Change the Game - Tradedoubler

Change the Game 

Reach and Engage the Empowered 

Consumer with Yahoo! Search Marketing 

Yahoo! Search Marketing Proprietary and Confidential. ©2006 All Rights Reserved 

1

Agenda 

Media Impact 

Research Findings 

1 

Case Studies: Sky & 

Orange 

2 

The New Shopping 

Paradigm 

3 

The Empowered 

Consumer 

4 

Yahoo!: Changing The 

Game 

5 


2

Methodology 

• Selected and approached Orange and Sky as clients representing 

various industries to study the impact of offline ad spend on online 

behaviour. 

• Media agency secured data on ad spend and media schedules from 

participating clients. 

- Monthly spend by media 

- Online and offline creatives 

- PPC and format clicks and impressions 

• Hitwise analysts compared the client data with Hitwise Competitive 

Intelligence data on site visits, search terms, and clickstream. 

- Hitwise data is based on anonymised internet usage data of over 

8.43 million UK internet users. Hitwise reports on over 800,000 

websites in over 160 industry categories every day. 


3

Sky Background 

• Sky’s main advertising objectives in 

2005/2006 tied directly in to the chief 

company KPI’s: 

- Increase the pay TV subscription 

customer base (8m target by Dec. 06) 

- Increase take up of services such as Sky+ 

and multi-room 

- Position Sky as the UK’s number one 

entertainment company in the UK 

Share of 2005/2006 Sky Budget 

to Various Media 

• From June 2005 through March 2006, an 

average of 20% of Sky’s media budget went 

to online and 11% to television. (NB: 

Television spend does not include adverts on 

the Sky Network). 


4

£ 1 8 ,0 0 0 

£ 1 6 ,0 0 0 

£ 1 4 ,0 0 0 

£ 1 2 ,0 0 0 

£ 1 0 ,0 0 0 

£ 8 ,0 0 0 

£ 6 ,0 0 0 

£ 4 ,0 0 0 

£ 2 ,0 0 0 

£ 0 

Integrated Campaign Yields Best Result 

• At the peak period for spend, 

there was a significant lift in 

share of UK internet searches 

for the Sky brand and Sky URL. 

• Share of searches for “sky” 

increased +20% from August to 

October and searches for the URL 

more than doubled. The total 

media spend increased four fold. 

• Searches for “sky” continued to 

climb through November, up 

approximately 10% from 

October to November. 

Ad Spend 

Sky Monthly Ad Spend by Media v Share of Internet Searches 

June 

• Contrast to March and April 

2005, with offline spend with 

no corresponding online spend. 

And to January, with significant 

TV Press Radio 

Cinema Outdoor Online 

online spend and no 

corresponding offline spend. 

July 

August 

September 

October 

November 

DRTV Inserts Door Drops 

3rd Party Direct Mail URL Searches 

Brand Searches 

December 

January 

February 

March 

0.02 

0.018 

0.016 

0.014 

0.012 

0.01 

0.008 

0.006 

0.004 

0.002 

0 

Share of UK Internet Searches (Hitwise) 


5

£ 1 6 ,0 0 0 

£ 1 4 ,0 0 0 

£ 1 2 ,0 0 0 

£ 1 0 ,0 0 0 

£ 8 ,0 0 0 

£ 6 ,0 0 0 

£ 4 ,0 0 0 

£ 2 ,0 0 0 

£ 0 

Banners Drive Site Visits 

• Site visits experienced an 

off-season jump in visits 

in February and March 

2006 – and were more 

£ than twice as high 

compared with 2005. 

• Why don’t site visits 

follow the same pattern 

as searches for the Sky 

brand and URL 

• There is a very strong 

positive correlation 

between Sky banner 

clicks and impressions 

and site visits. Whilst only 

a loose correlation with 

television spend. 

Ad Spend 

Sky Monthly Ad Spend v Share of Internet Visits 

1 8 ,0 0 0 0.04 

June 

July 

August 

September 

October 

November 

December 

January 

Total Spend Visits to Sky.com 

February 

March 

0.035 

0.03 

0.025 

0.02 

0.015 

0.01 

0.005 

0 

Share of UK Internet Searches (Hitwise) 


6


7

Banners Drive Brand Association 

• Sky HD was available for pre- 

registration in February 2006 

and the product launched in 

April. 

Weekly Share of UK Internet Searches 

• Awareness was driven by 

buzz in tech communities, PR 

and banner advertising. 

• Searches for “sky hd” far 

outweigh searches for “hd tv” 

-- by a factor of 8 in the week 

to 25th February. 

• In April, the search term “sky 

hd” accounted for 5% of 

Sky.com site visits and was 

the third highest volume term 

sending visits to the site. 


8

Case Study: Orange Shop 

Orange is a key brand of the France Telecom Group, one of 

the world’s leading telecommunications operators with 147 

million customers on five continents. 


9

Online Advertising Drives Brand Awareness 

• Strong positive 

correlation 

between 

banner 

advertising 

spend and PPC 

impressions 

with searches 

and visits. 

3000 

2500 

Orange (Direct & Brand) PPC Impressions and Share of UK 

Internet Visits to Shop.Orange.co.uk 

between 3500 

0.05 

0.045 

Share of UK Visits (%) 

Hitwise UK 

2000 

0.04 

0.035 

0.03 

PPC Impressions (000) 

1500 

1000 

500 

0.025 

0.02 

0.015 

0.01 

0.005 

0 

0 

May-05 

May-05 

Jun-05 

Jul-05 

Aug-05 

Sep-05 

Oct-05 

Nov-05 

Dec-05 

Jan-06 

Feb-06 

Mar-06 

Apr-06 

PPC Impressions Visits to shop.orange.co.uk 

10 

Yahoo! Search Marketing Proprietary and Confidential. ©2006 All Rights Reserved

Offline Ads Drive Online Searches 

Orange Shop ran this direct press 

advertisement featuring the Sony 

Ericsson W800i in November 2005 

to February 2006. 


11

Offline Ads Drive Online Searches 

Share of Visits from Term (%) 

• Searches for “w800i” 

peaked in August as a 

share of UK internet 

searches. 

• Visits to The Orange 

Shop from searches for 

w800i peaked four 

months later. 

Share of Visits from Searches for “w800i” sending visits to 

The Orange Shop, T-Mobile, and 02 Shop 

0.45 

0.4 

0.35 

0.3 

0.25 

0.2 

0.15 

0.1 

0.05 

0 

20/08/2005 

03/09/2005 

17/09/2005 

01/10/2005 

15/10/2005 

29/10/2005 

12/11/2005 

26/11/2005 

10/12/2005 

24/12/2005 

07/01/2006 

21/01/2006 

• Driving consumers to 

search for the product 

underscores the need 

to integrate press and 

PPC campaigns. 

Shop.Orange.co.uk www.t-mobile.co.uk shop.02.co.uk 


12

Key Takeaways 

• Online is a highly effective medium for raising 

brand awareness and driving brand association 

• Integrated online and offline campaigns yield 

the biggest gains in brand awareness and site 

visits 

• Search Term content and volume analysis and 

visits to websites can be used for brand 

research and measurability of offline spend 


13

The New Shopping 

Paradigm 

The evolution of the shopping process through 

technology 


14

New Paths to Purchase 

Auto 

Finance 

Technology 

Retail 

FMCG 

Quick Path 

Winding Path 

Long Path 

Long & 

Winding Path 

Most Common Paths Moderately Common Paths Less Common Path 

Source: Long & Winding Road 


15

Information Is Gathered Throughout The Purchase Process 

% Gathered Information Average # Sources Used 

First began 

63% researching 

2.8 

57% Narrowing 

down 

options 

2.7 

42% Deciding 

where to 

2.8 

51% Making final 

decision 2.5 

buy 

It’s not a funnel! 

Our standard image of the purchase 

process as a funnel – but it’s wrong. 

New technology allows consumers to 

gather information at all stages of the 

purchase process. 

Half of all consumers are still gathering 

information from a variety of sources 

right up to their point of purchase. 

The internet is the most utilised source 

of information at each stage in the 

purchase process. 



16

The New Trusted Source 

The Importance of the Internet in Research 

The internet is driving this shift in the way people get information prior to making 

their purchases. It’s getting easier and easier to get reliable information at all 

stages of the purchase process. 

Internet WOM In-Store Cues Traditional Advertising 

43% 

34% 

37% 37% 

24% 24% 

21% 

12% 

10% 10% 

3% 

24% 

12% 

7% 

18% 

13% 

8% 

16% 

12% 

8% 

Most Reliable 

Best for Price 

Comparisons 

Easiest to Use Use Most Often Feel Most 

Knowledgeable 

Using 


17

Search Is A Integral Resource Prior To Purchase 

Search Usage Prior To Purchase 

(By Category) 

VOIP 

Automotive 

Luxury Travel 

Technology 

Teen Apparel 

Auto Insurance 

Banking 

Home Improvement 

Books, Games, Music 

67% 

57% 

57% 

53% 

51% 

43% 

35% 

27% 

24% 

If searchers are looking 

for something you offer, 

start a conversation 

Consumers have integrated search into their 

purchase process in a big way. Millions of 

people are researching their future purchase 

using search, even though the vast majority of 

purchases are still being made offline 

Source: 1)Long & Winding Road 2) Reach & Engagement Studies 


18

The value of controlling the conversation 

First Clicks vs. Multi-Clicks* that Led to 

Conversions via US Search Engines, 2006 

Single Click 

Transactions, 

34% 

(% of total converted clicks) 

Multi-Click 

Transactions, 

66% 

Influence Consumers 

Over Time 

There’s value to starting a conversation with 

searchers looking for what you have to offer, 

even on keywords that don’t immediately 

convert as well as others. 

The vast majority of online purchases attributed 

to search engines (2 in 3) happen after multiple 

clicks to your brand’s website. By limiting your 

search buys to keywords with high ROI, you may 

be limiting the exposure with consumers that can 

ultimately lead to greater sales. 

Note: *clicking more than one of a marketer's listings, whether paid or natural 

Source: 360i and SearchIgnite, August 2006 


19

The Value In Driving Brand Consideration 

Search and Brand 

Moving Beyond Acquisition… 

Search Engages Consumers 

Search has traditionally been viewed as a direct 

response vehicle – because it’s a great medium 

to acquire customers. But it’s also a way to 

engage customers with your brand and 

message. 

* Source: Search Brand Studies 


20

The Value Of Search Placement 

Search Branding Study: Auto 

Brand Perception Increases Among Those Exposed 

To Paid Search Listing (vs. Those Unexposed) 

38% 

38% 

40% 

+ + + 

There Is A Value 

Beyond The Click 

Even if your listing isn’t clicked on, some 

messaging in your listing does get noticed. 

There is value in being present when someone is 

looking for something you offer. 

Association With Strategic 

Objective Of The 

Campaign 

Perceptions Of 

'Exceptional Quality' 

Perceptions of Being 

'Attention Getting' 

Source: Search Brand Studies 

Indicates a significant difference at a 90% confidence level 

There was no brand term bias among those that visited the website, the 

majority of visitors came from general term searches 


21

The Value In Controlling The Conversation 

Search Branding Study: 

Telecom 

Brand Perception Increases Among Those That 

Clicked Through To Landing Page 

+163% 

+82% 

+ 

124% 

+ 

72% 

+ 

78% 

There’s Value Beyond 

The Conversion 

Focusing solely on direct response metrics can 

limit your opportunity with consumers. As 

information gathering is important throughout 

the purchase process, allowing consumers to 

spend quality time on your site can be used to 

forge stronger relationships – even if it doesn’t 

result in an immediate conversion. 

Top Of Mind 

Consideration 

Brand 

Consideration 

(Top 2 Box) 

+46% 

Brand Familiarity 

(Top 2 Box) 

Perceptions of 

Leadership 


Having The Best 

Value 


Highest 

Customer 

Consumers who land on your site will spend more 

time with your site than with traditional offline 

advertising. A positive experience can change 

perceptions, and increase consideration for a 

future purchase. 

Source: Search Brand Studies 



22

Searcher 

Non- 

Searcher 

Search and The 

Empowered Consumer 

Who’s a searcher, and why are they a valuable 

target 


23

The Mindset Of A Searcher 

I consider myself to be a 

serious bargain shopper 

It’s important to research 

new products in order to 

make informed decisions 

I enjoy shopping for and 

researching new products 

When shopping, I don’t 

typically buy right away 

I discover new products or 

services that I buy later while 

researching other items 

Searcher 

67% 

60% 

62% 

Internet User/Non-Searcher 

Non-Internet User 

87% 

77% 

61% 

68% 

61% 

48% 

64% 

55% 

45% 

65% 

55% 

42% 

They’re 

Knowledge 

Seekers, Not 

Bargain Hunters 

Well, they are bargain hunters, but no 

more so than Non-Searchers. 

Searchers distinguish themselves as 

being more engaged and active 

shoppers across a variety of metrics 




24

The Engaged Shopper 

Fashion/Clothing Engagement: 

Searchers vs. Non-Searchers 

% Increase In Onsite Activity Among Searchers (vs. Non-Searchers) 

Email to Friend 

Live Customer Service Chat 

View Return Policy 

Store Locator 

View Size Charts 

Request Catalogue 

Contact Us 

Customise Product Image 

Add Items to Basket 

Email/Newsletter Registration 

View Postage&Packing 

Charges 

30% 

29% 

20% 

17% 

15% 

15% 

14% 

12% 

47% 

39% 

35% 

Searchers Are Engaged 

Searchers are more likely to investigate nearly all 

aspects of their next purchase – and interact with 

brands and products online more intensely. 

Source: Apparel Reach & Engagement Studies 



25

Searchers are Considered Shoppers 

Pre-Purchase 

# Of Brands Considered Before Purchase 

(across product categories: Automotive, Finance, Technology, Retail) 

Searcher Internet User/Non-Searcher Non-Internet User 

2.50 

1.80 

1.50 

Searchers Are Looking 

To Be Influenced 

Being more engaged and investigative shoppers, 

searchers are the shoppers most open to 

discovery. 

At the beginning of the purchase process, they 

consider more brands than non-searchers. 

Average # of brands considered 

prior to purchase 




26

Creating Advocates 

Building Expertise, Sharing Expertise 

Searchers use multiple sources to expand their expertise…and ultimately, are 

more likely to share their expertise with others. By influencing one searcher, you 

could be influencing more people than you realise. 

Searcher Internet User/Non-Searcher Non-Internet User 

40% 

11% 

53% 

45% 

38% 

34% 36% 

21% 

13% 

25% 

Referenced 

Online Reviews 

Prior to purchase, 

I regularly give advice I have posted online 

asked friends or family 

to others about reviews for various 

for advice purchases products & services 




27

Emerging Platforms For 

Advocacy 

Wouldn’t it be great to get qualified opinions 

from people who have already been through 

the purchase process 

Emerging technologies allow consumers to 

publish and share information that provides 

guidance to millions of in-market shoppers. 


28

Social Media Marketing 

The Ultimate Merger Of 

Influence 

Social networking is a trifecta of factors that 

influence consumer choice. 

The Internet ensures that the information 

shoppers need to make wise decisions is at their 

fingertips. 

• An unlimited network of “friends” 

• Expert media & information sources 

• Your marketing messages 

Unleash the power of the Web by engaging 

consumers through social networking. 


29

Trust in Others 

Trust ‘somewhat’/ Trust ‘completely’ 

90% 

Recommendations From 

Consumers 

62% 

Consumer Opinions Posted 

Online 

Consumers Trust Other 

Customers 

The nature of word of mouth recommendations 

is changing with new technology platforms – 

people are looking for influencers, but they don’t 

necessarily need to rely on their social circle 

anymore. 

Online communities allow consumers to obtain 

advice from people just like them, with 

experience to share. 

Source: Forrester Research, Inc. and Intelliseek 


30

Social Media Marketing 

Social Media is Now… 

Innovation is Driving 

Adoption and Use 

Social media and social search are real. 

Are you using Knowledge Search Answers has 

more than 250 million user-generated answers – 

aka knowledge artifacts. 

Have you learned a new fact from Wikipedia 

Probably. They have nearly 4 million articles that 

are roughly the factual equivalent of 

Encyclopaedia Britannica. 

Flickr Share your photos with the world. There 

are more than 100 million photos tagged and 

indexed today. 


31

THANK YOU! 

Richard Firminger 

Regional Sales Director 

rfirminger@yahoo-inc.com 

inc.com

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