studies

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.

Key findings:

• 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.

Key findings:

• 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 aims to understand the incremental net reach with advertising on YouTube in Germany.

Key findings:

• A growing share of people shifts part of their time budget for video consumption from TV towards online. In consequence, some people can hardly be reached by “TV only” campaigns.
• Online video platforms such as YouTube can help, as they reach a good share of low or no TV users. For building up (incremental) net reach to TV campaigns this means that platforms such as YouTube are particularly efficient.
• The increased share of low TV users on YouTube also leads to an optimisation of contact distribution, as especially people with low overall OTS are reached by YouTube campaigns.

In this study we show a series of visually striking eye tracking hotspot-maps to highlight the differences between where people look on a desktop and mobile screen. We think this research will be of interest to anyone working on mobile strategy. Whether you’re looking to design a mobile site, or already have one and are considering mobile advertising.

Eye tracking demonstrates:

• The traditional above and below the fold does not exist on a mobile website; the screen is scrolled and checked carefully.
• Mobile advertising is an effective way of capturing people‘s attention and are similar in effectiveness to desktop adverts.
• Although people view mobile websites for less time than when using a desktop, their attention is more focused.

This study aims to understand the role of the internet in path to purchase in Germany.

Key findings:

• 50% of internet users have researched and compared products online
• 40% of offline buyers have conducted online research prior to purchase.
• 40% of offline buyers who researched online used Google at some point during their research process.
• ROPO buyers research almost as intensively as online buyers.
• Online research using a Search Engine can drive incremental offline sales above and beyond generic research.

This meta-analysis of the German market shows how advertisers can benefit from campaigns that incorporate both YouTube and TV.

Main findings include:

• Cross-media campaigns out-perform TV-only across a number of KPIs.
• Adding YouTube to a campaign makes it 27% more efficient. Maximum efficiency lies at 5-7 contacts.
• Cross-media campaigns are equally efficient to TV-only and show increased purchase intent.

This study is recommended if you are interested in mobile strategy. It will help you understand the current and future role of mobile advertising as part of the marketing mix in Germany.

Key findings:

• Mobile advertising currently lags behind online – separate budget for mobile advertising rarely exists.
• Those with a mobile-optimised website experience increased mobile web traffic as well as uplift in awareness of products and services.
• The proliferation of smartphone penetration drives mobile advertising, but the potential to target specific groups is another key driver.
• Mobile therefore widely acknowledged as a future opportunity and the expectation is that budgets for mobile advertising will grow significantly in the short term.

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.

Key findings:

• 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.

Understanding the role of online advertising in the media mix and evaluating it's impact on offline (in store) sales for consumer packaged goods (CPG). Analysis was conducted across 92 cross media case studies.

• 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.