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Advanced Research Methods
Presented by Yahoo!
Leveraging advanced research methods beyond traditional techniques can help advertisers gain a deeper understanding of online ad effectiveness. This Insights Strategy Snapshot highlights the advantages gained when employing advanced research techniques to the study of online ad effectiveness. The subconscious responses of three major audience segments - Gen Y, Gen X, and Baby Boomers - to multiple design variables of display ads (animation, borders and color palettes) were assessed using a variety of methods.
Green Audiences
Presented by Yahoo! and Hall & Partners
Recognizing the scale of green audiences today requires a different approach to advertising that drives greater relevance. The green audience has gone mainstream, reaching more consumers and growing increasingly fragmented, requiring a segmented approach to motivate them to action. This summary highlights four unique green segments, motivations by product category and optimal locations for finding them as they look for further green information.
Tech Enthusiasts Study
Presented by Yahoo!
Consumers no longer follow the traditional “purchase funnel.” Instead, they chart personalized purchase trajectories that work for them. This study takes a deeper look at the emergence of this new, non-liner buying process that has evolved as consumers have become more engaged in consumer electronics that are “right” for them. The research identifies key customer segments to engage that are most likely to be early adopters and big spenders.
Engaging with Today’s Travelers
Presented by Yahoo! and comScore
This presentation explores how Social Media is influencing today’s travel consumers and how they, in turn, are influencing other consumers with their opinions and actions. Learn how consumer engagement and “Long Tail behavior” play a critical role. Complimenting Yahoo! and comScore’s presentation are a series of slides produced by Cindy Estis Green, the author of a comprehensive travel social media white paper entitled, “The Travel Marketers’ Guide to Social Media and Social Networks.”
2007 Dealer eBusiness Performance Study: Part II: The New Buying Influences
Presented by The Cobalt Group, Yahoo!, and R.L. Polk
This portion of the study takes a closer look at car shopping from the consumers’ perspective. It examines the new buying influences that impact how consumers shop and pre-select dealerships, why they switch brands, the rising influence of online dealership reviews and the value of transparency in interactions with dealership sales staff.
Citizen 2.0: Radically Rethinking Democracy in the Digital Age
Presented by Yahoo! with HCD Research and Hall & Partners
Citizens are using media in ways never before imagined and amplifying their political voice through social networks, user generated content and blogs. The Internet has enabled the emergence of a new type of voter: Citizen 2.0. This study offers insight on how to tap into their need for engagement.
2007 Dealer eBusiness Performance Study: Part I: Engaging Customers Before they Walk on the Lot
Presented by Yahoo! and the Cobalt Group, with Hall
Gone is the day when you could count on consumers living in the neighborhoods around your dealership for sales. These days, consumers go to great lengths to research and find their ideal dealership. This part of the study examines the process and resources automotive shoppers use to help them decide which dealerships to interact with.
IDPI Poli-fluential Study
Presented by IDPI; sponsored by Yahoo!
“Poli-fluentials” are the most active American adults in politics—they are the likeliest to volunteer, donate, promote candidates and join causes through both online and word-of-mouth advocacy. This study provides a deeper understanding of poli-fluentials and shows candidates and advocacy groups where to find them, how to get their attention and how to take advantage of their unique characteristics.
Is Your Brand In-Stock at the Digital Shelf?: The Search Marketing Opportunity for CPG Advertisers
Presented by Yahoo!, Procter & Gamble, comScore and SEMPO
The majority of CPG purchase decisions are made in front of that shelf—usually in a matter of seconds. When a brand is hard to find or out-of-stock, the consumer chooses another brand to meet her needs. Similarly, when a consumer searches for CPG product information online, the search results page becomes a “digital store shelf.” The consumer expects leading brands to be present. This groundbreaking research provides a deeper understanding of online search behavior for consumer packaged goods.
The Search for Entertainment
Presented by Yahoo!
Movies have been a cornerstone of American life for some time; that’s not going to change. What has changed is the ways in which moviegoers engage with movies through other media, before and after they are released in theaters. This study was undertaken to increase our understanding of when and where searchers begin looking for information on movies, how search behavior changes throughout the movie release cycle, the impact search has on movie theater attendance and the demographic and psychographic profile of moviegoers who use online search.
Passionistas: The New Empowered Consumer
Presented by Yahoo! and MediaVest
Consumers are evolving to become discerning editors and content suppliers. They are early adapters and empowered brand advocates. They are serving as catalysts for some of the most innovative marketing campaigns in recent memory. They are: Passionistas: The New Empowered Consumers, and they are presented here in a definitive portrait.
Research Online, Buy Offline: The Impact of Online Pre-Shopping on Consumer Shopping Behavior
Presented by Yahoo! and comScore
How has the Internet impacted the way consumers shop and how much they spend, both online and in-store? This study explores the impact of search marketing and display advertising on online and in-store sales across major retailer segments.
Attracting Online Customers to Cruise Vacations: The Role of Search and Your Website in Influencing Cruise Prospects
Presented by Yahoo! and Hall & Partners
This study provides a deeper understanding of the key performance drivers of the cruise business in the Internet Age. The study included past cruisers, as well as those who have never cruised before (73% of whom said they would consider a cruise as a vacation option in the coming year). Study participants were all vacation decision-makers.
Grow Your Financial Services Customer Base with Deeper Consumer Engagement
Presented by Yahoo! and Compete, Inc.
When it comes to forging relationships with financial consumers online, generating brand awareness simply isn’t enough. People investigating financial products and services online need to be engaged at a deeper level in order to embark on a new financial relationship and, eventually, to convert. Often, search is the starting point for deeper consumer engagement. To better understand how different levels of online engagement impact conversions, Yahoo! commissioned Compete Inc. to survey people shopping online at leading financial services sites.
Goin' Mobile
Presented by Yahoo! and ANA
Mobile isn’t just coming. It has arrived. It is unique. It is powerful. And it holds tremendous promise for marketers. This research provides an overview of how expansive mobile has become.
Social Media: Pharmaceutical Marketing in the Age of Engagement
Presented by Jack Barrette and Bonnie Becker
We live in a world where consumers are deeply engaged when it comes to their health. As consumers search online to educate themselves about disease states, cures, drug information and support, there’s one common truth: they trust discussions with other consumers when it comes to information on their health. This presents both a challenge and an opportunity for pharmaceutical companies to gain consumer trust and loyalty, especially in this age of multimedia. Industry experts, Jack Barrette and Bonnie Becker, explore this topic in an article written for Yahoo!
Conexión Cultural/Connected Culture: U.S. Hispanics, Media and Technology
Presented by Yahoo! Telemundo and Simmons Research
The Conexión Cultural/Connected Culture summit series addresses the intersection of media and technology in the daily lives of U.S. Hispanics and highlights the impact of language and ethnicity on U.S. Hispanic media consumption. For marketers, this study not only reveals the way U.S. Hispanics communicate and consume media and entertainment, but also shows how to best position a brand to this audience.
Brief Case Study: Yahoo! helps Best Buy cash in on consumer insight.
The number one retailer of electronics, computers and appliances, Best Buy is a juggernaut in the retail industry. Best Buy relies on Yahoo! to deliver their message to consumers everywhere.
Brief Case Study: Yahoo! helps GM Planworks jump start media programs for their client, General Motors.
By integrating more than 500 world-class consumer contact strategists with industry-leading research and cutting-edge media capabilities, GM Planworks provides a holistic approach to brand building for General Motors. The company sees Yahoo! as a strategic partner in emerging technologies, and relies on Yahoo! to ignite creative opportunities for their business.
Brief Case Study: Yahoo! helps Pepsi-Cola North America keep their advertising effervescent.
Pepsi-Cola North America produces and sells a number of beverages to quench the thirsts of consumers nationwide. The company relies on Yahoo! to help them develop campaigns that keep their products flying off the shelves.
Brief Case Study: Yahoo! helps Intel® stay connected to hundreds of millions of mobile customers around the globe.
Intel® provides the world with the foundation for some of today’s most useful technologies. The company relies on Yahoo! to increase their brand awareness and help consumers look to the future.
Brief Case Study: Yahoo! helps The Chrysler Group set things in motion.
Chrysler & Jeep manufacture vehicles that keep the world moving. They rely on Yahoo! to help keep traffic flowing and customers buying.
Brief Case Study: Yahoo! helps Quicken Loans’ lenders connect with millions of current and prospective homeowners.
Quicken Loans is the nation’s number one online mortgage lender, and one of the largest retail mortgage lenders in the U.S. Yahoo! helps Quicken open the doors for in-market buyers across the country with unique advertising opportunities.
Case Study: Yahoo! helps LendingTree discover the benefits of combining paid and organic search
LendingTree had already used both Yahoo! Sponsored Search and Search Submit Pro, which lets businesses create natural search listings. But now they wanted to better quantify the assumed benefit of a combined Sponsored Search and Search Submit Pro campaign. Yahoo! commissioned comScore, a research firm that analyzes consumer Internet behavior, to conduct a study that would find out how much Search Submit Pro helps increase traffic, consumer engagement and conversions.
Brief Case Study: Yahoo! helps Sheraton Hotels & Resorts rest easy when it comes to travel advertising.
An international chain with nearly 400 locations in 70 countries, Sheraton Hotels & Resorts offers quality accommodations for leisure and business travelers alike. The company relies on Yahoo! as a trusted partner and crucial resource for relevant and efficient advertising solutions.
Brief Case Study: Yahoo! helps Audi of America get on the fast track.
As a manufacturer who constantly pushes the automotive boundaries, it’s only natural for their online advertising to do the same. Audi sees Yahoo! as a trusted partner and is always excited to see what new solutions we can offer.
Brief Case Study: Yahoo! helps Scottrade sprint ahead in today's competitive investment marketplace.
Scottrade currently maintains millions of individual trading accounts. The company puts trust in Yahoo! as a strategic partner in their effort to drive new account sign-ups and online trading activity among current customers.
Brief Case Study: Yahoo! helps Southwest keep ticket sales flying high.
One of America’s favorite leading airlines, Southwest has the number one airline website for online revenue and unique visitors. Southwest relies on Yahoo! to help sell out seats in flights all over the country.
Brief Case Study: Yahoo! helps Frito-Lay take a bigger bite of snack food sales.
With more than fifteen $100 million brands, Frito-Lay is always finding new ways to please people's taste buds. As the snack market evolves and becomes more saturated, Frito-Lay depends on Yahoo! to help their brands stand out on the shelf and end up in homes across the country.
