Reach Target Consumers / studies

This one sheeter showcases mobile, search, display, and video data and trends for the Office Furniture & Supplies industry. It also suggests new opportunities and helpful resources for improving your business in 2013.

An efficient ROI model consists of three components: Cost per contact, percent of waste generated, and impact caused by the marketing format. Each individual media type has a different impact. TV reaches the majority of the population, but the Google Display Network has the lowest cost per/GRP: 14 times less than TV, and five times less than radio. Our study found that GDN is 7.8 times more efficient than TV in driving visits to websites among over-15s.

Light TV viewers are valuable and a significant part of your audience. In fact, they are the future. Right now, light TV viewers are not reached effectively by TV advertising but they are watching online. YouTube coupled with the Google Display Network is complementary to TV in cross media video strategy because it delivers at an effective frequency to desirable audiences that are hard to reach through TV alone.

Moms are increasingly looking to online resources as her go-to for planning, shopping and cooking for that big Thanksgiving Dinner. We provide a month-by-month and then week-by-week look at search trends to help understand how moms prepare for this major holiday.

Social media has made the classic marketing/sales funnel obsolete. Viral referrals and customer evangelism now play a major role in purchase decisions, so savvy marketers need to engage consumers where it really makes a difference. In this report, Wildfire by Google's experts will walk you through a framework for today's social customer journey based on a model created by Forrester Research. You'll learn:

• How consumers interact with social media while on their journey to purchase
• Successful strategies for how brands can meet consumers at critical junctures along the way
• How real brands are doing it today

MSC Industrial Supply, a leading American direct marketer and distributor of products for metalworking and maintenance, distributes more than 600,000 items. MSC worked with Rosetta, an interactive agency, to find ways to drive incremental sales and expand their ad coverage. To address their extensive product offering, they used Dynamic Search Ads (DSA) which uses the natural search index of the website and generates highly relevant ads to match search queries not already covered by existing keywords.

Matt Wilkinson, director of search and media at Rosetta, shares, "There are hundreds of thousands of variations that someone could search [for MSC's more than half a million products]. Dynamic Search Ads is a way to start catching those long-tail keyword variations automatically."

With the help of DSA, Rosetta has been able to exceed ROI goals and efficiently scale MSC's online marketing. It was the ability to optimize and maintain the campaign over time that has led to significant revenue growth.

Getting mobile right is more important than ever, as we see how 1 in 6 people switching banks say a poor mobile banking experience prompted them to shop for a new bank. Explore this report to learn the importance of sequential and simultaneous device usage and how marketers can retain existing banking customers and acquire new ones.

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.

Google partnered up with TNS and Tru in this 2012 study to better understand the Back-to-School preparation mindset and the behaviors of incoming and current college students, including: perceptions and usage of course textbooks and e-textbooks as well as the study habits related to technology and classroom materials. Here's what we found:

• Today's college students are highly price-conscious, bearing most or all of their college costs.
• The majority research back to school purchases for at least a week, spending an average 7 hours researching online.
• When researching where to buy textbooks, they look for low price & convenience, with bookstores losing ground to the Web.
• Although not yet mainstream, tablet usage is growing and future consideration of e-textbooks is high.
• Using digital materials to supplement classroom learning & studying is now the norm, particularly online searches and videos.

How can retailers drive new customer acquisition? Google and Compete partnered to understand the digital path that can break this glass ceiling. Here's what we found:

• Apparel shoppers are undecided on brand: More than 1 in 3 are unsure of what brand or where to buy.
• Customers shop around before converting: 31% of people who bought apparel online visited more than five sites before making a purchase.
• Search is a key shopping instrument: In the 30 days leading up to conversion, 9 out of 10 conversions have been search referred.
• Top is best: Category term top ad positions are 35x more likely to drive new customer acquisition than bottom ads.

The affluent traveler, those with a household income of $250K+, is a very shop savvy digital traveler. 56% of them plan to spend more time shopping around before booking to ensure value. Explore this study to learn how much more likely they are to turn to digital resources to ensure they have the latest and greatest travel information.