Think Politics With Google: Winning The Vote At The Online Moment Of Truth V4 (1)

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A presentation from the Think Politics series focused on online ads and persuasion. I delivered this preso to a roundtable of DC political consultants in May 2010.

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Think Politics With Google: Winning The Vote At The Online Moment Of Truth V4 (1)

  1. 1. Winning the Voter at the Online Moment of Truth
  2. 2. Online Research Forever Changed the Game
  3. 3. New Behavior Drives a Surge in Search Volume Travel +206% Real Estate +188% Source: Google Internal. Increase in Search Volume Since 1/08 +20% +440%
  4. 4. More Searches Occurring Every Year Source: comScore qSearch, January ’08 – March ’10, * Based on the five major search engines Queries have increased an average of 21% Y/Y from Q1 ’08 – Q1 ‘10
  5. 5. Search Driving New Levels of Traffic to Politics Source: Hitwise, Search Engine Referral Share, 5/2010 Since June 2009, search traffic to political sites grew 20% . Google Confidential and Proprietary 24% 19% December 2008 May 2010 Percentage of Site Referrals to the Politics category from Search Engines
  6. 6. And Across All Audiences Source: Google/Slack Barshinger, June 2009 68% of US Voters , use the internet to research political information 100% of Policy Influencers use the Web to research the issues
  7. 7. Across Multiple Media Source: comScore, 2009 Source: Google/Slack Barshinger, June 2009 82% 68% 49% Newspapers and Magazines Internet TV Where registered U.S. voters go for political information Online An Essential Source of Information
  8. 8. Huge Opportunity Gap U.S. voters who go online regularly for political information 68% Share of online political advertising investments in 2008: 1.6% Sources: Compete, October 2008; George Washington University Institute for Politics, Democracy & the Internet, 2008. 4%: Obama ‘08 7.5%: McDonnell ‘09 10%: Scott Brown ‘10
  9. 9. The Future of Marketing: A Shifting Landscape of US marketers will shift funds from traditional media budget to fund interactive marketing 59 % Source: Forrester Research, "US Interactive Marketing Forecast Online Survey" as cited by Inside the Marketers Studio, March 30, 2009, n=204
  10. 10. The Typical Marketing Mix Has Changed Source: [1] ZenithOptimedia, provided to eMarketer, April 7, 2010, [2] Anticipated Changes at Publications of US Magazine and Newspaper Journalists in the Next Three Years, January 2008 (% of respondents), PRWeek and PR Newswire "Media Survey 2008" conducted by PRWeek and Millward Brown, March 31, 2008 Experts anticipate a 42% decline in Newspaper spending from ‘08 to ‘12 1 , coinciding with a 56% decline in print circulation and increased focus online 2 for magazines and newspapers in 2010 US Advertising and Marketing Spending, by Media, 2008-2012 (billions) 2008 2009 2010 2011 2012 % Change TV $57.85 $52.51 $52.24 $53.48 $54.97 -5% Newspapers $43.95 $32.97 $29.34 $27.29 $25.38 -42% Internet $17.82 $20.34 $23.42 $27.01 $31.42 76% Magazines $23.63 $18.57 $17.23 $16.29 $15.61 -34% Radio $19.22 $16.47 $15.68 $15.71 $16.29 -15% Outdoor $7.13 $6.70 $6.70 $7.10 $7.40 4% Cinema $0.61 $0.64 $0.67 $0.72 $0.76 25%
  11. 11. The Moment of Truth for Political Campaigns
  12. 12. Now There’s an Online Moment of Truth
  13. 13. Researching Starts Early October 2008 November 2009 May 2010 Source: Google Internal Data. Queries on Google Search properties in the U.S 2010
  14. 14. And Happens Across the Internet Source: Pew Internet & American Life Project, The Internet and Civic Engagement, 2008
  15. 15. Know What Voters Care About Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. Both series indexed to their respective start dates. October 2008 May 2010 … And Know When Their Interests Change
  16. 16. 3 Strategies to Win The Online Moment of Truth
  17. 17. The Online Moment of Truth: 3 Strategies to Win Influence & Persuade Drive your strategic campaign message Respond Rapidly Be nimble to respond quickly Communicate at Scale Be there at every relevant moment
  18. 18. Influence & Persuade
  19. 19. Placement of Your Message Matters
  20. 20. Relevancy of Your Message Matters
  21. 21. Micro Targeting Key Audiences
  22. 22. Behavioral Targeting: Remarketing 4. Voter is recognized across GCN, and is shown your display or text ads * Works with a TAG code on your page 1. Voter visits your site and views the volunteer page but does not take action 3. Voter continues to surf the web 2. Cookie and IP added to Target User List*
  23. 23. Research Happens Across Many Platforms Source: comScore, July 2008-June 2009. US Search Rankings Data 2008 2009
  24. 24. … Will Mean Video, More and More
  25. 25. Online Video Consumption on the Rise (59.7%) Source: eMarketer, April ‘10, individuals of any age who watch video content online at least once per month, [2] April 2010 BlogHer and iVillage, "2010 Social Media Matters Study" co-sponsored by Ketchum and The Nielsen Company (63.8%) (66.7%) (69.9%) (73.1%) (75.2%) (77.0%) 8% of US internet users watch online video daily 2
  26. 26. YouTube Drives Political Site Views April 2007 April 2010 Percentage of Site Referrals to the Politics category from YouTube Source: Hitwise Share of Referrals to Politics Category, 4/07-4/10 +189%
  27. 27. YouTube Search: Promoted Videos
  28. 28. Reach your audience on a ‘lean forward’ media platform where people are seeking video engagement and entertainment. In-Video Overlay + Companion Ad
  29. 29. In-Stream Ads: Gain visibility on content your target audience is actively viewing
  30. 30. Online Video Ads Surpass TV Ads in Recall Source: MediaDailyNews, ‘Online Surpasses TV Ads in Recall, Likability; 4/22/2010 % of Viewers Recall and Likability… general recall 65% 46% 28% likability 26% brand recall 50% 14% message recall 39% 21% Online Video Ads TV Ads
  31. 31. Conduct Video Market Research <ul><li>YouTube Insight enables anyone with a YouTube account to view detailed statistics about the videos that they upload to the site. </li></ul><ul><li>YouTube Insight provides video-level data about who, what, when, where and how people came to watch your video. </li></ul>YouTube Insight: analytics and reporting for video
  32. 32. Google Confidential and Proprietary Respond Rapidly
  33. 33. Information Distribution is Getting Faster
  34. 34. How Fast Can You Respond at a Critical Time? Source: Google Insights for Search, Last 12 Months
  35. 35. How Fast Can You Respond at a Critical Time?
  36. 36. Respond Next Relevant Content
  37. 37. Reaching Voters In the Moment on Mobile Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. All series indexed to their respective start dates. Politics Magazine, ‘Googling at the Polls,’ 4/20/2010 “ The number of people Googling candidates while they're standing in line at the polls is staggering.” – Josh Koster April 2009 May 2010 +45% +170% Percent Growth of Political Queries on Google Search Properties from Laptop vs Mobile Devices
  38. 38. Communicate at Scale
  39. 39. The Display Network Blast Your ad runs across hundreds of premium and niche websites within a specific time period and geography AD Client’s Creative AD AD AD AD AD AD AD AD AD AD AD
  40. 40. The Display Network Blast
  41. 41. 65 Million ad impressions 147,000 visits to website $231,000 ad investment
  42. 42. The Online Moment of Truth: 3 Strategies to Win Influence & Persuade Drive your strategic campaign message Respond Rapidly Be nimble to respond quickly Communicate at Scale Be there at every relevant moment
  43. 43. Five Best Practices 1 Launch text ads now with your candidate’s name, opponents names, party terms and campaign terms 2 Communicate your message directly to voters using more efficient and effective targeting while reinforcing your other paid communications 3 Integrate traditional media and online persuasion by putting your quality video assets in front of more viewers more cost effectively 4 Respond immediately when events trigger online interest – issues are framed in hours, not days 5 Budget for display ad and network blasts on key local and national websites within the Google Content Network
  44. 44. Free Insights Toolbox google.com/insights/search google.com/sktool google.com/analytics
  45. 45. Thank you

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