3% 9.2% 6.7% 5.9%Even if the quantity of observations inside the samples were highly reduced, and probably also for this reason any significant difference among the segments was identified, it is possible to bring out some general findings. Promotions/Discounts were the main reason to interact
with the ads (80%), followed by Need/interest in the product (40%) and Ad interactivity (33.3%).
Among those who did not interact with the ad, more than a half stated that was because they Already seen on TV the ad. This was the first reason for "younger 24" and "older 45", but not for "adults" that were mainly annoyed by the Ad intrusiveness (60%), a statistical significant
result, also for "older 45" that with its 5.9% didn't seem particularly affected by this factor. In conclusion, Not interesting products/services
was identified as the second critical factor by the youngest (31.6%) and the oldest segments (29.4%), and as the third one by "adults" (46.7%).
Most of the people adfirmed that they didn't see a MEO online ad during the last month, especially among "younger 24" (53%) and "adults" (63%), while 57% of "older 45" saw at least one MEO digital ad.
Among those who have seen a MEO online ad in the last month, the wide majority (more than 70%) remembered to found it on Facebook. "Younger 24" and "adults", then, bumped into it on YouTube (around 47.5%) and just with a much lower percentage on Search Engines
(around 16%). About the youngest segment a final relevant percentage is represented by SAPO (14%), while about the middle segment
Instagram represents the third place along with the Search Engine. Really specific is then the case of "older 45". A significant indipendence from the rest of the population is represented by Search Engine (at the 2nd place with 55%), SAPO (3rd place, 30%) and Google+ (4th place, 20%) while a high descrepancy is also observed about YouTube, that had more than 30% less selections inside the segment compared to the
others.
