Reach Target Consumers / studies

UK Olympics multi-screen consumer insights on media consumption and multi-screening across TV, mobile, tablet and computers during the Olympics in the UK from several pieces of primary research conducted by Google.

Key Findings:

• On any given day 1 in 3 UK adults followed the Olympic action on multiple screens.
• The Olympics caused people to try new things on their digital devices, such as live streaming on smartphones, downloading new apps or joining a new social network.
• Smartphones enhance the live event experience. Almost 1 in 3 Olympic Park attendees looked up online content on their phones while they were there.

This study will help you understand more about the ROI of pre-roll ads in the media mix of the Aviko campaign in the Netherlands.

Key findings:.

• Targeted Pre-roll has lower cost/GRP than TV on most audiences, whereas Pre-roll has higher cost/GRP than TV on most audiences
• In terms of brand impact, Pre-roll has 1.5x higher impact per impression than TV. In terms of purchase impact, Pre-roll has 1.9x higher impact per impression than TV
• Targeted Pre-roll is more efficient than TV on all audiences except 13+. Pre-roll is less efficient than TV on most audiences except 20-34 and M20-34.

This study provides a metanalysis of 18 True View brand uplift campaigns. The TrueView format allows users to skip ads, whereas with prerolls advertisers only pay per completed view based on an auction system (fixed CPM).

Key findings:.

• Overall brand impact of TrueView is lower than for preroll because 78% of views are skipped by the users
• Skipped views (= unpaid impressions) still have a significant positive impact on brand metrics
• This leads to TrueView being 2.8 times more effective than Preroll regarding brand uplift per paid contact
• Up to a bid of 0.04Euro per completed view TrueView is more efficient than Preroll. After that Preroll becomes the more efficient format.

For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.

Key Findings

• Online purchase mainly grows in travel and media, however online research grows strongly and consistently across all countries and products.
• Online research grows equally strong amongst online and offline purchasers and is consistent amongst countries and products as well.
• Products of higher value show both more online research and more online purchase than lower value products.

This study looks at ROPO (research online purchase offline) behaviour in UK FMCG sector, focusing on FMCG searchers and those who have visited a grocery retail online site. The study combines single source data for online behaviors and offline purchases in those categories.

Key Findings:

• In 2011, 64% of UK internet users spent significant time researching brands before making a major purchase (vs. 50% in 2008).
• 47% of main shoppers visit grocery retailer websites and 72% search for FMCG related terms. Two thirds of main shoppers search for Food & Drink related terms, half search for Beauty information.
• Main shoppers who Search & Visit spend +13% more in-store than those who do neither.
• Main shoppers who search for FMCG information online are younger, more affluent and have larger households.

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. offline media activity on a selected digital camera product and total Panasonic digital camera sales.

Key findings include:

• Panasonic market share of in-store digital camera sales at the retailer increased by 4% during the campaign period.
• 15% of 'Product X' in-store sales were driven by the brand marketing campaign, of which online advertising accounts for 40% (while being only 15% of the campaign budget)
• Compared to TV, online advertising delivers a higher return. Each € invested in Paid Search delivers 9 times the ROI on Product X sales compared to TV - Paid Search is the most cost effective digital channel followed by YouTube (Pre Roll/demo) - 13% of ‘Product X’ offline camera sales were driven by the web.
• Although the campaign was well executed, optimising the media mix reveals sales could have been increased by 9%, with the same campaign expenditure.

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
• Prerolls are the most effective ad type across metrics measured against
• YouTube has the highest reach by some margin - 83% of respondents are users, a considerable proportion of which medium to heavy users
• 7 in 10 spend 5 minutes or more on YouTube per session.

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 concludes with some marketing mix optimisation recommendations.

The key findings were:

• 5.4% of auto insurance quotes are driven by search traffic
• 26% of the visitors on MAAF's website are driven by marketing levers. Paid search accounts for 31%.
• Paid search is the most cost-effective advertising driver: every 1 euro invested in paid search delivers 2x better ROI

Google and Thomas Cook worked together to investigate how consumers in the Netherlands book travel their holidays.

Key Findings

• 71% of the holidays are booked online.
• 94% of all holiday buyers do online research before purchase.
• 86% of all offline holiday buyers do online research before purchase.

One of the aims of Cadbury’s London 2012 programme is to engage with a younger audience of customers aged 18 to 25 years old. With the goals of interacting with this tech-savvy demographic, standing out from other sponsors and extending its reputation for creativity and innovation, Cadbury embraced Google+ in the following ways:

• With every advert or new creative, early in the process Cadbury thinks, ‘How are we going to bring this alive in social media? Is there a way for our fans to become a part of it?’
• Cadbury has been careful to give their followers a reason to come to their Google+ page by sharing exclusive content they can’t find anywhere else. For example, special edition Google+ chocolate bars were made to feature on the page.
• Hangouts let Cadbury connect fans to interesting personalities, from Olympic athletes to chocolate experts. "Hangouts are a really great way to quite literally see people eye to eye."
• Use of social extensions in AdWords, which links Cadbury’s Google+ page to its AdWords campaigns drove a 17% uplift in click-through rate (CTR) across all their AdWords campaigns.
• Installment of the Google+ badge on its homepage drove a consistent 10,000 new Google+ followers per day. Also, since the addition of the badge and code on www.cadbury.co.uk, Cadbury experienced an increase of 7.5% of traffic from Google URLs.

This study will help you understand more about how consumers in Israel use various information sources, including the internet, when making finance purchases.

Key findings:

• The typical Israeli online user is a heavy and experienced user with at least 5 years of experience. Most of the consumers are experienced with online banking and online shopping.
• With the exception of car insurance and personal loan from credit card company, the internet has a secondary role, while the main source of information is the company representative (bank’s clerk or insurance agent.)
• Among all financial products, purchasing online is more common amongst those who purchase personal loan from credit card company (a quarter of them purchased online and half of them by phone.)

With UK smartphone penetration now at 51% and 59% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behaviour from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (55%). 85% of smartphone users look for local information on their phone and 81% take action a result.
• Smartphones are critical shopping tools with 95% having researched a product or service on their device. 31% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 84% of smartphone users. Smartphones are also a critical component of traditional advertising as 56% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.