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FROM KEYWORDS TO CONTENT:

FROM KEYWORDS TO CONTENT:. Extend the Power of Search Branding. Ariff Quli & Eli Goodman. November 3rd, 2010. What We Do: Vibrant Manages Over 6Bn Hyperlinks Every Month. We Appear on 6,000+ Premium Publishers. We Work With the Ad Age Top 100 Brand Advertisers.

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FROM KEYWORDS TO CONTENT:

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  1. FROM KEYWORDS TO CONTENT: Extend the Power of Search Branding Ariff Quli & Eli Goodman November 3rd, 2010

  2. What We Do: Vibrant Manages Over 6Bn Hyperlinks Every Month We Appear on 6,000+ Premium Publishers We Work With the Ad Age Top 100 Brand Advertisers We Reach Over 200 MM Unique Users Every Month* US: 130 Million EU:70 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 Retail 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: Nintendo has content on their website that is optimized for “FIX” & “BROKEN” Wii searches 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: Same emotionally driven search, but no XBOX branded links showing up

  10. Situation: Search & Keywords Have Long Been Considered a Direct Response Let’s put ourselves in a 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

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

  12. Solution: Use Search & Keywords to Drive Users to Brand Experiences Search & Keywords are a major source of traffic for Nintendo.com – almost 650,000 organic clicks from U.S. searchers in September – but there is a Paid Search opportunity available without irritating the retail distribution channel Source: comScore Marketer

  13. 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? Nintendo.com gets beyond pushing their products and addresses your emotionally driven “troubleshooting” needs (vs. sending you to a 3rd party website) Nintendo.com can reach you before you walk into the store or order online • No overt CTA – Nintendo.com is focused on awareness, affinity, and community Sounds like branding to me!

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

  15. Hyperlinks Continue 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

  16. Hyperlinks Present an Opportunity to Extend Your Search Keyword Campaign Into Relevant Web Content blackberry mobile telephones smartphone

  17. Why Does Content Matter? Content Drives Brand Discovery #1 method for discovering new brand products is within articles Nielsen/AOL Research, August 2010 (content defined as news, information, entertainment & shopping sites. Social and email sites comprise other categories); Radar Research Survey Conducted for Pop Sugar (Why Y Women?” October 2009; ARAnetAdfusion Study by Opinion Research Corporation, March 2009; U.S. Online Retail Forecast, Forrester Research, May 2010

  18. Why Does Content Matter? Content Increase Consideration Sales will be influenced by online research conducted within content

  19. Why Does Content Matter? Consumers Spend the Most Time In Content Over half of online time is spent within information-based content Nielsen/AOL Research, August 2010 (content defined as news, information, entertainment & shopping sites. Social and email sites comprise other categories); Radar Research Survey Conducted for Pop Sugar (Why Y Women?” October 2009; ARAnetAdfusion Study by Opinion Research Corporation, March 2009; U.S. Online Retail Forecast, Forrester Research, May 2010

  20. Case Studies

  21. In-Text Increases Search Queries for Bing

  22. In-Text Helps Toyota Educate Consumers During the Recall Crisis

  23. In-Text Distributes Recipes To Increase Awareness

  24. In-Text Builds the Customer & Twelpforce Relationship

  25. How Does the Vibrant In-Text Brand Experience Hold Up to TV? Does it allow for an emotional connection? Is there a call to action? Does it reach consumers at the top of the funnel?

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

  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 • for more information, please contact: Ariff Quli SVP Sales & GM, East Coast, Vibrant Media ariff@vibrantmedia.com Eli Goodman Search Evangelist egoodman@comscore.com

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