The New 1+1=3: Using Search Marketing to Amplify TV Buys
28
#SMX #23C1 @BingAds | @CatalystSEM 1+1 = 3 Using Search Marketing To Amplify TV Buys Itir Aloba-Curi | Director, Advertiser Analytics and Insights, Bing Ads Kerry Curran | Managing Director, Marketing Integration, Catalyst
Transcript of The New 1+1=3: Using Search Marketing to Amplify TV Buys
#SMX #23C1 @BingAds | @CatalystSEM
1+1 = 3Using Search Marketing To Amplify TV Buys
Itir Aloba-Curi | Director, Advertiser Analytics and Insights, Bing Ads
Kerry Curran | Managing Director, Marketing Integration, Catalyst
Kerry CurranSr. Partner, Managing Director, Marketing
IntegrationCatalyst
@KSCDigitalPulse
Itir Aloba-CuriDirector, Advertiser Analytics and
InsightsBing Ads / Microsoft
#SMX #23C1
Companion pony Companion pony
AGENDA
Consumer behavior
Search +
Activate: TV + search
5
Jon, can you find something similar but maybe with multiple screens/devices?
Source: Forrester’s Consumer Technographics Survey, Q1 2015 Base: 4,532 US consumers who have made a purchase in the past 3 months. “Don’t know” responses excluded.
Search Engines are the #1 source to research a purchase
#SMX #23C1
33%
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
49%
38%
36%
35%
26%
13%
Source: Forrester’s Consumer Technographics Survey, Q1 2015 Base: 4,532 US consumers who have made a purchase in the past 3 months. “Don’t know” responses excluded.
#SMX #23C1
Consumers trust Search Engines
Search engine
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)
The brand’s social media page
Extremely trustworthy
86%
85%
76%
74%
74%
74%
72%
#SMX #23C1
Consumers use an overwhelming number of channels to research a purchase
#SMX #23C1
Consumers don’t see search as a marketing channel.
They see it as a key part of the decision-making process.
Paid search
Paid search
Paid search
Paid search TV
DisplayOutdoor
Radio
AGENDA
Consumer behavior
Search +
Activate: TV + search
Email marketing
Online video
Television advertising
Direct mail
Search (PPC/SEM, SEO, local)
Mobile messaging and app engagement
Sponsorships
Affiliate marketing
Out-of-home advertising
Video on demand (VOD)
Programmatic display
63%54%54%
52%50%50%
46%46%
45%41%41%
40%37%
36%36%
35%31%
29%29%
28%22%
19%
55% of marketers are not including Search in their marketing program
Base: Variable US-based marketing agencies and B2C advertisers across industriesSource: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016
#SMX #23C1
13
TV receives 3x more budget than Search
Presentation title — edit on Slide Master using Insert > Header & Footer
Balance Image
#SMX #23C1
75% of people watch TV with a tablet on
71% of people watch TV with a smartphone on
The Second Screen Phenomenon
Source: YuMe, 2015
60% of people watchTV with a computer on
#SMX #23C1
TV Drives Search
Sea
rch
Volu
me
Bro
adca
st Im
pres
sion
s
6/15/2
016
6/16/2016
6/17/2016
6/18/2
016
6/19/2
016
6/20/2
016
6/21/2
016
6/22/2016
6/23/2
016
6/24/2
016
6/25/2
016
6/26/2
016
6/27/2
016
6/28/2
016
6/29/2016
6/30/2
016
7/1/2
016
7/2/2
016
7/3/2
016
7/4/2
016
7/5/2
016
7/6/2
016
7/7/2
016
7/8/2
016
7/9/2
016
7/10/2
016
7/11/2
016
7/12/2016
7/13/2016
7/14/2
0160
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
0
200
400
600
800
1,000
1,200
Sum of Total :15s Sum of Total :30s Sum of ICS Branded Search Volume
50% Decrease in Branded Searches
AGENDA
Consumer behavior
Search +
Activate: TV + search
Activating TV + Search: Keywords & Copy
#SMX #23C1
Non-Brand Queries860K SRPV50% bid coverage
Content theme queries surpass brand queries
#SMX #23C1
Brand Queries• 60K SRPV• 100% bid
coverage
Activating TV + Search: Creative Testing
#SMX #23C1
120% Impressions16%Enrollments
Activating TV + Search: Flighting
#SMX #23C1
Sign Up Searches
Total Media Impressions (Radio, TV, Search, Digital)
#SMX #23C1
Major Beer BrandSearch ads activated during competitors’ commercials + 15 minutes after
98%32%
CTRCPC
Activating TV + Search: Conquesting
Stand
ard pa
id sea
rch co
nque
st
Primeti
me TV ta
rget
Share of Voice
40%
100%
Activate: Search + TV
1Keywords:• Bid on relevant
keywords• Target brand, non-
brand, content, celebrity keywords
3 Flighting:• Align paid campaigns
with media flights• Plan high SOV for
tent pole events
4Conquesting:• Plan campaigns to
capitalize on competitor flighting & copy
• Test TVTY to ensure high SOV during competitor flights
#SMX #23C1
2Creative:• Test for best ad copy and
share with non-search teams
• Use consumer focused keywords
Companion pony Companion pony
Thank You
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.
