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Restaurants
A majority of diners - 70% of them in fact - use the internet to plan where to eat. From reviews to directions to nutritional info, consumers are turning to the internet to become informed prior to purchase. Interestingly, we also see that 30% of restaurant queries are coming from mobile searches, indicating that consumers have a need for on-the-go information. Are marketers prepared?
Studies
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How Moms Gather Information on Fast Food
The internet can be a highly influential source in helping moms make decisions around fast food choices for the family. Download this report to discover how and when moms search for this category, the role of online video as well ...
Preview the Study Download: PDF
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What Makes Mom Click for Restaurants
Did you know moms buy more from fast food restaurants than beauty or baby products? More key insights into mom's dining decisions include:
- 59% have conducted a restaurant related search on their mobile phone
- If sponsored search produces a ...
Preview the Study Download: PDF , PPT
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Role of Online for Restaurants
A majority of diners - 70% of them in fact - use the internet to plan where to eat. A survey study conducted with OTX examined what kind of role online research played before people chose to dine out and found:
- About ...
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Brand Effect of TrueView vs. Preroll
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 ...
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Growth in Online Shopping 2010 to 2012
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 ...
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Evaluating the Effectiveness of YouTube
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 ...
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Measuring the ROI of Pre Roll in Media Mix: UK
This study will help you understand more about the ROI of pre-roll ads in the media mix.
Key findings:
- Although TV reach is higher, the YouTube pre-roll adds 10% incremental reach
- The pre-roll campaign, particularly when combined with TV campaign ...
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Influencing Offline, The New Digital Frontier
This white paper looks at the impact of online research on offline sales. Four out of ten people prefer to research online before purchasing offline (ROPO). This seven page paper will help you understand what impact ROPO is having on ...
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Beyond Last Click
This paper summarises the key findings and insights from Google’s research into the important area of clickstream attribution. It will give you the facts to answer key questions such as: how long is the typical path to purchase and ...
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Eye Tracking Study Comparing Mobile and Desktop
In this study we show a series of visually striking eye tracking hotspot-maps to highlight the differences between where people look on a desktop and mobile screen. We think this research will be of interest to anyone working on mobile ...
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Videos
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Subway Spokepersons
Case Study
Subway Spokepersons
Tony Pace, CMO of Subway, describes potentially exciting marketing opportunities. Subway works with famous fans of Subway who have a following in the social media space. Using them in ads and social media will be a major effort in 2011.
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Hydroponic Letters
Case Study
Hydroponic Letters
Rosemarie Ryan, Co-Founder of Cocollective, describes Subway's innovative campaign in Japan. Freshness is a large part of their brand, and they had hydroponic letters growing in the store.
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Relevant vs. Possible
Interview
Relevant vs. Possible
Russ Klein, Former President of Global Marketing of Burger King, believes that advertisers should distinguish between what is relevant and what is possible for a particular platform. Rather than try to make everything possible on a single device, find out ...
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Who Gets Digital
Case Study
Who Gets Digital
Russ Klein, Former President of Global Marketing of Burger King, explains that Google and Facebook are at the forefront of the digital marketing terrain, and some traditional organizations like Procter & Gamble have used digital well. Those who have succeeded ...
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Integrating Messages: Subway & Biggest Loser Example
Interview
Integrating Messages: Subway & Biggest Loser Example
Gary Reisman, Co-Founder of New Media Metrics and Board Member of the Future of Advertising Project with Wharton, talks about the importance of integrating messages across media. He discusses Subway, and their partnership with The Biggest Loser, as an example ...