| Hitwise UK Releases Media Impact Study |
Hitwise UK has just published its latest report "The Hitwise Media Impact Report", measuring the impact of offline advertising on online consumer behaviour.
Click here for your copy.
The co-authored report from Hitwise, Yahoo! Search Marketing and digital media agency i-level, compared offline and online media spend data from Orange Retail, Sky and The AA with Hitwise Competitive Intelligence data over a six-month period to establish that an integrated media approach can maximise the effectiveness of all media spend and to show that online is a highly effective medium for raising brand awareness and driving brand association.
Although media consumption, and as a consequence media budgets, have shifted increasingly online, there has been very little research available to date on the ways different media interact. This landmark report will enable marketers to learn best practices for integrating offline and online campaigns.
The key report findings were:
Integration
When Sky's media campaign included both online and offline advertising (from September to November 2005) the strongest result was achieved online, with searches for the Sky brand increasing +20% and searches for the Sky URL more than doubling. When offline ran without the integration of online in March and April 2005, the same lift in searches was not evident.
A press campaign for Orange featuring product offers led to an increase in searches for the product, illustrating the need to integrate pay-per-click campaigns with offline promotions. Analysis of direct press advertisements run by Orange reveals that press advertising promoting a specific mobile phone handset led to an increase in searches for that handset.
Brand Building
Banner advertising proved a successful means to drive brand association of Sky with HD. High definition (HD) television was introduced as a new concept to consumers in 2005, and it remains closely associated with Sky's brand. Searches for "sky hd" significantly outweighed searches for "hd", indicating that banner and word of mouth advertising used to promote the product successfully connected the Sky brand with the product.
Brand Research and Measurability of Offline Spend
Television advertising likely led to The AA brand being more closely associated with car insurance, as measured through analysis of internet searches and television spend. There was a 70% increase in the share of internet searches that included The AA brand with the keywords "car insurance" during a period of more than doubling television spend.
The AA's TV campaign was also seen to contribute to a 'halo effect' which benefited other AA brands, resulting in an uplift in searches for 'aa loans' and 'aa breakdown cover'.
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| Most popular Shopping search terms |
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The following report lists the most popular terms typed into a search engine over the 4 weeks ending 23/09/2006 that resulted in traffic to websites classified by Hitwise within the 'Shopping and Classifieds' industry. For example, the most popular search term was 'ebay' representing 2.28% of all search terms that delivered users to websites classified by Hitwise in the 'Shopping and Classifieds' industry.
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| 1. |
ebay |
2.28 |
| 2. |
argos |
1.04 |
| 3. |
amazon |
1.03 |
| 4. |
tesco |
0.58 |
| 5. |
ebay uk |
0.49 |
| 6. |
currys |
0.48 |
| 7. |
comet |
0.44 |
| 8. |
pc world |
0.43 |
| 9. |
john lewis |
0.36 |
| 10. |
www.ebay.co.uk |
0.34 |
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| New products from Hitwise |
Paid vs Organic Search Terms Now Available
Hitwise has just announced the addition of paid and organic search term data to Search Intelligence 4.0. For the first time, online marketers will now be able to uncover their competitor's paid and organic search strategies at a keyword level.
This new feature gives search marketers the ability to view and export website search term information which details the percentage of traffic a competitor receives from paid and organic listings across the key websites featured within Hitwise. The paid and organic search term data is based on the search behaviour of 8.43 million UK internet users across all major search engines.
"Hitwise Search Intelligence data has helped Monarch Airlines to improve return on investment from search marketing", commented Ian Chambers, E-Commerce Manager of Monarch Airlines. "The upgraded Hitwise data, showing a breakdown of traffic from paid versus organic terms, is extremely valuable as it will give us a much better understanding of our competitors' search marketing strategies. Search Intelligence 4.0 will allow us both to assess which terms are most effective for competitors, as well as enabling us to efficiently balance our own paid and organic campaigns and take advantage of new search opportunities."
Click here for further information:
Hitwise Publishes Its August Hot Shops List
Amazon.co.uk retained the number 1 spot in the August Hitwise - IMRG Hot Shops List, way ahead of all rivals, while Argos led the 22 climbers, nudging Dell out of the number 2 spot. Expedia.co.uk jumped four places, to number 3 (from 7), as shoppers' thoughts turned to their summer holidays. Dell fell two places, to four, while Tesco.com slipped one place, to five.
Talk Talk, one of 5 new entrants, was by far the fastest riser on the list, whilst other new entrants were Maplin Electronics (43), Premier Travel Inn (45) and BMI (49).
Just three brands' positions remained unchanged, revealing the extreme volatility at the top of the online shopping market, as consumers increasingly shop around.
To download a copy of the Hot Shops List, Click here
Data Centre Just Launched
The new Hitwise Data Centre (www.hitwise.co.uk/datacenter) features a sampling of the online usage and search data that Hitwise offers through its online competitive intelligence service in the US, UK, Australia, New Zealand, Singapore and Hong Kong. This is available to marketers, businesses, bloggers, academics, media and the general public.
The Hitwise Data Centre is updated monthly and will feature key data points and statistics on a market-by-market basis including:
Top 25 Most Visited Websites based on market share of visits
Leading Search Engines by volume of searches
Top 10 Industry Search Terms from across 20 pre-selected industries, from more than 160 industry categories reported on by Hitwise
Monthly rotating Online Usage Report from a featured industry
Top Four Fast Moving Websites based on market share of visits
Links to Latest Blog Posts by Hitwise research analysts
www.hitwise.co.uk/datacenter
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| Google Book Search - books.google.co.uk |
Position on August 30: 808
Position on September 16: 362
Positions jumped: 446
The announcement that Google would offer free downloads of out-of-print books from Google Book Search sparked much debate among publishers, with book sellers threatening to sue. As of August 30, UK internet users were able to go to Google Book Search and download full copies of out-of-copyright books.
However, Hitwise data reveal that Google Book Search may well be facilitating sales of books.
Amazon.co.uk is currently the second downstream website from Google Book Search for the week ending September 16, with 7.85% of downstream visits from Google Book Search UK going to websites in the Hitwise Shopping and Classifieds - Books category.
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| Shopping & Classifieds – Department Stores |
| This category includes websites that offer a wide range of goods. If a site sells goods across more than 50% of the Hitwise shopping categories, then it is deemed a department store. This category includes both online and offline department stores. The data below is based on All sites » Weekly rankings for the week ending 23/09/2006 » Ranks by 'Visits'. |
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| 90.8 |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
46.1% |
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Computers and Internet - Search Engines |
30.6% |
| 3. |
Shopping and Classifieds |
24.9% |
| 4. |
Shopping and Classifieds - Department Stores |
7.0% |
| 5. |
Entertainment |
6.7% |
| 6. |
Computers and Internet - Email Services |
4.8% |
| 7. |
Business and Finance |
4.5% |
| 8. |
Shopping and Classifieds - Rewards and Directories |
4.1% |
| 9. |
Shopping and Classifieds - Auctions |
4.1% |
| 10. |
Lifestyle |
4.0% |
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| 1. |
Shopping and Classifieds |
41.8% |
| 2. |
Computers and Internet |
23.4% |
| 3. |
Computers and Internet - Search Engines |
11.6% |
| 4. |
Shopping and Classifieds - Department Stores |
10.6% |
| 5. |
Business and Finance |
8.2% |
| 6. |
Entertainment |
7.9% |
| 7. |
Shopping and Classifieds - Auctions |
6.3% |
| 8. |
Shopping and Classifieds - Grocery and Alcohol |
6.1% |
| 9. |
News and Media |
4.8% |
| 10. |
Shopping and Classifieds - Books |
4.2% |
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