YMARKETINGGROUPON, VW & DORITOS TOPSEARCH BEHAVIOR FOLLOWINGSUPER BOWL ADSRising search terms showcase the Digital Impact ...
Google Insights    How the Super Bowl Ads    Affected Search Behavior        www.ymarketing.com/SuperBowl2011   2
Google Insights – Top Terms             www.ymarketing.com/SuperBowl2011   3
Google Insights – Top Geographies                                                The Green Bay                            ...
Google Insights – Top “Ad” Searches                           These are Top Searches of all related searches over the past...
Google Insights – Rising “Ad” Searches                      In contrast to the prior keyword sets,                      th...
Google Insights – Rising “Ad” Searches                       The Top RISING Searches for „super                       bowl...
Hitwise Data Shows Groupon, VW on Top                                    •   Similar to looking at Google                 ...
Doritos Search Interest             www.ymarketing.com/SuperBowl2011   9
Groupon Search Interest             www.ymarketing.com/SuperBowl2011   10
Cars.com Search Interest             www.ymarketing.com/SuperBowl2011   11
E*Trade Search Interest„e*trade with space/character has 6x less volume than „etrade‟ no spaces(see following slide)      ...
E*Trade Search Interest                                                „etrade‟                                           ...
Pepsi Search Interest             www.ymarketing.com/SuperBowl2011   14
APPENDIX   The Super Bowl Social   Brand Scoreboard Project      www.ymarketing.com/SuperBowl2011   15
About the Super Bowl                                                                               Super Bowl I 1967   Sup...
The Commercials•      Prices for advertising space can       typically cost millions of dollars;       30 seconds of adver...
About this Project• We love reading and watching Ad  Critics, especially for the Super  Bowl• But we believe that while a ...
Ad Critics & Panels• Despite the fact we wanted to bring  some objectivity to the subjective  process of ranking or scorin...
Other Related Super Bowl Ad Reports• In addition to the traditional  subjective Super Bowl ad critic  and panel rankings t...
Measurements•   This being our first year tracking this    project, we weren‟t sure what we were    looking for so we capt...
Contact Information -Digital Agency ymarketing•   www.ymarketing.com/blog•   Facebook.com/ymarketing•   Twitter.com/ymarke...
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Super Bowl 2011 Google Insights Update- Super Bowl Social Brands Scoreboard

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Groupon, VW & Doritos Top Search Behavior Following Super Bowl Ads.

Rising search terms showcase the Digital Impact of 2011 Super Bowl XLV Commercials on top Brand Advertisers

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Super Bowl 2011 Google Insights Update- Super Bowl Social Brands Scoreboard

  1. 1. YMARKETINGGROUPON, VW & DORITOS TOPSEARCH BEHAVIOR FOLLOWINGSUPER BOWL ADSRising search terms showcase the Digital Impact of 2011Super Bowl XLV Commercials on top Brand Advertisers www.ymarketing.com/SuperBowl2011 1
  2. 2. Google Insights How the Super Bowl Ads Affected Search Behavior www.ymarketing.com/SuperBowl2011 2
  3. 3. Google Insights – Top Terms www.ymarketing.com/SuperBowl2011 3
  4. 4. Google Insights – Top Geographies The Green Bay Packer impact is evident, and not just in WI. However finding geographic clues that the Steelers were in the Super Bowl is not as apparent for these two top terms (with the exception of West Virginia, a close neighbor of Pittsburgh). www.ymarketing.com/SuperBowl2011 4
  5. 5. Google Insights – Top “Ad” Searches These are Top Searches of all related searches over the past 30 days. Amazingly, Groupon captured the most „ad-related‟ search interest in part due to its controversial ads that were pulled and in part due to its recent news on company valuation and acquisition rejections. VW garnered attention via „darth vader‟ and Doritos showed strong in each ad- related search iteration. Also of note, USA Today‟s coverage of Super Bowl ads is understood by Google searchers. www.ymarketing.com/SuperBowl2011 5
  6. 6. Google Insights – Rising “Ad” Searches In contrast to the prior keyword sets, these are Top RISING Searches and perhaps the best indication of search behavioral impact related to Super Bowl Ads. Again, USA Today did a great job with its coverage of the ads and its “Ad Meter” branding. VW‟s Darth Vader and Groupon captured the most rising „ad- related‟ search interest. www.ymarketing.com/SuperBowl2011 6
  7. 7. Google Insights – Rising “Ad” Searches The Top RISING Searches for „super bowl commercials‟ and „superbowl commercials‟ were Fox related, which covered the game. YouTube‟s popularity in covering Super Bowl ads becomes apparent in this set of search terms and Doritos once again shows brand strength. www.ymarketing.com/SuperBowl2011 7
  8. 8. Hitwise Data Shows Groupon, VW on Top • Similar to looking at Google Insights for search behavior data, our friends and partners at Hitwise also mined their deep search data and found similar results • Groupon saw the second biggest “bump” according to Hitwise • VW saw the biggest gains in search volume, and had several search variations appear in top searches • Read More www.ymarketing.com/SuperBowl2011 8
  9. 9. Doritos Search Interest www.ymarketing.com/SuperBowl2011 9
  10. 10. Groupon Search Interest www.ymarketing.com/SuperBowl2011 10
  11. 11. Cars.com Search Interest www.ymarketing.com/SuperBowl2011 11
  12. 12. E*Trade Search Interest„e*trade with space/character has 6x less volume than „etrade‟ no spaces(see following slide) www.ymarketing.com/SuperBowl2011 12
  13. 13. E*Trade Search Interest „etrade‟ with no space/ character has 6x MORE search volume interest than E*TRADE with branded space/ character (search engines ignore punctuation) www.ymarketing.com/SuperBowl2011 13
  14. 14. Pepsi Search Interest www.ymarketing.com/SuperBowl2011 14
  15. 15. APPENDIX The Super Bowl Social Brand Scoreboard Project www.ymarketing.com/SuperBowl2011 15
  16. 16. About the Super Bowl Super Bowl I 1967 Super Bowl XLV 2011 • The Super Bowl is the championship game of the National Football League (NFL), the highest level of professional American football in the United States. • The game was created as part of a merger agreement between the NFL and its then-rival league, the American Football League (AFL). • It was agreed that the two leagues champion teams would play in an AFL–NFL World Championship Game until the merger was to officially begin in 1970. • "Super Bowl Sunday" is the second-largest day for U.S. food consumption, after Thanksgiving Day. • Super Bowl XLV became the most-watched U.S. television program in history, drawing an average audience of 111 million viewers and taking over the spot held by the previous years Super Bowl XLIV, which took the 28-year reign from the final episode of M*A*S*H.) • Still, as we were reminded by a comment on our Super Bowl guest blog with HubSpot, the worldwide king of TV ratings is still the original „football‟, as the 2010 World Cup was viewed by 700 million sports fanshttp://en.wikipedia.org/wiki/Super_Bowl www.ymarketing.com/SuperBowl2011 16
  17. 17. The Commercials• Prices for advertising space can typically cost millions of dollars; 30 seconds of advertising time during the 2010 telecast was $2.6 Million, and rose to $3.0 million in 2011• There is concern about the viewing of commercials with the use of DVRs, however TiVo reports that viewers pause and rewind back to previous commercials that they enjoy Cost of Super Bowl Ad ($US)http://en.wikipedia.org/wiki/Super_Bowl_advertising www.ymarketing.com/SuperBowl2011 17
  18. 18. About this Project• We love reading and watching Ad Critics, especially for the Super Bowl• But we believe that while a professional ad critic ranking is important, in today‟s world of social media and user generated content the public consumer might just be the best judge of an ad‟s effectiveness • Stopping with just an ad critic ranking would be akin to having the Meet the Press panel elect our new U.S. President … why not let the people decide?• We set out to measure key social media benchmarks and attempt to show “lift” per company and brand following their Super Bowl Commercial(s) www.ymarketing.com/SuperBowl2011 18
  19. 19. Ad Critics & Panels• Despite the fact we wanted to bring some objectivity to the subjective process of ranking or scoring Super Bowl ads, we really are fans of the traditional ad critic and panels and think many of them do an outstanding job.• By no means are we trying to replace these processes, rather we‟re trying to add to them in hopes that combined these various measurements can help advertisers become better at connecting with consumers• Among our favorites are USA Today‟s Ad Meter, AdBowl, Ace Metrix‟s Ad Effectiveness Score, Media Curves Super Bowl Ad Test, People TV Ad Critic and a host of user-rated pages including YouTube‟s AdBlitz, MSN Fox Sports Best & Worst and the Hulu AdZone www.ymarketing.com/SuperBowl2011 19
  20. 20. Other Related Super Bowl Ad Reports• In addition to the traditional subjective Super Bowl ad critic and panel rankings there are several reports that rated this year‟s Super Bowl XLV commercials on various modern Web 2.0 social and buzz measurements• In addition to reading our findings in this report, some earned media studies that may be of interest include: • Kantar Video Super Bowl Ad Rankings: Earned Media • Forbes “Most Buzzed” Super Bowl XLV Commercials • University of Georgia Terry College of Business Tweet Emotion Report www.ymarketing.com/SuperBowl2011 20
  21. 21. Measurements• This being our first year tracking this project, we weren‟t sure what we were looking for so we captured more KPIs than were actually useful in the end, 21 in all• We also used several different tools to help pull this data, but ultimately our favorite tools for this project were in fact the free ones such as Topsy, TweetVolume, Social Mention, and the various search results from Google and YouTube• In the end, the most important KPIs we seemed to gravitate towards during analysis were the ones that are easiest to track and define • Facebook Likes/Fans • Twitter Followers and Mentions • YouTube Views and Ratings • Social Bookmarks • Social Mention Reach, Passion & Frequency www.ymarketing.com/SuperBowl2011 21
  22. 22. Contact Information -Digital Agency ymarketing• www.ymarketing.com/blog• Facebook.com/ymarketing• Twitter.com/ymarketing• LinkedIn.com/company/ymarketing www.ymarketing.com/SuperBowl2011 22

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