Capturing TV-inspired Web Searches
Leading automotive manufacturer, Suzuki, partnered with TV-as-syncing technology company wywy and boosted click-through rate by 43%.
On a typical day, internet users are now spending almost as much time online (5.25 hours) as they are on various ‘traditional’ activities combined (with 5.44 hours being spent on linear TV, broadcast radio, traditional press, and console gaming). Across the various ‘offline’ or ‘traditional’ activities, it is linear TV which continues to capture the biggest share of time. On average, online adults in the UK are watching close to three hours of shows per day, according to Global Web Index‘s Q1 2015 UK market report.
Almost three quarters (73%) of UK internet users have used a second connected device whilst watching TV, and 22% of ‘second-screeners’ report that they specifically search for products to buy whilst watching TV.
Second-screening means that advertisers now need to ensure they capture their audience on two screens simultaneously in order to maximise the chances of engaging with that user.
Inspired searches
In response to data that suggests over a third of TV viewers search online for advertised products shown during a commercial break, Suzuki sought to provide a seamless journey from inspired search to final conversion during its launch of the new Vitara model. As Suzuki’s TV ad aired, wywy’s SearchSync technology synchronised relevant keywords from the TV ad in real time, allowing Suzuki to appear at the number one spot in Google’s search results for five minutes during and immediately after the commercial aired.
Post-campaign analysis revealed that taking a multi-screen approach to search drives a significant increase in brand reach and audience interaction – search traffic doubled following the TV ad airings. Although the synced campaigns were only live 10% of the time, they accounted for 20% of total impressions. In the synced campaign, the Vitara appeared in the number one Google search position for 100% of the time the ad was live – giving the model maximum exposure and opportunity to engage the TV-inspired searcher – and led to a 43% increase in click-through rate, with the cost increasing by only 33%.
Mobile traffic increased significantly during the synced campaign, with both the smartphone and tablet share of traffic increasing by 50%. The synced campaign generated a conversion uplift of 16%, with store locator visits and brochure downloads counting as conversions. Mobile was the driving force, accounting for a 30% increase in conversions. This finding indicates a tendency for TV viewers to make impulsive mobile searches after viewing the TV commercial, which differs from a traditional search campaign where informed searchers are already close to the point of conversion.
“TV advertising is a major search driver for Suzuki and we wanted to make the most of this with a coordinated TV and search campaign that engaged inspired customers searching for the Vitara after viewing the TV ad,” commented Tammy Charnley, General Manager, Marketing at Suzuki. “We’re pleased to have found a solution that allows us to deliver integrated TV and search campaigns across screens.”
“TV advertising can no longer be regarded as working in silo,” remarked Andreas Schroeter, COO and Cofounder at wywy (pictured). “Brands must take the viewer’s perspective into account, and consider that when consumers are inspired they demand immediate results. As brands pay greater attention to the viewer’s needs and behaviour, seamless multi-screen storytelling campaigns will become the norm to meet consumer demand and maintain viewer attention”.
The synced SEA campaign ran in April and May 2015 during the national TV campaign for the Suzuki Vitara model in the UK.
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