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Google Confidential and Proprietary
Compelling Consumer Connections -Search Builds BrandsDominic Allon, Agency LeaderThe Search Sessions, 16 September 2008
Google Confidential and Proprietary 2
Google Confidential and Proprietary
Search is a universal consumer behaviour
Google Confidential and Proprietary 4
Search is a universal consumer behaviour
85%of people online use Search
Search is the most popular online activity after e-mail
1.2 Billion people online
1 Billion Google searches per day
* Global
Google Confidential and Proprietary
Google Confidential and Proprietary 6
Google Confidential and Proprietary
81%of internet users enter websites via a search engine
Source: Forrester Research Inc., “UK Internet User Monitor”
Google Confidential and Proprietary 8
Internet is the number one starting point
Source: Ipsos MORI, Question 4.1: As you started to research your new car purchase, where was the first place you began searching for information?Question 4.2: Which other sources of information did you use at any stage in researching and buying your car?Base: All respondents
80%of new car buyers
started their search on the internet
Automotive
Example
Google Confidential and Proprietary
Search enables discovery of new brands
Source: TNS / Google Automotive consumer study June 2007; Base: All respondents who bought a new car% - Completely Agree - Agree
47%
64%
64%
61%
48%
44%
Find the best price
Make more informed decisions
Compare makes and models
Discover new and relevant websites
Discover new models
Discover new brands
Automotive Example : Search engines help me
Automotive
Example
Google Confidential and Proprietary
42 out of 100 top brand owners don't bid on their own trademarks
Source: Harvest Digital Report “Trademark bidding on Google”, July 2008
Google Confidential and Proprietary
Top sponsored, top organic and especially the combination of both deliver best results
Source: Enquiro Research/Ipsos Interactive Services, May 2008, UK Example
3.95x
Google Confidential and Proprietary
Own your brand and your brand territory
Products and Benefits“Healthy Skin”
“Dry Skin Tips”
“Lawrence Dallaglio”
“Skin is Amazing”
“How Skin Works”
“Skin Hydration”
“Skin Science”
“Protect my Skin”
“Skin Facts”
“Face Wash”
“Cocoa Butter”
‘Body Lotion”
“Moisturiser”
‘Intensive Rescue”
“Petroleum Jelly”
“After Sun”
Brand Territory
Brand
“Vaseline”
Google Confidential and Proprietary
Offline touchpoints drive online search
Google Confidential and Proprietary
37%
30%
39%
Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007.
20%
40%
67% of online search users are driven to
search for information about a particular
company, product, service, or slogan
by an offline channel
Google Confidential and Proprietary
Internet usage is concurrent with TV viewing
Source: IAB Thinkbox - TV & Online: better together , Base : All who use both together (1,934 weighted); Q6b
81% use the Internet while a TV programme is running
Most are genuinely engaging with both TV and Internet at the same time
The balance of attention will often fluctuate dependent on content
Google Confidential and Proprietary
TV advertising is increasingly being sought & shared online
Source: IAB Thinkbox - TV & Online: better together, Base : All adults (3,011 weighted); Q7a/b/c
I joined the ‘We all love the Cadburys’ gorilla’Facebook group, but then my mum started liking it and I decided it wasn’t very cool anymore. (Pre family, female)
Search engine
���� 32% YouTube
���� 27%
59% have looked for a TV ad (or its song) online
22% have sent a TV ad (or link to one) onto someone else
Google Confidential and Proprietary
Online adsTV ads
Tells you about a new brand you’ve never heard of before
Sparks interest in a brand
Gives you new information about a brand you have heard of
Persuades you to try a brand/product
Talked about with someone else
Helps you decide which brands are relevant to you
Makes you re-evaluate a brand
Gives you enough information to make purchase decision
Makes you like a brand
Both TV and online advertising can fulfill roles across all stages
Source: IAB Thinkbox - TV & Online: better together , Base : All adults (3,011 weighted); Q36a/b
Google Confidential and Proprietary
Using both TV & Online brings the audience closer to the brand
Significantly higher levels of agreement with brand metrics, amongst those who have seen TV and Online advertising
Uplift among those exposed to both TV and Online :
+17% points
+8% points
+14% points
% agree “I feel I know this brand really well”
Source: IAB Thinkbox - TV & Online: better together
Google Confidential and Proprietary
Search behaviour is personal and iterative
Google Confidential and Proprietary
The car search process is personal & iterative
of those who first search on a brand term later use a generic search
of those who start with a generic search later use a brand term
of all brand searches also include a generic term
57%
83%
18%
Automotive
Example
Source: Ipsos MORI
Google Confidential and Proprietary
Car buyers are undecided
Source: Ipsos MORI, Question 3.1/3.2/3.3: When you first started looking, how much did you know about the Type / Make / Model of car you wanted to buy?Base: New car buyers (n=500)
62%Undecided on Make of car
(eg. Ferrari car)
69%Undecided on Model of car
(eg. Enzo car)
52%Undecided on Type of car
(eg. Sports car)
Automotive
Example
Google Confidential and Proprietary
Most car buyers switch brands
Source: Ipsos MORI, Question 5.2: What type of car did you buy in the end?Base: All respondents
55%
Automotive
Example
Google Confidential and Proprietary
Follow the consumer’s path to purchase
Distribution of searches prior to purchase
1 2 3 4 5 6 7 8 9 10 11-20 21-30 31-40 41-50 >50
12 travel searches
29 days
22 travel sites
Before a first transaction, on average:
Travel
Example
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Number of Searches
Source: Comscore Research Paper October 2007
Google Confidential and Proprietary
From ‘holiday in the sun’ to First Choice purchase in 33 days
Holiday in the sun
5 338 13 21 29
Sea
rche
sV
isits
HolidayRentals Hotels.com TripAdvisor
TUI
Expedia
First Choice
First Choice
Tui
TUI
TripAdvisors
TUI
AirTours
First Choice
TUI
AirTours
First Choice
Thomas CookTravelRepublic
Thomas Cook
Teletext Holidays
HolidayWatchdog
AirTours
First Choice
Olympic Holidays
TUI
ebookers
First Choice
Thomas Cook
Cyprus holidays
Holidays in the Sun
Palm Beach Hotel Larnaca Cyprus
Europe Holidays
Spain Holidays
Cheap Flights Cyprus
Cyprus Holidays
Beau Rivage Hotel Cyprus
Cyprus Hotels
Thomson Holidays
Day 1
Travel
Example
Source: Comscore Research Paper October 2007
Google Confidential and Proprietary
Search results pages reflect and influence consumers’ brand perceptions
Google Confidential and Proprietary
“A brand is a collective perception in the minds
of consumers”Paul Feldwick
Google Confidential and Proprietary
And what people are saying
Shows what the brand is saying
Google Confidential and Proprietary 28
Google Confidential and ProprietarySource: comScore, US, CPG study, October 2007Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engine users US only), Jan 2008
Consumers associate search ranking with the success of the company
of users link placement to company prominence
of users expect leading brands to be on top of the search results page 71%
36%
CPG
Example
Google Confidential and Proprietary
Search ads have a clear impact on brand recall
Source: Enquiro Research/Ipsos Interactive Services, May 2008, Aggregated Data: All Industries, all countries (UK, Germany, France)
Brand Recall(do you remember it?)
Brand Affinity(do you like it?)
Purchase Intent(would you buy it?)
+ 2.5x1.18x 1.14x
Google Confidential and ProprietarySource: Enquiro Research/Ipsos Interactive Services, May 2008
Samsung UK
And search advertising has a demonstrable impact on shaping brand attributes …
Technology
Example
Google Confidential and Proprietary
Search builds brands
Search is a universal consumer behaviour���� Be found: always on, every market, full coverage
Search is the gateway to consumers’ online journey���� Integrate on and offline activity
Search behaviour is personal and iterative ���� Follow the consumer to drive brand equity
Search results pages reflect and influence consumers’ brand perceptions���� Engage, listen and respond
Google Confidential and Proprietary
Q&ADominic AllonAgency Leader
Mark HoweCountry Director
Google Confidential and Proprietary
Compelling Consumer Connections -Search Builds BrandsDominic Allon, Agency LeaderThe Search Sessions, 16 September 2008