Mindshare taps on Google to bring out search insights
Mindshare launched the Search As Signal (SAS) service for informed media decision-making for it clients. It has access to aggregated, indexed search trends that can be filtered by country to give marketers information on whether they are trending up or down relative to their norm or the category norm. The initiative combines Google’s reach and Mindshare’s scale to bring insight and data to multinational clients.
With proprietary category definitions crowdsourced, analysed, and defined by Mindshare and Google, SAS looks at brand and category activity outside the brand-messaging vacuum. The SAS alert system gives Mindshare clients an early indicator if a category or brand is accelerating, giving teams real-time insights to turn into media actions that influence content, keyword search and paid media decisions.
“Leading agencies, like Mindshare, are helping to offer their clients’ a holistic view of how their campaigns are performing across channels as search activity is a strong signal,” said Anya Paul, Global Agency Business Leader at Google.
SAS, enables the clients to search trends relevant to their brands and categories (on an non-exclusive basis). Thus, they can understand where a brand sits in the larger cultural environment of search activity.
“We’re happy to work with them to make insights available through The Loop and Search As Signal to enable their clients to make smarter investment decision,” Ms Paul added.
The Loop is Mindshare’s adaptive marketing engine. It is a physical room that enables adaptability, using real-time insight to drive real time actions. Featuring multiple screens that provide locally relevant data feeds and cultural context, Mindshare uses THE LOOP to drive behavioral change, both for clients’ consumer relations, but also across client agency networks, creating one focused team working adaptively, reacting live and seeing trends ahead of the competition. It ‘closes the loop’ on the P.O.E. model by focusing on adapting paid media, based on the best available data.
