the new 1 + 1 = 3: using search marketing to amplify tv buys by kerry curran and itir aloba-curi
TRANSCRIPT
#SMX #33C1 @BingAds @CatalystSEM
Integrating Media to Maximize Results
1+1 = 3USING SEARCH MARKETING TO
AMPLIFY TV BUYS
#SMX #33C1 @BingAds @CatalystSEM
Kerry CurranManaging Partner, Marketing Integration
Catalyst@KSCDigitalPulse
Itir Aloba-CuriDirector, Advertiser Analytics and
InsightsBing Ads / Microsoft
#SMX #33C1 @BingAds @CatalystSEM
Search is better than traditional media at boosting the performance of other media channels.
Base: Variable US-based marketing agencies and B2C advertisers across industries.Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016.
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By strategically integrating Search with other channels
.Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016.
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you can create a program that is more than the sum of its parts. -Forrester
.Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016.
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Consumer behaivor
Search +
Activate: TV + search
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#SMX #33C1 @BingAds @CatalystSEM
Search engine
A visit to the brand’s website
A visit to an actual store
A visit to an online store
Speaking with someone I know
Consumer review website (like Yelp)
Visit the brand’s social media page
Search engines are the #1 source to research a purchase
Source: Forrester’s Consumer Technographics Survey, Q1 2015. Base: 4,532 U.S. consumers who have made a purchase in the past 3 months. “Don’t know” responses excluded.
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1. Forrester’s Consumer Technographics Survey, Q1, 2015
74% of consumersfind search engines “extremely trustworthy”when researching brands, products or services.1
Consumers trust search engines
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AmazonOffline Media
In StoreFriend/Family
Online Portals
Search Engines eBay
Online Ads
Retailer/Manufacturer Website
Direct Mail
Online Videos
In-store Ads/PromotionsReview Websites
Store Associate
Comparison Shopping
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As smart marketers we need to tie the consumer experience into our media plan to achieve the 1+1=3
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Consumer behavior
Search +
Activate: TV + search
#SMX #33C1 @BingAds @CatalystSEM
Search is more effective when used as an overlay channel that amplifies the message of other channels
Source:AcommissionedstudyconductedbyForresterConsultingonbehalfofMicrosoftBing,August2016
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63%54%54%
52%50%50%
46%46%
45%41%41%
40%37%
36%36%
35%31%
29%29%
28%22%
19%
Email marketing
Paid social media
Online video
Online banner/display advertising
Television advertising
eCommerce channels / eMarketing
Direct mail
Search (PPC/SEM, SEO, local)
Radio advertising
Mobile messaging and app engagement
In-store displays
Sponsorships
Organic social media / community management
Affiliate marketing
Events and trade shows
Out-of-home advertising
CRM campaigns
Video on demand (VOD)
Content distribution and syndication
Programmatic display
Guerilla or urban marketing
Base: Variable US-based marketing agencies and B2C advertisers across industries.Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016.
55% of marketers are not including search in their marketing program
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Find search a more prominent seat at the planning table
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71%60%
75%
Source: YuMe 2015
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3x
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Compared to TV, marketers believe that Search is:• More likely to boost
performance of other channels• Better at connecting
throughout the customer journey
Source:AcommissionedstudyconductedbyForresterConsultingonbehalfofMicrosoftBing,August2016
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Balance Image
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TV Drives Search
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• Marketing mix models • Attribution models • Pooling marketing mix and
attribution models • Proxies and new modeling• Cross channel dependency
analysis
Accurate cross-channel measurement is still a challenge
Source: Forrester: Marketing’s Data-Driven Future Demands Unified Measurement. January 2017
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Consumer behavior
Search +
Activate: TV + Search
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The power of TV + Search Bing study
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Photo credit: sports illustrated
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Source: Microsoft, Internal data analysis, February 2015 , February 2016, February 2017 (Autos, FinSvc, Telecom). All “big game” queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. Average before ad release is based on a time window of 72 hours before release to 12 hours before release.
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Effects of a “big game” commercial on brand and model related search volume for a redesigned model from Automotive OEM1, all devices.
SRPVs Average before commercial release
Active hours Night hours
Hours
1. Spike right after the commercial aired
2. A surge the next day 3. The bump in search volume lasted more than 72 hours
Large search volume spike at the time of airing followed by ripple effects
TV ad airs
Effect lasting more than 72 hours
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Brand• Your brand• Competitive brand terms
Non-Brand• Product specific• New and existing offers• Terms related to the content of
the TV commercial• Celebrity names
Consumers are engaging with the content of the commercials
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Source: Microsoft, Internal data analysis, February 2015 , February 2016, February 2017 (Autos, FinSvc, Telecom).
TV is a huge driver for Search
Search volume increase ranged from
64% to 97%
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Source: Microsoft, Internal data analysis, February 2015 , February 2016, February 2017 (Autos, FinSvc, Telecom).
Advertisers didn’t fully capitalize on these opportunities, in some instances
60% ofthe time
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TV + Search: Missed Opportunity
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Activating TV + search Creative testing
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Activating TV + SearchEnd Tags
End Tags Prompting Viewers to Search Drive Significant Lift
24% boost in searches20% increase in mobile
Source: https://www.thinkwithgoogle.com/articles/optimize-tv-ads-drive-product-discovery.html
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Activating TV + SearchFlighting
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Activating TV + SearchConquesting
98%CTR
32%CPC
40% 100%
Standard Paid Search Conquest
Primetime TV Target
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Activate: Search + TV
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Flighting• Align paid campaigns
with media flights• Plan high SOV for
tent pole events, especially on mobile
• Bid competitively as 90% clicks occur in the mainline
3Keywords• Bid on brand and
non-brand relevant keywords focusing on the commercial content
• Use phrase and broad to fulfill unexpected keyword coverage
1 Creative• Test for best ad copy
and share with non-search teams
• Use consumer focused keywords
• Test end tags with call to action
2 Conquesting• Plan campaigns to
capitalize on competitor flightingand copy
• Test TVTY to ensure high SOV during competitor flights
4
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Strategic integration of Search with TV can amplify results to achieve 1+1=3
#SMX #33C1 @BingAds @CatalystSEM
Want to Learn More about Search + TV?
Bingads.com/webcasts
1. Visit the Catalyst table or go to CatalystDigital.com for your copy of the Forrester Whitepaper: Prioritize Search to Maximize ROI of Marketing
2. Visit Bing Ads webcasts for The Art and Science of Search + TV
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