Online2Store Understanding the offline sales impact of online advertising

L’Oréal Nutrigloss September – October, 2010 Google Confidential and Proprietary

L’Oréal Nutrigloss – Main Findings 1. YouTube made L’Oréal’s media spend more efficient, as swapping some TV for YT achieved equivalent sales for 13% less budget 2.

Adding a YouTube campaign after your TV burst is over paid off, with sales up to 17% above their post-TV level 3. Up to 35% of those exposed to the YouTube & display campaign were not reached by TV 4. The YouTube & Display campaign was very effective in complementing TV, overexposing those least exposed to the TV campaign Source: MarketingScan – Google, France Google Confidential and Proprietary

Base: Total Households

O2S

Geo Lab

In partnership with

Google & MarketingScan, a high-value partnership: • The GeoLab platform is a French exclusivity, unique in Europe • Market currency, used by major brands such as CocaCola, Danone, Mars, Ferrero, etc. • Established in 1994

Google Confidential and Proprietary

O2S

Geo Lab

In partnership with

Methodology

3 statistically identical test markets In-store sales are measured Possibility to differentiate advertising stimuli from market to market in order to isolate the specific impact of your media campaign on in-store sales

Angers 298 000 households

Poitiers

Le Mans 193 000 households

127 000 households

Google Confidential and Proprietary

O2S

Geo Lab

In partnership with

Special features: -Cut or heavy-up TV / radio / outdoor -Measure the reach of TV campaigns (using state-of-the art TV meters) at the household level -Measure the reach of online campaigns using smart tagging (measures time spent watching)

-Account for in-store promotion

Google Confidential and Proprietary

O2S

Geo Lab

In partnership with

How sales are measured • Sales data collected from 34 points of sales at the purchasing basket level • In-store promotion collected by MarketingScan employees • Measured stores account for about 95% of the total sales of FMCG products in the test markets

Google Confidential and Proprietary

O2S

Geo Lab

In partnership with

How campaign reach is measured • State-of-the art TV audience measurement •TV usage collected using the same set-top box as Médiamétrie (market currency in France) • Online ad exposure collected using Alenty tags:

• Measures time spent watching ads in addition to ad impressions • Measures both home and work usage Google Confidential and Proprietary

Nutrigloss Test design 3 scenarii: 1. Control (Poitiers) TV: 443 GRPs 2. Budget Swap (Angers) TV: 319 GRPs YT&Display

Net Impact of the Web campaign on top of a reduced national TV

3. Online on Top (Le Mans) TV: 443 GRPs YT&Display

Net Impact of the Web campaign on top of national TV Google Confidential and Proprietary

Nutrigloss campaign timeline Aug 30

Sep 6

Sep 13

Sep 20

Sep 27

Oct 4

TV

YouTube + GDN

Oct 11

Target group: 25-34 yo women 9 weeks pre-period 2 weeks post-period

Google Confidential and Proprietary

YouTube 60% -Homepage Autoroll Expandable -Partner Watch -ROS

GDN 40%

Google Confidential and Proprietary

Nutrigloss TV campaign details

Gross TV spend Source: Kantar Media Intelligence Medium

TOTAL

Share of spending

Week no. 34

TELEVISION TV NAT THEMATIQUES

35

36

37

38

1 259 277

100

326 394

441 968

475 752

15 163

84 841

6,74

24 588

24 936

28 011

7 306

TV NATIONALE 1 174 436

93,26

301 806

417 032

447 741

7 857

39

Google Confidential and Proprietary

Main results

Google Confidential and Proprietary

Swapping TV for YouTube achieved equivalent amount of sales for 13% less budget

Budget Swap

Control

YouTube: 12% of national TV

Cost

-13% TV: 100% of national

TV: 75% of national

+13%

+15%

Sales (vs precampaign) Source: MarketingScan – Google, France Base: in-store sales (measured at the POS level)

Google Confidential and Proprietary

YouTube & GDN helped maintain sales at a high level after the TV campaign had ended Base Volume Sales / Week (100 = pre-period) 128

124

120 117

102

100 Before campaign

Between +14% and +17%

During TV

Control

Budget Swap

Web on Top

After TV

Source: MarketingScan – Google, France Base: in-store sales (measured at the POS level)

Google Confidential and Proprietary

Up to 1/3 of the audience reached by YouTube was pure incremental reach Example: Budget Swap scenario (Angers) 80% 70%

5%

12%

60% 50%

Total audience reached by the YT campaign: 17%

40% 30% 20%

53%

YT exclusives: 5% (1/3 of total YT)

70%

10% 0% TV only

TV + YouTube / Display

YouTube / Display only

Total campaign reach

Source: MarketingScan – Google, France Base: online households in Angers

Google Confidential and Proprietary

Up to 1/3 of the audience reached by YouTube was pure incremental reach Example: Budget Swap scenario (Angers) 80% 70%

5%

12%

60% 50% 40% 30% 20%

53%

60% of YouTube exclusives are « CSP+ » (ie: high-revenue) households

70%

Ind. 127 vs TV-only 10% 0% TV only

TV + YouTube / Display

YouTube / Display only

Total campaign reach

Source: MarketingScan – Google, France Base: online households in Angers

Google Confidential and Proprietary

YouTube has been very effective in complementing TV by over-exposing those least exposed to the TV campaign Example: Online on Top scenario (Le Mans) % of YT ad impressions

30% 19% 12% 11% 5%

7%

5%

5% 0%

# of TV OTSs

0

1

2

3

4

5

6

7

8

2% 9

4% 10+

Avg.=3.6 OTSs Source: MarketingScan – Google, France Base: online households in Le Mans

Google Confidential and Proprietary

YouTube has been very effective in complementing TV by over-exposing those least exposed to the TV campaign Example: Online on Top scenario (Le Mans) % of YT ad impressions

30% 72% of YouTube ad impressions landed on households with 3 or less TV OTSs

19% 12% 11%

5%

7%

5%

5% 0%

# of TV OTSs

0

1

2

3

4

5

6

7

8

2% 9

4% 10+

Source: MarketingScan – Google, France Base: online households in Le Mans

Google Confidential and Proprietary

Thank You

Google Confidential and Proprietary

Solution Selling in EMEA

Possibility to differentiate advertising stimuli from market to market in order to isolate the specific impact of your media campaign on in-store sales. O2S. Geo Lab.

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