studies

Google and Ubisoft worked together to measure the crossmedia impact of YouTube and TV in Ubisoft's Just Dance III web and TV campaign.

Key Findings

• YouTube delivers a strong incremental reach (reached 12.8% of the target audience and added 4.8% reach to the TV campaign.)
• 37% of the reach delivered by YouTube was incremental to TV.
• YouTube also helped to reach the hard-to-get audience, including those with only light exposure to TV.

This study will help you understand more about the ROI of pre-roll ads in the media mix of the Carte Noire campaign

Key findings:

• The YouTube campaign generated +17% incremental sales among consumers exposed to the campaign. This uplift was generated mostly by recruiting customers that did not previously buy the product
• YouTube helped Carte Noire’s campaign achieve significant incremental reach at frequency levels of 3+
• YouTube campaign delivered incremental reach - 12% of those reached by Carte Noire’s ads on YouTube were not exposed to the TV campaign

The objective of this study was to understand how French consumers use the internet and other sources to research and purchase automotive aftersales products.

Key findings

• The internet is a key auto aftermarket info source, which is used across the entire purchasing process.

• Search engines are the most consulted source and plays a key role across the purchase journey.

• Mobile searches widely used and likely to increase in future.

This study will help you understand more about how consumers in France research buying a new automobile online.

Key findings:

• The most important sources for researching a new car are dealerships and search engines
• Online videos play an important role; 4-in-10 new car buyers use them
• Online sources are more influential to those that have yet to fully make up their minds
• Thanks to the proliferation of smartphones, mobile devices are becoming an important way for car buyers to conduct research.

Google and Dove worked together to explore the impact of online advertising on in-store sales.

Key findings:

• The inclusion of online advertising resulted in a 6% sales uplift.
• Online was most effective when used in synergy with national TV – this led to a 11% sales up lift.
• Though the campaign advertised a single product it was effective in generating sales over the whole range.

Google worked with MediaMetrie to evaluate the impact of Perrier's crossmedia campaign.

Key findings:

• YouTube helps reach the hard-to-get audience.
• 24% of YouTube reach is incremental: these impressions are served to individuals who weren’t exposed to the TV campaign.
• 74% of YouTube contacts were delivered to those who were less exposed to the TV campaign.

The study will help you understand the impact of display advertising on in-store sales. In particular, the study looks to quantify the impact of Google Display Network on SFR’s in-store sales on post-paid and hybrid voice offers in France.

Key findings:

• Google Display Advertising is an effective driver of SFR’s in-store sales without cannibalization of overall in-store sales.
• Overall in-store sales incremental lift of 2% in test markets when compared to the control markets.
• In-store sales incremental lift of 3% for post-paid and 5% for hybrid voice offers in test markets when compared to the control markets.
• Incremental positive ROI: For every €1 invested in Google Display Network, SFR received €1.2 of incremental revenue from in-store sales.

The objective of this study was to map the role of search in the usage of, and application for, gambling sites in the French market. The results indicate that search is an important part of the full journey, but particularly for those who go on to sign up

Key findings

• 22% use search at anytime throughout their journey, increasing to 37% of those that sign up

• People who use search are over twice as likely to sign up to a gambling site than those who don’t use search.

• Nearly half of those who signed up used generic search terms.

Through the use of geo-testing, Google worked with L'Oreal to examine the impact of online advertising on in-store sales.

Key findings:

• YouTube made media spend more efficient - swapping some TV for YT achieved equivalent sales for a lower budget.
• Adding a YouTube campaign after completion of the TV burst paid off, with sales up to 17%pts above their post-TV level.
• Up to one-third of those exposed to the YouTube & Display campaign were not reached by TV.

The objective of this study was to map the role of search in purchasing car, home and health insurance products online in France. The results show that search is an important part of the customer journey across all three categories, with those that go on to get a quote or apply for insurance being significantly more likely to use search.

Key Findings:

• Search is an important part of the customer journey when purchasing car insurance, home insurance and health insurance
• There is also high usage of generic rather than brand-specific terms when using search - nearly half of all searchers do so

The objective of this study was to gain an understanding of what drives Carrefour PC sales in France and analyse the impact of Carrefour's media investment, with a particular focus on online activity.

Key findings

• 1 in 4 of Carrefour's in-store PC sales is driven by marketing and of these, online advertising accounts for two fifths of revenue

• Just under half of the PC sales are driven by marketing.

• Paid search and magazines are the biggest drivers of online PC Sales generated by marketing.

This study will help you understand more about how consumers in France use search when making travel purchases.

Key findings:

• There are 27.9 million people in the online travel market in France.
• Purchasers spend an average of 37 days, and 39 visits before making a first purchase.
• 46% go on to make an additional purchase with 3 in 10 making purchases from multiple sites.