From Keywords to Content: Extend the Power of Search Branding

Eli Goodman & Anna Kassoway

March 10, 2010

Powerful Platform Global Panel of 2 Million Users, Largest of Its Kind

The Only Global Measurement of Audience and e-Commerce

360 View of Consumer Behavior

Web Visiting and Viewing

Demographics Life Stages

Online / Offline Transactions

Streaming Video

Search Behavior

41 Media Metrix Reported Countries 170+ Countries with Sample Presence

Media Exposure

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What We Do: Vibrant Manages Over 5 Billion Hyperlinks Every Month We Appear on 4,500+ Premium Publishers We Work With the Ad Age Top 100 Brand Advertisers

We Reach Over 170 Million Unique Users Every Month*

US: 98 Million EU: 72 Million

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*comScore, 2010

What is Branding?
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.

comScore, Inc. Proprietary and Confidential.

Source: About.com Marketing

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, 2003

Q1 2009

comScore, Inc. Proprietary and Confidential.

Source: OPA Internet Activity Index

The Internet is Disproportionately Used for Direct Response Advertising

Measured Media Spend:

$186B

Brand

63% Total dollars are spent on Brand Marketing

$118B
Online Media Spend:

Only 23% Online dollars are spent on Brand Marketing

$26B $6B Direct Response $20B

37% Total dollars are spent on Direct Response Marketing

$68B
77% Online dollars are spent on Direct Response Marketing

comScore, Inc. Proprietary and Confidential.

Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners, LLC, and DMA

Online is Getting its Fair Share of DR Ad Spend Not the Case with Brand

Brand

$118B

But online takes just 5% of total Brand spend

$6B $20B Direct Response

$68B

Online accounts for 30% of Direct Response spend

comScore, Inc. Proprietary and Confidential.

Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners, LLC, and DMA

Brands are King in Search both Paid and Organically

Only 5 Generic terms in the Top 200 All Wedding and Prom related

But how do you go beyond your brand name and truly make that emotional connection?

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Source: comScore Marketer

The Solution? Encourage Advertisers to Think of Search as the Traffic Driver to the Brand Mechanism, Not Just the Brand
Done right: Food companies & recipe
search: advertisers take advantage of organic related listings.

Could be done better: Where is GEs

ecomagination when I search for clean energy? Build relevant content.

Why only 1 big brand names?

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VERY Few Searches for Ecomagination or Terms That Would Land You Here But Focusing on the Customer Can Find You Clicks

All about GE Most people dont

care about GE

People DO care
about conserving energy

Useful content
ranks better than ad copy

There is real
query volume behind useful content
Over 1 Million searchers per month

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The CPG Industry

$700+ Billion in Annual Sales 23% of Sales Spent on Marketing

12% on Trade Marketing 5% on Consumer Promotion 5% on Advertising Only 1% on Internet

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Situation: Search Has Long Been Considered a Direct Response Medium

Lets put ourselves in a CPG brand managers shoes and compare search
marketing to the classic branding vehicle television:

Text search ads emotional connection

TV is perfect emotion-based advertising

Search is extremely trackable

TV much less so

Search often occurs close to the bottom of the funnel

Most TV ads focus on awareness & affinity (higher in the funnel)

Search ads ALWAYS have a call-to-action (e.g. a click)

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

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Problem: Majority of Advertising Dollars go to Branding

We all agree that more traditional ad spending should move online, but.

80% of online ad dollars are spent on direct response 75% of traditional ad dollars are spent on branding

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Solution 2: Use Search to Drive Users to Brand Experiences

Example: KraftFoods.com is almost exclusively a branding vehicle

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Solution 2: Use Search to Drive Users to Brand Experiences

Search is a major source of traffic for KraftFoods.com 33% of clicks are from sponsored results through January 2010

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Source: comScore Marketer

How Does a Search-driven Brand Experience Hold Up to TV?

Now lets go back to the four challenges I listed earlier:

Does it allow for an emotional connection?

KraftFoods.com provides resources for families with tight budgets & schedules

Is it trackable?
Much more trackable than TV!

Does it reach consumers at the top of the funnel?

Allows Kraft to introduce brand messages as consumers are formulating meal

ideas

Is there a call to action?

No overt CTA KraftFoods.com is focused on awareness & affinity

Sounds like branding to me.

comScore, Inc. Proprietary and Confidential. 16

Words Are the Most Prevalent Way We Navigate the Internet

Searching for Words

3G Phone

Clicking on Hyperlinked Words

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Link-following continues to be the most common navigation action, accounting for about 45% of all page transitions.*

Recent Report on Web Use: Not Quite the Average: An Empirical Study of Web Use, Harald Weinreich and Hartmut Obendorf, University of Hamburg 2008

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Using Words to Market Brands

Awareness (discover)

Purchase (find)

Blackberry Bold

Display Ads Enable the Brand to Be Discovered

Search Ensures that the Brand is Found

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So How Do Hyperlinks Fit In?

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Hyperlinks Present an Opportunity to Extend Your Search Keyword Campaign into Your Display Media Plan

blackberry mobile telephones smartphone

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Lets Check Out Some Examples

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Delivering Local Search Content

YELLOWPAGES.COM delivered useful, geo-targeted search results from merchant, event, service and product terms within relevant web content.

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Rebranding with Health Terms

7Up launched the newly enhanced Cherry 7Up as the First Soda with Antioxidants by aligning the brand with health related words within relevant web content.

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Delivering Recipe Search Content

Hellman's delivers useful recipe ideas and ingredient lists on related food terms within relevant web content.

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How does the In-Text brand experience hold up to TV? Now lets go back to the four challenges Eli listed earlier:
1. Does it allow for an emotional connection?
Hellman's is providing easy meal solutions for families with tight schedules when users engage with emotional words and food related words.

2.

Is it trackable?
Much more trackable than TV!

3.

Does it reach consumers at the top of the funnel?

Allows Hellman's to introduce brand messages as consumers are formulating meal ideas on food & lifestyle sites

4.

Is there a call to action?

Hellmans focused on awareness & affinity by providing users with a resource of more recipes when they want them.

Sounds like branding to us

comScore, Inc. Proprietary and Confidential. 26

Extend Your Search Keyword Campaigns Into the Content Bridge the Gap Between Search & Display

Awareness (discover)

Purchase (find)

Blackberry Bold

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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 ideal

Branding Strategy Order Reversal

Use the Consumers ideas and brand to them Not the reverse (Using the Marketers words and branding to them)

Words can = Brands Online Industry Agnostic

Brands exist for all types of businesses

Techniques not limited to single industries

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Thank You!

Q&A?
Eli Goodman Search Evangelist egoodman@comscore.com Anna Kassoway Senior Vice President of Global Marketing & Creative Solutions annak@vibrantmedia.com

comScore, Inc. Proprietary and Confidential.

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