The New 1+1=3: Using Search Marketing to Amplify TV Buys
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The concept of a "channel" is rapidly becoming obsolete. Consumers simply want to consume content they want, when they want it, and on whatever device they choose. As marketing budgets shift from traditional to digital, finding ways to amplify and extend traditional TV with search can make the difference in a successful marketing campaign. This presentation, originally shared by Catalyst and Bing at SMX East, provides insights gained from their new industry research that illustrates the potential for integrated online and offline campaigns, with specific guidelines on how to use paid search to amplify TV campaigns.
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The New 1+1=3: Using Search Marketing to Amplify TV Buys
- 1. #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
- 2. Kerry Curran Sr. Partner, Managing Director, Marketing Integration Catalyst @KSCDigitalPulse Itir Aloba-Curi Director, Advertiser Analytics and Insights Bing Ads / Microsoft #SMX #23C1
- 4. AGENDA Consumer behavior Search + Activate: TV + search
- 5. 5 Jon, can you find something similar but maybe with multiple screens/devices?
- 6. 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%
- 7. 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%
- 8. #SMX #23C1 Consumers use an overwhelming number of channels to research a purchase
- 9. #SMX #23C1 Consumers don’t see search as a marketing channel. They see it as a key part of the decision-making process.
- 10. Paid search Paid searchPaid searchPaid search TV Display Outdoor Radio
- 11. AGENDA Consumer behavior Search + Activate: TV + search
- 12. 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 industriesSource: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016 #SMX #23C1
- 13. TV receives 3x more budget than Search 13
- 14. Balance Image Presentation title — edit on Slide Master using Insert > Header & Footer
- 15. #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
- 16. #SMX #23C1 TV Drives Search SearchVolume BroadcastImpressions 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 40,000,000 6/15/2016 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 Sum of Total :15s Sum of Total :30s Sum of ICS Branded Search Volume 50% Decrease in Branded Searches
- 17. AGENDA Consumer behavior Search + Activate: TV + search
- 19. Activating TV + Search: Keywords & Copy #SMX #23C1
- 20. Non-Brand Queries • 860K SRPV • 50% bid coverage Content theme queries surpass brand queries #SMX #23C1 Brand Queries • 60K SRPV • 100% bid coverage
- 21. Activating TV + Search: Creative Testing #SMX #23C1 120% Impressions 16% Enrollments
- 22. Activating TV + Search: Flighting #SMX #23C1 Sign Up Searches Total Media Impressions (Radio, TV, Search, Digital)
- 23. #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%
- 24. Activate: Search + TV #SMX #23C1
- 26. info@catalystdigital.com LET’S TALK SEARCH & SOCIAL! COMPLIMENTARY COCKTAILS AT BOOTH 345
- 27. Thank You
- 28. © 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.
Editor's Notes
- Kerry: I’m Kerry Curran, with Catalyst…At Catalyst I [describe the focus of your work here, in about three short sentences.] Itir: And I’m Itir Aloba-Curi and I am on the advertiser analytics and insights team at Bing. My team and I spend our time investigating and analyzing Bing Ads data to uncover insights that we can share with our advertisers to make their search advertising stronger. We’ll get to the answer to my questions in just a bit. But first I want to review our agenda for this session:
- Who knows what a companion pony is on the racetrack? [If anyone in the audience knows, let them answer, then say the following to be sure to nail the two key points about a companion pony: they are steady and serve a crucial purpose] A companion pony serves a crucial purpose and it is a thoroughbred racehorse’s partner both on track during training and racing and off-track. It provides a steady presence for the race horse and helps the race horse have a consistent, steady performance which is very important. Can affect performance, serves a big service Read more here: http://therail.blogs.nytimes.com/2013/05/03/the-gentle-heroes-of-churchill-downs/?_r=0 ]
- Today Kerry and I are going to help you frame a discussion to your advertisers. The key point we are going to make is that paid search isn’t – and shouldn’t be seen as – a stand-alone marketing channel. We’ll look at some data showing how paid search fits into the mix for consumers, at how marketers see paid search in their media mix, and we’ll close with some research showing our own results in testing search with TV.
- We are constantly exposed to information-inputs from channels like social media and tv and radio and outdoor but what are consumers actually accessing in the key moments that matter? As we all know, the key for advertisers is to influence in the moments that matter – the moments where a consumer is under consideration for a purchase, researching and ready to pull the trigger. In that moment, what we’re seeing is that consumers turn to search.
- Here’s an interesting data point, especially for us search engine marketers – consumers trust search engines just as much as they trust the actual website of the brand they’re researching.
- The same study also shows that consumers use an overwhelming number of channels to research a product and they go back and forth between different resources whether it is a friend, comparison shopping site, mail, social media, search engine etc. And what this tells is that there are so many different channels to influence a consumer and it can be very hard for a marketer to determine how to allocate their budgets and underinvest in search because we may see search as one of the many channels.
- But it’s not. Consumers don’t see search as another channel, as we have seen from the data, they turn to search even when they see a commercial on TV or print ad or receive a promo email or watch a video online. They see search as key to their decision-making process. Take the time
- And this is why paid search must become the companion pony to all other advertising channels. Paid search is the steady, crucial partner for any other marketing channel because evidence shows that consumers ALWAYS COME BACK TO SEARCH. Using this strategy, you can finally use search to get new customers – people who maybe didn’t know about you before. Because paid search on its own doesn’t ever create new customers, or a new audience – paid search just harvests customers who are already looking for what you have. Other channels – TV, print, outdoor – is how we plant the seed for our brand, for later harvest. Other channels help us find new customers.
- Itir: So We’ve looked at the consumer data and how they engage with different channels – now Kerry is going to share with us what marketer’s are doing with their budgets. Kerry: Cross Channel Marketing/Omni Channel Marketing – whatever you call it, everyone is talking about it, but when it comes to planning across channels, how does Search fit into the mix? Do you remember the #1 source for “information do you typically use to research brands, products or services you’re considering buying?” that Itir just showed us?
- We asked 300 marketers, “Which of the following marketing programs is your company using in 2016?” and only 45% said Search is included. So it is the #1 source, and only 45% of marketers are using it?! And no, this data isn’t from 2005, it is from 2016! WHAT is going on here? This is where we see search being underestimated, underused. This number should be 100% - because if a marketer truly cares about meeting their customers where they are, they’ll be using search. To take it a step further, when it comes to budget allocation…. [NEXT SLIDE]
- TV gets 3x more budget than TV…… but let me ask you this: How many of you watch TV with your phone out? Your tablet? Or your computer… $78.5B for TV, $23.5B for Search https://techcrunch.com/2015/01/20/2015-ad-spend-rises-to-187b-digital-inches-closer-to-one-third-of-it/
- How do we balance budgets? How do we help our Search marketing programs get a greater share of the marketing budget. We need to Demonstrate Cross Channel Marketing in Action
- And here we were able to draw an incredibly close connection between broadcast television and the branded searches that came as a result. Search demand is a function of broadcast investment The blue line shows branded searches. The orange bars are when we aired :30 commercials, the green are :15 commercials. We’re also experimenting to see if we can get the same return with just :15 spots as opposed to the more costly :30 spots. You can see that when we run commercials, branded searches track at the same time. Look here in July of this year, when our strategy was to go dark on broadcast. Branded searches plummeted! This is all the evidence we need to know that paid search should be the companion to all of our other channels, online and offline. Because paid search is where our consumers turn, time after time, to get the information they need to make a purchase decision. And that’s where our brands want to be – in that exact moment, where a purchase decision is being made.
- And here we were able to draw an incredibly close connection between broadcast television and the branded searches that came as a result. Search demand is a function of broadcast investment The blue line shows branded searches. The orange bars are when we aired :30 commercials, the green are :15 commercials. We’re also experimenting to see if we can get the same return with just :15 spots as opposed to the more costly :30 spots. You can see that when we run commercials, branded searches track at the same time. Look here in July of this year, when our strategy was to go dark on broadcast. Branded searches plummeted! This is all the evidence we need to know that paid search should be the companion to all of our other channels, online and offline. Because paid search is where our consumers turn, time after time, to get the information they need to make a purchase decision. And that’s where our brands want to be – in that exact moment, where a purchase decision is being made.
- In just a minute I’m going to share a research that my team has worked on that measures the impact of TV buys on search advertising. Before I do that, I want to suggest a framework for how to think about the paid search companion pony.
- One of the great things about working at Bing is the amount of incredible rich data that my team has access to and the first piece of research we’re going to look at is a Bing study on the impact of tv on search advertising. We wanted to be able to prove that people who see a commercial on TV will come to the search engine to find it and engage with the brand. We narrowed our focus to a single day, the Super Bowl. In doing this, we could be sure that the searches on terms relevant to the TV commercials were actually happening as a result of the TV commercials airing.
- This is what we saw: A huge spike in search terms directly related to the Budweiser commercial that aired. What we’re looking on this chart here, the big spike is Search Results Page Views – and what this tells us is that consumers search on terms directly related to the television commercials that aired.
- And here’s what’s most interesting – searchers aren’t using branded terms to find the commercials and brand they want to engage with. They’re using terms that describe the commercial. The opportunity for advertisers lies primarily in non-branded queries, whether you want your ad to show on searches for your own commercial, or on searches for your competitor’s commercial.
- We need to cross the channel lines and work with our media counterparts to integrate programs. In this example we were able to clearly see the impact of TV, Radio, Digital, and Search together This is the first beautiful thing we saw. When this major credit card company held “tentpole” events, or launches, we had a surge, with a delay of about one week, in searches on “sign up” queries for the credit card brand. We saw the highest concentration of “sign up” searches where TV and radio supported online and offline efforts. [noted in the chart by the grayed bars] And of course, “sign up” searches have the highest transactional intent.
- We need to cross the channel lines and work with our media counterparts to integrate programs. In this example we were able to clearly see the impact of TV, Radio, Digital, and Search together This is the first beautiful thing we saw. When this major credit card company held “tentpole” events, or launches, we had a surge, with a delay of about one week, in searches on “sign up” queries for the credit card brand. We saw the highest concentration of “sign up” searches where TV and radio supported online and offline efforts. [noted in the chart by the grayed bars] And of course, “sign up” searches have the highest transactional intent.
- At Catalyst, we ran our own experiment combining TV and search because we had a hunch this could be a strong combination. [Meghan/Kerry to fill in the details here.]
- What can you do in your own campaigns, to take advantage of this companion strategy? KWs/copy, Fighting, Conquesting Create your internal business case for greater balance of media budget.
- We’re kicking things off right away with, naturally, horses. Who knows what a companion pony is on the racetrack? [If anyone in the audience knows, let them answer, then say the following to be sure to nail the two key points about a companion pony: they are steady and serve a crucial purpose] A companion pony serves a crucial purpose and it is a thoroughbred racehorse’s partner both on track during training and racing and off-track. It provides a steady presence for the race horse and helps the race horse have a consistent, steady performance which is very important. Can affect performance, serves a big service Read more here: http://therail.blogs.nytimes.com/2013/05/03/the-gentle-heroes-of-churchill-downs/?_r=0 ]