Optimize Media Mix / studies
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.
Efficiency and Effectiveness in Digital Advertising
Digital advertising delivers powerful results for advertisers - but running digital campaigns has become too complex. Google commissioned The Boston Consulting Group to better understand the potential to improve efficiency and create more value in digital campaigns. Using "lean" methodology to ...
Understanding Incremental Reach: Banco Popular
This research shows how GDN can optimize TV campaigns not only in terms of reach generation but also by creating a better balanced OTS distribution and increasing media planning efficiency.
- GDN campaign reached 52,1% of target and ...
Fashion & Design - Print or Digital (Italy)
When it comes to understanding the trends in Italian women's consumption of fashion media, the key question is whether their focus is shifting from print to digital. We found that although digital consumption is on the rise, consumers are ...
Ad Effectiveness and Incremental Reach (Italy)
Television is traditionally the starting point for any media campaign looking to reach as wide an audience as possible. But digital has a role to play, too, providing a measurable incremental reach compared to traditional media alone. In a recent ...
The optimal budget allocation of TV vs. YouTube
As more and more consumers get online, brands need to shift campaign focus from traditional to digital media. Research shows that TV viewing time is not equally distributed, so TV advertising does not always reach the target audience at the ...
L'Oreal Cosmetique Active Study
AdWords from Google is the most effective form of online media. After the economic crash, L'Oreal's market share for L'Oreal Cosmetique Active dropped as new competitors entered the market. L'Oreal's response was to investigate their ...
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.
- TV consumption is not evenly spread across the advertisers� target audience which leads to an unequal distribution of ...
MediaMarkt CrossMedia Analysis
In this study, Google worked together with GfK and MediaMarkt to understand cost and impact across multiple media.
- Radio and Online drive sales more efficiently than TV at current spend levels.
- Brochures are effective, but expensive and therefore ...
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 ...
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.
- Overall, YouTube prerolls preform almost 40% better than TV in terms of impact on brand ...
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 ...
Danone YouTube Advertising Effectiveness Study
Google and Danone worked together to analyze the advertising effectiveness of a YouTube campaign.
- The Activia Fresh campaign had a 74% reach on the 14+ population.
- TV and Youtube reached complementary audiences and one third of Youtube�s ...