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Online
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Fox Media can help you get the most from your media activity in online and other forms of digital media.
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We will work with you to build an online media strategy which will capitalise on the vast array of targeted opportunities to build your brand and/or maximise cost-effective responses both online and offline.
The online medium is beginning to mature, with much more reliable products available in the areas of banner advertising, opt-in email, networks and so on.
Isolating the targeting opportunities which offer the best value, using analysis to further develop a successful online presence, maximising discounts - these are the
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skills we offer in planning and buying digital marketing campaigns.
The latest developments in search, banner, affiliate marketing and social media are indeed bringing more exciting options to this dynamic young medium. Fox Media helps its clients quickly identify the most appropriate online opportunities for address- ing their specific media objectives and determin- ing how, and to what
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extent, online media can play an effective role in their overall media strategy.
Whether the task is branding, building a database, upweights to a price promotion against a specific sub-group, using online for integrated support in a launch situation or simply to open a door for dialogue with the consumer - Fox Media can help in both campaign planning and implementation.
Contact us today - and we'll show you.
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Update
Internet emerges as 'must-have' medium amongst multi-screeners, says EIAA
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Research published recently by the European Interactive Advertising Association (EIAA) reveals insights into how media consumption on the three screens of TV, internet via PC or laptop and internet via mobile phone or PDA is affecting the media consumption habits of Europeans and having an impact on their brand choice and purchase decisions.
For brands, this would seem to highlight an evolving audience of active and engaged consumers that can be targeted more effectively. Advertisers can therefore benefit from a better understanding of user behaviour, feeding insight into media strategies particularly when planning multi-media campaigns, suggests the study.
One in ten (52 million) 16+ year old Europeans are 'Multi-Screeners', who watch TV, use the internet on a PC or laptop and use the internet on a mobile phone or PDA on a weekly basis. Internet emerges as the 'must have' media amongst these multi-screeners with two thirds (66%) claiming they would be lost without the internet, nearly four times the percentage of multi-screeners who claim they would be lost without TV (17%).
Multi-screen consumption is most popular in Sweden and the UK, with almost a fifth (19%) of the population aged 16+ in these markets consuming three screens. These markets are closely followed by Switzerland, with multi-screeners representing 17% of the population in this country.
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Media consumption
Internet use is edging ahead of TV in the evening amongst multi-screeners with 83% and 82% using each medium respectively at this time. Amongst 'non multi-screeners', 73% go online and 84% watch TV in the evenings. Use of three screens also significantly increases the amount of time European consumers spend online - multi-screeners spend 15.6 hours online each week via PC, laptop, mobile or PDA (11.1 hours is spent online by non multi-screeners) and 12.6 hours watching TV (vs. 16.3 hours for non multi-screeners).
Looking in more detail at multi-screeners from different regions of Europe, the survey finds that multi-screeners in northern Europe spend 22% more time online when compared to all European multi-screeners (19 vs. 15.6 hours) and they also spend less time watching TV (11.9 vs. 12.6 hours). Multi-screeners in eastern Europe are more likely to feel lost without the internet, with 79% claiming they could not be without it compared with only 14% feeling lost without television.
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Word of Web for content, communication and products
Multi-screeners are more likely to share content with others – 46% say they share video clips, website links or images via their PC or laptop with others vs. 32% of non multi-screeners. Sharing a video clip, website link or image rises to 58% in Eastern Europe.
Online communication is key for European multi-screeners, with 80% of them stating that as a result of the internet they are staying in touch with friends and relatives more, compared with 70% of non multi-screeners, and almost six in ten are communicating via social networks (59% vs. 42%) and using instant messenger (58% vs. 37%) via PC, laptop, mobile phone or PDA.
When compared to non multi-screeners over a third more multi-screeners say they have chosen better products or services (64% vs. 47%) as a result of the internet, 43% more have booked more holidays or made travel arrangements (57% vs. 40%) and 24% more are better able to manage their finances (56% vs. 45%).
When researching or considering a product or service, multi-screeners are 41% more likely than non multi-screeners to consider brand websites (55% vs. 39%) an important information source when researching or considering a product or service. Multi-screeners also consider websites of well known retailers (52% vs. 36%) and online reviews by customers (57% vs. 43%) as particularly important, showing that these consumers are using an increasing number of information sources to make purchase decisions.
Multi-screeners in western Europe value websites of well known brands particularly highly when considering a product or service with 61% stating they use these sites when making purchase decisions.
When multi-screeners use the internet to research a product or service, 67% actively change their mind on what brand to buy, compared with 52% of non multi-screeners and the percentage of multi-screeners changing their mind rises to 85% amongst multi-screeners in Eastern Europe. Additionally half (50%) of European multi-screeners are changing their mind on the brand of their mobile phone purchase (vs. 32%).
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Internet as an entertainer and enabler
Multi-screeners are keen online video consumers – 46% watch video online via PC, laptop, mobile phone or PDA (vs. 29% of non multi-screeners), 37% download TV, film or video clips/content (vs. 21%) and when compared to non multi-screeners they are 90% more likely to use on demand TV (19% vs. 10%). Their thirst for entertainment does not stop at online video as downloading music (40% vs. 23%), listening to the radio (37% vs. 23%) and gaming online (30% vs. 25%) are also significantly more popular amongst European multi-screeners.
Multi-screeners are surrounded by more technology than non multi-screeners – approximately 7 in 10 have an MP3 player/iPod (68% vs. 43%), 6 in 10 have a webcam (60% vs. 37%) and almost half (47%) have a games console in their household (vs. 25%).
Regarding websites visited multi-screeners pursuit of entertainment and the latest technologies continues with more than 4 in 10 visiting film (48%) or technology (43%) websites at least once a month, compared with 32% and 30% of non multi-screeners respectively. Technology websites are especially popular with multi-screeners in Southern Europe with 47% visiting them at least once a month. In addition, mobile phone (38% vs. 19%) and TV (28% vs. 21%) websites are also particularly popular amongst all European multi-screeners.
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Who is the 'Multi-screener'?
One in ten 16+ year old people (52 million) across fifteen European markets surveyed are 'Multi-screeners', watching TV, using the internet on a PC or laptop and using the internet on a mobile phone or PDA on a weekly basis – looking at these activities separately: 94% of all Europeans watch TV, 51% use the internet on a PC or laptop and 14% use the internet on a mobile or PDA.
Just over half (55%) of multi-screeners are aged between 16 and 34 years old and 55% are men. In comparison 70% of non multi-screeners are aged 35+ and 53% are women.
58% of multi-screeners have a household income of €30k+ compared to 45% of non multi-screeners.
"The EIAA Multi-Screeners Report reflects several key trends uncovered in Microsoft Advertising's own findings", comments Anita Caras, Head of Research EMEA, Microsoft Advertising. "For advertisers, the rise of multi-screeners is a significant pattern in itself as, although it represents the increasing fragmentation of the media landscape, it opens up the opportunity for brands to engage with consumers in new and creative ways. Also noteworthy is compelling data that demonstrates the important role played by the internet in influencing product purchase decisions amongst the highly valuable multi-screen audience".
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