1 / 28

FROM KEYWORDS TO CONTENT:

FROM KEYWORDS TO CONTENT:. Extend the Power of Search Branding. Jay Seideman & Eli Goodman . June 15, 2010. What We Do: Vibrant Manages Over 5Bn Hyperlinks Every Month . We Appear on 4,500+ Premium Publishers. We Work With the Ad Age Top 100 Brand Advertisers.

rene
Download Presentation

FROM KEYWORDS TO CONTENT:

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. FROM KEYWORDS TO CONTENT: Extend the Power of Search Branding Jay Seideman & Eli Goodman June 15, 2010

  2. What We Do: Vibrant Manages Over 5Bn Hyperlinks Every Month We Appear on 4,500+ Premium Publishers We Work With the Ad Age Top 100 Brand Advertisers We Reach Over 170MM Unique Users Every Month* US: 99 Million EU: 72 Million *comScore, 2010 US: 98 Million EU: 72 Million Vibrant Reaches Over 170 Million Unique Users Every Month

  3. comScore Customer Knowledge Platform: A granular 360 view of the multitude of online activities of 2MM global users Designed to be representative of the total online population. TRUSTe certified for information privacy & security.

  4. Source: About.com Marketing What Is A Brand? The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

  5. How Consumers Spend Time Online Has Changed Greatly in the Last 5 Years • Consumers now spend over 40% of their online time with Content, and only about one-fourth of their time with email and IM • Community is a relatively new and growing segment Share of Online Time CY 2003 Q1 2010 Source: OPA Internet Activity Index

  6. The Internet is Disproportionately Used for Direct Response Advertising Measured Media Spend: $186B $118B 63% Total dollars are spent on Brand Marketing Only23% Online dollars are spent on Brand Marketing Brand Online Media Spend: $26B $6B $20B $68B Direct Response 37% Total dollars are spent on Direct ResponseMarketing 77% Online dollars are spent on Direct ResponseMarketing Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners LLC, and DMA.

  7. Online is Getting its “Fair Share” of DR Ad Spend – Not the Case with Brand $118B But online takes just 5% of total Brand spend Brand $6B $68B $20B Online accounts for 30% of Direct Response spend Direct Response Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners LLC, and DMA.

  8. Brands are “King” in Search both Paid and Organically But how do you go beyond your brand name and truly make that emotional connection? Source: comScore Marketer

  9. Done right: Food companies & recipe search: advertisers take advantage of organic related listings. The Solution? Encourage Advertisers to Think of Search & Keywords as the Traffic Driver to the Brand Mechanism, Not Just the Brand • Could be done better: Where is GE’s “ecomagination” when I search for clean energy? Build relevant content and bid accordingly!

  10. Very Few Searches for “ecomagination” or Terms That Would Land You Here… 300-500K searches per month just on these keywords! All about GE Most people don’t care about GE People DO care about the environment There is real query volume behind useful content and paid campaigns But focusing on the customer can find you clicks!

  11. $700+ Billion in Annual Sales 23% of Sales Spent on Marketing The CPG Industry 12%: Trade Marketing 05%: Consumer Promotion 05%: Advertising 01%: Internet

  12. Situation: Search & Keywords Have Long Been Considered a Direct Response Let’s put ourselves in a CPG brand manager’s shoes and compare search marketing & keyword association to the classic branding vehicle – Television: • Text search ads ≠ emotional connection • Search often occurs close to the bottom of the funnel • Search ads ALWAYS have a call-to-action (e.g. a click) TV is perfect emotion-based advertising Most TV ads focus on awareness & affinity (higher in the funnel) Majority of TV ads do not encourage users “buy now” or “call now” So, not surprising that brand marketers consider search to be a DR channel

  13. Solution: Use Search & Keywords to Drive Users to Brand Experiences Example: KraftRecipes.com is almost exclusively a branding vehicle

  14. Solution: Use Search & Keywords to Drive Users to Brand Experiences Search & Keywords are a major source of traffic for Kraft Foods – 37% of their search clicks are paid and heavily generic in April 2010 Source: comScore Marketer

  15. How Does a Search & Keyword Driven Brand Experience Hold Up to TV? Now let’s go back to the challenges I listed earlier: • Does it allow for emotional connection? • Does it reach consumers at the top of the funnel? • Is there a call to action? KraftRecipes.com provides resources for families with tight budgets & schedules Allows Kraft to introduce brand messages as consumers are formulating meal ideas • No overt CTA – KraftRecipes.com is focused on awareness & affinity Sounds like branding to me!

  16. Words Are the Most Prevalent Way We Navigate the Internet Clicking on Hyperlinked Words Searching for Words 3G Phone

  17. “Link-following Continues to be the Most Common Navigation Action, Accounting for 45% of All Page Transitions” • Source: Recent Report on Web Use: ”Not Quite the Average: An Empirical Study of Web Use,” HaraldWeinreich and HartmutObendorf, University of Hamburg 2008

  18. Using Words to Market Brands Purchase (find) Awareness (discover) Blackberry Bold Display Ads Enable the Brand to Be “Discovered” Search Ensures that the Brand is “Found”

  19. So How Do Hyperlinks Fit In?

  20. Hyperlinks Present an Opportunity to Extend Your Search Keyword Campaign Into Your Display Media Plan blackberry mobile telephones smartphone

  21. In Depth Case Study • Vibrant Awards 2010: Best Use of Contextual Advertising

  22. Helping Users by Delivering a Convenient Search Experience Across the Internet Brand/Agency: Microsoft / Razorfish / UMSeattle Campaign: “Bing VCS“ • Exclusive partnership across the US & UK markets • Used an API feed to deliver news, video, images and search results directly inside the unit • Vibrant’s technology monitors and highlights over 75K trending keywords – new words are added as they become topical in pop culture • Brings a relevant search experience to users on terms they were interested in • In-text is leading driver for initial and subsequent searches for Bing

  23. Providing Real-Time Player Stats and Scores • from the US Open Brand/Agency: IBM / Neo@Ogilvy Worldwide NY Campaign: “US Open Sponsorship Program” • IBM wanted to promote sponsorship & technology partnership with the US Open • Used API feed to distribute real-time player stats, scores and video coverage as it was happening on the court • In-text was only media placement to align live US Open content with IBM & effectively promote the brand as the cutting-edge technology provider for US Open • Leveraged large amount of media coverage of U.S Open and delivered content from player names and sports terms

  24. Toyota Hits the Breaks on Negative Press with Emotional Videos and Factual Whitepapers Brand/Agency: Toyota/Saatchi + Saatchi LA Campaign: “Recall” • In-text was 1st offline and online media placement to go live after recall • Ads were contextually targeted to run in the abundant negative content surrounding recall coverage • Toyota was placed in the heart of recall conversations, allowing brand to set the record straight and have a direct dialogue with their consumers • Included white papers, technician testimonials and updates on repairs

  25. How Does the Vibrant In-Text Brand Experience Hold Up to TV? Now let’s go back to the challenges Eli listed earlier: • Does it allow for emotional connection? • Does it reach consumers at the top of the funnel? • Is there a call to action? • IBM used API feed to distribute real-time player stats, scores and video coverage as it was happening on the court. • Allows IBM to introduce brand messages as consumers are engaged in watching a sport they are passionate about • No, by promoting their role as the main technology provider of the US Open, consumers will recall the positioning Sounds like branding to us !

  26. Extend Your Search Keyword Campaigns Into the Content Purchase (find) Awareness (discover) US Open Bridge the Gap Between Search & Display Search Ensures that the Brand is “Found” Display Ads Enable the Brand to Be “Discovered”

  27. Conclusions • Time spent online is shifting • More Content • More Community • Offline Brand Advertisers need to move dollars online • 5% of Brand spending online is not sufficient • Branding Strategy – Order Reversal • Use the Consumers’ ideas and brand to them (keywords they already use) • Vs. solely pushing your Brand message (creating demand for your keywords) • Keywords = Emotional Connections = Branding • Industry Agnostic • Brands exist for all types of businesses • Techniques not limited to single industries

  28. Thank You • Q & A Jay Seideman Regional Vice President East, Vibrant Media jay@vibrantmedia.com Eli Goodman Search Evangelist egoodman@comscore.com

More Related