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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  • **Please note this survey was conducted in March 2009 59% will increase budget for interactive by shifting money away from traditional marketing 15% will increase budget for interactive with no budget change to traditional marketing 14% will increase budget for both interactive and traditional marketing 7% no plans to increase interactive marketing budget 9% don’t know
  • Taking these two activities (posting content online and engaging politically on a social networking site) together, fully 19% of all internet users can be considered members of the online “participatory class”.
  • Since April 2007, site referrals to the Politics category from YouTube has increased 189 %
  • Feature your video as users seek information
  • In-Stream ads are pre-roll, mid-roll and post roll ads that appear on YouTube and our Google Video Network. In-stream ads are clickable but NOT skipable and are shown in 15 or 30 second spots. In-Stream ads are a great way to repurpose television spots and run a compliment spot online (esp. because users watch TV & surf the internet simultaneously).
  • http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=126671
  • Slide 25: Conduct Video Market Research - So what can you do with all of this video content that you've put up on YouTube?  - YouTube Insight is a free analytics & reporting product that enables you to understand how internet users are engaging with your YouTube videos. - YouTube Insight provides video-level data about who, what, when, where and how people came to watch your video. - Since you can buy media on Google Search, the Google Content Network, and on YouTube (plus other media partners) based on geography, geographic information about where people are watching videos is an important planning tool. - Knowing information about who is watching your video can help you identify additional attributes about your target audience. - Transition: We've looked at ways for you to better understand consumer interests and trends across the web, but I also want to talk about measurement.
  • http://www.politicsmagazine.com/blog_post/show/614, The number of people Googling candidates while they're standing in line at the polls is staggering," said Koster, managing partner at the online strategy firm Chong + Koster.
  • Do you need momentum at the end of your campaign? Saturate Google’s Content Network at the end of your campaign
  • Slide 32: Find Your Meaningful Metrics - Agencies and departments are as empowered as ever before with robust analytics tools to measure the performance of their efforts - whether of their sites, their campaigns, etc.  - [CLICK]  Analytics tools have tremendous power to identify opportunities and highlight red flags that can be acted upon quickly.  - [CLICK]  But it's up to you and your teams to determine the metrics that matter and how to get faster at reacting to them.
  • Do you need momentum at the end of your campaign? Saturate Google’s Content Network at the end of your campaign
  • 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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