How TV Influences Search

Erin Everhart - Lead Manager, Digital Marketing @erinever

2

LifeProof Carpet TV Commercial

Warning: This is not real life

3

LifeProof Carpet TV CommercialThat’s more like it

4

5

6

7

8

9

Can we get a little more credit, please?

12

13

14

15 More wine.

16

17

By Brand By Retailer

By Discount/Used

20

Flower Tower

21

People no longer just turn away during

commercial breaks

73%accessed their device

constantly or very often

78% accessed their device

during the show

Via Facebook: From One Screen to Five: The New Way We Watch TV

22

Flower Tower

head

desire

heart

credit via Scott Galloway

25 Social Media

TV/Radio

SEO

PPC

Digital Media

Multichannel strategy

26

An omnichannel strategy is one

giant pool party

27Deep understanding of your users

28Own your SERPs

29Increase bids during TV spots

30

Optimize display ads

31Use the same keywords

32

Flower Tower Search InterestFlower Towers

33

Flower Tower Search Interest

34

LifeProof Carpet TV Commercial

35

LifeProof Carpet Supplement Digital Videos

36

LifeProof Carpet Supplement Digital Videos

37

Consistent messaging across all properties

38

LifeProof Search Interest

39

This thing is literally 360X more powerful than you. Look at you. You’re worthless. There you have it: 360 times better than a horse.

40

Dodge Durango

41

Flower Tower

I was driving a Lincoln since long before anyone paid me to do it.

42

Lincoln MKC

43

44 Ew. I got guac on the money. I’ll just keep this. No? OK putting it back.

45

Esurance

46Where are you? You’re on a boat. With the man your man could smell like.

47

65Mviews

125%+sales

800%+ FB fans

48

Old Spice

49

50

Oakley Sunglasses

51

52

1. Map out your buyer’s journey2. Appeal to desire, not logic3. Channels should work together,

not against each other4. Test, test and test again

53

Thank You!