presentation: connecting television with search
TRANSCRIPT
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!