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
