This is the notes I took on my phone during the conference. In hindsight this was a semi-interesting session, but after launching the BRAVIA TV spot search campaign I felt like I didn’t learn that much.
What I’d really like to see is if someone could do a study that shows a well done PPC campaign could increase retention of a television spot. Given that we spend a gajillion times more on TV versus PCP if I could prove that exposing people in Google helps them remember the TV message it would be easier to justify.
My big message for the industry is that if you don’t get that TV drives people to the Internet, please, please take your head out of the sand.
I also was frustrated with the presenters being so amazed that large and small companies had a hard time coordinating their online and offline campaigns.
Discussion Notes:
Integrating online and offline.
TV + online increases recognition
it’s all digital. Sharp used Facebook to build a campaign coordinated app.
One of the most basic things is tie in your web page with your campaign (Godaddy.com example)
look at Intel ad tomorrow. Highjack of nyt. Twittering, online what do want tomorrow.
- Find a trusted voice to drive brand equity
- get visual
- get a unique url
Google gadget for Sony ask Google (widget)
Response One – Strategy changes
Data driven experts in charity acquisition and optimizatio.
Search into media and media into search.
- Integration 39% of users bought from being brought in through search
- Matchback analysis.
- URL searches continue to increase
- Search as a harvested of TV campaign
- Make sure to attribute media related ads a higher amount to recoup the investment
- You really need to be well integrated in total planning
- Check out Response One’s awesome drawing
Mediavest – integrating and media
- consumers don’t trust companies not on google
- 2/3 of active internet users use the internet while watching TV
- TV helps to build the momentum and you can use them to extend the other
- Most people just type the URL
- Look for the best time on your TV ads (try small tests on East and West Europe)
- don’t pay twice! Use a tool to de-duplicate
- Microsoft can increase your display effectiveness (15%)
- Do retargeting drop a cookie and if he doesn’t buy try to cross sell and give them another offer that is complementary
- Make sure to integrate PR in the search group
- Check out Meercat campaign and see how they integrate
The best way to overcome silo effectiveness is through violence 
Yahoo! – Search and Offline
integrated campaign case study and yahoo! Footfall report
walker campaign ‘do us a favour’. Got 1% of future profit
- Did a home page takeover broadcast,
- Had a channel, yahoo! Question for user feedback
- Asked for search do us a favour
- Did a search result with multiple links and integrated video or images
- Landed on Yahoo video
- Very consistent to the users (partnerships, display, PR, search)
- Search removes barriers to entry
Yahoo! Footfall Research
- Awareness familiarity consideration etc etc people bounce through the steps with search
- hesitation and information
- way too many options makes people feel helpless
- Interesting mix of survey participants
- Surprisingly some people think he can get a better deal through personal negotiation
- people are much more prepared with prices and options, they want a free showroom, because people know what they want and where they want to buy and they just want to touch it
- they hate the huddled sale people where one finds some time to visit with you
Q&A
Art of influence book by stanford author do you see when they pass the point of hesitation?
We don’t know they felt more uncertain.
Do a sponsored movie of product comparison
Doubletwist for TV sync’ing
