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48
Meeting the challenge of media
platform fragmentation
   Susan Zabeti and Kerry Field
      Search           Mobile
50
Search is the expression of a consumer need




    INVESTIGATE         EDUCATE           PURCHASE



                                                     51
Consumers are actively seeking solutions




                                           52
Traditional media drives consumers to search
73% of search activity is stimulated by offline sources


Web
Search
Volume

Keywords:
 bonds
ad,
bonds
underwear

Category:

 all

Loca;on:

 Australia,
July
2007
–
Dec
2008





                                              bonds ad   bonds underwear




                                                                      Source: “The Power of Search” Research International & GroupM, Australia 2008; Google   53
TV stimulates search sales
TV delivered incremental sales on branded keyword searches

                                                                                                                                                                                 Search sales increase with
                                                                                                                                                                                 significant investment into TV
  Sales on branded search terms




                                                                                                                                                                                                                                            Category search
                                                                                                                                                                                                                                            Base




                                  0
                                                                                                                       07-May

                                                                                                                                21-May




                                                                                                                                                           02-Jul

                                                                                                                                                                    16-Jul

                                                                                                                                                                             30-Jul

                                                                                                                                                                                      13-Aug

                                                                                                                                                                                               27-Aug

                                                                                                                                                                                                        10-Sep
                                                                                                                                         04-Jun

                                                                                                                                                  18-Jun
                                                                                                              23-Apr
                                                                                   12-Mar

                                                                                            26-Mar




                                                                                                                                                                                                                 24-Sep
                                                                                                     09-Apr
                                      01-Jan

                                               15-Jan

                                                        29-Jan




                                                                                                                                                                                                                          08-Jan

                                                                                                                                                                                                                                   22-Jan
                                                                 12-Feb

                                                                          26-Feb




                                                                                                                                                                                                                          Source: Internal GroupM data (confidential)   54
TV stimulates search sales
TV activity also delivered sales on category search terms


                                                                                                                                                                                        Search sales increase with significant
                                                                                                                                                                                        investment into TV
   Sales on category search terms




                                                                                                                                                                                                                                               TV
                                                                                                                                                                                                                                               Category search




                                    0
                                                                                                                         07-May



                                                                                                                                           04-Jun




                                                                                                                                                                                         13-Aug



                                                                                                                                                                                                           10-Sep
                                                                                                                                                                      16-Jul
                                                                                                                                  21-May
                                                                                                                23-Apr




                                                                                                                                                    18-Jun




                                                                                                                                                                                                  27-Aug
                                                                                                                                                             02-Jul



                                                                                                                                                                               30-Jul




                                                                                                                                                                                                                             08-Oct

                                                                                                                                                                                                                                      22-Oct
                                                                                     12 Mar

                                                                                              26-Mar




                                                                                                                                                                                                                    24-Sep
                                        01-Jan

                                                 15-Jan

                                                          29-Jan




                                                                                                       09-Apr
                                                                   12-Feb

                                                                            26-Feb




                                                                                                                                                                                                                                Source: Internal GroupM data (confidential)   55
Look to your competition




                           56
Discover what resonates with your audience




                                             57
Measure everything




                     58
Plan search as part of your
holistic communications
planning process



                              59
Use your competitor's ad spend to
your advantage
   Up-weight your category keyword spend when
   competitors are advertising on TV




                                                60
Use search data to learn
more about your
customers




                           61
Mobile engages…
“
    We can make more money in
    mobile than we do in the desktop ...
    and the reason is the mobile
    computer is more targeted. Think
    about it: you carry your phone, and




                                           ”
    your phone knows all about you…
    we can do a very, very targeted ad.


          Eric Schmidt, CEO, Google
                                                    63

                                               63
Mobile is different…

  Mobile is the first personal mass media
  Always on
  Always carried
  In-built payment mechanism
  Present at the point of creative impulse
  Present at the point of buying impulse
  Audience can be identified (and targeted)




                                               64
Mobile offers




                     65

                65
Mobile cross-connects all communication channels




   Mobile can evolve all brand interactions from passively
    absorbed clutter into a coherent interactive channel
                                                             66
Mobile Advertising
has arrived...
68

68
69
Apps! Apps! And more apps!




                             70
What’s hot
Mobile coupons




                 72
Compare Everywhere




                 Add Compare Everywhere video here




                                                     73
Augmented reality




                         74

                    74
World’s first augmented reality mobile browser




                                                 75
What’s next?

   Australian version of Blyk?
   Open source browsers
   User- to-user sharing of apps
   Mobile micropayments
   Branded content apps
   Off deck portals will grow




                                    76
Use mobile as part of an
integrated campaign




                           77
Start mobile – do
campaigns now and
learn



                    78
Great mobile = content
+context + discovery +
user experience




                         79

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Digital Media, Search & Mobile Planning - DNA09

  • 1. 48
  • 2. Meeting the challenge of media platform fragmentation Susan Zabeti and Kerry Field Search Mobile
  • 3. 50
  • 4. Search is the expression of a consumer need INVESTIGATE EDUCATE PURCHASE 51
  • 5. Consumers are actively seeking solutions 52
  • 6. Traditional media drives consumers to search 73% of search activity is stimulated by offline sources Web
Search
Volume
 Keywords:
 bonds
ad,
bonds
underwear
 Category:

 all
 Loca;on:

 Australia,
July
2007
–
Dec
2008
 bonds ad bonds underwear Source: “The Power of Search” Research International & GroupM, Australia 2008; Google 53
  • 7. TV stimulates search sales TV delivered incremental sales on branded keyword searches Search sales increase with significant investment into TV Sales on branded search terms Category search Base 0 07-May 21-May 02-Jul 16-Jul 30-Jul 13-Aug 27-Aug 10-Sep 04-Jun 18-Jun 23-Apr 12-Mar 26-Mar 24-Sep 09-Apr 01-Jan 15-Jan 29-Jan 08-Jan 22-Jan 12-Feb 26-Feb Source: Internal GroupM data (confidential) 54
  • 8. TV stimulates search sales TV activity also delivered sales on category search terms Search sales increase with significant investment into TV Sales on category search terms TV Category search 0 07-May 04-Jun 13-Aug 10-Sep 16-Jul 21-May 23-Apr 18-Jun 27-Aug 02-Jul 30-Jul 08-Oct 22-Oct 12 Mar 26-Mar 24-Sep 01-Jan 15-Jan 29-Jan 09-Apr 12-Feb 26-Feb Source: Internal GroupM data (confidential) 55
  • 9. Look to your competition 56
  • 10. Discover what resonates with your audience 57
  • 12. Plan search as part of your holistic communications planning process 59
  • 13. Use your competitor's ad spend to your advantage Up-weight your category keyword spend when competitors are advertising on TV 60
  • 14. Use search data to learn more about your customers 61
  • 16. We can make more money in mobile than we do in the desktop ... and the reason is the mobile computer is more targeted. Think about it: you carry your phone, and ” your phone knows all about you… we can do a very, very targeted ad. Eric Schmidt, CEO, Google 63 63
  • 17. Mobile is different…   Mobile is the first personal mass media   Always on   Always carried   In-built payment mechanism   Present at the point of creative impulse   Present at the point of buying impulse   Audience can be identified (and targeted) 64
  • 18. Mobile offers 65 65
  • 19. Mobile cross-connects all communication channels Mobile can evolve all brand interactions from passively absorbed clutter into a coherent interactive channel 66
  • 21. 68 68
  • 22. 69
  • 23. Apps! Apps! And more apps! 70
  • 26. Compare Everywhere Add Compare Everywhere video here 73
  • 28. World’s first augmented reality mobile browser 75
  • 29. What’s next?   Australian version of Blyk?   Open source browsers   User- to-user sharing of apps   Mobile micropayments   Branded content apps   Off deck portals will grow 76
  • 30. Use mobile as part of an integrated campaign 77
  • 31. Start mobile – do campaigns now and learn 78
  • 32. Great mobile = content +context + discovery + user experience 79