The Winner’s Curse: How Auction Media Dominates Digital Media
April 2012
Summary:
Auctions are the pervasive system for buying digital advertising. All major search engines use auctions, and social, display and even television are moving that direction. While the digital auction is a fair system for all parties involved, the structure cultivates market anarchy – a chaos of bidding inaccuracy that can hurt brands and swing a publisher’s fate by millions of dollars. Anarchy exists on established and emerging ad auctions, whether it’s Google, Facebook, or most recently, Twitter. However, brands can take control and minimize waste.
This white paper expands on our perspective and provides data-driven insights into what GroupM Next has defined as anarchy within online advertising auctions. It also includes analysis and projections of cost implications – up to a 137% increase – for brands that advertise on Twitter as the social network broadens opportunities with the introduction of its Self-Serve advertising platform. As media trends in the direction of online ad auctions and brands enter the bidding environment across more and more channels, there are steps advertisers can take to ensure auctions are cost-positive. Otherwise, brands without a strong data strategy around media buying will be left at the mercy of the anarchy of the auction that publishers enable.
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Clicks To Scripts: Search Marketing Model Predicts New Pharmaceutical Prescriptions Fulfillment
February 2012
Summary:
GroupM Search conducted internal research to discover the answer to a question that, for many pharma brands, has remained unanswered: what is the impact of search marketing on a critical KPI – prescriptions filled. Our Clicks to Scripts research provides advertisers with a deeper understanding of the linkage between search channel activity and new scripts, and the ability to make more informed decisions on investment in search marketing in the future. Additionally, through this research, GroupM Search has developed a proprietary model, that with high statistical confidence, advertisers can apply to determine – and predict – the role paid search marketing plays in driving the fulfillment of new prescriptions for their brand.
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From Intent To In-Store: Search’s Role In The New Retail Shopper Profile
October 2011
Summary:
Connecting online activity to in-store purchase is a challenge many retailers and marketers continue to face. GroupM Search, together with Kantar Media Compete, conducted a 13-month study taking a close look at the impact search marketing and a consumer’s use of search have on informing and driving a purchase decision. The study includes key brands with distinct retail profiles across the automotive, consumer electronics and entertainment categories.
The research shows search is a lifeline of today’s shopper. 93% of buyers use search in the shopping process. Most compelling from the data, however, is the significant role generic queries and organic listings play in driving purchases in-store. As advertisers think about owned and earned media, and how to further propel both online and in-store sales, this white paper explores search activity and sentiment of buyers, and provides marketers with a profile of the new retail shopper.
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The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway
February 2011
Summary:
The impact search and social media have on a consumer’s purchase and the motivations for consumer for engagement in these two channels are revealed in a comprehensive research initiative from GroupM Search and digital measurement leader comScore. The study includes behavioral and motivation analysis of consumers who purchased and converted online for consumer electronics manufacturer Dell and leading brands in the telecommunications and consumer packaged goods (CPG) categories.
In addition to learning that a causal relationship exists between search and social media in regard to moving consumers toward conversion, the research clearly indicates that search plays a dominant role at the beginning of the purchase process to establish a consumer’s consideration set. Furthermore, category blogs and earned social media in the form of user reviews are very influential and sought out by consumers to solidify purchasing decisions.
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Financial Implications of the Yahoo and Microsoft Search Alliance
September 2010
Summary:
Analysts in the Predictive Insights unit at GroupM Search researched the financial implications advertisers could expect with the Yahoo and Microsoft Search Alliance. This study was conducted to help our clients and advertisers prepare for the transition. The study revealed cost-per-click implications and how increased competition would impact CPCs as paid search advertisers move to one platform. Our analysts also identified a window of volatility advertisers would experience post-transition before the marketplace settles.
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