Crossmedia case study (Google for O2) 2012 Czech Republic

2

1

OutdoorPrint

YouTube/TV

Outdoor

Background

51%

12%

4%

3%

12%

Background

Background

•

•

•

2

Reach and Frequency

60%59%35%

70%58%

85%

2378

2436

100

TV Online OtherGoogle Display Network

PressOutdoor

64

12710

79

32

Reach

Frequency

Budget Indexed (TV = 100)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TV Display Network YouTube Online Other

Reach and Frequency

TV YouTube

Reach and Frequency

8

100

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 5 10 15 20 25 30

h

TV only Reach TV or Youtube Reach

Reach and Frequency

Lower is better

33

1018

30

52

100

Outdoor Press Online otherGoogle display

network

TV

Reach and Frequency

3

Base Campaign Contribution

*’Google Product’ Includes : Google Maps, Navigation, Search, Voice

Search, Gmail, YouTube and Translate

Impact

Prompted awareness

Comms Awareness

95,00%

1,60%

85,00%

KPI Average

5,80%

30,00%

0,80%

Google Product

Awareness

Conside-ration

Recomm-endation

Image Average

6,50%

66,00%4,00%

24,00%

3,60%

19,00%

4,10%

29,00%

3,75%

50,00%

Spontaneous awareness

*KPI Average=Spontaneous & Prompted Awareness, First Choice

Consideration, Communications Awareness, Recommendation 9-10/10, Average 10

image statements

Impact

10%

0%

3,75%

30%

40%

50%

60%

KPI average

20%

Lower is better81

2833

47

124

100

Online otherGoogle display

network

PressOutdoorTV

Ind

ex

ed

pri

ce

pe

r %

of

imp

act

on

KP

Is

Impact

4

Increase the following

media: Spend

+30%

Spend

100%

Spend

+25%

Reduce TV spend:

Spend

-15%

*KPI Average=Spontaneous & Prompted Awareness, First Choice Consideration, Communications Awareness, Recommendation

9-10/10, Average 10 image statements

3.75%actual campaign

contribution to KPI

Average*

3.92%scenario campaign

contribution to KPI

Average

105%index increase

1 YT delivered 1/3 of TV reach with 1/10 of investment

& 6% of incremental reach over TV.

2 Each percentage point of KPI average increase

was by 67% cheaper on YT than on TV.

3 15% budget shift from TV to YT, GDN and Print,

would have brought 5% increase in KPI average.

Google Confidential and Proprietary

Q&A

Thank you!

21

Background

Background