LYCOS Network Europe Study - FMCG Mediaguide & Entertainment Mediaguide 2007/08

To demonstrate the importance of online advertising for the FMCG and the Entertainment industry and to determine the optimal environment, LYCOS Network Europe carried out an online user structure survey, analysed secondary data of GB TGI from the media research company BMRB and further sources and obtained qualitative feedback from media partners.

The results of the study show that the Internet should play an important role in the FMCG as well as in the Entertainment industry's media mix:

FMCG Study Keyfacts:

• Online campaigning reaches attractive target groups, as onliners are characterised by high buying power for and a willingness to buy FMCG products.
• They are very interested in groceries, health and personal care and they are increasingly using the Internet to obtain the information they need about products in these fields
• The majority of LYCOS users are the main householders and they are the ones that decide to buy the various products.
• Special interest websites about nutrition and health on LYCOS Network Europe have a large coverage of target groups interested in those topics.
• Internet users can interact directly with the advertising media whereby this interaction increases the ability to recollect these tasks and makes it seem like they are really involved.
• Using market research studies and surveys accompanying campaigns guarantee an efficient budget allocation and target group approach. Tracking routines enable flexible campaign optimisation even whilst the campaign is running, wasted coverage is minimised effectively

Entertainment Study keyfacts:

• Online campaigning reaches attractive target groups, as onliners are characterised by high buying power and a willingness to buy entertainment products.
• Internet users regularly supplement their already well-equipped entertainment electronics with product innovations. Therefore, the majority of them can be counted as Early Adopters.
• The majority of LYCOS users are the main householders and they make the purchasing decisions. Special interest websites about entertainment, film and music on LYCOS Network Europe have a large coverage of target groups interested in those topics.
• Internet users can interact directly with their advertising media whereby this interaction increases the ability to recollect these tasks and makes it seem like they are really involved.
• The use of market research and surveys accompanying campaigns guarantee an efficient budget allocation and target group approach. Tracking routines enable flexible campaign optimisation even whilst the campaign is running, wasted coverage is minimised effectively.

The results show the great potential that LYCOS Europe offers its customers: Attractive target groups, innovative advertising possibilities and effective budget allocation are strong arguments for choosing online advertising in the LYCOS network.