Consumer behavior comes under the spotlight in new study

Study uncovers that for the new consumer, purchasing is all about purpose

CANNES, FRANCE, June 16, 2014 – Google, TNS Global and Ogilvy & Mather will today announce the results of a new study into brand advertising and online consumer behavior at a special afternoon session at the International Festival of Creativity at Cannes. The session will take place at 4pm on June 16th in the Google Beach Pavilion.

The event, sponsored by Kantar Media, will feature a presentation by Tara Walpert Levy, Head of Ads Marketing for Google, and Dirk Steffens, Deputy Managing Director and Head of Media Research for TNS Global.

The study looks at how consumers’ relationship to brands has changed. In today’s fragmented media and technology landscape, consumers have become mindful of what they watch and share, only engaging with content that is personally relevant to them.

In order to understand them better, Google partnered with TNS Global and Ogilvy & Mather, and over a span of six months, surveyed 2,458 recent purchasers of products in three categories—auto vehicles, beauty products and smartphones.

The results from the research were simple, but transformative. For the new consumer, purchasing is all about purpose. There is a new consumer mindset and their perspective has implications for purchasing behavior – they shop with the same purpose that they consume content.

Brandon Berger, Worldwide Chief Digital Officer, Ogilvy & Mather said: "With consumer behavior changing so quickly, it is incredibly valuable to be able to give brands the kind of research-based advice we've produce here in collaboration with YouTube, Google, and TNS. Understanding that the path to purchase is actually a path to purpose has meaningful implications for brand advertising at all stages along the consumer journey."

The research uncovered three new opportunities for brand advertisers too: to make brand advertising share-worthy otherwise it won’t breakthrough; to build media plans on points of influence by investing heavily on the most influential touchpoints; and finally by identifying that brand advertisers need to show how their products fit in with consumer’s lives. Brands that provide consumers with an ownership-like experience for their products win at the point of purchase.

The research also reveals that there are new consumers out there who live their lives with purpose, looking for content that fulfills their needs, passions, and interests. The degree to which this purpose drives their shopping and purchases is eye-opening. Consumers are 1.5 times more likely to choose brands that engage them on their passions and interests than items that simply urge them to buy the product being advertised. As a result, their path to purchase becomes their path to purpose.

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For more information, please contact Sarah Owen sarah@pumpkin.uk.com / +44 (0) 7958 202 990 or Edwina Boyd-Gibbins Edwina@pumpkin.uk.com / +44 (0) 7748 982 320

Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named both the Cannes Lions Network of the Year and the Effies World's Most Effective Agency Network for two consecutive years, 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.

Date: June 16, 2014