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The Art and Science of Search + TV Webcast Q&A

Today we're answering the questions we received during the The Art and Science of Search + TV webcast, but didn’t have time to answer. This webcast (now available on-demand) explores Microsoft and Bing Ads research and the ways everyone can potentially take advantage of paid search to harness the buzz TV commercials create. This webcast is hosted by MJ DePalma, Sr. Global Channel Marketing Manager, along with Ryan Lee, Bing Ads Program Manager, Shawndra Hill, Senior Researcher, and special guest speaker Eliott Reilhac from TVTY.

Q. Do you have specific research on how many clicks occur on organic after a TV ad ran vs. an actual search ad?
A. Shawndra Hill: Yes. In addition to analyzing clicks on sponsored search, we also analyzed organic search results. In general, we find the same pattern: People are more likely to click on the first organic link (compared to the second link) in the minutes after a TV ad.  However, searchers are still much more likely to click on a sponsored search ad in the minutes after a TV ad.

Q. It was stated that 88.3% of TV viewers simultaneously surfed the internet1. Are there any age demographics for this?  Since older viewers may not have two screens and younger people don't watch much TV as opposed to watching content online.
A. Shawndra Hill: That particular statistic came from this eMarketer research report, however, we initially incorporated age into our analysis but later focused primarily on gender as the demographic of interest. We can answer your question easily with the cohorts in our data and will do so in the next iteration of our papers. Thanks for the question to let us know the answer is of interest to advertisers. I would be surprised if we didn't see an age effect on mobile compared to PC and desktop.

Q. I would love to see some research on automotive, particularly automotive dealers :-)
A. Shawndra Hill: We would too! We have identified auto as a target category for future work because it is so different from categories we have studied in the past in two important ways: 1) People buy cars infrequently and 2) there are a lot more local ads. We believe these two points will test our approach in interesting ways. As an (academic-style) researcher, one of my limitations is that I don't always have access to all TV ad spot data across all product categories.  With access to more categories, we will be able to show the generalizability of our approach.  We are working on it :)

Q. This is just a hypothetical question, but what if I am targeting a niche audience?
A. Shawndra Hill: The number of people who respond on search is proportional to the number of people targeted. Therefore, the number of people targeted does matter with respect to our ability to do our analysis. That said we have been able to detect effects for DMA-based targeting which targets far fewer people than national targeting. When and if the data are sparse, one can aggregate both in time and cohorts -- so instead of looking at minute by minute data, one can look at 3 or 5 minute chunks -- instead of grouping searches by devices, for example mobile vs PC, one can look at response across all devices together as one cohort. These adjustments, when needed, still allow brand advertisers to gain insights to how and when people are responding to their TV ads on search.

Ryan Lee: Same answer as the one above, even if you are a niche you could piggy back off searches created by TV ads by (1) timing and focusing your ads, through the various actions we talked about, to shows or events that appeal to your target demographic or (2) even amplify this by targeting a subset of your site visitors.

Q. Your examples are using big brands at big events. Many of our clients are SMEs that need to be nimble and "establish" brand awareness. Can you discuss the impact of TV on driving brand searches for brands who are still early in the brand development process?
A. Eliott Reilhac: Smaller brands can either amplify their own TV impacts in smaller DMAs, or leverage the Search traffic created by their competitors' airings on TV.

Q. So can TVTY monitor local television station commercials in the U.S.?
A. Eliott Reilhac: Yes, in a number of DMAs. We can also open new DMAs based on our clients' needs. Our complete list of monitored channels can be accessed here: https://www.tvty.tv/channels-list/

Q. To leverage TV & search with TVTY are there any additional costs involved other than the actual search ads cost?
A. Eliott Reilhac: Yes, TVTY charges 10% of the media spend that is synchronized.

Q. How can we increase traffic if our business category does not leverage TV ads?
A. Eliott Reilhac: You could synch with other moments, such as TV shows, or social trending topics.
Ryan Lee: You could piggy back off searches created by TV ads by (1) timing and focusing your ads, through the various actions we talked about, to shows or events that appeal to your target demographic or (2) even amplify this by targeting a subset of your site visitors through our Remarketing feature to enhance your performance.

Q. Would TVTY consider this approach to be cost effective for a smaller DMA "local" car dealer? Or would it be more for a mid to larger group or a Tier 2/Tier 3 perspective?
A. Eliott Reilhac: Yes, car dealerships are ideal clients. Automotive is our biggest vertical.

Q. Does Bing (outside of “big game”) have any more specific statistics/findings on average awareness or volume lift following TV?
A. Ryan Lee: Bing is running analysis as we speak but do not have numbers that we can share that would provide a more generalized view now. Stay tuned.

Q. Is the webcast going to be available as a recording?
A. Yes! Watch for the on-demand version of The Art and Science of Search + TV right now!
 
1eMarketer, Even During TV Time, Digital Devices Play Prominent Role, May 24, 2016.