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Using Search Marketing To Amplify TV Buys By Kerry Curran and Itir Aloba-Curi

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: The New 1+1=3: Using Search Marketing To Amplify TV Buys. PRESENTATION: Using Search Marketing To Amplify TV Buys - Given by Kerry Curran, @KSCdigitalimpulse - Catalyst, Sr. Partner, Managing Director, Marketing Integration. #SMX #23C1

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Using Search Marketing To Amplify TV Buys By Kerry Curran and Itir Aloba-Curi

  1. 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. 2. Kerry Curran Sr. Partner, Managing Director, Marketing Integration Catalyst @KSCDigitalPulse Itir Aloba-Curi Director, Advertiser Analytics and Insights Bing Ads / Microsoft #SMX #23C1
  3. 3. Companion pony Companion pony
  4. 4. AGENDA Consumer behavior Search + Activate: TV + search #SMX #23C1
  5. 5. 5 Jon, can you find something similar but maybe with multiple screens/devices?
  6. 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. 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. 8. #SMX #23C1 Consumers use an overwhelming number of channels to research a purchase
  9. 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. 10. Paid search Paid searchPaid searchPaid search TV Display Outdoor Radio
  11. 11. AGENDA Consumer behavior Search + Activate: TV + search #SMX #23C1
  12. 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. 13. TV receives 3x more budget than Search 13
  14. 14. Balance Image Presentation title — edit on Slide Master using Insert > Header & Footer
  15. 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. 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. 17. AGENDA Consumer behavior Search + Activate: TV + search
  18. 18. Activating TV + Search: Keywords & Copy #SMX #23C1
  19. 19. Non-Brand Queries •  860K SRPV •  50% bid coverage Content theme queries surpass brand queries #SMX #23C1 Brand Queries •  60K SRPV •  100% bid coverage
  20. 20. Activating TV + Search: Creative Testing #SMX #23C1 120% Impression s 16% Enrollment s
  21. 21. Activating TV + Search: Flighting #SMX #23C1 Sign Up Searches Total Media Impressions (Radio, TV, Search, Digital)
  22. 22. #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%
  23. 23. Activate: Search + TV #SMX #23C1
  24. 24. Companion pony Companion pony
  25. 25. info@catalystdigital.com LET’S TALK SEARCH & SOCIAL! COMPLIMENTARY COCKTAILS AT BOOTH 345
  26. 26. Thank You!
  27. 27. © 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.

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