traditional media's impact on search behavior

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Traditional Media’s Impact on Search Behavior Nectarios Economakis

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Post on 29-Jun-2015

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Cross-channel advertising has grown tremendously in recent years as a means to better reach consumers. Television and the internet as well as other channels are used in conjunction to market products. This study attempts to determine the effects of television advertising and its impact on consumer search behavior. More specifically, how search behavior is affected by exposure to television advertising. Actual data over a period of 78 weeks from a large Canadian company is employed. The analysis examines how advertising exposure and expenditure impacts search behavior for the company’s brand.

TRANSCRIPT

Page 1: Traditional Media's Impact on Search Behavior

Traditional Media’s Impact on Search Behavior

Nectarios Economakis

Page 2: Traditional Media's Impact on Search Behavior

What makes people search for your brand?

Page 3: Traditional Media's Impact on Search Behavior

Traditional Media is ugh…not dead!

Page 4: Traditional Media's Impact on Search Behavior

Background

Page 5: Traditional Media's Impact on Search Behavior

1,234

Page 6: Traditional Media's Impact on Search Behavior

98% of Canadians Visited a Search Engine Last Month

Page 7: Traditional Media's Impact on Search Behavior

* Insert chart pointing up and to the right

Online Advertising Spending

Page 8: Traditional Media's Impact on Search Behavior

Online Advertising Spending

Page 9: Traditional Media's Impact on Search Behavior

Why?

Page 10: Traditional Media's Impact on Search Behavior
Page 11: Traditional Media's Impact on Search Behavior

Case study

Page 12: Traditional Media's Impact on Search Behavior

Day 1 – Search Campaign Started

Page 13: Traditional Media's Impact on Search Behavior

Day 7 – Results are Remarkable

Page 14: Traditional Media's Impact on Search Behavior

Day 14 – All Other Media are Shut Off

Page 15: Traditional Media's Impact on Search Behavior

Day 21 – Search Results Go Down the Toilet

Page 16: Traditional Media's Impact on Search Behavior

Literature

Page 17: Traditional Media's Impact on Search Behavior

Exposure

Reception

Persuasion

Retention

Behavior

Page 18: Traditional Media's Impact on Search Behavior
Page 19: Traditional Media's Impact on Search Behavior

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

John Wanamaker

Page 20: Traditional Media's Impact on Search Behavior

New Research

Page 21: Traditional Media's Impact on Search Behavior

Television Advertising

Radio Advertising

Online Advertising

Total Advertising

Consumer

Branded Searches

Page 22: Traditional Media's Impact on Search Behavior

Data Collection

Page 23: Traditional Media's Impact on Search Behavior

Statistics!

Page 24: Traditional Media's Impact on Search Behavior

Analysis

Page 25: Traditional Media's Impact on Search Behavior

Results

Page 26: Traditional Media's Impact on Search Behavior

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!

Page 27: Traditional Media's Impact on Search Behavior

What was most significant?

Page 28: Traditional Media's Impact on Search Behavior

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

Page 29: Traditional Media's Impact on Search Behavior

Implications

Page 30: Traditional Media's Impact on Search Behavior

Online advertising has a pronounced effect on brand searching behavior

Page 31: Traditional Media's Impact on Search Behavior

Traditional channels’ effect can not be ignored

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Opportunity to provide additional information /

incentive

Page 33: Traditional Media's Impact on Search Behavior

Message should remain consistent

Page 34: Traditional Media's Impact on Search Behavior

Limitations

Page 35: Traditional Media's Impact on Search Behavior
Page 36: Traditional Media's Impact on Search Behavior

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