useful data sources to help your business succeed

Google Confidential and Proprietary

Catching Up On Trends

“Advertising generally works to reinforce consumer trends rather than initiate them”

Michael Schudson, sociologist

Google Confidential and Proprietary

Trend Seeker – Mr X

2

• Owns Auto X car dealership

Wants to evaluate his:

• Website

• Advertising campaign

• Advertising spend

Google Confidential and Proprietary

What’s the Trend?

What are people talking about?

Where can my ads get

targeted exposure?

Is my ad campaign capturing popular

trends & buzzwords?

Is my site up-to-date

with current topics?

How stale are my ad

messages?

How does my

site measure up to the

rest?

3

Google Confidential and Proprietary

Catching Up on Trends

4

ProfileDoubleClick Ad Planner

ResearchYouTube

Stats & DataInsights for

SearchTrends for Websites

Trend

Web Timeline Wonder Wheel

Google Confidential and Proprietary

Case: Toyota Recall

5

Google Confidential and Proprietary

Case: Toyota Recall

Event History

Recall - Floor matissue

Recall –Accelerator pedal

Recall – Prius hybrid

Toyota Presidentapologizes in US

YouTube upload(19,966 views as of 28 Feb)

26 Nov 09 21 Jan 10 8 Feb 10 24 Feb 10 24 Feb 10

Google Confidential and Proprietary

Catching Up on Trends

7

ProfileDoubleClick Ad Planner

ResearchYouTube

Stats & DataInsights for

SearchTrends for Websites

Trend

Web Timeline Wonder Wheel

Google Confidential and Proprietary

Google Search Results

8

Google Confidential and Proprietary

Web Timeline

9

Get insights into news & web content topics

Google Confidential and Proprietary

Web Timeline

10

Google Confidential and Proprietary

Catching Up on Trends

11

ProfileDoubleClick Ad Planner

ResearchYouTube

Stats & DataInsights for

SearchTrends for Websites

Trend

Web Timeline Wonder Wheel

Google Confidential and Proprietary

Wonder Wheel

12

YouTube smart car crash test

smart car safety features

care safety features

car safety

Insights into related topics for your ad placements & to include as content on your site

Google Confidential and Proprietary

Catching Up on Trends

13

ProfileDoubleClick Ad Planner

ResearchYouTube

Stats & DataInsights for

SearchTrends for Websites

Trend

Web Timeline Wonder Wheel

Google Confidential and Proprietary

Toyota on YouTube

14

http://www.youtube.com/watch?v=ZZeiD2-Rbg4

Google Confidential and Proprietary

YouTube Statistics & Data

15

Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it

Google Confidential and Proprietary

Mr X’s YouTube Statistics & Data

16

Insights into how audiences interact with your content - Views

Google Confidential and Proprietary

Mr X’s YouTube Statistics & Data

17

Insights into how audiences interact with your content - Demographics

Google Confidential and Proprietary

Mr X’s YouTube Statistics & Data

18

Insights into how audiences interact with your content – Hot or Not?

Google Confidential and Proprietary

Catching Up on Trends

19

ProfileDoubleClick Ad Planner

ResearchYouTube

Stats & DataInsights for

SearchTrends for Websites

Trend

Web Timeline Wonder Wheel

Google Confidential and Proprietary

Insights for Search

20

Google Confidential and Proprietary

Insights for Search

21

Insights into particular terms as well as industry-wide search trends

Google Confidential and Proprietary

Insights for Search

22

Insights into regional interest, rising searches – do you have alternative solutions for consumers?

Google Confidential and Proprietary

Catching Up on Trends

23

ProfileDoubleClick Ad Planner

ResearchYouTube

Stats & DataInsights for

SearchTrends for Websites

Trend

Web Timeline Wonder Wheel

Google Confidential and Proprietary

Trends for Websites

24

nissan.commazda.com

Insights into other sites people are visiting. Can you get tips from their web pages?

Google Confidential and Proprietary

Catching Up on Trends

25

ProfileDoubleClick Ad Planner

ResearchYouTube

Stats & DataInsights for

SearchTrends for Websites

Trend

Web Timeline Wonder Wheel

Google Confidential and Proprietary

Ad Planner

26

Insights into sites – Reach, Visitors, Page views & more

Google Confidential and Proprietary

Ad Planner

27

Where else are people going? What are significant pages within a site?

Google Confidential and Proprietary

Ad Planner

28

honda.com

mercedes-benz.com

volkswagen.com

volvo.com

Bad news for others in your industry could be good news for you. See how news affects traffic to sites

Google Confidential and Proprietary

The Trend Spotters

Web Timeline

Wonder Wheel

YouTube Stats & Data

Insights for Search

Trends for Websites

Ad Planner

29

Where can my ads get targeted exposure?

How stale are my ad messages?

Is my ad campaign capturing trends?

Is my site up-to-date?

How does my site measure up?

What are people talkingabout?

Google Confidential and Proprietary

Trend Spotted!

- Insights into what people are concerned with

- Research into your site & related sites

- Updating site content to include popular, related topics

- Modifying your ad campaign to capture popular terms

- Revising ad messaging to suit the trend

- Finding new ad placements

30

Google Confidential and Proprietary

Last Look – What Mr X Did Next

31

Google Confidential and Proprietary

THANK YOU