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
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
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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