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INTERACTIVE ADVERTISING

INDEX The Trend ...............................................................................................................3 Objectives ...............................................................................................................3 o o Primary objectives.....................................................................................3 Secondary objectives ................................................................................3

Quantitative data analysis conclusions ..................................................................4 Qualitative data analysis conclusions ....................................................................6 Recommendations ................................................................................................8 References..............................................................................................................9 Appendix ................................................................................................................10 o o o Graphic results of the questionnaires .......................................................10 Focus group script .....................................................................................14 Questionnaire............................................................................................16

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THE TREND:

Interactive advertising is the result of the evolution in communication. Nowadays users are no longer impressed by TV ads; they need something more. That is why interactive advertising appeared. It directly involves the customer with the brand and makes it interact with the it; in some cases using more than one gadget to get to the people. For example, a TV ad which invites the consumer to use one application of his tablet or smartphone that is linked to the promotion. The advertising experience becomes social. It Is not only about a person receiving a message; now he can also participate, give his opinion, shares the experience As Lombard, M and Snyder-Duch, J. (2001) stated, the new technologies give new possibilities to advertisers but little information is available on how to take advantage of them.

OBJECTIVES:

Primary objectives: - To find out the strengths and weaknesses of this kind of advertising. - To find out if interactive advertising has changed peoples habits when watching TV ads.

Secondary objectives: - To find out peoples opinion about interactive marketing. - To determine peoples knowledge about interactive advertising. - To find out some of peoples arguments for and against interactive marketing. - To know if consumers are using more social media thanks to interactive advertising. - To know if people will get tired/saturated of interactive marketing (their opinion). - To know if consumers believe that TV ads will finally disappear or not. - To find out their opinion on the question: are enterprises using interactive advertising properly?

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QUANTITATIVE DATA ANALYSIS CONCLUSIONS:

From a sample of 42 valid questionnaires, we will proceed to analyze the answers obtained for each single question in order to conclude some of our objectives. The rest, will be answered through the qualitative data. In the appendix you will find the questionnaire script, the results of the questionnaires and the concluding graphs. All the answers to these questionnaires are also in the CD attached.

The main age of the interviewees is from 25 to 35, constituting 57% of the sample. The major part of the respondents were women (57%). Asked to the question Do you use social media? the 100% of the people answered Yes. So we then proceeded to ask which were the social media they used the most were: Facebook stood out in front of the rest, with a 98% of users. The second most used was twitter, and the rest were more or less tied (Pinterest, Blogs, Tuenti and others). This helps us get a clear idea on what can be the best social media to implement advertising. We then asked if they used social media when watching TV, and obtained a majority of Yes answers, leaving only a 21% of the answers as No. From this we can say that implementing interactive advertising, like joining TV and social media in a same campaign, might generate positive results. As to what advertising affects our interviewees the most, TV or social media, 83% of the sample answered TV. According to the data analysis, these answers were not linked to the participants age. So, these results allow us to conclude that TV is still an important part of any campaign. Analyzing question 7, a high percentage of the sample has realized that there is more advertising on the internet; this is the main change they have noticed. Related to the question is it a good idea to mix TV and social media in advertising? 88% answered Yes. This clearly strengthens the above idea that a campaign should include both of these media. Asking specifically their opinion about interactive advertisings future, we can not extract a clear conclusion, thus the sample is almost equally divided. In question 10 three-fifths of the respondents claimed that they only would react to interactive advertising, when exposed on TV, when it is something which they have great interest for. Only a small part admitted to do it very often. This leads us to think that, if the target is correctly chosen, a campaign of this kind can get good results.

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Despite their varying interest, the greater part had nothing against interactive advertising, allowing us to conclude that, for the moment, this type of advertising is working. As we could see previously in the results of question 6, and now in question 12, 90% of the people think that advertising on TV is not close to disappearing. Finally, and as a general conclusion to the questionnaires, we can point out that this kind of advertising is following a good path, but for the 38% of the sample still has to improve. The final perception that we get from these questionnaires is that people like interactive advertising, see it as a tool with potential for the future, but also that it still has to develop itself much more than it currently is.

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QUALITATIVE DATA ANALYSIS CONCLUSIONS: In the appendix you will find the script of the focus group as well as the recording of the meetings and the transcription and translation of the one conducted in Spanish. Primary objectives: - To find out the strengths and weaknesses of this kind of advertising. STRENGHTS: - It is more fun than traditional advertising. - Opens new possibilities. - The client can get more information and adapt communication. - It is cheaper. - It is new. - Consumer gets involved. - More communication between the seller and the consumer. WEAKNESSES: - People can give bad opinions. - It can be too intrusive. - If it is not well used, it can become saturating. - Internet advertising is not very trustable. - To find out if interactive advertising has changed peoples habits when watching TV ads. Yes, as people are doing a lot of things at the same time (using computer, smartphones), and also, if they are interested in something, they will look for more information on the internet. But when watching an advert that invites people to go to a social media, the interviewees said they dont usually do it.

Secondary objectives: - To find out peoples opinion about interactive advertising. They all liked it. They find that it is very interesting and more attractive than traditional advertising, because it is funnier. - To determine peoples knowledge about interactive advertising. Only with the name, in general, they didnt know what it is. But when explained the concept, they all knew it. They recognized it. - To find out some of peoples arguments for and against interactive advertising. FOR: - It is more fun.

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- It is more interesting and attractive (creates curiosity). - It is different (new). AGAINST: - It gives people the chance to talk badly about the enterprise. - Even though people like it, they dont do what they are told to (follow a social media page/profile, for example).

- To know if consumers are using more social media thanks to interactive marketing. In general, they said no. Maybe if they already have the social media profile and it is of their interest, they will do what they are asked for. But none of them has started using a new social media service because of a campaign. - To know if people will get tired/saturated of interactive marketing (their opinion). They thought that if it is well used no. But it could be if it goes the same way TV advertising has. If it is too abusive or intrusive, it will become saturating. - To know if consumers believe that TV ads will finally disappear or not. In general, at a short or medium term they thought TV ads will not disappear. They thought that Internet could become as important or more for advertising than TV, but they think that both are related and needed to do good advertising. - To find out their opinion on the question: are enterprises using interactive advertising properly? In general, they thought that companies are using it well, but that it has to be better developed and improved. Interactive advertising is at its beginnings, and there is a lot left to see.

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RECOMMENDATIONS: Through all the data analysis and conclusions extracted we are now able to present a series of recommendations for a company willing to implement this trend into its marketing and advertising strategy: First of all, we must bear in mind that, in general, people are open to this new trend. Currently it is still something that is being introduced in the consumers assimilation process of adverts. Consequently it is still something that can be exploited; and if done in a proper way, different to how it was done with traditional media, it can generate very positive results avoiding saturation. Secondly, when implementing this advertising tool it is important to take in account that public should be very well segmented, in order to implement the ads where the desired audience is. For example, making a TV ad lead the desired consumer to the correct social media platform (the one that he uses the most) will help increase the impact. Also, we would like to point out that the use of interactive advertising requires a high standard of creativity to reach its maximum efficiency. The more creative the campaign is, the easier it will be to reach the desired target, impact them and obtain the aimed action. As to the age group of the target, we recommend analyzing the target of the campaign and, according to this, decide what kind of interactive advertising should be implemented in each case. Focusing on the specific use of social media with TV in interactive marketing, we would suggest to target from young-adults to mid-aged consumers. It is important to know that this kind of advertising thrives on new technologies, but should never forget of traditional media, like TV, to work. It is important to be creative, but we recommend the use of existing social media networks, that are already popular among the desired target, due to the fact that people are not willing to download or start using new platforms just for a single campaign. Finally, we would like to encourage the use of this new trend, thus it seems that it has a promising future and will probably gain ground among other advertising tools.

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REFERENCES:
Lombard, M and Snyder-Duch, J. (2001). INTERACTIVE ADVERTISING AND PRESENCE: A FRAMEWORK. Journal of Interactive Advertising. Vol 1 No 2 -), pp56-65.

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APPENDIX Graphic results of the questionnaires.

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Focus Group Script:

Presentation: Hello, my name is X and I will be the moderator of this focus group. We are conducting a research about interactive advertising, and your opinions will be very helpful for us to collect data and conclude results. The focus group will take from 30 to 45 minutes. Maybe we could start by introducing ourselves. It would be great if all of you could tell me your name and what you are doing at the moment, are you a student or are you currently working in some other place?

Introduction to a focus group: Well, now I will explain how the focus groups works. First I will explain to you what we are going to talk about, then I will ask you some questions that you will answer giving your sincere opinion about it. There are no correct or wrong answers, just opinions, so feel free to say whatever comes to your mind. I would like to ask you to respect the others when they are talking and their opinions. It would be interesting if you discussed your different opinions between you, not just answering the questions. If you dont agree with someone, feel free to say it and explain why. Also I would like to remind you that this meeting is going to be recorded, so we can analyze it later in depth. Do you have any question? Okay, if there are no other questions we will start with the session.

General questions for opening: - Do you know what interactive advertising is? (Let the participants say their ideas). Interactive advertising refers to the use of advertising as a conversation between the seller and the consumer. This allows getting feedback from the consumer and adapting the sellers communication. Interactive advertisings main tools are the internet and the new gadgets (smartphones, tablets...). Now, consumers not only watch TV, but also, at the same time, they are reading blogs, tweeting, checking Facebook.... Do you now have a more clear idea on what interactive advertising is? We will proceed with some other questions:

- Do you usually use social media? - Which social media do you use the most?

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- For what reasons do you usually use social media? - What is your opinion about it? Do you like ads that include interactive advertising? - Do you believe it is a good idea to mix social media and TV?

Transition questions: - Have you noticed any changes in advertising? (On its model) What kind of changes? - Can you remember any concrete ad that you have seen on TV and that included interactive advertising?

Concrete questions: -What do you think about advertising on TV? Does it affect your purchasing behaviour? - What kind of advertising affects you more? What you see on TV or in social media? - Have you started using any social media because of a TV campaign? (They must explain it if answer is yes) - Usually, do you only watch TV, or do you use any other device at the same time (tablets, smartphones)? What for? - Do you have any opinion or reason against interactive advertising? -Are you open-minded to interactive advertising? Do you have anything against it?

Now we will show you some examples of interactive advertising. You see them, and later we will talk about them. (You may find these videos in the attached CD). - Have you liked these examples? - Are they what you expected? - Which one did you like the most?

Closing questions: Ask the participants if they have any other opinion or factor that they would like to say or discuss (explain that this would be very useful in order to know their entire opinion and knowledge).

Ending the meeting: This is the ending of the meeting. Thank you all for your participation.

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Questionnaire 1- Age:

18-25 35-35 35-50

2- Gender:

Man Woman

3- Do you usually use social media?

Yes No

(If answer is Yes, go to question 4, if answer is No, go to question 7) 4- Which of these social media do you usually use? (You may choose more than one option)

Facebook Twitter Pinterest Tuenti Blogs Others .............................................................................................................

5- Do you usually use social media when watching TV?

Yes No

6- What kind of advertising do you think affects you more , the one you see on TV or what you see on your social media?

TV Social media

7- Have you noticed any changes in the way companies advertise themselves?

Yes No

(If answer is Yes go to question 7.1, if answer is No go to question 8)

7.1- What kind of changes have you noticed?

More advertising on the internet

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Less advertising on TV Different kinds of companies on the internet and on TV Others.....................................................................................................................

8- Do you believe it is a good idea to mix TV and social media to advertise?

Yes No I dont have a clear opinion about it

9- What is your feeling about this trend:

People will get tired of it, it is saturating to have so many advertising messages from so many sources. It is a good idea to get messages from different sources

10- If you see an ad on TV that asks you to connect to social media for any reason, do you usually do so?

Yes, very often. Only when it is something of my interest. No, I never do.

11- Do you see any reason against the use of interactive marketing?

No Yes. Say your reasons:

12- Do you think that TV ads will finally disappear?

Yes No

13- Do you believe that enterprises are making a good use of interactive marketing?

Yes No

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