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Consumer Packaged Goods / studies
From building brands to launching new products, making connections between online behavior and offline sales is critical to CPG.
Moms are increasingly looking to online resources as her go-to for planning, shopping and cooking for that big Thanksgiving Dinner. We provide a month-by-month and then week-by-week look at search trends to help understand how moms prepare for this major holiday.
Did you know, there is more beer sold for Halloween then Super Bowl? Check out how consumers approach this holiday with search.
Moms generally start their research process 1-2 weeks prior to purchase for baby/childcare products. This represents a marketers' window of opportunity to connect with moms. Download this report to discover how, when and what moms search on for this category, as well as the role of online video.
Moms rely on internet resources to collect information about household cleaning/laundry products. The majority of them start their research process about 1-2 days prior to purchase. Download this report to discover how, when and what moms search on for this category, as well as the role of online video.
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.
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 engines drive 1 out of 3 visits to beverage branded sites
- Searchers visit more often and spend more time on beverage sites than non-searchers
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 beauty enthusiasts would not be reached through the Yahoo! homepage but would be reached via the Google Display Network each day
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 exclusively reaches over 40% of the foodies that do not visit the top performing portal homepage
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% of Hispanic shoppers use search engines for CPG-related info
As the boomer generation approaches 65, are they seeking ways to look younger or feel healthier? This study of Beauty Boomer decision makers discovered:
- The Web is their top source for purchase decisions
- 63 percent have turned to online search after seeing something in a TV ad
- Among incentives to buy beauty products, free shipping is their favorite
What's the best way for a simple online text ad to get customers walking into a brick-and-mortar store? This study with SymphonyIRI found:
- All test markets that implemented search and display showed lifts from +2.2% to +4.7% versus the dark market that did not have search or display
- Search campaigns that messaged savings lead to the highest click-through rates and ultimately strongest offline sales lift: +4.7%
How successful was Quaker's "Quaker Talk" display campaign? We measured the offline impact with Nielsen and found:
- Households exposed to the campaign on YouTube and the Google Display Network purchased +9% more units of Quaker Instant Oatmeal and -8% less of private label