Effectiveness of media buys may hinge on average daily reach


Online advertisers targeting new-vehicle buyers can tailor how quickly their advertising reaches their intended audience by understanding the differences between daily and monthly Web site visitation patterns, according to the J.D. Power and Associates 2007 Online Media Study–Wave 1.

The study finds that websites vary widely in their average daily audience reach, which can affect online advertisers' success in conveying their messages. For example, retail-oriented messages such as cash-back promotions are more effective when placed on websites that have high average daily audience reach and accumulate their maximum reach quickly, while branding campaigns do not require this type of speed.

For instance, when measured during a span of four weeks, the ESPN and Travelocity websites had a reach of 32% and 33%, respectively, among consumers who will buy a midsize premium crossover utility vehicle in the near future. However, the ESPN Web site achieves its reach in a shorter period of time. ESPN delivers nearly one-third of its total monthly audience in just one day, on average, while the Travelocity site has a daily reach averaging 4%.

The study, now in its second year, is based on a random national sample of 11,240 verified new-vehicle buyers with Internet access who purchased a vehicle between August and October 2006. Approximately 88% of new-vehicle buyers use the Internet. The study finds that these new-vehicle buyers spend an average of 11 hours per week online.

The study also finds that visitation to particular Web sites can vary greatly by the type of vehicle consumers are likely to purchase. For example:

    — Compact basic car buyers are 44% more likely to visit YouTube at least once per month than the average new-vehicle buyer.

    — 14% of large pickup truck buyers visit NASCAR.com at least once per month, compared with 10% of buyers overall.

    — Midsize car buyers are more than 20% more likely to visit MSNBC at least once per month than the average new-vehicle buyer.