using search marketing to amplify tv buys by kerry curran and itir aloba-curi
TRANSCRIPT
#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
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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%
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Consumers use an overwhelming number of channels to research a purchase
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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
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TV receives 3x more budget than Search
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Balance Image
Presentation title — edit on Slide Master using Insert > Header & Footer
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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
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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
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40,000,0006/15/2016
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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
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120% Impressions
16% Enrollments
Activating TV + Search: Flighting
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SignUpSearches
TotalMediaImpressions(Radio,TV,Search,Digital)
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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
Thank You!
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