Post on 29-May-2018
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Google Confidential and Proprietary
Campaigns at the Digital Frontier:Best Practices for 2010
Rowena PazElections & Issue AdvocacyGoogle, Inc.Rowena@google.com
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Google Confidential and Proprietary 2
2
Across Multiple Media
Source: comScore, 2009
Source: Google/Slack Barshinger, June 2009
82% 68% 49%
Newspapers
and MagazinesInternetTV
Where registered U.S. votersgo for political information
Online An Essential Source of Information
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Huge Opportunity Gap
3
U.S. voters
who go onlineregularly forpoliticalinformation
68%
Share of
online
political
advertising
investments
in 2008:
1.6%
4%: Obama 08
7.5%: McDonnell 09
10%: Scott Brown 10
Sources: Compete, October2008; George WashingtonUniversity Institute for
Politics, Democracy & theInternet, 2008.
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Reaching Hispanic Voters in 2010
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A Week in the Life of a US Hispanic
US Hispanic Ad InvestmentWeekly Media ConsumptionHispanic Consumers
3% Magazines
19%
Radio
5% Online
63% TV
8%
Newspapers
Gap between ad spendand media consumption
The Opportunity52% Online
14 hrs
37% TV
10 hrs
7% Radio
2 hrs
4%
Newspapers1 hrMagazines, 0 hrs
Source: eMarketer, US Hispanic Media Usage, August, 2008.
Source: JupiterResearch Economic Downturn Online Consumer Survey, Q4 2008, n=2,151
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A Stronger Consumer Base
Source: Source: RTO Online, Hispanic Internet Usage Report, February 2009, Scarborough Research The Power of the Hispanic ConsumerOnline 2008., Ages 18+, Pew Hispanic Center and Pew Internet & American Life Project, Latinos Online conducted by InternationalCommunications Research (ICR), March 2007; Source: Selig Center for Economic Growth, Terry College of Business, The University of
Georgia, "The Multicultural Economy 2008," January 2009, ARAnet AdFusion survey conducted by Opinion Research Corporation, providedto eMarketer in March, 2009.
80%
Almost 80% ofHispanics usethe Internet to
researchproducts online,
Over halfmake
a purchaseonline at leastonce a month
88% of U.S.Hispanics with a
householdincome of
$50,000+ areonline and will
have$1.4 Trillion
in buying powerby 2013
1 in 3Hispanic internetusers are likely
to read and takeaction after
viewing bannerads
$1.4T 1 in 3Engaged
OnlineFinancially
StableOpen to
Advertising
6
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Integrate Your Media: TV Ads Drive Search
Source: iProspect Offline Channel Influence on Online Search Behavior Study, 2007
Television is the most influential in driving search behavior
36%
37%
30%
3%
9%17%
20%
7%
0% 20% 40% 60% 80% 100%
Ad/company name on taxi/train/city bus
Ad/company name on company truck/van/car
Billboard, indoor sports venue sign
Radio ad
Companys store/physical location
Magazine/newspaper ad
Word of mouth from friend/acquaintances
Television ad
Percentage of Online Search Users
Percent of online users who performed a search due to exposure to offline content
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Google TV Ads Improves Karma For Non-Profit
Note: Queries were tracked on the terms american himalayan, himalayan foundation, american himalayn, himalayn foundation
Source: Google internal data
11M
10.5M
10M
9.5M
9M
8.5M
8M
7.5M
7M
6.5M6M
5.5M
5M
4.5M
4M
3.5M
3M
2.5M
2M
1.5M
1M
500K
80
75
70
65
60
55
50
45
40
35
30
25
20
15
10
5
08/31/07 9/14/07 9/29/07 10/14/07 10/29/07 11/13/07 11/28/07 12/13/07
Date
Impressions
Queries
TV Impressions
Search queries*
American HimalayanFoundation: KeyFindings
TV Ads drivesearch Large spike in
queries after PSAsstarted running
Queries returned topre-TV Ads levelswhen campaignwas paused
Significantwear-out afterone month
By mid-October,query volume half ofwhat it was at start
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Rapid Response
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8:28 PM
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Contextual and Placement Targeting
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Hispanics And The Google Display Network
89%of Hispanic internet usersreached by the GDN
62MSpanish-languageimpressions per day 73%
Accept display ads
Source: Google Internal Data.
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Broad reach Niche audiences
Hispanics Browse Both Mass & Niche Sites
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Respond Next to Relevant Content
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Micro Targeting Key Audiences
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Behavioral Targeting: Remarketing
19
4. Voter is recognizedacross GCN, and is shownyour display or text ads
* Works with a TAG code on your page
1. Voter visits your siteand views the volunteerpage but does not takeaction
3. Voter continues tosurf the web
2. Cookie and IPadded to TargetUserList*
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Youtube
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YouTube Is A Key Touchpoint For Hispanics
21
YouTube reaches
7.1M Hispanicsonline, achieving 45%
reach across theentire Internet
Fun Facts:
There are 11% moreHispanics on YouTube
than MySpace
YouTube reaches morethan twice the number ofHispanics that Facebook
does
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Video: YouTube Promoted Videos
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Video: YouTube In-Stream Advertising
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Network Blast
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A
D
AD
AD
AD A
D
ADA
D
AD
AD
AD A
D
The Display Network Blast
Your ad runs across hundreds of premium and niche websiteswithin a specific time period and geography
ADClients Creative
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Rowena Paz
Rowena@google.com(202)346-1248