Reach Target Consumers / studies

This study will help you understand more about the ROI of pre-roll ads in the media mix of the Aviko campaign in the Netherlands.

Key findings:.

• Targeted Pre-roll has lower cost/GRP than TV on most audiences, whereas Pre-roll has higher cost/GRP than TV on most audiences
• In terms of brand impact, Pre-roll has 1.5x higher impact per impression than TV. In terms of purchase impact, Pre-roll has 1.9x higher impact per impression than TV
• Targeted Pre-roll is more efficient than TV on all audiences except 13+. Pre-roll is less efficient than TV on most audiences except 20-34 and M20-34.

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.

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.

Google and Thomas Cook worked together to investigate how consumers in the Netherlands book travel their holidays.

Key Findings

• 71% of the holidays are booked online.
• 94% of all holiday buyers do online research before purchase.
• 86% of all offline holiday buyers do online research before purchase.

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.