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Google Belgium Research: How radio & TV impact online brand popularity?
 

Google Belgium Research: How radio & TV impact online brand popularity?

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Google Belgium Research @Semetis Event of 23-Nov-12: How radio & TV impact online brand popularity?

Google Belgium Research @Semetis Event of 23-Nov-12: How radio & TV impact online brand popularity?

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    Google Belgium Research: How radio & TV impact online brand popularity? Google Belgium Research: How radio & TV impact online brand popularity? Presentation Transcript

    • Ad Boost StudyThe impact of offline advertising on SearchElie Boonefaes Google Confidential and Proprietary 1
    • Search captures trends… Red Bull Brand Searches Jan-06 Jun-06 Nov-06 Apr-07 Sep-07 Feb-08 Jul-08 Google Confidential and Proprietary 2
    • …so search could capture radio/TV ads Brand x Google Confidential and Proprietary 3
    • Creation of Ad Boost to measure % increase = Ad Boost Time (1 year) Search VolumeTV/Radio Campaign on the brand Google Confidential and Proprietary 4
    • Results of TV and Radio Ad Boost Google Confidential and Proprietary 5 5
    • Radio (2010) TV (2011) (2011) 26 # Brands 8814m Budget (€) 140m0.5m Avg. Budget 1.5m Google Confidential and Proprietary 6
    • Radio TV33% 41% Google Confidential and Proprietary 7
    • Main points that impact Ad Boost Google Confidential and Proprietary 8 8
    • Give the audience a reason to go online, 1 include a call to action. 11 11 1 1 1 11 1 1 11 1 1 1 -1 -1 -1 l-1 -1 -1 -1 -1 n- b- n- p- ug ar pr ay ov ec ct Ju Ju Ja Fe Se O M A M D N A TV spend Google SearchesResults from TV Google Confidential and Proprietary 9
    • Emphasize where you want them to go by 2 highlighting the URL No URL URL Text URL only (TV)Results from Radio & TV Google Confidential and Proprietary 10
    • Keep the message short, longer ads may 3 shift the focus away from the main point Short (15s) Medium (20-25s) Long (>25s) 62% 35% 6%Results from Radio Google Confidential and Proprietary 11
    • Give the audience a reason to go1 online, include a call to action. Emphasize where you want them to go by2 highlighting the URL Keep the message short, longer ads may3 shift the focus away from the main point Google Confidential and Proprietary 12
    • What can You do with this? Google Confidential and Proprietary 13 1
    • 1 Analyse the Ad Boost effect for your brandA. Get the data B. Model C. ExperimentFor the Campaigns: Internally / agency … and put your money- Reach - historic data to what works for you!- Creative - as complex as needed- Time- Any medium- …For the online impact:- Analytics - Daily visitors / UV - Social metrics Google Confidential and Proprietary 14
    • Make sure that your campaign message can 2 be found online without any effort A. Website B. Ad WordsHave the info available on your Manage the message people seesite… when typing your brand…available for each platform by securing the corresponding top spot Google Confidential and Proprietary 15
    • Thank You Google Confidential and Proprietary 16 1