traditional media's impact on search behavior
DESCRIPTION
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
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
@nectarios