Display / studies

Insights at your fingertips: Reach the right travel customer at the right moment, all across the web.

In a world increasingly populated by savvy, always-on consumers who have come to expect relevancy in their interactions with brands, display, among the the most flexible and targetable of digital ad formats, is perfectly positioned to help marketers deliver highly relevant messages. Google and Forrester Consulting surveyed 150 interactive marketers to evaluate their perceptions on the effectiveness of combining audience & contextual targeting with respect to display buying. Here are some highlights:

• Adoption of both contextual and other forms of audience targeting is very high, and the perceptions of combining both targeting types is overwhelmingly positive.
• Audience targeting has become the norm in display buying, with big spenders and those with multiple business objectives the most "lean forward". The majority of marketers surveyed are bullish on audience targeting, and few see it as overhyped.
• 94% of respondents combine contextual and audience targeting for higher performance and greater accuracy in their display campaigns.
• Most marketers plan on maintaining increasing spend on combined audience & contextual targeting.

Did you know? There are 4.6x more light TV viewers than heavy TV viewers in the male 18-24 audience. As a consequence, for a brand like Reebok, 41% of their target can be very hard to reach on TV. We worked with Reebok to help them use YouTube and the Google Display Network to expose their brand to a physically fit, professional and affluent audience at an efficient cost. Here are the results:

• 24% of viewers on YouTube/GDN had not seen the TV campaign, which amounts to about 300,000 males ages 18-24.
• Half of the TRPs were delivered to the light TV and light medium TV viewers.
• YouTube/Google Display Network added 2.1% points of incremental reach to TV, with more than 60% of the incremental reach coming from the lightest TV quintile.
• The projection analysis shows that if Reebok was to shift their current media buy from 90% TV/10% YouTube/GDN to a weight of 53/47, they can even out the TRPs distribution across light versus heavy TV viewers, which leads to a more efficient buy to reach their audience.

Now more than ever, advertisers have an opportunity to build their brands with digital ads. Research shows that good creative matters. In this study DoubleClick has teamed up with Dynamic Logic to study the results of thousands of brand campaigns in Dynamic Logic’s MarketNorms® database. Together, we provide insight into how different ad formats perform for brands, how frequency plays a role, differences across industries and tips on how to improve performance for any format. Some highlighted learnings include:

• Simple flash is the format that performs worst at affecting brand favorabililty.
• At a frequency of 2 or more, rich media formats have the greatest impact on purchase intent.
• Mobile ads perform extremely well across all branding metrics.
• Looking across industries, rich media with video is generally the format that can yield the most branding impact.
• Lower in the funnel, polite ad formats are better at persuasion than more intrusive formats.

U.S. consumers in homes with broadband Internet and free, broadcast TV stream video twice as much as the general cross-platform population. They also watch half as much TV. So how can marketers reach light TV viewers? T-Mobile teamed up with Google, YouTube and the Nielsen TV & Online Panel to measure their campaign and found:

• More than half of online TRPs were delivered to light & light medium TV viewers. TV failed to reach 80% of the lightest TV quintile (w/ only 3% of impressions).
• With 12% of the budget, online delivered 24% of the TV reach.
• YouTube/GDN added 4.4% incremental reach (~5.8mm adults 18-49) at 73% less than the cost of TV.
• Cost Per Point overall was 63% more efficient and to desirable tech savvy audiences is more efficient on YT than on TV.

Footwear shoppers have a ton of choices these days of where to buy, and with all the online deals, it's a cutthroat environment. Learn about how these shoppers cross-shop to better understand how to beat your competitors at the race:

• Among the race between branded sites versus retailer sites, a branded site can lose up to 78% of shoppers to retailers
• As some examples, more than 75% of all shoppers who had considered Kohl's or JCPenney as their outlet of choice, DID end up buying there. More than half of all shoppers who had once considered FootLocker or Nordstrom along the path to purchase, actually converted elsewhere
• At the end of the day, many shoppers are undecided on a brand or retailer and they shop around. Develop search and display strategies to draw them in and keep them there to convert

What's the best way to balance precision and scale when targeting the auto insurance customer? We looked at the effectiveness of reach with Compete and found:

• 66% of auto insurance seekers can uniquely be reached via a one-day Google Display Network Blast that cannot be reached on the top portal homepage
• A one-day Google Display Network Blast + YouTube Homepage Takeover reaches 88% of all auto insurance seekers

A business decision maker's time is precious. How can he/she be reached effectively? We investigated with Compete to find:

• 26% of the visitors to the Google Display Network custom channel are business decision makers, delivering a 6x greater composition than any portal page

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

Auto part shoppers are a very specific target customer. A study commissioned with Compete finds out how many can be targeted with the Good Display Network relative to traditional homepage takeovers:

• The Google Display Network exclusively reaches 35% of auto part shoppers that do not visit the top performing portal homepage
• The Google Display Network custom channel has a higher concentration of auto part shoppers than any of the top portal homepages

With so much clutter online, how can you deliver ads to the right business traveler? A Compete study compared the Google Display Network to traditional homepage takeovers and found:

• On average, 71% of business travelers visit the GDN every day compared to 14.7% that visit the Yahoo! homepage
• The Google Display Network reaches 4.8x more business travelers than the top portal homepage

DIYers have tight-knit communities on the web. What's the smartest way to connect with them? Our Compete study reveals:

• The Google Display Network reaches 4.2x more DIYers than the top portal homepage
• 72% of DIYers can uniquely be reached via a one-day Google Display Network Blast that cannot be reached on the top portal homepages