Research Reports
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DoubleClick’s research team produces publicly available research reports drawing on aggregated campaign performance data, as well as consumer surveys. The team aims to leverage its experience and knowledge, as well as DoubleClick’s resources, to help develop the online marketing industry. It also works with DoubleClick clients to provide custom campaign analyses, manage individual client-driven research projects, and offer training and best practices presentations and sessions. Please feel free to download any of the following research reports. And if you’d like to learn more about DoubleClick research, contact your account manager. |
Comparison Shopping Engines Survey 2008
An e-Consultancy report in association with DoubleClick on the current health of
comparison shopping engines and how they contribute to online customer conversions
and revenue targets.
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Touchpoints IV
"DoubleClick Touchpoints IV Europe - How French, British and German consumers see
the role of digital media in their purchase decisions"
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The Rich Media Landscape in Europe : 2006
"The 1953 Coronation of Britain's Queen Elizabeth II was a seminal moment in the
history of television. Twenty million people around the globe witnessed that event,
and for many it was their first glimpse into the magic box. According to the BBC,
in the year following the coronation UK television license subscriptions increased
by 50%."
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The European search advertising landscape, 2006
"The common perception is that Europe follows the lead of the United States in online
advertising. In many fields this is true, however in 2006 Europe actually leads
the US market in one important aspect: Europe now spends more money on search engine
advertising than on display ads."
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Influencing the Influencers
"'Word of mouth' is a hot topic in marketing these days. Indeed, in DoubleClick
Touchpoints, our annual survey of online consumers, we have routinely seen respondents
select 'word of mouth' as a key factor that influences their purchase decisions
across most product categories."
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The Evolution of Rich Media Advertising
"Rich media has elevated web display advertising to new realms of possibility– video,
audio, animation, interactive features, games and more. More advertisers than ever
are using rich media to create cool ads that entertain, engage, educate and encourage
product sales with online audiences."
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DoubleClick Q3 2004 Adserving Trends
"DoubleClick’s Q3 2004 ad serving data show that online advertising, long known
for volatility, has begun to assume some predictable characteristics. Rich media
has taken its place alongside other ad formats and for the past three quarters has
been stable at 43% of all ads served."
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In-Direct Response to Online Advertising
"While click rates have become the de-facto measurement of the direct effectiveness
of online advertising, the debate has continued over the true value of the impact
over time (or “in-direct response”) of online advertisements."
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The Six Forces Marketers Face
"There are many interconnected and rapidly changing forces that are impacting marketing
effectiveness, weakening brand differentiation and slowing the creative process
for marketers today."
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Decade in Online Advertising
"Since DoubleClick has been around for nearly that entire history we felt this was
an appropriate opportunity to step back and take a broad assessment of the industry."
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DoubleClick Q1 2004 Adserving Trends
"DoubleClick’s Q1 2004 ad serving data reflects the continued online advertising
rebound and ascendancy of rich media."
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Search before you purchase
"To better understand how consumers use search engines in the online purchase process,
DoubleClick commissioned comScore Networks to use its panel of 1.5 million U.S.
Internet consumers to provide further insights."
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Touchpoints III
"Now in its third year, the DoubleClick Touchpoints study continues to show the
influence of, and reliance upon, online media in each stage of the purchasing process
for consumers, from initial awareness through product selection and purchase decision."
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The Online Advertising Landscape, Europe
"The European online ad market softened in 2001 and 2002 following the burst of
the dotcom bubble, although the slowdown, like the build-up, was not as dramatic
as in the United States."
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