using search marketing to amplify tv buys by kerry curran and itir aloba-curi

#SMX #23C1 @BingAds | @CatalystSEM

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

Itir Aloba-Curi | Director, Advertiser Analytics and Insights, Bing Ads Kerry Curran | Managing Director, Marketing Integration, Catalyst

Kerry Curran Sr. Partner, Managing Director, Marketing Integration

Catalyst @KSCDigitalPulse

Itir Aloba-Curi Director, Advertiser Analytics and Insights

Bing Ads / Microsoft

#SMX #23C1

Companion pony Companion pony

AGENDA

Consumer behavior

Search +

Activate: TV + search

#SMX #23C1

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 Display Outdoor

Radio

AGENDA

Consumer behavior

Search +

Activate: TV + search #SMX #23C1

63% 54% 54%

52% 50% 50%

46% 46%

45% 41% 41%

40% 37%

36% 36%

35% 31%

29% 29%

28% 22%

19%

Email marketing Paid social media

Online video Online banner/display advertising

Television advertising eCommerce channels / eMarketing

Direct mail Print

Search (PPC/SEM, SEO, local) Radio advertising

Mobile messaging and app In-store displays

Sponsorships Organic social media / community

Affiliate marketing Events and trade shows Out-of-home advertising

CRM campaigns Video on demand (VOD)

Content distribution and syndication Programmatic display

Guerilla or urban marketing

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

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

#SMX #23C1

TV receives 3x more budget than Search

13

Balance Image

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

#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 watch TV with a computer on

#SMX #23C1

TV Drives Search

Sea

rch

Volu

me

Bro

adca

st Im

pres

sion

s

0

200

400

600

800

1,000

1,200

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,0006/15/2016

6/16/2016

6/17/2016

6/18/2016

6/19/2016

6/20/2016

6/21/2016

6/22/2016

6/23/2016

6/24/2016

6/25/2016

6/26/2016

6/27/2016

6/28/2016

6/29/2016

6/30/2016

7/1/2016

7/2/2016

7/3/2016

7/4/2016

7/5/2016

7/6/2016

7/7/2016

7/8/2016

7/9/2016

7/10/2016

7/11/2016

7/12/2016

7/13/2016

7/14/2016

SumofTotal:15s SumofTotal:30s SumofICSBrandedSearchVolume

50% Decrease in Branded Searches

AGENDA

Consumer behavior

Search +

Activate: TV + search

Activating TV + Search: Keywords & Copy

#SMX #23C1

Non-Brand Queries •  860K SRPV •  50% 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% Impressions

16% Enrollments

Activating TV + Search: Flighting

#SMX #23C1

SignUpSearches

TotalMediaImpressions(Radio,TV,Search,Digital)

#SMX #23C1

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

98% 32%

CTR CPC

Activating TV + Search: Conquesting

Standard paid search conquest

Primetime TV target

Share of Voice

40%

100%

Activate: Search + TV

#SMX #23C1

Companion pony Companion pony

info@catalystdigital.com

LET’S TALK SEARCH & SOCIAL!

COMPLIMENTARY COCKTAILS AT

BOOTH 345

Thank You!

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.