Groups matched demographically and on category usage (soft drinks)
1,500 mums with kids
aged 3-16
*Fieldwork dates: 07 Sept 09 – 14 Sept 09
Branded content 60 seconds Length of interaction increases brand awareness
Spontaneous Brand Awareness - Ribena
** ** 55% *50% * ** 43% 50%
* 31% 20%
Control Display Content - Content - Content - Content -
30s 60s 90s any
* statistically different from display group at 99% confidence level
* statistically different from control group at 99% confidence level
Base: Total sample (1503), content any (903), content short (301), content medium (300), content long (302), display (300), control (300) And gives a significant uplift in prompted awareness of promotional activity
Prompted marketing awareness - Ribena
** * * 29% * 36% * 31% 26% 28% 17%
Control Display Content - Content - Content - Content -
30s 60s 90s any statistically different from display group at 99% confidence level * statistically different from control group at 99% confidence level * Base: Aware of any brands at Q3 Total sample (1499), content any (900), content short (300), content medium (299), content long (301), display (299), control (300) Longer interaction also increases purchase intent
Purchase intent – very likely
o ++ + 40% 42% 40% 35% 37% 33%
Control Display Content - Content - Content - Content -
30s 60s 90s any
+statistically different from display group at 95% confidence level
+statistically different from control group at 95% confidence level o statistically different from control group at 90% confidence level
Base: Aware of Ribena
Total sample (1462), content any (879), content short (293), content medium (291), content long (295), display (291), control (292)
(Governance and Public Management) Pekka Valkama, Stephen J. Bailey, Ari-Veikko Anttiroiko (Eds.) - Organizational Innovation in Public Services - Forms and Governance-Palgrave Macmillan UK