Google Belgium Research: How radio & TV impact online brand popularity?
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The document discusses measuring the impact of offline advertising on online search volume. It presents findings from analyzing brand search trends after TV and radio campaigns. The key findings are that offline ads can significantly increase search volumes, with TV ads showing a 41% average boost and radio ads a 33% boost. It also identifies three main factors for an effective ad boost: 1) give people a reason to search online with a clear call to action, 2) emphasize the website URL, and 3) keep ad messages short to maintain focus. The document suggests analyzing your own brand's ad boost data and modeling campaign effects, and ensuring your website and search ads are optimized to capture online interest generated offline.
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Google Belgium Research: How radio & TV impact online brand popularity?
- 1. Ad Boost Study The impact of offline advertising on Search Elie Boonefaes Google Confidential and Proprietary 1
- 2. Search captures trends… Red Bull Brand Searches Jan-06 Jun-06 Nov-06 Apr-07 Sep-07 Feb-08 Jul-08 Google Confidential and Proprietary 2
- 3. …so search could capture radio/TV ads Brand x Google Confidential and Proprietary 3
- 4. Creation of Ad Boost to measure % increase = Ad Boost Time (1 year) Search Volume TV/Radio Campaign on the brand Google Confidential and Proprietary 4
- 5. Results of TV and Radio Ad Boost Google Confidential and Proprietary 5 5
- 6. Radio (2010) TV (2011) (2011) 26 # Brands 88 14m Budget (€) 140m 0.5m Avg. Budget 1.5m Google Confidential and Proprietary 6
- 7. Radio TV 33% 41% Google Confidential and Proprietary 7
- 8. Main points that impact Ad Boost Google Confidential and Proprietary 8 8
- 9. Give the audience a reason to go online, 1 include a call to action. 11 11 1 1 1 11 1 1 11 1 1 1 -1 -1 -1 l-1 -1 -1 -1 -1 n- b- n- p- ug ar pr ay ov ec ct Ju Ju Ja Fe Se O M A M D N A TV spend Google Searches Results from TV Google Confidential and Proprietary 9
- 10. Emphasize where you want them to go by 2 highlighting the URL No URL URL Text URL only (TV) Results from Radio & TV Google Confidential and Proprietary 10
- 11. Keep the message short, longer ads may 3 shift the focus away from the main point Short (15s) Medium (20-25s) Long (>25s) 62% 35% 6% Results from Radio Google Confidential and Proprietary 11
- 12. Give the audience a reason to go 1 online, include a call to action. Emphasize where you want them to go by 2 highlighting the URL Keep the message short, longer ads may 3 shift the focus away from the main point Google Confidential and Proprietary 12
- 13. What can You do with this? Google Confidential and Proprietary 13 1
- 14. 1 Analyse the Ad Boost effect for your brand A. Get the data B. Model C. Experiment For the Campaigns: Internally / agency … and put your money - Reach - historic data to what works for you! - Creative - as complex as needed - Time - Any medium - … For the online impact: - Analytics - Daily visitors / UV - Social metrics Google Confidential and Proprietary 14
- 15. Make sure that your campaign message can 2 be found online without any effort A. Website B. Ad Words Have the info available on your Manage the message people see site… when typing your brand… available for each platform by securing the corresponding top spot Google Confidential and Proprietary 15
- 16. Thank You Google Confidential and Proprietary 16 1