Reach Target Consumers / studies
Marketers need to know how to balance scale with precision – how to get in front of as many of the right customers as possible while still making effective use of their marketing dollars.
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.
- 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.
- 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.
- 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.