Reach Target Consumers / studies

This study provides a metanalysis of 18 True View brand uplift campaigns. The TrueView format allows users to skip ads, whereas with prerolls advertisers only pay per completed view based on an auction system (fixed CPM).

Key findings:.

• Overall brand impact of TrueView is lower than for preroll because 78% of views are skipped by the users
• Skipped views (= unpaid impressions) still have a significant positive impact on brand metrics
• This leads to TrueView being 2.8 times more effective than Preroll regarding brand uplift per paid contact
• Up to a bid of 0.04Euro per completed view TrueView is more efficient than Preroll. After that Preroll becomes the more efficient format.

For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.

Key Findings

• Online purchase mainly grows in travel and media, however online research grows strongly and consistently across all countries and products.
• Online research grows equally strong amongst online and offline purchasers and is consistent amongst countries and products as well.
• Products of higher value show both more online research and more online purchase than lower value products.

With Germany's smartphone penetration now at 29% and 53% 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 behaviour 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 73% using their phone while doing other things such as watching TV (43%). 82% of smartphone users look for local information on their phone and 80% take action a result.
• Smartphones are critical shopping tools with 97% having researched a product or service on their device. 28% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 80% of smartphone users. Smartphones are also a critical component of traditional advertising as 59% 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 to what extent offline sales are driven by websites and online advertising. Using case studies from Germany, France and UK this study looks at whether online ads drive incremental offline sales. How ROPO (research online, purchase offline) impacts on purchase behaviour. And if online advertising can deliver greater efficiency than offline media.

Key findings:

• Clear indications that offline sales are driven by websites and online advertising
• Considerable evidence to suggest that online advertising drives incremental offline sales
• ROPO clearly impacts purchase behaviour

This study aims to understand the usage and influence of online & traditional media sources, in the purchase of new automobiles in Germany.

Key findings:

• The role of online sources has grown significantly since 2009. Search engines are the most used and valued online source.
• Online video is playing an increasingly important role with over half of the car buyers using them as part of their research.
• Mobile is becoming an important way for car buyers to conduct research.

This study will help you to understanding the role of online advertising in the media mix and evaluate its impact on offline (in store) sales for consumer packaged goods (CPG) in Germany. Google has analysed 92 cross media case studies to bring you these results.

Key findings:

• With online marketing, advertisers can reach their target audience effectively. YouTube in particular adds significant incremental reach.
• Online advertising drives offline sales – YouTube and SEM have a higher sales impact than traditional media.
• As a result, online advertising is very efficient - the ROI for YouTube and SEM is much higher than for any other media channel.

This study provides an analysis of the interaction between search engine marketing (SEM) and TV campaigns to determine optimal combination of campaign elements in Germany.

Key Findings:

• TV campaigns increase search volumes and clicks.
• A 'TV only' campaign fails to generate optimal brand impact.
• Brand awareness, brand image, brand relevance and recommendation benefit significantly from a best-in-class usage of SEO and SEA in combination with TV.
• TV without search even leads to beneficial effects for competitors, if they run search ads in parallel to a brand's TV campaign.

This study analyses the importance of search within the online purchase process, across 8 different sectors: automotive, travel, finance, telco, travel, tech and fashion retail, over a 12 week process.

Key Findings

• Search engine marketing campaign planning should take the whole search process into consideration.
• Long time lag and multiple searches take place from initial search to ultimate conversion, although emphasis is during first week.
• Generic keywords play a major role in the process.

This study provides an analysis of the effect of paid versus organic search on the Google result page in Germany. This is a test and control study with German internet users aged 14 years and above.

Key Findings

• AdWords drive up the number of clicks on an advertiser's website, in part due to AdWords but also because of higher CTR on organic search.
• AdWords help improve brand perceptions (awareness, image, relevance) on an absolute level but also relative to competitor brands.
• Increased presence ("digital shelf") on the search engine results page limits potential negative effects stemming from competitor activities.
• Not appearing on the Google search engine results page is therefore a massive disadvantage when a competitor has a significant share of the "digital shelf".