studies

Delta Air Lines tapped into a key insight - that their high value customer is always on-the-go. To target them, Delta extended their “Keep Climbing" campaign beyond TV and onto mobile platforms. With Digitas and AdMob, Delta was able to achieve:

• Over 100% lift in brand awareness, brand favorability and consideration intent
• Double the brand association with business elite services
• Favorability metrics 7x higher than the mobile display brand lift benchmark

adidas launched an "all in" campaign to create build awareness, brand preference and "digital noise" among American Kids. With the help of Carat and Google, adidas created dynamic creatives highlighting US sports and entertainment. They ran across TV and YouTube on PCs and mobile. The campaign produced these results:

• The YouTube Masthead ad resulted in a 1,400+% lift in brand response conversions (site visits and searches for the Adidas brand on Google and YouTube).
• Masthead ads yielded interactions rates that were 2x industry benchmarks.
• Subscribers to the adidas channel doubled over the life of the campaign

Groundbreaking cross screen research helps reveal the full branding benefits of advertising beyond just TV. This case study with Volvo reveals:

• 74% of those exposed to Volvo's ads across multiple screens - TV, mobile and video - recalled the brand successfully (vs. 50% of those exposed on TV only).
• 39% of those exposed across multiple screens were able to tie the ad back to the four-door sedan being advertised (vs. 22% for TV only).
• 37% of those exposed across screens associated Volvo with Top Rated in Safety (vs. 25% for TV Only).

Citrix Online developed a business iPad app and wanted to drive app downloads and generate trial registrations. With the help of agency Mediasmith and Google AdMob, Citrix effectively targeted small business owners through a mobile display campaign. Here are the results:

• Cost per download was less than 10% of the estimated customer lifetime value, beating internal benchmarks
• The Citrix Online app ranked top 3 in the business category within the App Store
• The Google Display Network drove trial registrations and lead to CPAs (cost-per-acquisitions) that were 40% less than internal benchmarks

Today's vehicle shoppers research and decide faster than ever. They use a diverse set of online tools in their research process and have high expectations from brands throughout the path to purchase. Insights from this year's auto buyflow study include:

• 81% of auto shoppers decide within 3 months (vs. 67% in 2009).
• Safety, utility and fuel efficiency are among the attributes top of mind for shoppers.
• Searching inventory and obtaining trade-in information were among the top shopper behaviors that increased this year on 3rd party sites.

Patients and caregivers spend an annual average of $853 on medical devices, with 72% of those expenses re-occurring. Google partnered with Ipsos OTX MediaCT to conduct research to better understand patients' and caregivers' research and shopping behavior with regard to at home medical products, including hearing aids, mobility equipment, medical alert services and scrubs. Here are some highlights around what we found:

• 86% of consumers research prior to purchasing.
• Consumers spend an average of 30 days researching their medical equipment purchase.
• 66% considered 2-3 brands prior to purchase.

Download the full report to find out what kind of opportunities exist for marketers to engage with these patients and caregivers.

How are patients researching certain conditions and treatments online? This 2011 Google/Compete study focuses on how patients research treatment for depression. Here are some highlights:

• The internet is the top resource for depression information as well as for drug treatment, while TV is the lowest.
• 27% of patients were prompted to ask their doctor about specific drug, directly related to the research information they found online.
• While 78% of depression patients are researching general information about the condition, 56% are researching about the medications available. 48% are looking at side effects and 43% are looking to see other patients' experiences with the condition.

Google analyzed game consumption through the lens of search and identified the following trends to help publishers engage with gamers:

• Generic, platform-agnostic video-game searches have increased 44% in the last 12 months, while searches for games on specific platforms have declined 11%, indicating the industry shift to a "games as service" model
• Core gamers" - mostly XBox and Playstation users - and "Casual Gamers" who mostly use the Wii, demonstrate dramatically different search behavior
• There has been significant growth in query volume for categories like games for girls (+76%), sports (basketball +47%, football +43% and soccer +41%) and MMOs (+26%), while role-playing, first-person shooter and adventure queries have all declined in the past year

Insights around the role the internet plays for African-American consumers. The OTX study commissioned by Google and in partnership with GlobalHue is packaged in this comprehensive, easy-to-share dynamic whitepaper.

The positive outlook for travel continues in 2011, as the proportion of travelers planning to take the same number of trips or more has grown. In this year's Traveler's Road to Decision, we found:

• 54% of business travelers have downloaded a travel-related app onto their mobile phone
• Over 30% of personal travelers have watched a travel-related video on their mobile device in the past year
• 68% of business travelers watch travel-related videos (on desktop or mobile device), up from 56% two years ago

Google and Compete conducted an online survey to understand the role of search in the online channel in the beauty research process. Here's what we found:

• Search was used by 36% of online beauty researchers and shoppers, making it one of the most utilized and valued resources consumers use to research and shop for beauty and personal care products.
• Searchers are more valuable than non-searchers. They are 38% more likely than non-searchers to have shopped for beaut 4 or more times in the last 3 months. They are more than 4X more likely to have spent $100 or more on their last beauty purchase.
• 83% of consumers report searching as a direct result of seeing an ad in a print magazine.

Google and Compete partnered to understand how shoppers and applicants arrive at an auto insurance policy. Further, we look to quantify the relationship between types of searching activity and subsequent online conversion rates. Here are some topline findings:

• Search is opportunity for connection with consumers - new or old.
• Auto insurance searchers are more profitable than non-searchers.
• Online research leads to online and offline conversions.
• Mobile is an increasingly important point of contact with a variety of customers.