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CatalystDigital.com
Using Search Marketing to Amplify
TV Buys
THE NEW 1+1=3
CatalystDigital.com
Audio pin
Dialing in via phone?
This is where to find
your audio pin. Enter
your custom pin to
hear th...
CatalystDigital.com
Kerry Curran
Managing Partner, Marketing Integration
Catalyst
@KSCDigitalPulse
Itir Aloba-Curi
Directo...
CatalystDigital.com
CatalystDigital.com
Organic Search | Paid Search | Social Media | Social Media Advertising
Programmatic | Amazon Search Ma...
CatalystDigital.com
Using Search Marketing to Amplify
TV Buys
THE NEW 1+1=3
CatalystDigital.com
Search is better than traditional media at boosting the
performance of other media channels.
Base: Var...
CatalystDigital.com
By strategically integrating Search with other channels
.
Source: A commissioned study conducted by Fo...
CatalystDigital.com
you can create a program that is more than the sum
of its parts. -Forrester
.
Source: A commissioned s...
CatalystDigital.com
POLL #1
Is your brand currently integrating and aligning
your search marketing and TV campaigns?
A. No...
CatalystDigital.com
Consumer behavior
Search +
Activate: TV + search
CatalystDigital.com
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...
www.CatalystDigital.com
1. Forrester’s Consumer Technographics Survey, Q1, 2015
74% of consumers
find search engines
“extr...
www.CatalystDigital.com
Amazon
Offline Media
In Store
Friend/Family
Online Portals
Search Engines eBay
Online Ads
Retailer...
www.CatalystDigital.com
CatalystDigital.com
As smart marketers we need to tie the consumer experience
into our media plan to achieve the 1+1=3
www.CatalystDigital.com
Consumer behavior
Search +
Activate: TV + search
CatalystDigital.com
Search is more
effective when used
as an overlay
channel that
amplifies the
message of other
channels
...
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
...
CatalystDigital.com
Find search a more prominent
seat at the planning table
CatalystDigital.com
POLL #2
Is search represented and included in media
planning for your brand?
A. Search is always repre...
CatalystDigital.com
CatalystDigital.com
71%
60%
75%
Source:YuMe 2015
CatalystDigital.com
3x
CatalystDigital.com
Compared to TV, marketers
believe that Search is:
• More likely to boost
performance of other channels...
CatalystDigital.com
POLL #3
Is your search campaign adequately funded?
A. Yes
B. No
C. I don’t know
CatalystDigital.com
Balance Image
CatalystDigital.com
TV Drives Search
CatalystDigital.com
• Marketing mix models
• Attribution models
• Pooling marketing mix and
attribution models
• Proxies a...
CatalystDigital.com
Consumer behavior
Search +
Activate: TV + Search
www.CatalystDigital.com
The power of
TV + Search
Bing study
#SMX #33C1
Photo credit: sports illustrated
Source: Microsoft, Internal data analysis, February 2015 , February 2016, February 2017 (Autos, FinSvc, Telecom). All “big...
Brand
• Your brand
• Competitive brand terms
Non-Brand
• Product specific
• New and existing offers
• Terms related to the...
CatalystDigital.com
Source: Microsoft, Internal data analysis, February 2015 , February 2016, February 2017 (Autos, FinSvc...
www.CatalystDigital.com
Source: Microsoft, Internal data analysis, February 2015 , February 2016, February 2017 (Autos, Fi...
CatalystDigital.com
Activating TV + search
Creative testing
CatalystDigital.com
Activating TV + Search
End Tags
End Tags Prompting Viewers to Search Drive
Significant Lift
24% boost ...
CatalystDigital.com
Activating TV + Search
Flighting
CatalystDigital.com
Activating TV + Search
Conquesting
98%CTR
32%CPC
40% 100%
Standard Paid
Search Conquest
Primetime TV
T...
CatalystDigital.com
Activate: Search + TV
Flighting
• Align paid campaigns
with media flights
• Plan high SOV for tent
pol...
www.CatalystDigital.com
Strategic integration of Search with TV can amplify
results to achieve 1+1=3
CatalystDigital.com
Want to Learn More about Search + TV?
Bingads.com/webcasts
Visit CatalystDigital.com for
your copy of ...
CatalystDigital.com
Q&A
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The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 1 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 2 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 3 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 4 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 5 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 6 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 7 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 8 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 9 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 10 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 11 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 12 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 13 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 14 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 15 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 16 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 17 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 18 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 19 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 20 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 21 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 22 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 23 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 24 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 25 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 26 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 27 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 28 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 29 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 30 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 31 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 32 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 33 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 34 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 35 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 36 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 37 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 38 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 39 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 40 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 41 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 42 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 43 The New 1+1=3: Using Search Marketing to Amplify TV Buys Slide 44
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Check out the slides from Catalyst and Bing's latest webinar and uncover insights gained from new industry research that illustrates the potential for improved business results through 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. 1. CatalystDigital.com Using Search Marketing to Amplify TV Buys THE NEW 1+1=3
  2. 2. CatalystDigital.com Audio pin Dialing in via phone? This is where to find your audio pin. Enter your custom pin to hear the presenters. To ask questions Type your question in the "[Enter question for staff]" field. Only the presenters will see the question. Use this for content questions or any issues hearing us. Instructions
  3. 3. CatalystDigital.com Kerry Curran Managing Partner, Marketing Integration Catalyst @KSCDigitalPulse Itir Aloba-Curi Director, Advertiser Analytics and Insights Bing Ads / Microsoft
  4. 4. CatalystDigital.com
  5. 5. CatalystDigital.com Organic Search | Paid Search | Social Media | Social Media Advertising Programmatic | Amazon Search Marketing | eShelf
  6. 6. CatalystDigital.com Using Search Marketing to Amplify TV Buys THE NEW 1+1=3
  7. 7. CatalystDigital.com Search is better than traditional media at boosting the performance of other media channels. 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.
  8. 8. CatalystDigital.com By strategically integrating Search with other channels . Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016.
  9. 9. CatalystDigital.com you can create a program that is more than the sum of its parts. -Forrester . Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016.
  10. 10. CatalystDigital.com POLL #1 Is your brand currently integrating and aligning your search marketing and TV campaigns? A. No B. Yes C. Not yet D. I don’t know
  11. 11. CatalystDigital.com Consumer behavior Search + Activate: TV + search
  12. 12. CatalystDigital.com
  13. 13. 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 Search engines are the #1 source to research a purchase Source: Forrester’s Consumer Technographics Survey, Q1 2015. Base: 4,532 U.S. consumers who have made a purchase in the past 3 months. “Don’t know” responses excluded.
  14. 14. www.CatalystDigital.com 1. Forrester’s Consumer Technographics Survey, Q1, 2015 74% of consumers find search engines “extremely trustworthy” when researching brands, products or services.1 Consumers trust search engines
  15. 15. www.CatalystDigital.com Amazon Offline Media In Store Friend/Family Online Portals Search Engines eBay Online Ads Retailer/Manufacturer Website Direct Mail Online Videos In-store Ads/Promotions Review Websites Store Associate Comparison Shopping
  16. 16. www.CatalystDigital.com
  17. 17. CatalystDigital.com As smart marketers we need to tie the consumer experience into our media plan to achieve the 1+1=3
  18. 18. www.CatalystDigital.com Consumer behavior Search + Activate: TV + search
  19. 19. CatalystDigital.com Search is more effective when used as an overlay channel that amplifies the message of other channels Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016
  20. 20. 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 engagement In-store displays Sponsorships Organic social media / community management 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 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. 55% of marketers are not including search in their marketing program
  21. 21. CatalystDigital.com Find search a more prominent seat at the planning table
  22. 22. CatalystDigital.com POLL #2 Is search represented and included in media planning for your brand? A. Search is always represented & included B. Search is frequently represented & included C. Search is seldom represented & included C. Search is never represented & included D. I don’t know
  23. 23. CatalystDigital.com
  24. 24. CatalystDigital.com 71% 60% 75% Source:YuMe 2015
  25. 25. CatalystDigital.com 3x
  26. 26. CatalystDigital.com Compared to TV, marketers believe that Search is: • More likely to boost performance of other channels • Better at connecting throughout the customer journey Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016
  27. 27. CatalystDigital.com POLL #3 Is your search campaign adequately funded? A. Yes B. No C. I don’t know
  28. 28. CatalystDigital.com Balance Image
  29. 29. CatalystDigital.com TV Drives Search
  30. 30. CatalystDigital.com • Marketing mix models • Attribution models • Pooling marketing mix and attribution models • Proxies and new modeling • Cross channel dependency analysis Accurate cross-channel measurement is still a challenge Source: Forrester: Marketing’s Data-Driven Future Demands Unified Measurement. January 2017
  31. 31. CatalystDigital.com Consumer behavior Search + Activate: TV + Search
  32. 32. www.CatalystDigital.com The power of TV + Search Bing study #SMX #33C1 Photo credit: sports illustrated
  33. 33. Source: Microsoft, Internal data analysis, February 2015 , February 2016, February 2017 (Autos, FinSvc, Telecom). All “big game” queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. Average before ad release is based on a time window of 72 hours before release to 12 hours before release. -72 -70 -68 -66 -64 -62 -60 -58 -56 -54 -52 -50 -48 -46 -44 -42 -40 -38 -36 -34 -32 -30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 Effects of a “big game” commercial on brand and model related search volume for a redesigned model from Automotive OEM1, all devices. SRPVs Average before commercial release Active hours Night hours Hours 1.Spike right after the commercial aired 2.A surge the next day 3.The bump in search volume lasted more than 72 hours Large search volume spike at the time of airing followed by ripple effects TV ad airs Effect lasting more than 72 hours
  34. 34. Brand • Your brand • Competitive brand terms Non-Brand • Product specific • New and existing offers • Terms related to the content of the TV commercial • Celebrity names Consumers are engaging with the content of the commercials
  35. 35. CatalystDigital.com Source: Microsoft, Internal data analysis, February 2015 , February 2016, February 2017 (Autos, FinSvc, Telecom). TV is a huge driver for Search Search volume increase ranged from 64% to 97%
  36. 36. www.CatalystDigital.com Source: Microsoft, Internal data analysis, February 2015 , February 2016, February 2017 (Autos, FinSvc, Telecom). Advertisers didn’t fully capitalize on these opportunities, in some instances 60%of the time TV + Search: Missed Opportunity
  37. 37. CatalystDigital.com Activating TV + search Creative testing
  38. 38. CatalystDigital.com Activating TV + Search End Tags End Tags Prompting Viewers to Search Drive Significant Lift 24% boost in searches 20% increase in mobile Source: https://www.thinkwithgoogle.com/articles/optimize-tv-ads-drive-product-discovery.html
  39. 39. CatalystDigital.com Activating TV + Search Flighting
  40. 40. CatalystDigital.com Activating TV + Search Conquesting 98%CTR 32%CPC 40% 100% Standard Paid Search Conquest Primetime TV Target
  41. 41. CatalystDigital.com Activate: Search + TV Flighting • Align paid campaigns with media flights • Plan high SOV for tent pole events, especially on mobile • Bid competitively as 90% clicks occur in the mainline 3Keywords • Bid on brand and non-brand relevant keywords focusing on the commercial content • Use phrase and broad to fulfill unexpected keyword coverage 1 Creative • Test for best ad copy and share with non-search teams • Use consumer focused keywords • Test end tags with call to action 2 Conquesting • Plan campaigns to capitalize on competitor flighting and copy • Test TVTY to ensure high SOV during competitor flights 4
  42. 42. www.CatalystDigital.com Strategic integration of Search with TV can amplify results to achieve 1+1=3
  43. 43. CatalystDigital.com Want to Learn More about Search + TV? Bingads.com/webcasts Visit CatalystDigital.com for your copy of the Forrester Study: Prioritize Search to Maximize ROI of Marketing or email info@catalystdigital.com And, visit the Bing Industry Hub to learn even more!
  44. 44. CatalystDigital.com Q&A

Check out the slides from Catalyst and Bing's latest webinar and uncover insights gained from new industry research that illustrates the potential for improved business results through integrated online and offline campaigns, with specific guidelines on how to use paid search to amplify TV campaigns.

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