Jay Seideman & Eli Goodman June 15, 2010

FROM KEYWORDS TO CONTENT:Extend the Power of Search Branding

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EU: 72 Million US: 99 Million

We Reach Over 170MM Unique Users Every Month*

What We Do:Vibrant Manages Over 5Bn Hyperlinks Every Month

We Work With the Ad Age Top 100 Brand Advertisers

We Appear on 4,500+ Premium Publishers

*com

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010

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comScore Customer Knowledge Platform: A granular 360 view of the multitude of online activities of 2MM global users

Designed to be representative of the total online population.TRUSTe certified for information privacy & security.

4Source: About.com Marketing

What Is A Brand?

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

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Consumers now spend over 40% of their online time with Content, and only about one-fourth of their time with email and IM

Community is a relatively new and growing segment

How Consumers Spend Time Online Has Changed Greatly in the Last 5 Years

16%

46%

0%

34%

3%

CommerceCommunicationsCommunityContentSearch

11%

20%

28%

37%

4%

CY 2003 Q1 2010Share of Online Time

Source: OPA Internet Activity Index

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$118B

$68B

$6B$20B

Measured Media Spend:$186B

Online Media Spend:$26B

Bra

ndD

irect

R

espo

nse

Only 23% Online dollars are spent on

Brand Marketing

77% Online dollars are spent on Direct Response

Marketing

63% Total dollars are spent on Brand

Marketing

37% Total dollars are spent on Direct

Response Marketing

The Internet is Disproportionately Used for Direct Response Advertising

Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners LLC, and DMA.

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$118B

$68B

$6B$20B

Bra

ndD

irect

R

espo

nse

But online takes just 5% of total Brand spend

Online accounts for 30% of Direct Response spend

Online is Getting its “Fair Share” of DR Ad Spend – Not the Case with Brand

Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners LLC, and DMA.

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But how do you go beyond your brand name and truly make that emotional connection?

Brands are “King” in Search both Paid and Organically

Source: comScore Marketer

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Done right: Food companies & recipe search: advertisers take advantage of organic related listings.

Could be done better: Where is GE’s “ecomagination” when I search for clean energy? Build relevant content and bid accordingly!

The Solution? Encourage Advertisers to Think of Search & Keywords as the Traffic Driver to the Brand

Mechanism, Not Just the Brand

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All about GE Most people don’t

care about GE People DO care

about the environment

There is real query volume behind useful content and paid campaigns

300-500K searches per month just on these keywords!

Very Few Searches for “ecomagination” or Terms That Would Land You Here…

But focusing on the customer can find you clicks!

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$700+ Billion in Annual Sales

23% of Sales Spent on Marketing

The CPG Industry

12%: Trade Marketing05%: Consumer Promotion05%: Advertising01%: Internet

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Let’s put ourselves in a CPG brand manager’s shoes and compare search marketing & keyword association to the classic branding vehicle – Television:– Text search ads ≠ emotional connection

– Search often occurs close to the bottom of the funnel

– Search ads ALWAYS have a call-to-action (e.g. a click)

So, not surprising that brand marketers consider search to be a DR channel

Situation: Search & Keywords Have Long Been Considered a Direct Response

TV is perfect emotion-based advertising

Most TV ads focus on awareness & affinity (higher in the funnel)

Majority of TV ads do not encourage users “buy now” or “call now”

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Example: KraftRecipes.com is almost exclusively a branding vehicle

Solution: Use Search & Keywords to Drive Users to Brand Experiences

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Search & Keywords are a major source of traffic for Kraft Foods – 37% of their search clicks are paid and heavily generic in April 2010

Solution: Use Search & Keywords to Drive Users to Brand Experiences

Source: comScore Marketer

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Now let’s go back to the challenges I listed earlier:– Does it allow for emotional connection?

– Does it reach consumers at the top of the funnel?

– Is there a call to action?

Sounds like branding to me!

How Does a Search & Keyword Driven Brand Experience Hold Up to TV?

KraftRecipes.com provides resources for families with tight budgets & schedules

Allows Kraft to introduce brand messages as consumers are formulating meal ideas

No overt CTA – KraftRecipes.com is focused on awareness & affinity

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3G Phone

Searching for Words Clicking on Hyperlinked Words

Words Are the Most Prevalent Way We Navigate the Internet

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“Link-following Continues to be the Most Common Navigation Action, Accounting for

45% of All Page Transitions”

Source: Recent Report on Web Use: ”Not Quite the Average: An Empirical Study of Web Use,” Harald Weinreich and Hartmut Obendorf, University of Hamburg 2008

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Blackberry Bold

Awareness (discover) Purchase (find)

Search Ensures that the Brand is “Found”

Display Ads Enable the Brand to Be “Discovered”

Using Words to Market Brands

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So How Do Hyperlinks Fit In?

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blackberrymobile telephonessmartphone

Hyperlinks Present an Opportunity to Extend Your Search Keyword Campaign Into

Your Display Media Plan

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In Depth Case StudyVibrant Awards 2010: Best Use of Contextual Advertising

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Brand/Agency: Microsoft / Razorfish / UM Seattle Campaign: “Bing VCS“

• Exclusive partnership across the US & UK markets

• Used an API feed to deliver news, video, images and search results directly inside the unit

• Vibrant’s technology monitors and highlights over 75K trending keywords – new words are added as they become topical in pop culture

• Brings a relevant search experience to users on terms they were interested in

• In-text is leading driver for initial and subsequent searches for Bing

Helping Users by Delivering a Convenient Search Experience Across the Internet

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Brand/Agency: IBM / Neo@Ogilvy Worldwide NYCampaign: “US Open Sponsorship Program”

• IBM wanted to promote sponsorship & technology partnership with the US Open

• Used API feed to distribute real-time player stats, scores and video coverage as it was happening on the court

• In-text was only media placement to align live US Open content with IBM & effectively promote the brand as the cutting-edge technology provider for US Open

• Leveraged large amount of media coverage of U.S Open and delivered content from player names and sports terms

Providing Real-Time Player Stats and Scores from the US Open

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Brand/Agency: Toyota/Saatchi + Saatchi LACampaign: “Recall”

• In-text was 1st offline and online media placement to go live after recall

• Ads were contextually targeted to run in the abundant negative content surrounding recall coverage

• Toyota was placed in the heart of recall conversations, allowing brand to set the record straight and have a direct dialogue with their consumers

• Included white papers, technician testimonials and updates on repairs

Toyota Hits the Breaks on Negative Press with Emotional Videos and Factual Whitepapers

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Now let’s go back to the challenges Eli listed earlier:– Does it allow for emotional connection?

– Does it reach consumers at the top of the funnel?

– Is there a call to action?

Sounds like branding to us !

IBM used API feed to distribute real-time player stats, scores and video coverage as it was happening on the court.

Allows IBM to introduce brand messages as consumers are engaged in watching a sport they are passionate about

How Does the Vibrant In-Text Brand Experience Hold Up to TV?

No, by promoting their role as the main technology provider of the US Open, consumers will recall the positioning

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Awareness (discover) Purchase (find)

Extend Your Search Keyword Campaigns Into the Content

US Open

Search Ensures that the Brand is “Found”

Display Ads Enable the Brand to Be “Discovered”Bridge the Gap Between Search & Display

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Time spent online is shifting– More Content– More Community

Offline Brand Advertisers need to move dollars online– 5% of Brand spending online is not sufficient

Branding Strategy – Order Reversal– Use the Consumers’ ideas and brand to them (keywords they already use)– Vs. solely pushing your Brand message (creating demand for your keywords)

Keywords = Emotional Connections = Branding Industry Agnostic

– Brands exist for all types of businesses– Techniques not limited to single industries

Conclusions

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Jay SeidemanRegional Vice President East, Vibrant Mediajay@vibrantmedia.com

Eli GoodmanSearch Evangelistegoodman@comscore.com

Thank YouQ & A