using search marketing to amplify tv buys by kerry curran and itir aloba-curi
TRANSCRIPT
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#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
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Kerry Curran Sr. Partner, Managing Director, Marketing Integration
Catalyst @KSCDigitalPulse
Itir Aloba-Curi Director, Advertiser Analytics and Insights
Bing Ads / Microsoft
#SMX #23C1
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Companion pony Companion pony
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AGENDA
Consumer behavior
Search +
Activate: TV + search
#SMX #23C1
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5
Jon, can you find something similar but maybe with multiple screens/devices?
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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
#SMX #23C1
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%
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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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#SMX #23C1
Consumers use an overwhelming number of channels to research a purchase
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#SMX #23C1
Consumers don’t see search as a marketing channel. They see it as a key part of the decision-making process.
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Paid search Paid search Paid search Paid search
TV Display Outdoor
Radio
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AGENDA
Consumer behavior
Search +
Activate: TV + search #SMX #23C1
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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
#SMX #23C1
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TV receives 3x more budget than Search
13
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Balance Image
Presentation title — edit on Slide Master using Insert > Header & Footer
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#SMX #23C1
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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#SMX #23C1
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
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,0006/15/2016
6/16/2016
6/17/2016
6/18/2016
6/19/2016
6/20/2016
6/21/2016
6/22/2016
6/23/2016
6/24/2016
6/25/2016
6/26/2016
6/27/2016
6/28/2016
6/29/2016
6/30/2016
7/1/2016
7/2/2016
7/3/2016
7/4/2016
7/5/2016
7/6/2016
7/7/2016
7/8/2016
7/9/2016
7/10/2016
7/11/2016
7/12/2016
7/13/2016
7/14/2016
SumofTotal:15s SumofTotal:30s SumofICSBrandedSearchVolume
50% Decrease in Branded Searches
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AGENDA
Consumer behavior
Search +
Activate: TV + search
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Activating TV + Search: Keywords & Copy
#SMX #23C1
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Non-Brand Queries • 860K SRPV • 50% bid coverage
Content theme queries surpass brand queries
#SMX #23C1
Brand Queries • 60K SRPV • 100% bid coverage
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Activating TV + Search: Creative Testing
#SMX #23C1
120% Impressions
16% Enrollments
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Activating TV + Search: Flighting
#SMX #23C1
SignUpSearches
TotalMediaImpressions(Radio,TV,Search,Digital)
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#SMX #23C1
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%
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Activate: Search + TV
#SMX #23C1
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Companion pony Companion pony
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Thank You!
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© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.