studies

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.

Google and Danone worked together to analyze the advertising effectiveness of a YouTube campaign.

Key Findings

• The Activia Fresh campaign had a 74% reach on the 14+ population.
• TV and Youtube reached complementary audiences and one third of Youtube�s reach on women 25-55 was incremental to TV reach. This was equivalent to 46 extra GRPs on the target and a 2% increase in total reach.

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 to measure and quantify, through econometric modeling, the effectiveness of all Danacol marketing in Italy, with particular focus on productivity of the digital media. It looks to answer key questions, such as: What are the drivers of Danacol business? How much do the online planning and AdWords contribute to sales and what is their payback?

Key findings:

• Online media drives almost 3% of 2011 total sales.
• Though with small budget, Adwords contributes to 2% of 2011 Danacol sales with a considerable payback of 11€ per invested euro.
• Adwords and TV show significant synergic effect when working together (+43% of turnover generated per click) and thus also helping TV to be more productive.

This case study looks at how YouTube works in the media mix for a Zovirax campaign aimed at sustaining brand awareness and image. It will be of particular interest to anyone looking to understand how YouTube and TV interact and compliment each other.

Key findings:

• The campaign reached 66% of the 25-45 year old population. 43% of the Youtube reach for the focus target was incremental
• Within the target audience of 25-45 year olds the campaign was much more effective in being recalled and recognised, when it was delivered both on YT and TV.

With Italy's smartphone penetration now at 28% and 50% 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 63% using their phone while doing other things such as watching TV (33%). 90% of smartphone users look for local information on their phone and 86% take action a result.
• Smartphones are critical shopping tools with 82% having researched a product or service on their device. 25% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 86% of smartphone users. Smartphones are also a critical component of traditional advertising as 62% 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.

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 per market. The enumeration survey was conducted during Q1 2012 in 40 markets, this is the overview on SEEMEA emerging & mature markets.

Key findings:

• Highest smartphone and tablet usage in the UAE and Saudi Arabia. Among the European markets, Spain and France have the highest penetrations.
• In two thirds of the SEEMEA countries, PC penetration is higher than 66%. In half of the markets, Laptops/Notebooks are more popular than desktop pcs.
• Less than 2 thirds of the population use the Internet in 6 SEEMEA markets. Lowest usage in Egypt - with a clear distance to the other markets.
• Mobile networks are most often used to access the Internet on a smartphone followed by Wifi/WLAN at home.
• In Portugal and France Internet enabled TV are used by about one fifth of the population. eReaders are the device with the smallest penetration.

This Italian study will help you understand more about the impact of YouTube within the media mix.

Key findings:

• The YouTube campaign delivered incremental reach. A third of those who viewed the YouTube campaign were not exposed to the TV ad.
• YouTube led to 12,000 women visiting the brand website within 24 hours of YouTube ad exposure.
• The YouTube campaign boosted the overall campaign impact: all brand measures showed uplift for those who viewed both TV & IT campaign

This study evaluates the effectiveness of digital media, and YouTube specifically, within the multi media Google "Cosa Cerchi Oggi?' campaign in Italy

Key findings:

• YouTube campaign delivered incremental reach within a multi media campaign – 7% of those exposed to the campaign were through YouTube and not TV
• Average cost per GRP was lower for YouTube than for any other media vehicle
• Awareness, KPI’s and usage were all boosted by the campaign: uplifts seen in each of these areas following campaign exposure.
• YouTube cost efficiency was stronger than TV for favourability with GDN also cost effective for favourability and likelihood to recommend

This research offers insight into the usage of internet enabled devices (PCs, smartphones, tablets, etc.) as well as internet & broadband penetration and online behaviour.