Tara Walpert Levy, directora de Mercadeo de Google
Google, TNS Global and Ogilvy & Mather announced last June 16th, in a special session at Google Beach Pavilion of the Cannes Lions International Festival of Creativity, the results of a new study on brand advertising and online consumer behavior.The event, sponsored by Kantar Media, was presented by Tara Walpert Levy, Googles marketing director; and Dirk Steffens, head of TNS Media Research Global.The study focused on how the relationship of consumers with brands has changed, and it involved surveys over a period of six months to more than two thousand recent buyers of three categories: automotive, beauty and smartphones.The research results were simple, but transforming. For the new consumer, the purchase has to do with a purpose. There is a new mindset of consumers and their perspective has implications in their buying behavior. They go shopping with the same purpose they consume content.Brandon Berger, Worldwide Digital, Ogilvy & Mathers director, said: “With consumer behavior changing so rapidly, it is incredibly valuable to bring brands such valuable advice based on research that we have produced in collaboration with YouTube, Google and TNS. We understand that the purchase process is actually a road that has significant implications for brand advertising at all stages along the path of consumers.”
