Google and Heineken show paid ads work for branding

Wed 4 November 2009 16:30, Bas van den Beld

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.

Both Google and Heineken were pleased with the results. The research was focussed on the "Jouw Heineken" campaign. There consumers could design custom beer bottles and buy them. It showed search impressions create a high quality brand awareness.

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:

A Search impression alone creates 23% more brand preference for Heineken than the whole Heineken campaign without search. A search click creates 69% more brand preference.
The fact that search was able to affect a brand metric like brand preference shows the ability for search to move consumers further into the purchase funnel, beyond just awareness.
The addition of Search to TV increased overall brand effect by 1.5 times, illustrating the synergistic effects of Search and TV.
Search proved to be 53% more cost efficient than TV in creating Top of Mind Awareness.
The eye-tracking heat map portion of the study concluded that the 1st search result on the left side captures and retains the most attention.
Frequency testing showed that three impression contacts were 39% better than one at moving brand preference.

The case study below shows more details of the research paper. Below that the commercial on YouTube.

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