The New 1 + 1 = 3: Using Search Marketing to Amplify TV Buys By Kerry Curran and Itir Aloba-Curi

#SMX #33C1 @BingAds @CatalystSEM

Integrating Media to Maximize Results

1+1 = 3USING SEARCH MARKETING TO

AMPLIFY TV BUYS


Kerry CurranManaging Partner, Marketing Integration

Catalyst@KSCDigitalPulse

Itir Aloba-CuriDirector, Advertiser Analytics and

InsightsBing Ads / Microsoft


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.


By strategically integrating Search with other channels

.Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016.


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.


Consumer behaivor

Search +

Activate: TV + search



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.


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


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

#SMX #33C1 @BingAds @CatalystSEM#SMX #33C1 @BingAds @CatalystSEM


As smart marketers we need to tie the consumer experience into our media plan to achieve the 1+1=3


Consumer behavior

Search +

Activate: TV + search


Search is more effective when used as an overlay channel that amplifies the message of other channels

Source:AcommissionedstudyconductedbyForresterConsultingonbehalfofMicrosoftBing,August2016


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

Print

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


Find search a more prominent seat at the planning table



71%60%

75%

Source: YuMe 2015


3x


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


Balance Image


TV Drives Search


• 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


Consumer behavior

Search +

Activate: TV + Search


The power of TV + Search Bing study


Photo credit: sports illustrated


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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-10 -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70

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


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


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%

#SMX #XXA @BingAds @CatalystSEM


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

#SMX #XXA @BingAds @CatalystSEM

TV + Search: Missed Opportunity


Activating TV + search Creative testing


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


Activating TV + SearchFlighting


Activating TV + SearchConquesting

98%CTR

32%CPC

40% 100%

Standard Paid Search Conquest

Primetime TV Target


Activate: Search + TV


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


Strategic integration of Search with TV can amplify results to achieve 1+1=3


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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