studies

This study looks at the role of online in the purchase of personal care products, such as: make-up, hair care and fragrances in Poland.

Key findings include:

• Currently about one in five polish people buy personal care products online.
• Search engines are key - both the most commonly used and most important source of information online.
• Price and convenience are the two overarching drivers of personal care product purchasing online.

This study will help you understand more about how consumers in Belgium research and purchase online.

Key findings:

• Offline shopping is still the prevailing purchase method in the retail categories under analysis - however, visible growth potential for online in the future.
• Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
• In the online research process, search engines and presence on them are dominant tools for starting and intensifying product research.

This study will help you understand more how consumers research and buy online in Belgium.

Key findings:

• Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
• Presence in the online research process is crucial for relevance in the offline purchase process
• In the online research process search is the dominant tool for initial and intensive research: search creates awareness and navigates to relevant sources.

The objective of this study was to demonstrate the effect of TV and YouTube campaigns on brand awareness and image. The results show that despite TV being the main driver of reach, YouTube helped build incremental reach and was more effective than TV in terms of reaching the focus target.

Key findings

• YouTube was more effective than TV in terms of reaching the focus target of 18-54's

• A considerable part of the TV investment worked to contact the same people more than 7 times.

• Better campaign effect when YouTube and TV worked together.

This study will help you understand how travel is booked in Turkey

Key findings:

• The internet is clearly the most important booking channel in the travel vertical regardless of travel product and regardless of trip length (short vs. holiday trip).
• Bookings in the travel vertical are accompanied by an in-depth research process with online sources being most frequently considered in every stage and particularly important for finding offers and supporting the decision-making.
• Online research in the travel vertical has to meet highly differentiated information needs: on average 9 topics are expected to be found on the internet.
• Search engines are the top online source for finding inspiration and interesting destinations for trips. When it comes to the trip preparing and decision research search engines serve as a navigator to relevant sources.
• Presence on search engines with a variety of relevant (generic and branded) terms enables presence in the online research process and subsequently relevance for the online purchase.

This study will help you understand more about how consumers in Denmark research and shop online. We've looked at behaviour when researching and buying a range of products from food and drink, to clothes and TVs.

Key findings:

• Offline shopping is still the prevailing purchase method in the retail categories.
• Online research drives offline sales: online research prior to offline purchase is very popular across all analysed product categories.
• In the online research process, search is by far the dominant tool for starting and intensifying product research, regardless of category.

Renault ran three YouTube homepage ads on three consecutive Mondays in March 2011 to revive its 'Va Va Voom' slogan. We worked with GFK to quantify the success of the campaign:

• The three homepage ads had a combined reach of 7.6% of the online population
• The campaign delivered an incremental reach of 3.5% of the top TV campaign
• 47% of those reached by the ads did not have any contact with the TV campaign

Retailers want to know about the ROPO effect: How many consumers research online and purchase offline? Görtz tested their ROPO effect with us and found:

• For every 100x coupons redeemed through the online shop, a further 51x coupons were redeemed in-store following online research
• For every €1 of sales generated online, another €0.93 of offline revenue is generated

This UK study used eye tracking, biometrics and an online survey to understand levels of engagement in YouTube TrueView Skippable pre-rolls versus standard YouTube pre-rolls, in which viewers are not able to skip the ads.

The key findings were:

• Opted-in users were 75% more engaged whilst watching TrueView Instream ads, compared with those watching the same creative as a standard pre-roll.
• Skipping after the first five seconds of a TrueView Instream (a free impression), delivered over half of the uplift to Advertising recognition compared with a full view.

This study is recommended if you are interested in mobile strategy. It will help you understand the current and future role of mobile advertising as part of the marketing mix in Germany.

Key findings:

• Mobile advertising currently lags behind online – separate budget for mobile advertising rarely exists.
• Those with a mobile-optimised website experience increased mobile web traffic as well as uplift in awareness of products and services.
• The proliferation of smartphone penetration drives mobile advertising, but the potential to target specific groups is another key driver.
• Mobile therefore widely acknowledged as a future opportunity and the expectation is that budgets for mobile advertising will grow significantly in the short term.

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

Key findings:

• Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
• Accordingly presence in the online research process is crucial for relevance in the offline purchase process
• In the online research process search is the dominant tool for initial and intensive research: search creates awareness and navigates to relevant sources

This study will help you understand the role of the internet in Hungarian retail purchases.

Key findings:

• Offline shopping is the prevailing purchase method in the retail categories under analysis – spread of online shopping differs per category.
• Online research drives offline sales: online research prior to offline purchase is very popular across all categories.
• Presence on search engines enables presence in the online research process and subsequently relevance for the offline purchase.