presentation: connecting television with search

How TV Influences Search

Erin Everhart - Lead Manager, Digital Marketing @erinever

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LifeProof Carpet TV Commercial

Warning: This is not real life

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LifeProof Carpet TV CommercialThat’s more like it

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Can we get a little more credit, please?

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15 More wine.

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By Brand By Retailer

By Discount/Used

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Flower Tower

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People no longer just turn away during

commercial breaks

73%accessed their device

constantly or very often

78% accessed their device

during the show

Via Facebook: From One Screen to Five: The New Way We Watch TV

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Flower Tower

head

desire

heart

credit via Scott Galloway

25 Social Media

TV/Radio

SEO

PPC

Digital Media

Multichannel strategy

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An omnichannel strategy is one

giant pool party

27Deep understanding of your users

28Own your SERPs

29Increase bids during TV spots

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Optimize display ads

31Use the same keywords

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Flower Tower Search InterestFlower Towers

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Flower Tower Search Interest

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LifeProof Carpet TV Commercial

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LifeProof Carpet Supplement Digital Videos

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LifeProof Carpet Supplement Digital Videos

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Consistent messaging across all properties

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LifeProof Search Interest

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This thing is literally 360X more powerful than you. Look at you. You’re worthless. There you have it: 360 times better than a horse.

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Dodge Durango

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Flower Tower

I was driving a Lincoln since long before anyone paid me to do it.

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Lincoln MKC

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44 Ew. I got guac on the money. I’ll just keep this. No? OK putting it back.

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Esurance

46Where are you? You’re on a boat. With the man your man could smell like.

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65Mviews

125%+sales

800%+ FB fans

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Old Spice

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Oakley Sunglasses

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1. Map out your buyer’s journey2. Appeal to desire, not logic3. Channels should work together,

not against each other4. Test, test and test again

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Thank You!