studies

This study aims at evaluating the impact of an online advertising campaign from a leading UK grocery retailer.

Key findings:

• Google had a reach of 35% of the target audience
• Indexing reach point achieved per £1 of investment, GDN Banner and Display were both 90% cheaper than TV
• GDN Text had 6% incremental reach among the target audience
• GDN banner delivered the highest ROI - £1.86 for every £1 of media spend.

Searching for property to buy online is a complex process, but search plays a critical role. Google and Nielsen teamed up to study the search behavior of property buyers in the UK. We found:

• 86% of eventual purchasers used search in addition to other portals
• 43% of property shoppers used generic search
• Property shoppers who click on sponsored links are 30% more likely to buy

Between 17 July and 2 September 2010, OTX's weekly movie tracker tracked approximately 30 movies and captured the intent of 8,400 movie-goers. Among those who came across a trailer and/or banner ad for a movie on the YouTube homepage or elsewhere on the site (but not via a search or link):

• 57% either forwarded a link to the trailer, told others about it face to face and/or added it to a social network
• 63% said "it was very good and it definitely made me want to see the movie"
• 54% said that they “already knew about the movie (prior to seeing the trailer on this site) and it made me more interested in seeing it”

Have you ever noticed the sponsored video ads that appear alongside YouTube search results? We partnered with Decipher to understand what kind of impact these promoted videos have on branding for advertisers:

• 77% of users recall the YouTube ad if they have clicked on it. More than 23% of them recall the ad even without having to click
• A promoted video impression can increase unaided brand awareness by 3x
• A YouTube promoted video ad can increase purchase intent by 34%

How can you make chocolate seem even more irresistible? A media mix study conducted with Gfk found the optimal combination to get people's mouths talking and watering:

• Online channels had an impressive total reach of 30.8%
• Online provided greater reach than TV when targeting 15-34 year olds
• Two thirds of the reach of YouTube was incremental to TV

In the summer of 2010, Adidas had the key objective to "win the World Cup‟ in core digital channels that were heavily consumed by the target audience, and to become the most talked about sports brand of the 2010 World Cup. MetrixLab measured the brand impact in the UK:

• 85% of those exposed to the YouTube ads linked Adidas to the World Cup (vs. 79% of those unexposed)
• 65% perceived Adidas to be an innovative brand (vs. 56% of those unexposed)
• When asked, "when you think of the World Cup which brands come to mind?", 52% said Adidas (spontaneous awareness) vs. 41% of those unexposed

In Spring 2010, Samsung ran a multi-media campaign, including TV and YouTube, for the launch of its 3D LED TV with the goal of raising awareness around the product. This MetrixLab study found:

• 33% of those exposed to YouTube had no contact with the TV campaign
• YouTube is up to 5 times more cost efficient than TV in raising brand and advertising awareness
• 55% of those exposed reported being aware of the Samsung 3D LED TV (vs. 36% unexposed)

Broadband shoppers research potential purchases online. Google and Nielsen studied the online search behavior of Broadband shoppers in the UK. We found:

• Broadband shoppers carry out 4.1 searches before they purchase
• 1/3 of broadband purchasers use generic searches, and 13% use only generic searches
• Broadband shoppers who click on sponsored links are 1.5 times more likely to make a purchase

Like many retailers, Expedia UK, the leading online travel provider in the UK, wanted to know more about how to effectively drive traffic to its website. Google and Marketshare analyzed Expedia shoppers' online behavior and found:

• Reallocating the same budget to the optimal mix could drive an extra 8% shoppers
• Branded paid search can drive incremental shoppers
• Marketers need to look at direct and indirect paths to purchase in order to maximize offline media

Search has become a critical first step for traveling consumers. Google and Nielsen examined the search behaviors of travel shoppers throughout the UK and found:

• 92% of online travel purchasers used search
• 90% of purchasers used a generic search
• Travel shoppers who click on sponsored links are 1.5 times more likely to make a purchase

Today's mobile phone service shoppers are more likely to visit a service provider's website than a brick-and-mortar reseller. Google asked Nielsen to help us examine the online behavior of mobile shoppers. Among our findings:

• Consumers do an average of 10 searches before buying
• It takes an average of 33 days from first search to sale
• Mobile phone service shoppers who click on sponsored links are 2.2 times more likely to buy

Clothes shoppers are spending more time–and making more purchases–online. Google and Nielsen explored the role of search in the online apparel purchase process in the retail market of the United Kingdom. We found:

• 57% of apparel shoppers use search
• 62% of online apparel purchasers used generic search terms
• Apparel shoppers who click on sponsored links are 1.7 times more likely to buy