Google Confidential and Proprietary
Winning the Voterat the Online Moment of Truth
Google Confidential and Proprietary 2
Online Research Forever Changed the Game
Google Confidential and Proprietary 3
New Behavior Drives a Surge in Search Volume
Travel+206%
Real Estate+188%
Source: Google Internal. Increase in Search Volume Since 1/08
+20%+440%
Google Confidential and Proprietary
More Searches Occurring Every Year
Source: comScore qSearch, January ’08 – March ’10, * Based on the five major search engines
4
Queries have increased an average of 21% Y/Y from
Q1 ’08 – Q1 ‘10
Google Confidential and Proprietary 5
Search Driving New Levels of Traffic to Politics
Source: Hitwise, Search Engine Referral Share, 5/2010
Since June 2009, search traffic to political sites grew
20%.
5Google Confidential and Proprietary
24%
19%
December 2008 May 2010
Percentage of Site Referrals to the Politics category from Search Engines
Google Confidential and Proprietary 6
And Across All Audiences
Source: Google/Slack Barshinger, June 2009
68% of US Voters, use the internet to research political information
100% of Policy Influencers use the Web to research the issues
Google Confidential and Proprietary 7
Across Multiple Media
Source: comScore, 2009
Source: Google/Slack Barshinger, June 2009
82%82% 68%68% 49%49%Newspapers
and MagazinesNewspapers
and MagazinesInternetInternetTVTV
Where registered U.S. voters go for political information
Where registered U.S. voters go for political information
Online An Essential Source of Information
Google Confidential and Proprietary
Huge Opportunity Gap
8
U.S. voters who go online regularly for political information
68%
Share of online political advertising investments in 2008:
1.6%
4%: Obama ‘08
7.5%: McDonnell ‘09
10%: Scott Brown ‘10
Sources: Compete, October 2008; George Washington University Institute for Politics, Democracy & the Internet, 2008.
Google Confidential and Proprietary
The Future of Marketing: A Shifting Landscape
of US marketers will shift funds from traditional media budget to fund interactive marketing
59%
Source: Forrester Research, "US Interactive Marketing Forecast Online Survey" as cited by Inside the Marketers Studio, March 30, 2009, n=204
Google Confidential and Proprietary
The Typical Marketing Mix Has Changed
US Advertising and Marketing Spending, by Media, 2008-2012 (billions)
2008 2009 2010 2011 2012 % Change
TV $57.85 $52.51 $52.24 $53.48 $54.97 -5%
Newspapers $43.95 $32.97 $29.34 $27.29 $25.38 -42%
Internet $17.82 $20.34 $23.42 $27.01 $31.42 76%
Magazines $23.63 $18.57 $17.23 $16.29 $15.61 -34%
Radio $19.22 $16.47 $15.68 $15.71 $16.29 -15%
Outdoor $7.13 $6.70 $6.70 $7.10 $7.40 4%
Cinema $0.61 $0.64 $0.67 $0.72 $0.76 25%
Source: [1] ZenithOptimedia, provided to eMarketer, April 7, 2010, [2] Anticipated Changes at Publications of US Magazine and Newspaper Journalists in the Next Three Years, January 2008 (% of respondents), PRWeek and PR Newswire "Media Survey 2008" conducted by PRWeek and Millward Brown, March 31, 2008
Experts anticipate a 42% decline in Newspaper spending from ‘08 to ‘121, coinciding with a 56% decline in print circulation and increased focus online2
for magazines and newspapers in 2010
Experts anticipate a 42% decline in Newspaper spending from ‘08 to ‘121, coinciding with a 56% decline in print circulation and increased focus online2
for magazines and newspapers in 2010
10
Google Confidential and Proprietary
The Moment of Truth for Political Campaigns
11
Google Confidential and Proprietary 12
Now There’s an Online Moment of Truth
Google Confidential and Proprietary 13
Researching Starts Early
October 2008 November 2009 May 2010
Source: Google Internal Data. Queries on Google Search properties in the U.S 2010
Google Confidential and Proprietary
And Happens Across the Internet
Source: Pew Internet & American Life Project, The Internet and Civic Engagement, 2008
Google Confidential and Proprietary 15
Know What Voters Care About
Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. Both series indexed to their respective start dates.
October 2008 May 2010
…And Know When Their Interests Change
Google Confidential and Proprietary 16
3 Strategies to Win The Online Moment of Truth
Google Confidential and Proprietary 17
The Online Moment of Truth: 3 Strategies to Win
Influence & PersuadeDrive your strategic campaign message
Respond RapidlyBe nimble to respond quickly
Communicate at ScaleBe there at every relevant moment
Google Confidential and Proprietary 18
Influence & Persuade
Google Confidential and Proprietary
Placement of Your Message Matters
Google Confidential and Proprietary
Relevancy of Your Message Matters
Google Confidential and Proprietary
Micro Targeting Key Audiences
21
Google Confidential and Proprietary
Behavioral Targeting: Remarketing
22
4. Voter is recognized across GCN, and is shown your display or text ads
* Works with a TAG code on your page
1. Voter visits your site and views the volunteer page but does not take action
3. Voter continues to surf the web
2. Cookie and IP added to Target User List*
Google Confidential and Proprietary 23
0
2,000
4,000
6,000
8,000
10,000
12,000
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Sea
rch
Que
ries
(MM
)Research Happens Across Many Platforms
Source: comScore, July 2008-June 2009. US Search Rankings Data
2008 2009
Google Confidential and Proprietary 24
…Will Mean Video, More and More
Google Confidential and Proprietary
Online Video Consumption on the Rise
(59.7%)
Source: eMarketer, April ‘10, individuals of any age who watch video content online at least once per month, [2] April 2010 BlogHer and iVillage, "2010 Social Media Matters Study" co-sponsored by Ketchum and The Nielsen Company
(63.8%)
(66.7%)
(69.9%)
(73.1%)
(75.2%)
(77.0%)
25
8% of US internet users watch online video daily
2
Google Confidential and Proprietary 26
YouTube Drives Political Site Views
April 2007 April 2010
Percentage of Site Referrals to the Politics category from YouTube
Source: Hitwise Share of Referrals to Politics Category, 4/07-4/10
+189%
Google Confidential and Proprietary
YouTube Search: Promoted Videos
27
Google Confidential and Proprietary
Reach your audience on a ‘lean forward’ media platform where people are seeking video engagement and entertainment.
In-Video Overlay + Companion Ad
28
Google Confidential and Proprietary
In-Stream Ads:Gain visibility on content your target audience is actively viewing
Google Confidential and Proprietary30
Online Video Ads Surpass TV Ads in Recall
Source: MediaDailyNews, ‘Online Surpasses TV Ads in Recall, Likability; 4/22/2010
% of Viewers Recall and Likability…
general recall65% 46%28%
likability26%
brand recall50%
14%
message recall39% 21%
Online Video Ads TV Ads
Google Confidential and Proprietary
Conduct Video Market Research
•YouTube Insight enables anyone with a YouTube account to view detailed statistics about the videos that they upload to the site.
•YouTube Insight provides video-level data about who, what, when, where and how people came to watch your video.
YouTube Insight: analytics and reporting for video
Google Confidential and Proprietary 3232Google Confidential and Proprietary
Respond Rapidly
Google Confidential and Proprietary 33
Information Distribution is Getting Faster
Google Confidential and Proprietary 34
How Fast Can You Respond at a Critical Time?
Source: Google Insights for Search, Last 12 Months
Google Confidential and Proprietary 35
How Fast Can You Respond at a Critical Time?
Google Confidential and Proprietary 36
Respond Next Relevant Content
Google Confidential and Proprietary 37
Reaching Voters In the Moment on Mobile
Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. All series indexed to their respective start dates.
Politics Magazine, ‘Googling at the Polls,’ 4/20/2010
“The number of people Googling candidates while they're standing in line at the polls is staggering.” – Josh Koster
April 2009 May 2010
+45%
+170%Percent Growth of Political Queries on Google Search Properties from Laptop vs Mobile Devices
Google Confidential and Proprietary 38
Communicate at Scale
Google Confidential and Proprietary 39
AD
AD
AD
AD
ADAD
AD
AD
AD
AD
The Display Network Blast
Your ad runs across hundreds of premium and niche websites within a specific time period and geography
ADClient’s Creative
Google Confidential and Proprietary
The Display Network Blast
Google Confidential and Proprietary
65 Million ad impressions65 Million ad impressions 147,000 visits to website 147,000 visits to website $231,000 ad investment $231,000 ad investment
Google Confidential and Proprietary 42
The Online Moment of Truth: 3 Strategies to Win
Influence & PersuadeDrive your strategic campaign message
Respond RapidlyBe nimble to respond quickly
Communicate at ScaleBe there at every relevant moment
Google Confidential and Proprietary
Five Best Practices
43
1 Launch text ads now with your candidate’s name, opponents names, party terms and campaign terms
2Communicate your message directly to voters using more efficient and effective targeting while reinforcing your other paid communications
3Integrate traditional media and online persuasion by putting your quality video assets in front of more viewers more cost effectively
4 Respond immediately when events trigger online interest – issues are framed in hours, not days
5 Budget for display ad and network blasts on key local and national websites within the Google Content Network
Google Confidential and Proprietary 44
Free Insights Toolbox
google.com/insights/search
google.com/sktool
google.com/analytics
Google Confidential and Proprietary
Thank you
Top Related