Consumer Packaged Goods
From building brands to launching new products, making connections between online behavior and offline sales is critical to CPG.
Studies
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The Role of Search in the Beauty Research Process
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 ...
Preview the Study Download: PDF
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Impact of Search on Offline Beverage Purchasing
Are online searchers a valuable behavior for beverage advertisers? We worked with Compete on a new online to offline study to find:
- Searchers spend more than non-searchers on beverage, driven by more frequent rips and more spending per trip
- Search ...
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Google Display Network vs. Portal Takeovers for Beauty Enthusiasts
Beauty enthusiasts are all over the web, but what's the best way connect with them? Learn from our study with Compete:
- The Google Display Network reaches 4.2x more beauty enthusiasts than the top portal homepage
- 39% of all ...
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Google Display Network vs. Portal Takeovers for Foodies
Foodies are passionate online and can be found through the Google Display Network with precision and scale. According to our Compete study:
- The Google Display Network reaches over 4x more foodies than the top portal homepage
- The Google Display Network ...
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US Hispanic CPG Consumers
How has the internet influenced the way US Hispanics purchase food and groceries for the home? This OTX study found:
- 54% of Hispanic CPG shoppers made a purchase in-store as a result of seeing online ads while researching
- Almost 50 ...
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YouTube and TV in Danone's Spanish Danacol Ads
In this study, Google works with Danone and Havas to measure the impact of YouTube and TV during a Danacol ad campaign.
Key Findings
- The YouTube campaign has proven to be effective even with massive TV coverage and even among ...
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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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Measuring the Pre-Roll ROI in the Media Mix: Carte Noire in France
This study will help you understand more about the ROI of pre-roll ads in the media mix of the Carte Noire campaign
Key findings:
- The YouTube campaign generated +17% incremental sales among consumers exposed to the campaign. This uplift was ...
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YouTube Masthead ROI in Media Mix
This study aimed to demonstrate the impact of TV and YouTube Masthead campaigns and identify synergies between the two media.
Key Findings:
- While TV is the most effective media, YouTube mastheads are most efficient
- Due to its high reach, TV ...
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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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The role of the internet on the path to purchase, Germany
This study aims to understand the role of the internet in path to purchase in Germany.
Key findings:
- 50% of internet users have researched and compared products online
- 40% of offline buyers have conducted online research prior to purchase.
- 40 ...
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Videos
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Consumers Are Raising the Bar
Interview
Consumers Are Raising the Bar
In an interview, Ritu Trivedi, Managing Partner at Mindshare, discusses today's demanding consumer and how they interact with brands.
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ZMOT for Brands
Interview
ZMOT for Brands
In an interview, Ritu Trivedi, Managing Partner at Mindshare, discusses what is zero moment of truth for brands.
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The Importance of ZMOT Today
Interview
The Importance of ZMOT Today
In an interview, Ryan Charles, CEO of Consmr, discusses the importance of the zero moment of truth for brands today.
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Digital for Brand Marketers
Interview
Digital for Brand Marketers
In an interview, Kevin Kells, Industry Director, Home & Personal Care at Google, discusses how brand marketers can and should use digital for product launch.
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Evolution of Digital
Interview
Evolution of Digital
In an interview, Kevin Kells, Industry Director, Home & Personal Care at Google, describe the evolution he's seen customers go through with digital.
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Drive Interest & Intent with Digital
Interview
Drive Interest & Intent with Digital
In an interview, Kevin Kells, Industry Director, Home & Personal Care at Google, talks about the importance of sparking interest and driving intent with digital for product launches.
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Excitement of Brand Marketing Today
Interview
Excitement of Brand Marketing Today
In an interview, Karen Sauder, Industry Director, Food, Beverage and Restaurants at Google, discusses the excitement of brand marketing today and the digital opportunities to tell a brand story.
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How Orabrush got into Walmart
Case Study
How Orabrush got into Walmart
Orabrush is the first product to go from no sales online or offline, to nationwide retail distribution just using YouTube.
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General Mills Case Study Video
Case Study
General Mills Case Study Video
Gen Mills connects with Latina female shoppers with Qué Rica Vida.
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Kraft Case Study Video
Case Study
Kraft Case Study Video
Kraft creates Comida Kraft, a culturally relevant in-language destination.
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Listerine YouTube Case Study 2011
Case Study
Listerine YouTube Case Study 2011
Video case study with client testimonials from J&J, JWT & Carat on why they decided to increase their digital spend 10X and the results from their recent YouTube campaign.