from keywords to content
Download
Skip this Video
Download Presentation
FROM KEYWORDS TO CONTENT:

Loading in 2 Seconds...

play fullscreen
1 / 28

FROM KEYWORDS TO CONTENT: - PowerPoint PPT Presentation


  • 186 Views
  • Uploaded on

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.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' FROM KEYWORDS TO CONTENT:' - rene


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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
from keywords to content

FROM KEYWORDS TO CONTENT:

Extend the Power of Search Branding

Jay Seideman & Eli Goodman

June 15, 2010

slide2

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

slide3

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.

slide4
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.

slide5

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

slide6

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.

slide7

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.

slide8

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

slide9

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!
slide10

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!

slide11

$700+ Billion in Annual Sales

23% of Sales Spent on Marketing

The CPG Industry

12%: Trade Marketing

05%: Consumer Promotion

05%: Advertising

01%: Internet

slide12

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

slide13

Solution: Use Search & Keywords to

Drive Users to Brand Experiences

Example: KraftRecipes.com is almost exclusively a branding vehicle

slide14

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

slide15

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!

slide16

Words Are the Most Prevalent Way

We Navigate the Internet

Clicking on Hyperlinked Words

Searching for Words

3G Phone

slide17

“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
slide18

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”

slide20

Hyperlinks Present an Opportunity to Extend Your Search Keyword Campaign Into

Your Display Media Plan

blackberry

mobile telephones

smartphone

slide21

In Depth Case Study

  • Vibrant Awards 2010: Best Use of Contextual Advertising
slide22

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
slide23

Providing Real-Time Player Stats and Scores

  • from the US Open

Brand/Agency: IBM / [email protected] 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
slide24

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
slide25

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 !

slide26

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”

slide27

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
slide28

Thank You

  • Q & A

Jay Seideman

Regional Vice President East, Vibrant Media

[email protected]

Eli Goodman

Search Evangelist

[email protected]

ad