the new 1+1=3: using search marketing to amplify tv buys

#SMX #23C1 @BingAds | @CatalystSEM

1+1 = 3Using Search Marketing To Amplify TV Buys

Itir Aloba-Curi | Director, Advertiser Analytics and Insights, Bing Ads

Kerry Curran | Managing Director, Marketing Integration, Catalyst

Kerry CurranSr. Partner, Managing Director, Marketing

IntegrationCatalyst

@KSCDigitalPulse

Itir Aloba-CuriDirector, Advertiser Analytics and

InsightsBing Ads / Microsoft

#SMX #23C1

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AGENDA

Consumer behavior

Search +

Activate: TV + search

5

Jon, can you find something similar but maybe with multiple screens/devices?

Source: Forrester’s Consumer Technographics Survey, Q1 2015 Base: 4,532 US consumers who have made a purchase in the past 3 months. “Don’t know” responses excluded.

Search Engines are the #1 source to research a purchase

#SMX #23C1

33%

Search engine

A visit to the brand’s website

A visit to an actual store

A visit to an online store

Speaking with someone I know

Consumer review website (like Yelp)

Visit the brand’s social media page

49%

38%

36%

35%

26%

13%

Source: Forrester’s Consumer Technographics Survey, Q1 2015 Base: 4,532 US consumers who have made a purchase in the past 3 months. “Don’t know” responses excluded.

#SMX #23C1

Consumers trust Search Engines

Search engine

The brand’s website

A visit to an actual store

A visit to an online store

Speaking with someone I know

Consumer review website (like Yelp)

The brand’s social media page

Extremely trustworthy

86%

85%

76%

74%

74%

74%

72%

#SMX #23C1

Consumers use an overwhelming number of channels to research a purchase

#SMX #23C1

Consumers don’t see search as a marketing channel.

They see it as a key part of the decision-making process.

Paid search

Paid search

Paid search

Paid search TV

DisplayOutdoor

Radio

AGENDA

Consumer behavior

Search +

Activate: TV + search

Email marketing

Online video

Television advertising

Direct mail

Search (PPC/SEM, SEO, local)

Mobile messaging and app engagement

Sponsorships

Affiliate marketing

Out-of-home advertising

Video on demand (VOD)

Programmatic display

63%54%54%

52%50%50%

46%46%

45%41%41%

40%37%

36%36%

35%31%

29%29%

28%22%

19%

55% of marketers are not including Search in their marketing program

Base: Variable US-based marketing agencies and B2C advertisers across industriesSource: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016

#SMX #23C1

13

TV receives 3x more budget than Search

Presentation title — edit on Slide Master using Insert > Header & Footer

Balance Image

#SMX #23C1

75% of people watch TV with a tablet on

71% of people watch TV with a smartphone on

The Second Screen Phenomenon

Source: YuMe, 2015

60% of people watchTV with a computer on

#SMX #23C1

TV Drives Search

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Volu

me

Bro

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pres

sion

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6/15/2

016

6/16/2016

6/17/2016

6/18/2

016

6/19/2

016

6/20/2

016

6/21/2

016

6/22/2016

6/23/2

016

6/24/2

016

6/25/2

016

6/26/2

016

6/27/2

016

6/28/2

016

6/29/2016

6/30/2

016

7/1/2

016

7/2/2

016

7/3/2

016

7/4/2

016

7/5/2

016

7/6/2

016

7/7/2

016

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016

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016

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016

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016

7/12/2016

7/13/2016

7/14/2

0160

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

0

200

400

600

800

1,000

1,200

Sum of Total :15s Sum of Total :30s Sum of ICS Branded Search Volume

50% Decrease in Branded Searches

AGENDA

Consumer behavior

Search +

Activate: TV + search

Activating TV + Search: Keywords & Copy

#SMX #23C1

Non-Brand Queries860K SRPV50% bid coverage

Content theme queries surpass brand queries

#SMX #23C1

Brand Queries• 60K SRPV• 100% bid

coverage

Activating TV + Search: Creative Testing

#SMX #23C1

120% Impressions16%Enrollments

Activating TV + Search: Flighting

#SMX #23C1

Sign Up Searches

Total Media Impressions (Radio, TV, Search, Digital)

#SMX #23C1

Major Beer BrandSearch ads activated during competitors’ commercials + 15 minutes after

98%32%

CTRCPC

Activating TV + Search: Conquesting

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Share of Voice

40%

100%

Activate: Search + TV

1Keywords:• Bid on relevant

keywords• Target brand, non-

brand, content, celebrity keywords

3 Flighting:• Align paid campaigns

with media flights• Plan high SOV for

tent pole events

4Conquesting:• Plan campaigns to

capitalize on competitor flighting & copy

• Test TVTY to ensure high SOV during competitor flights

#SMX #23C1

2Creative:• Test for best ad copy and

share with non-search teams

• Use consumer focused keywords

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info@catalystdigital.com

LET’S TALK SEARCH & SOCIAL!

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