Optimize Media Mix
How can marketers make their spend as efficient and effective as possible? Smart marketers understand that different media types can play off one another and that users are not interacting with only one media type in a silo. Discover the latest insights to understand how to optimize the mix.
Studies
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Finding the Optimal Media Mix: German Metastudy
Based on analyzing 80 campaigns in Germany, this study identifies key insights for the planning of YouTube and TV together.
Key Findings:
- TV consumption is not evenly spread across the advertisers� target audience which leads to an unequal distribution of ...
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MediaMarkt CrossMedia Analysis
In this study, Google worked together with GfK and MediaMarkt to understand cost and impact across multiple media.
Key Findings
- Radio and Online drive sales more efficiently than TV at current spend levels.
- Brochures are effective, but expensive and therefore ...
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Google Project Impact: Germany
Project Impact is all about how advertiser benefit from going crossmedia. Google has partnered with advertised and agencies to learn more about the optimum crossmedia strategy. This study has looked at individual case studies and over 15,000 interviews to ...
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Brand Impact - YouTube v TV in Germany
This study brings together the results of lab-based experiments with 12 brands to understand the brand impact of YouTube v TV in Germany.
Key Findings
- Overall, YouTube prerolls preform almost 40% better than TV in terms of impact on brand ...
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Panasonic Online to Store Case Study
This online to store case study looks at offline sales of Panasonic digital cameras' in a major French retailer at national level from Q3 2011 to Q1 2012. The objective was to understand and quantify the effectiveness of online vs ...
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Danone YouTube Advertising Effectiveness Study
Google and Danone worked together to analyze the advertising effectiveness of a YouTube campaign.
Key Findings
- The Activia Fresh campaign had a 74% reach on the 14+ population.
- TV and Youtube reached complementary audiences and one third of Youtube�s ...
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YouTube Audience Measurement Egypt
This study will help you understand more about how consumers in Egypt use YouTube.
Key findings:
44% of Egypt’s internet users are using YouTube on a daily basis and 97% of them have a positive opinion about it.
Aside ...
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Evaluating the Effectiveness of YouTube
This study aims at evaluating the effectiveness of a variety of advertising platforms and formats in the Netherlands.
Key findings:.
- The richer format afforded by video platforms means ads have a greater impact than on news or social media sites ...
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Understanding the Full Marketing ROI on Sales of Auto Insurance Contracts in France
This study aims at helping you understand the full marketing ROI on auto insurance sales in France. The study looks at the various marketing levers that drive traffic to MAAF's website, measures the impact between online and offline and ...
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The Impact of YouTube on Special K Sales
Google and Kellogg's worked with MarketingScan to prove the efficiency of a Special K campaign on YouTube.
iKey findings:
- There was a good synergy between YouTube and TV, with an 11% impact on Special K Cereals sales.
- Mid-term ...
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Measuring the ROI of Pre Roll in Media Mix: UK
This study will help you understand more about the ROI of pre-roll ads in the media mix.
Key findings:
- Although TV reach is higher, the YouTube pre-roll adds 10% incremental reach
- The pre-roll campaign, particularly when combined with TV campaign ...
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Zovirax Case Study: Italy
This case study looks at how YouTube works in the media mix for a Zovirax campaign aimed at sustaining brand awareness and image. It will be of particular interest to anyone looking to understand how YouTube and TV interact and ...
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Infographics
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2012 Search Ads Pause Experiments
2012 Search Ads Pause Experiments
In 2011, Google released a study called “Search Ads Pause” that showed the amount of search ad traffic that is incremental to traffic from an advertiser’s organic search results. On average, we found that 89% of paid traffic to an ...
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The Growing Face of Advertising on YouTube 2012
The Growing Face of Advertising on YouTube 2012
As YouTube's global audience hit 800 million users in 2012, YouTube's content inventory has kept pace and has grown to 160 channels of original programming. Google looked at audience reach and brand metrics across 448 campaigns in 6 countries (U.K., ...
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The New Multi-Screen World Infographic
The New Multi-Screen World Infographic
A visual summary of how consumers use different devices together. Multi-screening has quickly become the norm and people have developed specific preferences related to using devices at the same time or in sequence.