Engage Your Audience / studies

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
• Prerolls are the most effective ad type across metrics measured against
• YouTube has the highest reach by some margin - 83% of respondents are users, a considerable proportion of which medium to heavy users
• 7 in 10 spend 5 minutes or more on YouTube per session.

With the Netherlands' smartphone penetration now at 43% and 64% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (52%). 78% of smartphone users look for local information on their phone and 73% take action a result.
• Smartphones are critical shopping tools with 71% having researched a product or service on their device. 16% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 84% of smartphone users. Smartphones are also a critical component of traditional advertising as 52% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

This study will help you understand more about how consumers in the Netherlands research new automobile purchases online.

Key findings:

• The most important sources for researching a new car are dealerships, search engines and dealer websites.
• The use of online sources has grown significantly, with 2 in 5 buyers considering it the "most influential" for key milestones in the purchase process.
• Online videos play an increasingly important role; over a third of car buyers use them (and the majority say they have a positive impact).
• Thanks to the proliferation of smartphones, mobile devices are becoming an important way for car buyers to conduct research.