Younger viewers say hello to online video in 2012
As more consumers reach for their smartphones, tablets and laptops for news and entertainment, there’s a new segment of viewers that watch less than two hours of TV per day - the “light TV viewer.” Around 31% of adults 18 to 49 are light TV viewers. And this segment is growing - households that opted for broadband internet instead of cable TV grew 22.8 percent over the past year, according to the latest Cross Platform Report from Nielsen. To understand how this trend will impact advertisers in 2012, we partnered with ...
Younger viewers say hello to online video in 2012
As more consumers reach for their smartphones, tablets and laptops for news and entertainment, there’s a new segment of viewers that watch less than two hours of TV per day - the “light TV viewer.” Around 31% of adults 18 to 49 are light TV viewers. And this segment is growing - households that opted for broadband internet instead of cable TV grew 22.8 percent over the past year, according to the latest Cross Platform Report from Nielsen. To understand how this trend will impact advertisers in 2012, we partnered with ...
Better results, (still) early adoption: Marketing attribution in a complex digital landscape
Originally posted on the Google Analytics blogToday, we’re sharing some research on marketing attribution that we conducted in partnership with Econsultancy, a leading digital market research firm. The insights -- Marketing Attribution: Valuing the Customer Journey -- provide a snapshot of how marketers and agencies are conducting attribution, the impact it has, and the barriers holding them back.If you’re not familiar with digital attribution, it’s about distributing credit to all of the elements of your digital marketing program, so you can gauge the impact of customer marketing interactions on your ...
New research: Organic search results and their impact on search ads
The Google Research team has a new study out today that examines how organic search results and ranking impact ad impressions and ad clicks. The team analyzed 390 Search Ads Pause studies and found, on average:81% of ad impressions and 66% of ad clicks occur in the absence of an associated organic result on the first page of search results. All ad clicks in these situations are incremental.On average, for advertisers who appear in the top rank organic slot, 50% of ad clicks are incremental. This means that half of ...
Think Insights with Google is out of beta and packing a data punch
Quick pop quiz:1. Based on search history, in what month does consumer demand for pretzels peak?2. Search adds how much (in $) to the world’s GDP?3. In 2011, what percent of people dreamed and brainstormed about their next vacation?4. What percent of the daily queries on Google.com have never been seen before?These are just a few of the questions that can be answered on the new Think Insights with Google, our information and resource hub for marketers. The site is fresh out of beta and sports a playful new ...
Latest Display benchmarks now available
Evaluating the success of display campaigns can be an exercise in relativity. You gauge current campaigns against past performance or compare across multiple campaigns and advertisers within your roster of brands or clients. But in seeking more comprehensive benchmarks that reflect trends going on in the display industry, you might find yourself falling short. Advertisers and agencies alike are looking for more data to answer the basic questions of "How do I know if my display ad campaigns are doing well?" and "Are there credible benchmarks can I use to compare ...
Studies show search ads drive 89% incremental traffic
Advertisers often wonder whether search ads cannibalize their organic traffic. If search ads were paused, would clicks on organic results increase and make up for the loss in paid traffic? Google statisticians recently ran over 400 studies on paused accounts to answer this question. In what we call "Search Ads Pause Studies," our group of researchers observed organic click volume in the absence of search ads. Then they built a statistical model to predict click volume for given levels of ad spend. This model generates estimates for the incremental clicks attributable ...
