studies

This study will help you understand more about the ROI of pre-roll ads in the media mix of the Aviko campaign in the Netherlands.

Key findings:.

• Targeted Pre-roll has lower cost/GRP than TV on most audiences, whereas Pre-roll has higher cost/GRP than TV on most audiences
• In terms of brand impact, Pre-roll has 1.5x higher impact per impression than TV. In terms of purchase impact, Pre-roll has 1.9x higher impact per impression than TV
• Targeted Pre-roll is more efficient than TV on all audiences except 13+. Pre-roll is less efficient than TV on most audiences except 20-34 and M20-34.

In this study, Google worked together with GfK and MediaMarkt to understand cost and impact across multiple media.

Key Findings

• Radio and Online drive sales more efficiently than TV at current spend levels.
• Brochures are effective, but expensive and therefore not efficient.
• TV generates inefficient frequency levels (average >40.)

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.

The Global Business Map provides a country profile for 48 countries on 6 different continents. The country profiles give an overview of fundamental country facts and specific market insights. We have collected those metrics most relevant for uncovering market potential and to help you recognise business opportunities specific to your company. This guide also provides an introduction to a range of products and tools available to you at Google, which are each explained briefly to help you get acquainted with the different ways in which you can reach out and connect with your target markets.

Each country page contains the following data:

• Basic Facts: official country name, capital, area, top-level domain, official or most spoken language, local currency, age distribution and GDP in terms of purchasing power parity and rank. GDP in each country has been expressed in US Dollars.
• Demographics: Population (total, growth and country rank), a breakdown of the age distribution according to gender and age group, median age.
• Internet statistics: The Internet penetration of the population, the total number of broadband and fixed Internet subscriptions, as found by the International Telecommunications Union.
• Google Contact: The email address that you can use to get in touch with our local representatives. They will be happy to give you more insight into the statistics you can find in the pages here and connect your ideas with the appropriate Google products.

This study aims at evaluating the effectiveness of a variety of advertising platforms and formats in the Netherlands.

Key findings:.

• The richer format afforded by video platforms means ads have a greater impact than on news or social media sites
• Prerolls are the most effective ad type across metrics measured against
• YouTube has the highest reach by some margin - 83% of respondents are users, a considerable proportion of which medium to heavy users
• 7 in 10 spend 5 minutes or more on YouTube per session.

Google and Thomas Cook worked together to investigate how consumers in the Netherlands book travel their holidays.

Key Findings

• 71% of the holidays are booked online.
• 94% of all holiday buyers do online research before purchase.
• 86% of all offline holiday buyers do online research before purchase.

This research offers unique insights into the usage of internet enabled devices (PCs, smartphones, tablets, etc.) as well as internet & broadband penetration and online behaviour. The enumeration survey was conducted during Q1 2012 in 40 markets and this is the overview presentation on 11 Northern and Central Europe (NACE) markets.

Key results:

• Growing smartphone & tablet penetration in all NACE markets.
• In Norway, Sweden and UK every second adult uses a smartphone.
• In most NACE-countries mobile networks are the most often used channel to go online via smartphone.
• In every market laptops are more common than desktops – Norway has highest laptop share.
• Across all countries (private) internet usage is on a high level. In the Netherlands, Norway and Denmark private usage reaches 90%.

This L'Oreal case study from the Netherlands measures Google Display Network (GDN), YouTube pre-roll, TV and Print in the media mix: cost, reach, ad format impact and ROI comparison.

Key findings:

• The combination of 20 times lower cost/GRP and one fifth of the impact compared to TV results in 4 times higher ROI at current spend level.
• Shift budget at the end of the TV ROI curve towards media that are still functioning in a steeper part of their ROI curve (Print and Rich Media).
• Use variation in TV pricing over months and target audiences as an opportunity to find month versus audience combinations where Pre-roll is a cheaper solution than TV.
• Apply frequency capping particularly on sites with very frequent visitors (e.g. social sites). Otherwise campaigns build an extreme amount of contacts with a relatively small part of the target audience.

With the Netherlands' smartphone penetration now at 43% and 64% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (52%). 78% of smartphone users look for local information on their phone and 73% take action a result.
• Smartphones are critical shopping tools with 71% having researched a product or service on their device. 16% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 84% of smartphone users. Smartphones are also a critical component of traditional advertising as 52% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.