compelling consumer connections search builds brands [read only]

Google Confidential and Proprietary

Compelling Consumer Connections -Search Builds BrandsDominic Allon, Agency LeaderThe Search Sessions, 16 September 2008

Google Confidential and Proprietary 2


Search is a universal consumer behaviour


Search is a universal consumer behaviour

85%of people online use Search

Search is the most popular online activity after e-mail

1.2 Billion people online

1 Billion Google searches per day

* Global


81%of internet users enter websites via a search engine

Source: Forrester Research Inc., “UK Internet User Monitor”


Internet is the number one starting point

Source: Ipsos MORI, Question 4.1: As you started to research your new car purchase, where was the first place you began searching for information?Question 4.2: Which other sources of information did you use at any stage in researching and buying your car?Base: All respondents

80%of new car buyers

started their search on the internet

Automotive

Example


Search enables discovery of new brands

Source: TNS / Google Automotive consumer study June 2007; Base: All respondents who bought a new car% - Completely Agree - Agree

47%

64%

64%

61%

48%

44%

Find the best price

Make more informed decisions

Compare makes and models

Discover new and relevant websites

Discover new models

Discover new brands

Automotive Example : Search engines help me

Automotive

Example


42 out of 100 top brand owners don't bid on their own trademarks

Source: Harvest Digital Report “Trademark bidding on Google”, July 2008


Top sponsored, top organic and especially the combination of both deliver best results

Source: Enquiro Research/Ipsos Interactive Services, May 2008, UK Example

3.95x


Own your brand and your brand territory

Products and Benefits“Healthy Skin”

“Dry Skin Tips”

“Lawrence Dallaglio”

“Skin is Amazing”

“How Skin Works”

“Skin Hydration”

“Skin Science”

“Protect my Skin”

“Skin Facts”

“Face Wash”

“Cocoa Butter”

‘Body Lotion”

“Moisturiser”

‘Intensive Rescue”

“Petroleum Jelly”

“After Sun”

Brand Territory

Brand

“Vaseline”


Offline touchpoints drive online search


37%

30%

39%

Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007.

20%

40%

67% of online search users are driven to

search for information about a particular

company, product, service, or slogan

by an offline channel


Internet usage is concurrent with TV viewing

Source: IAB Thinkbox - TV & Online: better together , Base : All who use both together (1,934 weighted); Q6b

81% use the Internet while a TV programme is running

Most are genuinely engaging with both TV and Internet at the same time

The balance of attention will often fluctuate dependent on content


TV advertising is increasingly being sought & shared online

Source: IAB Thinkbox - TV & Online: better together, Base : All adults (3,011 weighted); Q7a/b/c

I joined the ‘We all love the Cadburys’ gorilla’Facebook group, but then my mum started liking it and I decided it wasn’t very cool anymore. (Pre family, female)

Search engine

�� 32% YouTube

�� 27%

59% have looked for a TV ad (or its song) online

22% have sent a TV ad (or link to one) onto someone else


Online adsTV ads

Tells you about a new brand you’ve never heard of before

Sparks interest in a brand

Gives you new information about a brand you have heard of

Persuades you to try a brand/product

Talked about with someone else

Helps you decide which brands are relevant to you

Makes you re-evaluate a brand

Gives you enough information to make purchase decision

Makes you like a brand

Both TV and online advertising can fulfill roles across all stages

Source: IAB Thinkbox - TV & Online: better together , Base : All adults (3,011 weighted); Q36a/b


Using both TV & Online brings the audience closer to the brand

Significantly higher levels of agreement with brand metrics, amongst those who have seen TV and Online advertising

Uplift among those exposed to both TV and Online :

+17% points

+8% points

+14% points

% agree “I feel I know this brand really well”

Source: IAB Thinkbox - TV & Online: better together


Search behaviour is personal and iterative


The car search process is personal & iterative

of those who first search on a brand term later use a generic search

of those who start with a generic search later use a brand term

of all brand searches also include a generic term

57%

83%

18%

Automotive

Example

Source: Ipsos MORI


Car buyers are undecided

Source: Ipsos MORI, Question 3.1/3.2/3.3: When you first started looking, how much did you know about the Type / Make / Model of car you wanted to buy?Base: New car buyers (n=500)

62%Undecided on Make of car

(eg. Ferrari car)

69%Undecided on Model of car

(eg. Enzo car)

52%Undecided on Type of car

(eg. Sports car)

Automotive

Example


Most car buyers switch brands

Source: Ipsos MORI, Question 5.2: What type of car did you buy in the end?Base: All respondents

55%

Automotive

Example


Follow the consumer’s path to purchase

Distribution of searches prior to purchase

1 2 3 4 5 6 7 8 9 10 11-20 21-30 31-40 41-50 >50

12 travel searches

29 days

22 travel sites

Before a first transaction, on average:

Travel

Example

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Number of Searches

Source: Comscore Research Paper October 2007


From ‘holiday in the sun’ to First Choice purchase in 33 days

Holiday in the sun

5 338 13 21 29

Sea

rche

sV

isits

HolidayRentals Hotels.com TripAdvisor

TUI

Expedia

First Choice

First Choice

Tui

TUI

TripAdvisors

TUI

AirTours

First Choice

TUI

AirTours

First Choice

Thomas CookTravelRepublic

Thomas Cook

Teletext Holidays

HolidayWatchdog

AirTours

First Choice

Olympic Holidays

TUI

ebookers

First Choice

Thomas Cook

Cyprus holidays

Holidays in the Sun

Palm Beach Hotel Larnaca Cyprus

Europe Holidays

Spain Holidays

Cheap Flights Cyprus

Cyprus Holidays

Beau Rivage Hotel Cyprus

Cyprus Hotels

Thomson Holidays

Day 1

Travel

Example

Source: Comscore Research Paper October 2007


Search results pages reflect and influence consumers’ brand perceptions


“A brand is a collective perception in the minds

of consumers”Paul Feldwick


And what people are saying

Shows what the brand is saying

Google Confidential and ProprietarySource: comScore, US, CPG study, October 2007Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engine users US only), Jan 2008

Consumers associate search ranking with the success of the company

of users link placement to company prominence

of users expect leading brands to be on top of the search results page 71%

36%

CPG

Example


Search ads have a clear impact on brand recall

Source: Enquiro Research/Ipsos Interactive Services, May 2008, Aggregated Data: All Industries, all countries (UK, Germany, France)

Brand Recall(do you remember it?)

Brand Affinity(do you like it?)

Purchase Intent(would you buy it?)

+ 2.5x1.18x 1.14x

Google Confidential and ProprietarySource: Enquiro Research/Ipsos Interactive Services, May 2008

Samsung UK

And search advertising has a demonstrable impact on shaping brand attributes …

Technology

Example


Search builds brands

Search is a universal consumer behaviour�� Be found: always on, every market, full coverage

Search is the gateway to consumers’ online journey�� Integrate on and offline activity

Search behaviour is personal and iterative �� Follow the consumer to drive brand equity

Search results pages reflect and influence consumers’ brand perceptions�� Engage, listen and respond


Q&ADominic AllonAgency Leader

Mark HoweCountry Director


Compelling Consumer Connections -Search Builds BrandsDominic Allon, Agency LeaderThe Search Sessions, 16 September 2008

compelling consumer connections search builds brands [read only]

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