Cross Media / studies
How do offline and online marketing efforts work best together? That’s a critical question today for marketers who need to maximize efficiency and effectiveness of their campaigns.
As the boomer generation approaches 65, the way in which they research healthcare for themselves and loved ones is proving to be uniquely tech-savvy:
- Boomers are just as active in searching online for healthcare-related information as any other adult demographic
- 57% have searched for health and wellness information online
- They're also more likely to look up medication and treatment information for friends and loved ones
From family vacations to early-retirement trips, boomers are heavy travelers. A survey conducted with Nielsen data shows how the Internet is a big part of the research process, including:
- "Boomer travel buffs" are more likely to click on sponsored links than their younger counterparts
- They are more likely to choose to save money by shortening a trip, not by cutting quality
- They are particularly interested in online video as part of the travel research process
As the boomer generation approaches 65, they turn to the Web more and more in making finance related decisions. A survey by Google utilized Nielsen data and found:
- Boomers are twice as likely as the average adult to watch finance related videos on YouTube
- Medical insurance and retirement savings top the list of healthcare topics that Boomers are searching for
- Over two-thirds of financially minded boomers are receptive to sponsored links online
Although demand and purchase intent for cars were down in 2009, the internet played a surprisingly positive role the following year. A few highlights from this Compete & R.L. Polk & Co study include:
- Consumers are spending more time researching before purchase
- Social networking sites and mobile are emerging as viable auto shopping resources
- Purchasers used third-party sites more consistently in the research process than OEM sites
A global pharmaceutical sought to quantify the impact of digital channels on Rx scripts. MSP helped them find that:
- a 73% increase in online allocation and 54% decrease in TV allocation resulted in a 50% increase in prescriptions
- Indirect effects driven by search accounts for over half of marketing's total effectiveness
As market demand for cars have started to rebound in 2009, 69% of shoppers said they planned to buy cars in 2010. Learn how Americans are now approaching the automotive market:
- 84% of new buyers visited an OEM and/or 3rd party site within 6 months of purchase
- Over 60% of buyers said online video and search engine ads were very or extremely important
This Google/MarketShare media mix study investigates the optimal media for financial services firm, Scottrade's customer acquisition.
- Search activity drove 39% of new account openings
- Online display and TV - including the search traffic they drove - were the most effective at driving new account openings
- As stand alone media, paid search was most effective
An OTX survey shows that the internet is the most powerful tool in prompting people to actually book a trip. More findings include:
- Over half of business and personal travelers interact with online travel videos while travel planning
- 25% of business travelers access travel information from their mobile device
This research shows how GDN can optimize TV campaigns not only in terms of reach generation but also by creating a better balanced OTS distribution and increasing media planning efficiency.
- GDN campaign reached 52,1% of target and added a 4,7% incremental reach to the TV campaign.
- 72,3% of GDN GRPs delivered out of high TV exposed.
- To achieve total campaign reach with only TV would have required a 14% expense increment.
UK Olympics multi-screen consumer insights on media consumption and multi-screening across TV, mobile, tablet and computers during the Olympics in the UK from several pieces of primary research conducted by Google.
- On any given day 1 in 3 UK adults followed the Olympic action on multiple screens.
- The Olympics caused people to try new things on their digital devices, such as live streaming on smartphones, downloading new apps or joining a new social network.
- Smartphones enhance the live event experience. Almost 1 in 3 Olympic Park attendees looked up online content on their phones while they were there.
Television is traditionally the starting point for any media campaign looking to reach as wide an audience as possible. But digital has a role to play, too, providing a measurable incremental reach compared to traditional media alone. In a recent four-month campaign targeted at three different demographics, we found that the incremental reach generated by YouTube for Google+ was increased when complemented by television. In fact, for the 14+ market, it was greater than in previously evaluated campaigns.
As more and more consumers get online, brands need to shift campaign focus from traditional to digital media. Research shows that TV viewing time is not equally distributed, so TV advertising does not always reach the target audience at the optimal time. YouTube can help to optimize campaign frequency distribution because it allows brands to connect with consumers who spend as much or more time online than watching TV.