Check out the slides from Catalyst and Bing's latest webinar and uncover insights gained from new industry research that illustrates the potential for improved business results through integrated online and offline campaigns, with specific guidelines on how to use paid search to amplify TV campaigns.
2. CatalystDigital.com
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7. CatalystDigital.com
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.
9. CatalystDigital.com
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.
10. CatalystDigital.com
POLL #1
Is your brand currently integrating and aligning
your search marketing and TV campaigns?
A. No
B. Yes
C. Not yet
D. I don’t know
13. 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.
14. www.CatalystDigital.com
1. Forrester’s Consumer Technographics Survey, Q1, 2015
74% of consumers
find search engines
“extremely trustworthy”
when researching brands,
products or services.1
Consumers trust search engines
19. CatalystDigital.com
Search is more
effective when used
as an overlay
channel that
amplifies the
message of other
channels
Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016
20. 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
22. CatalystDigital.com
POLL #2
Is search represented and included in media
planning for your brand?
A. Search is always represented & included
B. Search is frequently represented & included
C. Search is seldom represented & included
C. Search is never represented & included
D. I don’t know
26. CatalystDigital.com
Compared to TV, marketers
believe that Search is:
• More likely to boost
performance of other channels
• Better at connecting
throughout the customer
journey
Source: A commissioned study conducted by Forrester Consulting on behalf of Microsoft Bing, August 2016
33. 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.
-72
-70
-68
-66
-64
-62
-60
-58
-56
-54
-52
-50
-48
-46
-44
-42
-40
-38
-36
-34
-32
-30
-28
-26
-24
-22
-20
-18
-16
-14
-12
-10
-8
-6
-4
-2
0
2
4
6
8
10
12
14
16
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20
22
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26
28
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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
34. 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
35. CatalystDigital.com
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%
36. www.CatalystDigital.com
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%of the time
TV + Search: Missed Opportunity
38. CatalystDigital.com
Activating TV + Search
End Tags
End Tags Prompting Viewers to Search Drive
Significant Lift
24% boost in searches
20% increase in mobile
Source: https://www.thinkwithgoogle.com/articles/optimize-tv-ads-drive-product-discovery.html
41. CatalystDigital.com
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 flighting
and copy
• Test TVTY to ensure
high SOV during
competitor flights
4
43. CatalystDigital.com
Want to Learn More about Search + TV?
Bingads.com/webcasts
Visit CatalystDigital.com for
your copy of the Forrester
Study: Prioritize Search to
Maximize ROI of Marketing
or email
info@catalystdigital.com
And, visit the Bing Industry
Hub to learn even more!