Integrated Campaign June 2014 - Google Partner Thailand

Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary

Integration

Why holistic campaign is best and the truth about Multi-Screen strategy

Patcharamon Aeksarun: Agency Relationship Manager, Google Thailand

Google Confidential and Proprietary Google Confidential and Proprietary

Passive Clutter

Things used to be simple when we had only a few TV channels, and newspapers… not anymore…

Google Confidential and Proprietary

… yet connecting & engaging with active consumers is actually…simple

Active

Google Confidential and Proprietary Google Confidential and Proprietary Consumers are changing the ways in which they interact with Media

tv ads

print ads radio outdoors

Exit 123

Analog

you are looking for shoppers

search mobile online videos display ads

300 x 250

local social/reviews

Digital

shoppers are looking for you

Offline Media Awareness

Conversion

New ways to connect with users

Online

Consideration

Loyalty

Advocacy

A typical consumer journey

Saw my friend with an iPhone5

iPhone 5 VS Note 2

Saw Note Udom TVC

but not sure if Note 2 is better

Search for review Read review

Ask my friend on social network

Make up my mind

iPhone 5 best price

Buy iPhone 5

I should get one

buy online

My new iPhone 5

So what does it means for distinguished marketer?

The best marketers are changing too! People’s behavior has changed…

“The most important element remains that customers want and expect a consistent experience across all of their touch

points with companies and products.”

Dwight Griesman, the Chief Marketing Officer at Forrester Research

The Reality Check

35% Internet penetration in Thailand

source: Left – We Are Social (Singapore), Right – Internet World Stats (Q2, 2012)

•  35% of total population or 26 million users have internet access.

•  Thailand is currently ranked fourth in ASEAN in term of internet penetration behind Brunei (78%), Singapore (75%) and Malaysia (61%).

31% Smartphone penetration

73% Search on their smartphones

every day

Base: National representative population 16+, n= 1.000 Q1: Which if any of the following devices do you currently use? Base: Private smartphone users who use the Internet in general and who are searching via search engine, Smartphone n= 964 Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your smartphone?

Thailand Mobile Landscape Pop Quiz!

Mobile: 34%

The game changer in 2013/2014

It’s not about Mobile, it’s Multi-screen

Digital Thai consumers spend more time on the Internet than TV (1/3 of the population (10 hrs VS16 hrs.)

Multi-screens, 1 Consumer

On average we spend

9.8 hours of our leisure time in front of screens each DAY!

Smartphone Laptop/PC Tablet Television

Radio Newspaper Magazine

Screen based

non-screen based

Majority of our daily media interactions are screen-based

Devices shape user context

Admin Workhorse -  At home or the office -  Task-orientated -  Solitary experience

Couch Companion -  Web surfing and shopping -  Entertainment -  Shared experience

Constant Companion -  Always with you -  In-store -  Personal

PC Tablet Mobile

Down-time Entertainer -  At home -  Non-engagement -  Shared experience

Google Confidential and Proprietary Google Confidential and Proprietary Source: Google internal data,, % of each platform’s traffic shown hourly for one day

Complementary user contexts

Context drives device usage, consumers move seamlessly between devices throughout the day

The amount of time we

have or need

The goal we want to accomplish

Our location Our attitude and state of mind

Google Confidential and Proprietary Google Confidential and Proprietary Source: The New Multi-Screen World, Google 2013

Sequential Usage

Moving from one device to another at different times to accomplish a task

Simultaneous Usage

Using more than one device at the same time for either a related or an unrelated activity

There are two types of multi-screen usage

Multi-tasking unrelated activity Complementary usage related activity

90% of usage is considered sequential

Usage isn’t restricted to just screens

In Thailand, smartphones are used

while multi-tasking with

other media

Source: Our Mobile Planet Thailand 2013 n1000

89% Use smartphones while…

smartphones are the ULTIMATE

always-on companion

Offline Ad Exposure Leads to Mobile Search

Ad location

TV 81%

Shop/business 81%

Magazines 68%

Posters / Billboards 64%

have performed a mobile search after

seeing an ad

However, what currently and mostly happens, when a consumer watches your TVC, and goes online he/she will not

always find you

Trigger interest, stimulus

E-commerce, transaction

Immersive experience,

engaged

Always-on, need it now

4screens experiences contexts

Summary: Multi-Screen Experiences

With the fragmentation of screens, you cannot afford to capture consumer’s attention, interest through just one screen, or you are guaranteed

to miss connecting with your consumers

Before jumping into a multi-screen strategy

What is your customer looking for? !  Which is best between the iPhone 5 vs the Samsung

Galaxy S4? !  What’s the price? !  Where can I find it? !  How to look like Chompoo? !  How to set my hair like Dome? !  Does the new CRV consume a lot of fuel? !  Can I plug my iPhone into the Ford Focus? !  What should I eat to lose weight? !  What are the symptoms of the dengue fever? !  When will the Mazda CX 5 be available in Thailand? !  Etc….

Drive with insights!

Database of Intentions

Google Trends Learn about your brand (or anything you may be interested in!) with this tool

Google Trends

Google Keyword Planner

Google Keyword Tool

Tab into conversation people are making with your brand or territory

YouTube Keyword Tool

Key things to consider when developing a cohesive strategy?

1) Define Business Goals and Target Audiences

Online as an engagement platform

Be there across all devices the basis of a multi-screen approach: 4 screens, 1 consumer

I am watching your TVC I saw your product placement

I am interested or curious

I want to have more details on your product I want to know its price I want to know how it compares with your competitor’s brand I want to know what other people think about it

Will I find your brand here? Just do the test.

2) Create similar experiences

+ Context

Target based on where your audience is

Options: Topic, Keyword Targeting

Audience Reach your audience based on

who they are

Options: Demographics, Interests, Affinity,

Remarketing, In-Market

Reach the right audiences based on where and who they are

3) Reaching your right audiences with advanced targeting technology

Reaching your audiences who is interested in your products

Points of Passion Active Lifestyle Travel Savvy Arts & Entertainment Consumer Habits

Luxury Shoppers Outdoor Enthusiasts Hardcore Gamers

Fashion Forward Travel Buffs 30-Minute Chefs

Why targeting is important? A Case Study

Great Content, Wrong Engagement

Top demographics Male, 45 – 54 years

Rather than targeting any consumers, target those interested in your products

User choose to watch your ad on YouTube Re-market to this user across the GDN

4) Pay only to consumers who is interested in your products

Full View

Partial View

Shared View

Earned View

Fan View

View with a Click-through

Full Value of TrueView

Take advantage of the “Full Value of View”

5) Understand the Power of Context

"By adding information about where someone is, what device they’re using, and the time of day, marketers can figure out the best message to

show them – not just at that moment, but for that moment.”

~Lisa Gevelber~

VP Marketing, Google

11:14 am

At home

On laptop

7:30 pm

Downtown

On phone

Pizza Pizza

Saratoga Pizza $3 Slices m.saratogapizza.com Enjoy our $3 counter slices. Or try a $10 carryout dinner. Directions - $10 Dinner Specials

1.1mi Call

Saratoga Pizza for Lunch – Order online, ready in 15 mins. www.saratogapizza.com/ Fast, free delivery or dine in.

Order Online Now Delivery Map

2 Large Pizzas for $15 Party Menu & Delivery

118 people +1'd or follow Saratoga Pizza

Being relevant to the moment!

Enhanced campaigns for display Powerful bidding for the multi-device world

Time Location Device

Interests Users Age Gender Placements

Call extension App extension Location extension App Promotion format

Optimize creative & extensions (sitelink, call, app) based on your customer's context and device capabilities

Perfect ad – One that adapts itself to any context

6) On the Internet, users do not consume content, they ‘engage’ with it

Google Confidential and Proprietary 48

What’s the difference between a commercial and content?

YouTube moves people to choose your brand Through…

Audience

Find your most valuable audience

Expression

Express your brand in the most compelling way

Participation

Deepen connections through participation

Top Subscribed Brand Channel

TrueView: Increasing your discoverability

Distributed across YouTube and Google Display Network

Video Annotations

NEW Engage/interact and hold dialog with viewers to take action

http://www.youtube.com/watch?v=noOAKmlHZEE

Google Confidential and Proprietary Google Confidential and Proprietary http://www.youtube.com/user/NIVEAUK/custom

Building a Community

A gadget lives on a YouTube channel and provides advertisers with a space to customized experiences.

Custom Site w/ Engaging Features Interactive Video +

Custom playlist

Nespresso

Social Conversation + Map + Searching

Barilla

Global channel + IP Detection

Interactive Video + Language selector

Wall’s Ice Cream

Nissan

Cheetos

Others Nissan Australia

Playlist Creator

Hawaii Tourism Tourism Australia

Brands can interact with fans with bold and innovative content that couldn’t exist on other platforms

Offline Media Awareness

Conversion

Online

Consideration

Loyalty

Advocacy

Google solutions to drive users through the purchasing funnel

•  80 TV stations in 50 countries

•  Most watched live stream in history

•  216,000 likes, 10,000 comments and over 29,000 shares within 40 minutes

•  The sponsorship transcended sports and entertainment into popular culture, hitting new consumers that Red Bull does not usually capture, on a global scale.

•  Raised sales! Sales rose 7% to 1.6 billion

in the US!

Redbull Strato

Pepsi Max

Goals ●  Build brand love and loyalty ●  Turn beauty into a source of confidence, not

anxiety for women

Approach ●  Produced a 3 minute video, Dove Real Beauty

Sketches, which was uploaded in 25 languages to 46 Dove YouTube channels.

●  Launched and ignited video globally with the support of TrueView in-stream, TrueView in-search, YouTube homepage masthead, and search ads.

●  Encouraged audience participation through YouTube brand channels, YouTube video responses, Google+ Hangouts, and Google+ page.

Authentic expression of Real Beauty catapults Dove to 163 million global views on YouTube

Results

●  Over 163 million views globally ●  8M follow-on views from TrueView alone ●  4.6 billion PR and blogger impressions ●  Reached 275,000 followers on Google+ ●  #1 on the Cannes YouTube Ads

Leaderboard ●  Won Titanium Grand Prix at 2013 Cannes

Lions International Festival of Creativity

Authentic expression of Real Beauty catapults Dove to 163 million global views on YouTube

Cheetapult

Cheetahpult A snack-attack game that turns your phone into a slingshot

Evian Baby & Me (87,535,962 views and counting!)

Evian Baby & Me App Download

Evian Spider-Man - The Amazing Baby & me 2

Nike wins on brand association, despite not being a sponsor at the World Cup or Olympics

"The World Cup Brand Winner: Adidas or Nike?", Elie Ofek, Harvard Business Review Blog, July 9, 2010

What they did: "Write the Future" (2010 World Cup) 3-min YouTube video depicts soccer stars whose athletic accomplishments and failures change their lives, and even affect world events. What they accomplished: "Nike enjoyed more than double the share of buzz associated with the World Cup than its rival Adidas (30.2% share of buzz vs. 14.4%).", despite not being an official sponsor like Adidas. -Nielsen

Nike wins on brand association, despite not being a sponsor at the World Cup or Olympics

What they did: "Find Your Greatness" (2012 Olympics) Centerpiece: Film launched online, before TV Supported globally by YouTube homepage masthead Twitter: #findgreatness ignites conversation amongst athletes finding their own greatness What they accomplished: "37% identified Nike as an Olympic sponsor, compared to 24% for real sponsor Adidas... Adidas has already pulled out of sponsoring those games." -Toluma Global Omnibus Survey

"Nike Ambushes Adidas on World Stage … Again", Mallory Russell, Ad Age, July 31, 2012

Nike wins with digital

"Nike's spending on TV and print advertising in the U.S. has dropped by 40% in just three years, even as its total marketing budget

has steadily climbed upward."

"Before, the biggest audience Nike had on any given day was when 200 million tuned in to the Super Bowl. Now, across all its sites and social

media communities, it can hit that figure any day."

"Nike's new marketing mojo", Scott Cendrowski, CNN Money, February 13, 2012

Volvo Truck – The Epic Split

69,629,277 Views

Nissan Mexico’s biggest launch of the year, the Pathfinder, featured 13 video ads and a new approach to remarketing in AdWords for Video. Nissan connected their stories by making sure that users who watched their videos were shown a new one each time.

Nissan: Build Awareness / Grow Loyalty & Retention

Three: Build Awareness and Grow Loyalty & Retention

now, let’s ask ourselves… Google Confidential and Proprietary

•  integration isn't about saying the same thing in different channels. Is your brand connect with audiences by being relevant to the moment? How can you use signal such as time, location and device to plan your campaign?

•  Multi-screen, not mobile, is a new channel. What is your current brand presence across all devices? What is your plan?

•  What are ways to engaged your audiences with bold and innovative content that could not exist on other platforms?. Are you ready to move your audiences to the lower purchasing funnel with what digital has to offer?

•  It’s all about consumer touch point. The consumers have changed, as a marketer, have you?

Wrap up! Great Marketers are ones who can

connect with people in specific, real-life moments that matter

Thank you!

Integrated Campaign June 2014 - Google Partner Thailand

Presentations & Public Speaking

Transcript of Integrated Campaign June 2014 - Google Partner Thailand

Set Up Your Google AdWords Campaign

Google AdWords Campaign

Pre-campaign Google Challenge

Google Partners Event online section - Google Thailand 2014

Structuring a Google AdWords campaign

Google Shopping Ads - Campaign Management

Tips for Improving Google Shopping Campaign results

Campaign Setting in Google Adwords

Google ad words campaign management service

Google Plus Digital Advertising Campaign

Social media in Amazing Thailand campaign of Tourism Authority of Thailand

Social Media Marketing campaign in Thailand

Google adwords campaign management

Google Shopping Campaign - Migration Lessons and Best Practices

Google Video Campaign PPt

Google Adwords Infographic- Different Campaign Settings In Adwords

10 social media campaign in Thailand

THE FIRST GOOGLE MAPS CAMPAIGN IN THE WORLD

SMX 2016: Google Shopping Campaign Maintenance

Online Advertising in Google Ad Campaign