studies

Using a series of UK case studies, we’ve look at the return on investment (ROI) across the media mix, from Youtube and search, to TV and outdoor. Working with big name brands, such as: Cadbury, Coke and Flora, we have been able to pull out a number of key findings, including:

• The effectiveness of online marketing at reaching a target audience
• Evidence that online advertising drives offline sales
• The efficiency of online advertising

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 presents the attitudes and behaviours of new car buyers in 13 countries.

• On a global level, the most important sources for researching a new automobile are auto dealerships, search engines and manufacturer websites.
• 65 percent of new car buyers use search engines either as a primary or gateway to other sources.
• Online video plays an increasingly important role in the purchase of new automobiles. 54 % watch online auto videos produced by manufacturers.
• Mobile devices are becoming an important way for car buyers to conduct research.

This study maps the role of search in the sign up for gambling sites in the UK market.

Key findings:

• Search is an important part of the customer journey. 29% of those who sign up, use search in their journey
• Nearly 3/4th of sign ups occur within 24 hours.
• More than 1 in 4 of the customers use generic search terms

This paper summarises the key findings and insights from Google’s research into the important area of clickstream attribution. It will give you the facts to answer key questions such as: how long is the typical path to purchase and how does search contribute to consumer decision-making?

Key findings include:

• Research journeys are long, for example: one in three conversions occur 30 days after the online research began
• 70% of purchasers use search at some point in their research journey
• Search paths to purchase often include both brand and generic terms and 48% of purchasers switch between terms at some point in their journey

If you’re interested in mobile strategy then this is a must-read study. Increased ownership of Smartphones is the key driver of growth in Mobile advertising, yet consumer adoption currently outpaces advertiser investment.

This study looks at:

• The key barriers to mobile advertising
• Mobile marketing strategy
• The mobile purchase funnel

This study will help you understand more about how consumers in the UK research new car purchases online.

Key findings:

• The most important sources for researching a new car are dealerships, search engines and dealer websites.
• The role of search has grown significantly since 2009
• Online videos play an increasingly important role; nearly half of car buyers use them (and 8 out of 10 say they have a positive impact).
• Thanks to the proliferation of smartphones, mobile devices are becoming an important way for car buyers to conduct research.

As Smartphone penetration continues to grow, this study offers a deep understanding of UK consumer mobile usage.

Key findings:

• More than half of smartphone users go online every day.
• Many consumers use a search engine on their smartphone to search for product and service information.
• Many have used smartphones to find location-based information. Often, this prompts further activity, including on and offline visits to business and purchasing.

The objective of this study was to gain a deep understanding of smartphone consumer behaviour in the UK. The results show that smartphones are embedded in daily life. Extensive use occurs in all locations and across all occasions with simultaneous multiple screen usage being the norm.

Key Findings:

• Search and local search play a big role in smartphone activity, with high direct actions as a result of these searches
• Mobile is an intrinsic part of the purchase process and mobile ads have high cut through with nearly one-third of respondents stating that they are not averse to push advertising

This ambitious and ground-breaking study combines a number of leading-edge research techniques to help you better understand the emotional and brand impact of YouTube Pre-rolls and TV. Twelve advertisers participated in the study across the FMCG, automotive, tech and telco and financial sectors. The study includes the results of in-lab eye-tracking and biometrics.

The results show:

• The power YouTube pre-rolls can have in delivering brand and advertising awareness
• That a combination of exposures on TV and YouTube, or on YouTube alone, had around twice the impact on ad awareness metrics as TV alone

Renault ran three YouTube homepage ads on three consecutive Mondays in March 2011 to revive its 'Va Va Voom' slogan. We worked with GFK to quantify the success of the campaign:

• The three homepage ads had a combined reach of 7.6% of the online population
• The campaign delivered an incremental reach of 3.5% of the top TV campaign
• 47% of those reached by the ads did not have any contact with the TV campaign

Retailers want to know about the ROPO effect: How many consumers research online and purchase offline? Görtz tested their ROPO effect with us and found:

• For every 100x coupons redeemed through the online shop, a further 51x coupons were redeemed in-store following online research
• For every €1 of sales generated online, another €0.93 of offline revenue is generated