Studies
-
B2B Trends in Mobile and Online Video
Nothing has more access to the C-suite than a mobile phone. Google and Forbes Insights teamed up for a study on how mobile technologies are impacting the way executives are doing business. Results include:
- The C-suite averages at least four ...
Preview the Study Download: PDF , PPT
-
Impact of YouTube Homepages On Brand Engagement
People spend more and more time watching video content online, but how effective are YouTube ads in generating brand engagement with these viewers? A Compete study found:
- Consumers who see an advertiser’s ad on the YouTube homepage are 437 ...
Preview the Study Download: PDF , PPT
-
Automotive Aftermarket Study 2010
More people are turning to the internet to research automotive parts, tires, services and accessories (PTSA) in order to "kick the tires" before purchasing. We specifically explored the role of Search in the purchasing process and found:
- Service sites had ...
Preview the Study Download: PDF , PPT
-
Travel Hotel Consumers: How Online Research Affects Bookings
A look at how travelers use online and offline resources to book hotels. A Compete survey found:
- Half of all hotel researchers indicated researching exclusively online
- Price was the leading reason for why consumers booked on a specific hotel website ...
Preview the Study Download: PDF , PPT
-
Portable PC Shopper
With so many new technologies, how do consumers decide which device to buy? A Compete/OTX study found:
- Tablets and e-readers are the fastest growing categories
- Cross shop between tablets and e-readers is only 13%
- As queries increase, so do ...
Preview the Study Download: PDF , PPT
-
Traveler's Road to Decision 2010
As more Americans plan to travel, their use of the internet for travel-related research grows as well. A Google/OTX study gives insight into how travel shopping behaviors have evolved since past years, including:
- In 2010, there is a focus ...
Preview the Study Download: PDF , PPT
-
Impact of a Google Display Network Blast for Auto
With so much clutter online, how can you deliver ads that are the most impactful? A study compared the Google Display Network to traditional homepage takeovers and found:
- The GDN reaches 10X more buyers than the best portal
- The GDN ...
Preview the Study Download: PDF , PPT
-
Four Truths About US Hispanic Consumers
Inside the digital habits of U.S. Hispanic consumers. This study by Google and OTX found:
- 86% of online Hispanics are broadband users
- 78% of Hispanics have used a search engine to learn more about something they saw on TV ...
Preview the Study Download: PDF , PPT
-
Effectiveness of a GDN Blast for TV
Should an advertiser trying to reach television fans use a traditional portal takeover or a Google Display Network blast? This study with Compete found:
- The GDN reaches over 4x more TV fans than Yahoo's homepage.
- Over 50% of TV ...
Preview the Study Download: PDF , PPT
-
Effectiveness of a GDN Blast for Movie Fans
Should an advertiser trying to reach movie fans use a traditional portal takeover or a Google Display Network blast? This study with Compete found:
- 74% of movie fans can be reached through the Google Display Network
- Half of movie fans ...
Preview the Study Download: PDF , PPT
-
The Effectiveness of a GDN Blast for Gaming
Should an advertiser trying to reach video game fans use a traditional portal takeover or a Google Display Network blast? This study with Compete found:
- 76% of gamers visit the GDN every day, versus 17% visiting Yahoo.com
- The GDN ...
Preview the Study Download: PDF , PPT
-
Holiday 2010: Consumer Intentions
Insights from Google and OTX on what trends emerged during the 2010 holiday shopping season, including:
- 50% of shoppers say they started early to beat the rush
- "Black Friday" searches in 2010 began to rise in July, compared to September ...
Preview the Study Download: PDF , PPT
Videos
-
Groundswell of Understanding
Case Study
Groundswell of Understanding
Bill Ogle, CMO of Motorola Mobility, says that, like Gatorade, Motorola has begun to mine the totality of conversations about the brand across the Internet. Ogle describes how anger about certain products was handled by listening to customers and using ...
-
The Fog
Interview
The Fog
Andy Berndt, VP of Google's Creative Lab, describes the power of a good idea as the simple execution of an insight or truth. Unfortunately, much of the time people slip into "the fog" between the simplicity of the insight and ...
-
Right / Left Brain
Interview
Right / Left Brain
Andy Berndt, VP of Google's Creative Lab, suggests that marketing may look like the new finance because quantitatively skilled analysts have traditionally been drawn to numbers. Now, with the emphasis on analytics, marketing is drawing the same talent as finance. ...
-
Feedback & Customization
Interview
Feedback & Customization
Robbie Traube, VP of Internet Strategy and Marketing for Omniture/Adobe, looks to the customer to create solutions for their particular problems. More feedback channels, such as social, allow customers to expect a bigger voice and more customized products.
-
Marketing Benefits Consumer
Interview
Marketing Benefits Consumer
Andy Berndt from Google's Creative Labs argues that the opportunity to bring value to customers has never been greater. Digital reduces the cost of experimentation and lowers the cost of failure. Marketing today allows the accrual of greater benefits to ...
-
Launches & Premieres
Interview
Launches & Premieres
Bill Ogle, CMO of Motorola Mobility, explains that because the life cycle of a phone is becoming shorter, new phone launches must be like movie premieres. Launches must create massive awareness quickly.
-
The Smart Shopper: Always Mobile
Interview
The Smart Shopper: Always Mobile
Smartphones are the new personal shopper. They allow consumers to dig deeper at the moment of relevance.
-
The Smart Shopper: Constantly Connected
Research
The Smart Shopper: Constantly Connected
The Smart Shopper is constantly connected and values online information. He/she researches online then shops in-store, and uses a smartphone while shopping.
-
Stimulating Conversation
Case Study
Stimulating Conversation
Rob Brosnan, Senior Director of Strategic Marketing of Seton hall University, discusses his organization's use of social media for marketing. While apps were too expensive, and ads were forgettable, stimulating conversation on webpages contributed to an 18% increase in class ...
-
Regional & Personal
Case Study
Regional & Personal
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, discusses the importance of personalized, relevant communication. Part of the My Macy's effort is to be local and relevant by region. The website will be customized according to customer ...
-
Believe Campaign
Case Study
Believe Campaign
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, describes the holiday campaign that donates a dollar to Make-A-Wish foundation for ever letter to Santa Claus mailed from a Macys store. The campaign has been engaging and positive, ...
-
Target & Engage
Interview
Target & Engage
Cynthia Ricciardi, VP of Customer Relationship Management at Sirius XM Satellite Radio, discusses the importance of email for a subscription-based business and the need to leverage advocacy among highly satisfied customers. Sirius subscribers love to talk about the product, and ...