Archive for the ‘Marketing Research’ Category

Google Marketing Research Study: The Brand Value of Search

May 10, 2009

Google commissioned OTX, an independent marketing research company, to conduct research to better understand the impact of search impressions on travel brands, specifically the Air, Hotel, Car Rental, Cruise and OTA Travel Categories.

The primary objectives of the OTX project were to determine:

1). Whether or not a search ad can impact key branding metrics.

2). Whether or not a search result’s placement matters.

The study was conducted in an online controlled “laboratory” format that mimicked a real search experience. Subjects were exposed to 1 of 12 search engine results pages (SERP) each of which showed the same search results  and differed only where the test brand’s ad or organic listing appeared.

The results of Google’s Brand Value of Search study are available on YouTube.

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