The New 1+1=3: Using Search Marketing to Amplify TV Buys
Transcript of The New 1+1=3: Using Search Marketing to Amplify TV Buys
#SMX #23C1 @BingAds | @CatalystSEM
1+1 = 3Using Search Marketing To Amplify TV Buys
Itir Aloba-Curi | Director, Advertiser Analytics and Insights, Bing Ads
Kerry Curran | Managing Director, Marketing Integration, Catalyst
Kerry CurranSr. Partner, Managing Director, Marketing
IntegrationCatalyst
@KSCDigitalPulse
Itir Aloba-CuriDirector, Advertiser Analytics and
InsightsBing Ads / Microsoft
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AGENDA
Consumer behavior
Search +
Activate: TV + search
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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.
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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
DisplayOutdoor
Radio
AGENDA
Consumer behavior
Search +
Activate: TV + search
Email marketing
Online video
Television advertising
Direct mail
Search (PPC/SEM, SEO, local)
Mobile messaging and app engagement
Sponsorships
Affiliate marketing
Out-of-home advertising
Video on demand (VOD)
Programmatic display
63%54%54%
52%50%50%
46%46%
45%41%41%
40%37%
36%36%
35%31%
29%29%
28%22%
19%
55% of marketers are not including Search in their marketing program
Base: Variable US-based marketing agencies and B2C advertisers across industriesSource: 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
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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 watchTV with a computer on
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TV Drives Search
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Sum of Total :15s Sum of Total :30s Sum of ICS Branded Search Volume
50% Decrease in Branded Searches
AGENDA
Consumer behavior
Search +
Activate: TV + search
Activating TV + Search: Keywords & Copy
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Non-Brand Queries860K SRPV50% bid coverage
Content theme queries surpass brand queries
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Brand Queries• 60K SRPV• 100% bid
coverage
Activating TV + Search: Creative Testing
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120% Impressions16%Enrollments
Activating TV + Search: Flighting
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Sign Up Searches
Total Media Impressions (Radio, TV, Search, Digital)
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Major Beer BrandSearch ads activated during competitors’ commercials + 15 minutes after
98%32%
CTRCPC
Activating TV + Search: Conquesting
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Primeti
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Share of Voice
40%
100%
Activate: Search + TV
1Keywords:• Bid on relevant
keywords• Target brand, non-
brand, content, celebrity keywords
3 Flighting:• Align paid campaigns
with media flights• Plan high SOV for
tent pole events
4Conquesting:• Plan campaigns to
capitalize on competitor flighting & copy
• Test TVTY to ensure high SOV during competitor flights
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2Creative:• Test for best ad copy and
share with non-search teams
• Use consumer focused keywords
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Thank You
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