Content: Studies
Region: Italy
Year: 2012
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Retail / studies

Access the latest research and thoughts from leaders in the retail space. Whether your business is focused on in-store sales or online eCommerce, we provide multi-channel insights and case studies to help you evolve your retail strategy and connect with consumers in the moments that matter.

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Growth in Online Shopping 2010 to 2012 Icon

9.2012 | research study | Global

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.
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Zovirax Case Study: Italy Icon

5.2012 | case study | EMEA , Italy

This case study looks at how YouTube works in the media mix for a Zovirax campaign aimed at sustaining brand awareness and image. It will be of particular interest to anyone looking to understand how YouTube and TV interact and compliment each other.

Key findings:

  • The campaign reached 66% of the 25-45 year old population. 43% of the Youtube reach for the focus target was incremental
  • Within the target audience of 25-45 year olds the campaign was much more effective in being recalled and recognised, when it was delivered both on YT and TV.
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Measuring the Impact of YouTube on Media Mix: Italy Icon

5.2012 | research study | EMEA , Italy

This Italian study will help you understand more about the impact of YouTube within the media mix.

Key findings:

  • The YouTube campaign delivered incremental reach. A third of those who viewed the YouTube campaign were not exposed to the TV ad.
  • YouTube led to 12,000 women visiting the brand website within 24 hours of YouTube ad exposure.
  • The YouTube campaign boosted the overall campaign impact: all brand measures showed uplift for those who viewed both TV & IT campaign