studies

The internet can be a highly influential source in helping moms make decisions around fast food choices for the family. Download this report to discover how and when moms search for this category, the role of online video as well as their smartphone couponing behavior.

Moms generally start their research process 1-2 weeks prior to purchase for baby/childcare products. This represents a marketers' window of opportunity to connect with moms. Download this report to discover how, when and what moms search on for this category, as well as the role of online video.

Moms rely on internet resources to collect information about household cleaning/laundry products. The majority of them start their research process about 1-2 days prior to purchase. Download this report to discover how, when and what moms search on for this category, as well as the role of online video.

Google partnered with Ipsos in 2012 to understand the evolution of customer service in the telecom industry. The study looks at subscribers’ awareness, use, and satisfaction with their provider’s customer service offerings. It also looks at the use of digital customer service programs among advertising professionals.

Among the key consumer findings:

• 19% prefer to contact customer service online.
• 37% use search at least once a month to help look for answers to their wireless customer service questions.
• Only 39% are aware of online chat, 29% are aware of social media solutions, 24% are aware of online forums, 20% are aware of online video tutorials hosted on the provider’s website.

Among the key advertiser findings:

Did you know? There are 4.6x more light TV viewers than heavy TV viewers in the male 18-24 audience. As a consequence, for a brand like Reebok, 41% of their target can be very hard to reach on TV. We worked with Reebok to help them use YouTube and the Google Display Network to expose their brand to a physically fit, professional and affluent audience at an efficient cost. Here are the results:

• 24% of viewers on YouTube/GDN had not seen the TV campaign, which amounts to about 300,000 males ages 18-24.
• Half of the TRPs were delivered to the light TV and light medium TV viewers.
• YouTube/Google Display Network added 2.1% points of incremental reach to TV, with more than 60% of the incremental reach coming from the lightest TV quintile.
• The projection analysis shows that if Reebok was to shift their current media buy from 90% TV/10% YouTube/GDN to a weight of 53/47, they can even out the TRPs distribution across light versus heavy TV viewers, which leads to a more efficient buy to reach their audience.

Now more than ever, advertisers have an opportunity to build their brands with digital ads. Research shows that good creative matters. In this study DoubleClick has teamed up with Dynamic Logic to study the results of thousands of brand campaigns in Dynamic Logic’s MarketNorms® database. Together, we provide insight into how different ad formats perform for brands, how frequency plays a role, differences across industries and tips on how to improve performance for any format. Some highlighted learnings include:

• Simple flash is the format that performs worst at affecting brand favorabililty.
• At a frequency of 2 or more, rich media formats have the greatest impact on purchase intent.
• Mobile ads perform extremely well across all branding metrics.
• Looking across industries, rich media with video is generally the format that can yield the most branding impact.
• Lower in the funnel, polite ad formats are better at persuasion than more intrusive formats.

Learn three ways mobile-friendly websites are moving businesses forward and 10 best practices for building a mobile site in this quick sheet created by Google and DudaMobile, including:

• Mobile-friendly websites benefit your customer, and in turn your business. These sites produce an average 75% higher rate of engagement (revenue, page views, etc.) per visit for mobile users
• Mobile web use is exploding. By 2015, more Americans will access the web via mobile than desktop. Building a mobile-friendly site is essential for businesses to prepare for the mobile movement
• Users take action on mobile-friendly sites. 1 in 5 website visits lead to an immediate call to the business

Want to learn more about why a mobile-friendly site is important for your business? Visit GoMo, an initiative by Google, and test how your current site looks in mobile and get a free report with personalized mobile site recommendations.

U.S. consumers in homes with broadband Internet and free, broadcast TV stream video twice as much as the general cross-platform population. They also watch half as much TV. So how can marketers reach light TV viewers? T-Mobile teamed up with Google, YouTube and the Nielsen TV & Online Panel to measure their campaign and found:

• More than half of online TRPs were delivered to light & light medium TV viewers. TV failed to reach 80% of the lightest TV quintile (w/ only 3% of impressions).
• With 12% of the budget, online delivered 24% of the TV reach.
• YouTube/GDN added 4.4% incremental reach (~5.8mm adults 18-49) at 73% less than the cost of TV.
• Cost Per Point overall was 63% more efficient and to desirable tech savvy audiences is more efficient on YT than on TV.

With online video, TV, cable and smart mobile devices, viewers can tailor entertainment to their own needs—video when they want it and where they want it. If you're an advertiser, how do you get someone's undivided attention? YouTube's TrueView ads give viewers choice and control over which advertisers' messages they want to see and when. We conducted a study on what viewers think about TrueView ads and here's what we found:

• 8 out of 10 viewers prefer TrueView to standard in-stream ads. 9 out of 10 viewers think TrueView creates a better video viewing environment
• ‘Curiosity’ is the top reason consumers choose to view an ad. Peaking interest in the first 5 seconds is key to driving viewership.
• Consumers are more likely to opt out of non-relevant categories and skip ads they have seen repeatedly providing efficiency to advertisers

As more and more shoppers use their smartphones to research and make purchases, we will see retailers focus on optimizing for the mobile shopping experience. This includes making sure that their business listings come up high and prominently for users. In 2011, Mediative ran an eye-tracking study on user behavior on the mobile device using the free Google Places app on the iphone. Below are some key takeaways from the study:

• Top three positions and social signals like reviews on Google Places perform well on mobile phones. Listings that had at least 3+ star reviews took 41 out of 47 clicks.
• The number of reviews matter too. 29 of the 47 clicks went to listings that had at least four reviews.
• Eye-tracking reveals that while images on the iPhone listings are very small, users would pause on a listing because of the social proof offered by positive reviews, and then look at the image before making a decision to click to see if they are trustworthy. As a result, it's important for businesses to give some special consideration to mobile imagery.

We are beginning to develop a strong understanding of how shoppers engage with their mobile devices and tablets as they make their purchase decisions. We partnered with Ipsos during the 2011 holiday shopping season to uncover the following interesting behaviors that advertisers can leverage all year round:

• Consumers use their smartphones at many different points in their purchase path. 41% of those who use their mobile phones to help with shopping said they made a purchase directly on their smartphone. 46% said they researched an item on their smartphone then went to a store to make the purchase. 37% said they researched an item on their smartphone then made the purchase online.
• Consumers who own tablets read product reviews and look for product information more from their tablet devices than from their desktop computer or smartphone. The large screen and portability of the device enables consumers to use it more often and in more places.
• More consumers used their smartphones to contact a retailer this holiday than in previous years. This is driven by the natural calling ability of phones, access to click-to-call phone numbers on websites and click-to-call ad features that seamlessly connect users to retailers.
• 80% of smartphone shoppers and 70% of tablet users said they used their device more frequently this year.