Television Advertisements Tied To Search

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About Television Advertisements Tied To Search

Consumers are influenced by multiple media channels when making a purchasing decision. Events that take place outside of one channel can influence activity and performance in another. With mobile phones and the influence of so many new technologies, the interaction between these channels can happen within seconds. Marketers must align each media channel to provide a cohesive message for the consumer.

For example: today, 56.9% of people use TV and internet simultaneously. Therefore, a company may receive incremental lifts in their Search campaign directly after a television advertisement is run. If advertisers can identify this relationship, and understand to what extent the relationship exists, they can properly allocate budget across channels during times with the greatest opportunity for conversion.

At IMPAQT, we have developed our proprietary Media Mix Modeling to tap into all of the data involved in a client’s marketing ecosystem and gain insight into how Search and other channels influence each other. This insight is important in making smarter budgeting and bidding decisions and when deciding which channels should receive the most attention and resources. Media Mix modeling also helps us make clear connections between Search activity and other activities in the marketing ecosystem.

Television Advertisements Tied to Search in Action

A leading credit card issuer and electronic payment services company came to IMPAQT looking to bridge the gap between its Search and TV marketing activities. They hoped that this would help them achieve better brand positioning and improve budget allocation for a greater return on investment.

What We Did

To determine the effect TV commercials have on Search, we gathered data on the client’s TV presence by means of Gross Rating Points (GRPs), a function of reach (size of audience) and frequency (number of times seen by each member of audience) during a given time period.
We then compared the data on TV commercials to observed Paid Search campaign performance (impressions, clicks, approvals, and cost) for both branded and non-branded terms.
Using the observed data, we forecasted Search performance during the surge in GRPs. Then we compared the forecasted Search performance (impressions, clicks, approvals, and costs) to the actual performance and determined the incremental boost or decline due to TV.