traditional media's impact on search behavior

Traditional Media’s Impact on Search Behavior

Nectarios Economakis

What makes people search for your brand?

Traditional Media is ugh…not dead!

Background

1,234

98% of Canadians Visited a Search Engine Last Month

* Insert chart pointing up and to the right

Online Advertising Spending

Online Advertising Spending

Why?

Case study

Day 1 – Search Campaign Started

Day 7 – Results are Remarkable

Day 14 – All Other Media are Shut Off

Day 21 – Search Results Go Down the Toilet

Literature

Exposure

Reception

Persuasion

Retention

Behavior

"I know that half of my advertising doesn't work. The problem is, I don't know which half." 

John Wanamaker

New Research

Television Advertising

Radio Advertising

Online Advertising

Total Advertising

Consumer

Branded Searches

Data Collection

Statistics!

Analysis

Results

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Immediate E ff ect

Adjustment Period

Permanent E ff ect

Short Term Lift!

What was most significant?

Channel Tested Significant?T otal Marketing S pend Y esT otal Marketing Impressions Y esT elevision Impressions Y esR adio Impressions N oOnline Display Impressions Y esOrganic C licks N oS ite S ales N o

Implications

Online advertising has a pronounced effect on brand searching behavior

Traditional channels’ effect can not be ignored

Opportunity to provide additional information /

incentive

Message should remain consistent

Limitations

nectare@mediaexperts.com

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