Google and Heineken show paid ads work for branding
Google Netherlands and Beer-giant Heineken this week released the results of a research they performed with Metrixlab and Heineken's agency Twist. The research was to find out the effect of paid advertising on branding.
In the research they compared the effectiveness of search against other media and looked at the interaction between search and other media. The looked at search, TV online display ads, and YouTube.
Some of the findings of the study according to Google were:
The case study below shows more details of the research paper. Below that the commercial on YouTube.
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12 June 2013 / 13 June 2013