TV and Search''' love at first click

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TV and Search love at first click Dominic
Allon Agency Leader 8th October 2009
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Search is a universal consumer behaviour
3.6 billion Google searches per day
Search is the most popular online activity after
e-mail
1.2 billion people online
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81
of internet users enter websites via a search
engine
Source Forrester Research Inc., UK Internet
User Monitor
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Offline touchpoints drive online search
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Search captures and amplifies advertising
investment
Push
Display
Pull
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iProspect estimate that 67 of online searchers
are driven to search by an offline channel
37
30
20
39
40
Source iProspect, Offline Channel Influence on
Online Search Behavior. (Q. Within the last six
months, which of the following prompted you to go
to a search engine to look for information on a
particular company, product, service, or slogan?
Select all that apply.) RAB Word of Mouse Study.
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Using TV and online advertising together results
in 47 more positivity about a brand than using
either in isolation
Source IAB Thinkbox - TV Online better
together
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Source Deloitte/YouGov nma.co.uk 24 September
2009
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Great TV creates an appetite for more
Google Search Results
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Great TV advertising is sought and shared online
59
have looked for a TV ad (or its song) online
22
have sent a TV ad (or link to one) onto someone
else
Source IAB Thinkbox - TV Online better
together, Base All adults (3,011 weighted)
Q7a/b/c
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i just chose to watch an advert. that's weird
funkymonkey86, YouTube comment on Cadburys
Trucks spot
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Start Thinking Soldier campaign great
advertising drives search volume
Google Search Results
TV ad starts
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Dollars and searches travel together
American Himalayan Foundation
TV Impressions
Search queries
80 75 70 65 60 55 50 45 40 35 30 25 20 15 10 5 0
11M 10.5M 10M 9.5M 9M 8.5M 8M 7.5M 7M 6.5M 6M 5.5M
5M 4.5M 4M 3.5M 3M 2.5M 2M 1.5M 1M 500K
Impressions
Queries
31/8
14/9
29/9
14/10
29/10
13/11
28/11
13/12
Date
Note Queries were tracked on the terms American
Himalayan, Himalayan Foundation, American
Himalayn, Himalayn FoundationSource Google
internal data
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Yet many marketers havent made the link
55
of search marketers integrate with 1 offline
channel...
but only 12 integrate with TV
Source iProspect / Jupiter Research, Search
Engine Marketing Integration, August 2008. Photo
by leecullivan at flickr
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Maximising the search dividend
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Integrating search signposts

Include a vanity URL
Search call-to-action
Site call to action
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Plan, measure, optimise approaches and tools
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Own your brand and your brand territory
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Plan Uncover new insights to guideyour
marketing strategy
Insights for Search Find out what customers
are searching for around the world. Track
seasonality, geographic patterns and interest
levels through search volume patterns to gain new
marketing insight. Traffic Estimator Effectiv
ely allocate marketing investment with traffic
estimates for prospective keywords.
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Create Build successful advertising campaigns
Search-based Keyword Tool Get keyword ideas for
your clients' search campaigns based on actual
Google search queries matched to your
website.
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Optimise maximise efficiency and ROI
Campaign Optimiser
Efficiently create customized AdWords proposals
for improving campaigns based on budget,
keywords, ad text and landing page.
Conversion Optimiser
Manage AdWords investment around
specificconversion goals.
Website Optimiser
Test and measure website variations to ensure
your sites areeffectively converting traffic
into customers.
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Measure Google Analytics
Analytics Create better ads, strengthen
marketing initiatives, and develop
higher-converting websites for your clients by
understanding where visitors come from and their
site interactions.
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Measure Do more people come directly to your
website on the days you invest in TV ads?
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Searchdo more with less
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Search is a universal consumer behaviour, and the
online gateway
TV and online enjoy a special better together
relationship
TV advertising directly drives search volumes
capture and amplify your investment
Googles free tools support integrated search
planning, optimisation and reporting
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TV and Search love at first click Dominic
Allon Agency Leader 8th October 2009