The Big GameInsights for digital marketers

AgendaBe there when the players take the fieldGet in on the action- Be there from the play-offs to the after-

party- Show your team spirit- Find the best party & food ideasIt’s game time! - Fans are on the edge of their seats for t

he commercials

- Up your game by syncing your search and TV ads

- Get to 1st & goal with broad keyword coverage

- Benefit from the Bing Ads’ bench

Be there when the players take the fieldSuper Bowl LI Feb. 5, 20175:30 ESTHouston, TX

As the audience cheers on their favorite teamOn their couch or at the neighborhood bar, Americans and Canadians tune into the Big Game.

SOURCE:1. Nielsen, Super Bowl 50 draws 111.9 million TV viewers and 16.9 million tweets, February 8, 2016.2. BellMedia, Super Bowl 50 is second-most watched on record in Canada with 8.3 million viewers on CTV and RDS, February 8, 2016.3. CBS Sports, Average of 111.9 million viewers watch CBS’s coverage of Super Bowl 50, February 8, 2016. 4. comScore Plan Metrix, US, January 2016, custom measure created using comScore indices and duplication. Bing Network represents unduplicated visitors to Bing Web, Yahoo U.S. Web Search and AOL.COM Web Search. Yahoo U.S. Web Search is at least 50% powered by Bing. January data was used to reflect the month prior to the Super Bowl.

2016 average TV audience

111.9M U.S. viewers1

8.3M Canadian viewers2

1.4M Average minute audience during the game3

315MMinutes consumed during the game window3

2016 streaming

media audience

Be there with the Bing Network audience

33M watched football on TV in a typical week4

12M watched football as a spectator in the last 6 months4

When the audience looks to a second screenUse device targeting to connect with the 82% of viewers who plan to use their smartphones during the game.1*

SOURCE:1. Salesforce, New research reveals how people will spend time multi-screening during Super Bowl 50, February 4, 2016. *By device type: Multi-response question; percentages equal more than 100%.2. Microsoft, Internal data analysis, Jan 1 – Feb 20, 2016, Big Game related searches.

Be there for the play by play

30% of Big Game related searches on the Bing Network in 2016 came from mobile devices2

Get in on the actionThere’s never been a better time to invest

Be there from the play-offs to the after-partyWhile the Big Game gets the most coverage, the playoff and conference championship games also offer digital marketers an opportunity to get in front of consumers.

SOURCE:Microsoft, Internal data analysis, Jan 1 – Feb 20, 2016., Big Game related searches, all devices. Conference championship games were on 1/24/16 and the Big Game on 2/7/16.

TIP Plan your budgets to cover the playoffs through the week following the Big Game.

For campaigns related to TV commercials shown during the Big Game, plan your budgets primarily for game day and the next 3 days.

It starts with showing your team spirit Searches for team apparel and accessories steadily increase as the field narrows and peak the day after the conference playoffs.

SOURCE:1. Microsoft, Internal data analysis, Sports & Fitness > Sports Fan Gear & Apparel, Jan 1 – Feb 20, 2016.2. National Retail Federation, An estimated 189 million Americans expected to watch Super Bowl 50, January 28, 2016. 3. Nielsen, Super Bowl Sunday is no longer just a beer holiday, February 3, 2016.

11.1%Of viewers will buy new team apparel and/or accessories2

Team gear & apparel: Top searched terms1 nfl shopdenver broncos women’s

apparelcarolina panthers jerseycam newton jerseynfl jersey, nfl jerseysbroncos jerseynflshop comdenver broncos logo, broncos

logocarolina panthers logo, panthers

logorichard sherman denver broncos jerseydenver broncos hat, broncos hatcam newton shirtsuper bowl 50 logocarolina panthers women’s

apparel

TIP Retailers: Remember the ladies. Women make up about 46% of Big Game viewers.3 What’s more: there were 60% more searches for ‘denver broncos women’s apparel’ than for ‘broncos jersey’ and ‘denver broncos jersey’ combined.1

Next there’s the pregame rally for the best party ideasThere’s a 2-week window between the conference playoffs and the Big Game to influence CPG purchases and help consumers prep for game day.

SOURCE:1. Microsoft, Internal data analysis, Jan 1 – Feb 20, 2016, all devices.2. Pizza Pizza, National poll on Super Bowl eating and viewing habits confirms: pizza remains top choice in 2016, February 4, 2016.

Party & food ideas: Top searched terms1 super bowl recipessuper bowl party foodssuper bowl party ideassuper bowl appetizer recipessuper bowl dessertssuper bowl party food ideassuper bowl snack ideassuper bowl party foodbest super bowl appetizerssuper bowl party recipeseasy super bowl appetizerssuper bowl recipe ideassuper bowl snack recipesrecipes for super bowl partysuper bowl snacks and

appetizers

TIP Use Expanded Text Ads with Sitelink and Enhanced Sitelink Extensions to promote the party and recipe sections of your website. You’ll help searchers find the inspiration and information they’re looking for.

41%Of Canadians watching the game at home selected pizza as their food item of choice2

20%Selected chicken wings2

Contoso Foods for Every Day - Crowd Pleasing IdeasAd contoso.com/party/foodsEnjoy delicious Contoso recipes at your next game day party.

Big Game RecipesImpress your friends with our easy game day recipes

Enhanced Sitelink

It’s game time! Search + TVSync your search and TV campaigns to drive your message farther downfield

Fans are on the edge of their seats for the commercialsFor many viewers, the ads are an integral part of the game day experience.

SOURCE:National Retail Federation, An estimated 189 million Americans expected to watch Super Bowl 50, January 28, 2016.

78.6%of Americans say they view the commercials during the Super Bowl as entertainment

17.5%say they make them aware of advertisers’ brands

10.3%say they influence them to buy products from advertisers

Canadian viewers are excited to see the U.S. ads tooThis is the first Big Game that Canadian viewers will be able to see the U.S. ads as they’re broadcasted during the game, instead of the Canadian commercials that have been substituted in. This presents a NEW cross-border opportunity for brands operating in both markets.

SOURCE:CBC, Bell can appeal ban on Canadian ad substitution during Super Bowl, November 3, 2016.

TIP Use location targeting to reach a cross‑border audience.

Up your game by syncing your search and TV adsBing Network wanted to know how airing TV commercials during the Big Game affects an advertiser’s search volume. To find out, we looked at advertiser related search volume for six Big Game commercials.

SOURCE:Microsoft, Internal data analysis, Feb 2016. All Big Game queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis.

Be there to receive the passOnce a commercial airs, it’s time for your search campaigns to drive the ball downfield. We found that search volume followed a similar pattern across industries.

SOURCE:Microsoft, Internal data analysis, Feb 2016. All Big Game queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. Average before ad release is based on a time window of 72 hours before release to 12 hours before release.

Be there to receive the pass (cont.)If you’re introducing a new product or service, you may see a higher surge the next day as buzz around the new offering builds. In this example, there’s an advertising trifecta – a new offering, a fun concept and a celebrity endorsement.

SOURCE:Microsoft, Internal data analysis, Feb 2016. All Big Game queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. Average before ad release is based on a time window of 72 hours before release to 12 hours before release.

Let’s go to the field for a better view of the actionFill the gaps in your offensive line and take advantage of the increased search volume spurred by your Big Game commercial.

SOURCE:Microsoft, Internal data analysis, Feb 2016. All Big Game queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. Increase in search volume compared against average SRPV before TV ad release. Search result page stats relate to the extra volume after the release of the TV ad.

TIP Prepare for game day with Keyword Planner. It’ll help you find keywords related to your products, services and commercials.

Of the 2016 commercials we studied:

Range of results

Search volume increase after release of TV commercial 65% to

98%Search results pages with no mainline ad showing 13% to

31%Search results pages with no impressions from the commercial sponsor

21% to 56%

Get to 1st & goal with broad keyword coverageBuild a strong offense around the keywords related to your Big Game commercial. Go beyond the basic brand, product, service and commercial keyword combinations.

SOURCE:Microsoft, Internal data analysis, Feb 2016. All Big Game queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. Stats relate to the extra volume after the release of the TV ad.

Searched terms related to TV ads brand, brand product/service, product/service brand product year, year brand productbrand product price, brand product dealsbrand super bowl ad/commercialbrand product super bowl ad/commercialbrand product super bowlbrand <product type>, new brand <product

type>brand <product type> commercialbrand <related or similar product><actor> super bowl commercialbrand <actor> super bowl commercial<character> in brand ad/commercial<quirky or memorable element of

commercial>, <element> brand, <element> brand product

brand <commercial’s name> ad/commercial<questions about the ad or the product

shown> <questions raised by the ad>

Start with keyword variations of this basic combination: brand ± product/service ± super bowl ± ad/commercial

Add in references to:<product type>, <related products or services><actor(s)>, <character(s)>, <commercial

elements> <commercial’s name> <popular past commercial’s name><questions raised by the ad> Who’s the actor in the brand commercial? Is brand’s service really free? What song is in the brand commercial?

Be there for the touchdown and the extra pointRun these plays to make the most of your Big Game commercial campaigns.

1 Team up with phrase match and broad match modifierThey’ll help you fill in unexpected gaps in your keyword coverage.

2 Play offense and defense by bidding on your own brand terms You’ll get more clicks and keep competitors at bay. Also bid on competitors’ brand terms to exploit gaps in their offense.

3 Give yourself the best on-field advantage with mainline biddingBid on the mainline position to show your ad extensions and capture the most clicks. Visit the Opportunities tab to learn more.

4 Plan for more conversions with the Enhanced CPC bid strategy Maximize your conversions while still having control over your bids by using the Enhanced CPC automated bidding strategy, along with Universal Event Tracking (UET).

5 Keep up on the action with the Bing Ads app for Android and iOS devicesWhenever you need, wherever you are – including your Big Game party, the Bing Ads app makes it easy for you to access and update your account on the go.

Bing Ads app

Benefit from the Bing Ads’ benchLeverage the Bing Ads platform to help you manage your account, reach your target audience and increase ad engagement.

Ease of management• Import Campaigns from G

oogle AdWords

• Bing Ads Editor for PC and Mac

• Bing Ads App for Android and iOS devices

• Universal Event Tracking (UET)

• Automated Rules

Target unique audiences• Remarketing in Paid Sear

ch • Device targeting• Demographic targeting• Location targeting• Day and time targeting• Audience insights

Increase ad engagement• App Extensions• Call Extensions• Location Extensions• Callout Extensions• Review Extensions• Sitelink and Enhanced Sit

elink Extensions

• Structured Snippet Extensions

@bingads

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youtube.com/bingads

Connect with a Search Specialist who can help you get started today. Call 1-800-518-5689 or check out Getting started

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