Studies
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Evaluating the role of online media in a grocery campaign
This study aims at evaluating the impact of an online advertising campaign from a leading UK grocery retailer.
Key findings:
- Google had a reach of 35% of the target audience
- Indexing reach point achieved per £1 of investment, GDN Banner ...
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The Role of online in multi-media luxury product campaigns
This study evaluates the impact of the cross media L'Oreal luxury products campaigsn in UK, France, Italy, and Spain during Christmas 2010
Key findings:
- YouTube delivers incremental reach amongst young media targets (15-34s).
- Adding YouTube to the media mix ...
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Role of Search in the Gambling Sector
The objective of this study was to map the role of search in the usage of, and application for, gambling sites in the French market. The results indicate that search is an important part of the full journey, but particularly ...
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The Role of Search in the Tech and Home Entertainment Market
The objective of this study is to map the role of search in the purchasing process of Italian tech and home entertainment products.
Key Findings- The results show that search is an important part of the customer journey, with over ...
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Measuring the ROI of Online Advertising: L'Oreal Nutrigloss in France
Through the use of geo-testing, Google worked with L'Oreal to examine the impact of online advertising on in-store sales.
Key findings:
- YouTube made media spend more efficient - swapping some TV for YT achieved equivalent sales for a lower budget ...
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The Home Buyers’ Online Journey
Searching for property to buy online is a complex process, but search plays a critical role. Google and Nielsen teamed up to study the search behavior of property buyers in the UK. We found:
- 86% of eventual purchasers used search ...
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PC City Increases Revenue 6% by Reallocating its Media Mix
PC City – the European computer superstore – increased sales 6% without any additional media expenditure by optimizing its offline and online marketing mix. Google asked DSG International to analyze this accomplishment. We found:
- Optimizing the offline/online media mix increased sales ...
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Role of Search in Insurance Purchasing
The objective of this study was to map the role of search in purchasing car, home and health insurance products online in France. The results show that search is an important part of the customer journey across all three categories ...
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The Role of Search in Spanish Apparel Purchase Journey
This study maps the role of seach in purchasing of apparel in the Spanish retail market
Key findings:
- There are 9.9 million people in the Spanish retail (apparel) market.
- Search is an important part of the customer journey. 3 ...
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The Online Video's Role in the Movie Decision-Making Process
Between 17 July and 2 September 2010, OTX's weekly movie tracker tracked approximately 30 movies and captured the intent of 8,400 movie-goers. Among those who came across a trailer and/or banner ad for a movie on the ...
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Offline Shoppers who Research Online Spend More
Fnac, a leading electronics retailer in Spain, wanted to know how the Internet was affecting the TV purchasing decisions of its in-store shoppers. Google asked Nielsen to help us analyze these shoppers' online behavior. We found:
- 52% of in-store TV ...
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Increase Brand Favourability with Promoted Videos
Have you ever noticed the sponsored video ads that appear alongside YouTube search results? We partnered with Decipher to understand what kind of impact these promoted videos have on branding for advertisers:
- 77% of users recall the YouTube ad if ...
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Videos
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Global Influences
Interview
Global Influences
Scott Goodson, Founder of Strawberry Frog and Board Member of the Future of Advertising Project with Wharton, comments on how the economies of India, Brazil and other countries outside the US are growing rapidly and their brands are globalizing. Soon ...
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Groundswell of Understanding
Case Study
Groundswell of Understanding
Bill Ogle, CMO of Motorola Mobility, says that, like Gatorade, Motorola has begun to mine the totality of conversations about the brand across the Internet. Ogle describes how anger about certain products was handled by listening to customers and using ...
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The Fog
Interview
The Fog
Andy Berndt, VP of Google's Creative Lab, describes the power of a good idea as the simple execution of an insight or truth. Unfortunately, much of the time people slip into "the fog" between the simplicity of the insight and ...
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Right / Left Brain
Interview
Right / Left Brain
Andy Berndt, VP of Google's Creative Lab, suggests that marketing may look like the new finance because quantitatively skilled analysts have traditionally been drawn to numbers. Now, with the emphasis on analytics, marketing is drawing the same talent as finance. ...
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Feedback & Customization
Interview
Feedback & Customization
Robbie Traube, VP of Internet Strategy and Marketing for Omniture/Adobe, looks to the customer to create solutions for their particular problems. More feedback channels, such as social, allow customers to expect a bigger voice and more customized products.
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Marketing Benefits Consumer
Interview
Marketing Benefits Consumer
Andy Berndt from Google's Creative Labs argues that the opportunity to bring value to customers has never been greater. Digital reduces the cost of experimentation and lowers the cost of failure. Marketing today allows the accrual of greater benefits to ...
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Launches & Premieres
Interview
Launches & Premieres
Bill Ogle, CMO of Motorola Mobility, explains that because the life cycle of a phone is becoming shorter, new phone launches must be like movie premieres. Launches must create massive awareness quickly.
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The Smart Shopper: Always Mobile
Interview
The Smart Shopper: Always Mobile
Smartphones are the new personal shopper. They allow consumers to dig deeper at the moment of relevance.
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The Smart Shopper: Constantly Connected
Research
The Smart Shopper: Constantly Connected
The Smart Shopper is constantly connected and values online information. He/she researches online then shops in-store, and uses a smartphone while shopping.
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Stimulating Conversation
Case Study
Stimulating Conversation
Rob Brosnan, Senior Director of Strategic Marketing of Seton hall University, discusses his organization's use of social media for marketing. While apps were too expensive, and ads were forgettable, stimulating conversation on webpages contributed to an 18% increase in class ...
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Regional & Personal
Case Study
Regional & Personal
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, discusses the importance of personalized, relevant communication. Part of the My Macy's effort is to be local and relevant by region. The website will be customized according to customer ...
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Believe Campaign
Case Study
Believe Campaign
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, describes the holiday campaign that donates a dollar to Make-A-Wish foundation for ever letter to Santa Claus mailed from a Macys store. The campaign has been engaging and positive, ...